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Management, Marketing & Informationssysteme - Marketing und digitale Communities

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Veranstaltung zu "Marketing in Netzeffektmärkten" im Rahmen des Kurses "Management, Marketing & Informationssysteme" im Rahmen des Masterstudiengangs Wirtschaftsinformatik am Fachbereich Wirtschaftswissenschaft der Freien Universität Berlin im Wintersemester 2013/2014, online: http://wikis.fu-berlin.de/display/mmis

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Management, Marketing & Informationssysteme - Marketing und digitale Communities

  1. 1. Management, Marketing und Informationssysteme Marketing und digitale Communities Leonhard Dobusch 07. November 2013
  2. 2. Diskussion der Vorablektüre I Kozinets, R.V. (1999): E-Tribalized Marketing? Gruppe 1) §  Anhand welcher Kriterien lassen sich "lohnende" OnlineCommunities identifizieren? §  Wie mit negativem Feedback aus Community umgehen? Gruppe 2) §  Besser bestehende oder eigene Plattform nutzen? §  Angesichts der 80/20-Regel: sind Mingler und Tourists in der Marketing-Strategie zu vernachlässigen? Prof. Dr. Leonhard Dobusch, Freie Universität Berlin
  3. 3. Diskussion der Vorablektüre II Di Maria, E./Finotto, V. (2008): Communities of Consumption and Made in Italy? Gruppe 3) §  Einsatz von Communities auch jenseits von F&E sinnvoll? Welche? §  Kann eine Community ein dauerhafter Wettbewerbsvorteil sein? Warum (nicht)? Gruppe 4) §  Welche Risiken entstehen durch Einbeziehung von Communities in Produktentwicklung? Wie begegnen? §  Sind die Ergebnisse auch Großunternehmen anwendbar? Prof. Dr. Leonhard Dobusch, Freie Universität Berlin
  4. 4. Communities als Gemeinschaft §  Ferdinand Tönnies (1887): Gemeinschaft und Gesellschaft §  Gemeinschaft resultiert aus auf gemeinsamen Zweck hin orientiertes Handeln §  Z.B. Dorfgemeinschaft, Kirchengemeinde §  Gemeinschaft an sich und Gemeinschaft für sich: §  Gemeinsam geteilte Praktiken: „Quasi-Gruppen“ (Mayntz/ Scharpf 1995) bzw. „Quasi-Akteure“ (Dahrendorf §  Selbstidentifikation als (Mitglied einer) Gemeinschaft §  Z.B. soziale Bewegungen, digitale Gemeinschaften Prof. Dr. Leonhard Dobusch, Freie Universität Berlin
  5. 5. Communities: Beispiele §  Communities of Practice (Wenger 1998) §  Gemeinschaft von Akteuren mit geteilter Ausbildung oder Tätigkeit §  Online (z.B. Diskussionsforum) oder offline (z.B. Kantine) §  Z.B. Xerox-Kundendienst (Brown/Duguid 2000) §  Soziale Bewegungen §  Gemeinschaft von Akteuren mit gemeinsamer politischer Zielsetzung §  Regelmäßig auch im Kontext von Märkten: „Market Rebels“ (Rao 2009) §  Z.B. Free Software Movement, Anti-Gentechnik-Bewegung Prof. Dr. Leonhard Dobusch, Freie Universität Berlin
  6. 6. Communities: Beispiele II §  Online Communities §  Gemeinschaft von Akteuren verbunden durch OnlinePlattform §  Z.B. Wikipedia-Community, Facebook (?) §  Communities of Consumption §  Gemeinschaft von Akteuren mit gemeinsamem Konsumverhalten §  Im engeren Sinn („für sich“): Interaktion und Austausch, häufig rund um Marken §  Z.B. GTI-Treffen, Apfeltalk-Forum Prof. Dr. Leonhard Dobusch, Freie Universität Berlin
  7. 7. Communities: Zwischen Fandom & Aktivismus Bild: http://www.mentalfloss.com/blogs/archives/99370 Prof. Dr. Leonhard Dobusch, Freie Universität Berlin Bild: http://www.defectivebydesign.org/
  8. 8. Entstehung von Konsum-Communities Rekursives Zusammenspiel zweier voneinander unabhängigen Faktoren (Kozinets 1999) §  Zentralität der Konsumaktivität für persönliches Selbstverständnis §  Intensität der sozialen Beziehungen mit anderen Mitgliedern der Community Bild: Kozinets (1999: 254) Prof. Dr. Leonhard Dobusch, Freie Universität Berlin
  9. 9. Typologie von Communty-Mitgliedern Bild: Kozinets (1999: 255) Prof. Dr. Leonhard Dobusch, Freie Universität Berlin
  10. 10. Verteilung von Beitragsniveaus: 1%-Regel 1% 9% 90% Bild: Life of Riley, http://en.wikipedia.org/w/index.php?title=File:1percentrule.svg, CC-BY-SA Prof. Dr. Leonhard Dobusch, Freie Universität Berlin
