The document discusses the rise of online communities and how companies can leverage them. It notes that more than 60% of Fortune 1000 companies will connect to or host online communities by 2010. It then provides the AOF method for analyzing activities, objects, and features/tasks to identify the core elements of a community. Examples are given for communities around entertainment, shopping, and sharing photos. The document also discusses how online communities can generate revenue through traditional advertising as well as new sources like pay-to-post, pay-to-interact, offline/online events, pay-to-learn, and pay-to-bring-together models. It argues that communities allow companies to connect directly with consumers rather than just keeping media companies

3. Community, community, community

4. Why now ?

5. How ?

6. Can this pay ?

7. Why now ?

8. Industrialization era

10. Information era

11. Infobesity

14. Attention economy

15. Conversation era

18. « More Than 60% of Fortune 1000 Companies With a Web Site Will Connect to or Host a Form of Online Community by 2010. » Gartner

19. Online Communities vs Traditional sites

20. britannica.com vs wikipedia.org

21. video.google.com vs youtube.com

22. yellowpages.com vs yelp.com

23. stylefeeder.com

27. How?

28. Traditionally

30. Analysis DEV Consumers

31. Analysis Dev Consumers

32. Dev Consumers Analysis

33. Dev Consumers Analysis

34. Dev Consumers Analysis

35. Dev Consumers Analysis

36. Analysis Dev Consumers

38. Analysis Dev Consumers

39. Now in New York.

40. Consumers Analysis Dev

41. We listen.

42. We observe.

43. We dive.

46. AOF Method: Activities Objects Features/Tasks

47. Activities: Focus on one and only one primary activity What your audience is doing?

48. Objects: Identify the social objects What are the objects that people interact with while doing that activity?

49. Tasks: Choose the core feature set What are the actions that people perform on the objects?

50. Examples

51. Motivation: Entertainment Activities: Rent movies Tasks: Suggest, comment, discuss with friends & family... Objects: Movies

53. Motivation: Purchase products Activities: Shopping Tasks: Add to cart, search products, compare and discuss about book… Objects: Books

55. Motivation: Save souvenirs Activities: Share photos Tasks: Show, comment, share photos, create albums… Objects: Photos

57. Knitting Motivation: Create a work of art Activités: Knitting Tâches: Share pattern, find trends, show your work of art, discuss, get inspired… Objets: Patterns

59. vogueknitting.com vs ravelry.com

60. Activity Content

61. « We’re not in the business of keeping the media compagnies alive. We’re in the business of connecting with consumers. » Trevor Edwards, Nike’s corporate vice president for global brand and category management

62. Can this pay ?

63. « ROI for communities »

64. Dave Carter, Awareness Co-Founder and CTO

65. Expenses Revenues Marketing: Dev & Content: Design: Sales: SEO: 4 $ 2 $ 2 $ 2 $ 2 $ Banners: Emails: 14 $ 14 $ Revenues - expenses = 20 $

66. Expenses Revenues Marketing: Dev & Content: Design: Sales: SEO: 2 $ 8 $ 2 $ 2 $ 1 $ Banners: Emails: New sources: 25 $ 25 $ 25 $ Revenues - expenses = 60 $

67. New revenue sources

68. « With a community, consumer are no longer an audience; they are conversation partners. » Sam Fleming, CEO of CIC

69. Pay to post vs Pay to interact

70. John vs Robert

71. Offline/Online events

72. Pay to learn

73. Pay to bring together

74. Loyalty