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Virtual Communities: from tribes to etribes

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Virtual Communities: from tribes to etribes

  1. 1. Virtual Communities<br />Fromtribes to e-tribes<br />MKTG 6226 FSocial Media For Marketing and Management<br />January 24, 2011<br />Pauline MUNIER<br />
  2. 2. Whatis a tribe ?<br />“A tribe is any group of people, large or small, who are connected to one another, a leader, and an idea.” (Godins, 2008)<br />Historicallybased on kinship, now on cultural interests and social affiliations (Kozinets, 1999)  people gatherbecause of similarlifestyle and consumptionactivities, or more powerfullyshared passions<br />The stronger the emotionalload, the tighter the tribe<br />
  3. 3. Why do people decide to jointribes?<br />Need to communicate and sharewith people: socializing“For millions of years, humans have been seeking out tribes, be they religious, ethnic, economic, political, or even musical (think of the Deadheads). It's our nature.” (Seth Godins, 2008)<br />Leadership aspirations<br />Satisfaction and self-accomplishment (doingsomething for the community)<br />Experiencingdifferentsides of theirpersonality<br />Search for information<br />Search for support<br />Etc. <br />
  4. 4. Typology of tribes<br />In function of theirlink to the marketplace, tribescanbedivided in 4 themes (Cova, Kozinets & Shankar, 2007):<br />Activators<br />Double Agents<br />Plunderers<br />Entrepreneurs<br />
  5. 5. E-Tribes or Virtual Communities<br />Online groups of people who share social interactions based on common interests, behaviors, practices and rules“Social aggregationsthatemergefrom the net whenenough people carry on […] public discussions long enough, withsufficienthuman feeling, to formwebs of personalrelationships in cyberspace” (Howard Rheingold, 1993)<br />Differenceswithtribes :<br />No geographicalboundaries or time limitations<br />Quicker and more convenient<br />No physicalencounters , fewer face-to-face interactions<br />Level of commitment<br />Process of integrationinto the community<br />
  6. 6. The consumptionknowledgegrows as group standards are integrated and as social tiesdevelopbetween the members of the community<br />
  7. 7. Virtual Communities of Consumption<br />Many e-tribal topics deal withconsumption and marketing interests (Kozinets, 1997-1998) and gather brand-enthusiasts, regularconsumers of specificproductcategories…<br />Communitymemberscanbedivided in 4 groups according to boththeirinterest in the consumptionactivity and theirinvolvement in discussions and practices:<br />Tourists<br />Minglers<br />Devotees<br />Insiders<br />
  8. 8. Communal Interactions : Orientations & Objectives<br />People don’tjoin e-tribes for the samereasons, thereforetheydon’tshare the same intentions whileinteracting and communicating.<br />Motivations are eitherpersonally or sociallymotivated, and either short-term or long-termintended  4 modes of interactions are used :<br />Informational mode (tourists & devotees)<br />Relational mode (minglers & insiders)<br />Recreational mode (minglers & tourists)<br />Transformational mode (insiders & devotees)<br />
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  10. 10. Differentforms of Virtual Communities<br />According to their social structure and theirpurpose, wecandistinguish 4 main types :<br />Dungeons (MUD) : game-playing/fantasyrole-playing in a structuredrecreational mode<br />Rooms (IRC) : chat rooms<br />Rings & Lists: gathering of relatedhomepages & e-mail mailing lists<br />Boards : interest-specific message boards and forums<br />

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