Building the “Right” Online Consumer Community Platforms<br />Prashant Saxena, Doctoral Student <br />Marketing, Year - 1<...
INTENT & AGENDA (BOTTOM-UP APPROACH)<br />SOCIOLOGY : <br />INDIVIDUAL  COMMUNITIES<br />MARKETING : <br />PRODUCER  CON...
RESEARCH OVERVIEW<br />
RESEARCH BACKGROUND<br />COMMUNICATION PATTERN<br />Producer<br />Consumer<br />Year : 1920 ++ <br />Consumer<br />Produce...
RESEARCH BACKGROUND<br />
RESEARCH BACKGROUND<br />
RESEARCH BACKGROUND<br />Consumer<br />Black Box Processing Centre<br />Customer Decision – Product, Brand Choice, Dealer ...
RESEARCH QUESTIONS<br />
RESEARCH QUESTIONS<br />Inbound  – New users investing in community<br />Peripheral  – Users showing unstructured particip...
RESEARCH VISION<br />
RESEARCH VISION<br />Facilitated Online minimizing distance & time costs<br />Public Community of Practice <br />Trust<br ...
RESEARCH VISION<br />Current Engagements – Utopia in Virtual Community, Transmedia Storytelling & Social Media<br />
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Building the right online consumer community platforms - prashant saxena nus

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Building the right online consumer community platforms - prashant saxena nus

  1. 1.
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  4. 4. Building the “Right” Online Consumer Community Platforms<br />Prashant Saxena, Doctoral Student <br />Marketing, Year - 1<br /> National University of Singapore<br />
  5. 5. INTENT & AGENDA (BOTTOM-UP APPROACH)<br />SOCIOLOGY : <br />INDIVIDUAL  COMMUNITIES<br />MARKETING : <br />PRODUCER  CONSUMER<br />INFORMATION <br />MANAGEMENT :<br />KNOWLEDGE MANGEMENT <br />BOP OPPORTUNITY<br />COMMUNICATION : <br />SUB CULTURE <br /> POPULAR CULTURE<br />
  6. 6. RESEARCH OVERVIEW<br />
  7. 7. RESEARCH BACKGROUND<br />COMMUNICATION PATTERN<br />Producer<br />Consumer<br />Year : 1920 ++ <br />Consumer<br />Producer<br />Year : 1969 ++ <br />Year : 2000 ++<br />
  8. 8. RESEARCH BACKGROUND<br />
  9. 9. RESEARCH BACKGROUND<br />
  10. 10. RESEARCH BACKGROUND<br />Consumer<br />Black Box Processing Centre<br />Customer Decision – Product, Brand Choice, Dealer Choice, Purchase Timings<br />Web Experience (Controllable) - Website Usability, Interactivity, Trust, Aesthetics, Online Marketing Mix<br />+<br />Web 2.0 Experience (Uncontrollable) – Weblogs, Social Networks, Podcasts, Communities, Forums, etc<br />
  11. 11. RESEARCH QUESTIONS<br />
  12. 12. RESEARCH QUESTIONS<br />Inbound – New users investing in community<br />Peripheral – Users showing unstructured participation<br />Insider – Users with committed participation<br />10% drop rate<br />90% drop rate<br />Gap of trusting <br />each other, <br />Gap of belonging<br />Gap of commitment<br />to community<br />90% drop rate<br />Outbound – Users on their way to form bigger communities<br />Leader – Encouraging/<br />sustaining participation<br />Gap of sharing experiences,<br />Gap of low fame & reputation<br />Gap of self actualization &<br />Community leadership<br />ONLINE COMMUNITY PLATFROMS – USER PERSONA, GAPS, LIFECYCLE & DROP RATE<br />
  13. 13. RESEARCH VISION<br />
  14. 14. RESEARCH VISION<br />Facilitated Online minimizing distance & time costs<br />Public Community of Practice <br />Trust<br />Reputation<br />Fun<br />
  15. 15. RESEARCH VISION<br />Current Engagements – Utopia in Virtual Community, Transmedia Storytelling & Social Media<br />

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