  11. 11. Verteilung von Beitragsniveaus (Forts.) Bild: Guo et al. (2009: 8) Prof. Dr. Leonhard Dobusch, Freie Universität Berlin
  12. 12. Konsum-Communities: Marketingimplikationen Besonderheiten von digitalen Konsum-Communities mit Marketingimplikationen: §  Wandel der Konsumentenrolle: von „read-only“ zu „read/write“ (Lessig 2004) §  Wandel der Akteurskonstellationen: von Dyaden zu Netzwerkstrukturen §  Wandel der Beziehungsqualität: von Verkaufstransaktionen zu multidimensionalen Interaktionsmustern Prof. Dr. Leonhard Dobusch, Freie Universität Berlin
  13. 13. Konsumentenrolle: Read-only zu Read/Write Bild: Ebber (2007: 65) Prof. Dr. Leonhard Dobusch, Freie Universität Berlin
  14. 14. Akteurskonstellation: Dyade zu Netzwerk Herausforderungen und Chancen von Marketing als Netzwerkkommunikation: §  Klassisch: Fernseh/Radio/Anzeigen-Marketing v. „Mundpropaganda“ §  Communities können kollektiv adressiert werden §  Basis für virales Marketing §  Probleme: schlechte Steuerungsmöglichkeit und Gefahr viraler Gegenkampagnen Beispiele: §  Hotmail, Filme (Cloverfield, Blair Witch Project) Prof. Dr. Leonhard Dobusch, Freie Universität Berlin
  15. 15. „New Media“ Auswahl/Filter Öffentlichkeit Veröffentlichen Öffentlichkeit Zitieren Verlinken Kommentieren Veröffentlichen Prof. Dr. Leonhard Dobusch, Freie Universität Berlin Auswahl/Filter „Old Media“
  16. 16. Beziehungsqualität: Multidimensionalität Informationen über und Förderung von markenbezogener Identitätsbildung jenseits von Transaktionen: §  Förderung von und Allianz mit Communities als eigenständige Marketingstrategie §  Individualisiertes Targeting und Tracking in CommunityKontexten §  Probleme: Datenschutzregelungen, Eigendynamik von Communities Prof. Dr. Leonhard Dobusch, Freie Universität Berlin
  17. 17. Von Konsum- zu Marken-Communities Ko-Konstruktion eines Markenimages von Unternehmen und Communities (DiMaria/Finotto 2008) §  Innovative Nutzungsformen („user innovation“) mit Rückwirkungen auf Markenimage §  Zentrale Bedeutung von „Lead Users“ für Markenkommunikaton und -entwicklung §  Schnittstelle zwischen Innovation und Marketing Prof. Dr. Leonhard Dobusch, Freie Universität Berlin
  18. 18. Hausarbeitsthemen? Gruppen á 3-4 Personen: Was könnte eine Hausarbeit zum Thema untersuchen? §  Titel §  Fragestellung §  Fall Prof. Dr. Leonhard Dobusch, Freie Universität Berlin
  19. 19. Literatur §  §  §  §  §  §  §  §  §  §  §  Brown, J.S./Duguid, P.(2000): Balancing act: How to capture knowledge without killing it. Harvard Business Review, 78 (3), 73-80. Ebber, N. (2007): Creative Commons Lizenzen: Chancen und Risiken für das Management von NonGovernmental Organisations. Diplomarbeit Dahrendorf, R. (1959): Class and Class Conflict in Industrial Society. Stanford. Di Maria, E./Finotto, V. (2008): Communities of Consumption and Made in Italy. In: Industry & Innovation, 15 (2), 179-197. Guo, L./Tan, E./Chen, S./Zhang, X./Zhao, Y. (2009): Analyzing Patterns of User Content Generation in Online Social Networks. In: Proceedings of the KDD '09 Proceedings of the 15th ACM SIGKDD international conference on Knowledge discovery and data mining, 369-378. Kozinets, R.V. (1999): E-Tribalized Marketing?: The Strategic Implications of Virtual Communities of Consumption. In: European Management Journal, 17 (3), 252-264. Lessig, L. (2004): Free Culture: How Big Media Uses Technology and the Law to Lock Down Culture and Control Creativity. Mayntz, R./Scharpf, F.W. (1995): Der Ansatz des akteurzentrierten Institutionalismus. In: Mayntz, R./ Scharpf, F.W. (Hg.), Gesellschaftliche Selbstregelung und politische Steuerung. Frankfurt/M., 39-72. Rao, H. (2009): Market Rebels: How Activists Make Or Break Radical Innovations. New Jersey. Tönnies, F. (1887/2005): Gemeinschaft und Gesellschaft: Abhandlung des Communismus und des Socialismus als empirischer Culturformen. Darmstadt: Wissenschaftliche Buchgesellschaft. Wenger, E. (1998): Communities of Practice: Learning, Meaning, and Identity. Cambridge: Cambridge University Press. Prof. Dr. Leonhard Dobusch, Freie Universität Berlin

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