Web Communities Oct 1998 Presentation to SVAMA

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Web Communities
for content, commerce, and customer retention
Cynthia Typaldos
Founder and CEO, RealCommunities, Inc
Silicon Valley Chapter of the American Marketing Association
October 14, 1998

Published in: Internet, Technology, Business

Web Communities Oct 1998 Presentation to SVAMA

  1. 1. SVAMA 10/14/98 Copyright ©1998 RealCommunities, Inc. 06/09/14 05:01 PM Web Communities for content, commerce, and customer retention Cynthia Typaldos Founder and CEO, RealCommunities, Inc Silicon Valley Chapter of the American Marketing Association October 14, 1998 This entire presentation is on the web at: http://www.realcommunities.com/svama/index.htm
  2. 2. SVAMA 1014/98 Copyright © 1998 RealCommunities, Inc. All Rights Reserved. Slide : 2 06/09/14 05:01 PM About me GolfWeb The 12 Principles of Civilization™ Corporate Communities Q&A Appendix: Further Reading & Learning More on Corporate Benefits from Web Communities Web Community Categorizations RealCommunities Contact Info Presentation Outline
  3. 3. SVAMA 1014/98 Copyright © 1998 RealCommunities, Inc. All Rights Reserved. Slide : 3 06/09/14 05:01 PM Founder & CEO, RealCommunities present www.realcommunities.com Co-Founder & COO, GolfWeb 1995-1997 www.golfweb.com Software Business Consultant & Instructor, UC Berkeley Extension 1993-present Director of SW Marketing, Director of Standards, Sun Microsystems Marketing, SW Engineering: Data General, Bank of America Education: UC Berkeley - BS, grad school Computer Science MIT - MBA My Background
  4. 4. GolfWeb
  5. 5. SVAMA 1014/98 Copyright © 1998 RealCommunities, Inc. All Rights Reserved. Slide : 5 06/09/14 05:01 PM My GolfWeb Experience developed business model and operating plan co-managed company responsible for vision, definition, and implementation of GolfWeb’s community products developed International operations raised $10M in venture and corporate funding
  6. 6. SVAMA 1014/98 Copyright © 1998 RealCommunities, Inc. All Rights Reserved. Slide : 6 06/09/14 05:01 PM 60% market share (next golf site has 16%) 2-3M pageviews/day, several million readers/month destination website (content, commerce, community) Business Week award - one of 7 websites selected for “Best Products of 1996” Acquired by CBS Sportsline in January 1998 GolfWeb Facts
  7. 7. SVAMA 1014/98 Copyright © 1998 RealCommunities, Inc. All Rights Reserved. Slide : 7 06/09/14 05:01 PM Community Firsts on GolfWeb Guest Book (Jan ‘95) User extensible database in the OnCourse golf course directory (Jan ‘95) Member Profiles, Signature, Database, Application Integration in the Players Club (Aug ‘97) Member Profile automatically updated by member activity (Aug ‘97)
  8. 8. SVAMA 1014/98 Copyright © 1998 RealCommunities, Inc. All Rights Reserved. Slide : 11 06/09/14 05:01 PM GolfWeb Community Info Players Club - fully integrated membership product community infrastructure: registration, member profiles, groups, invite a new member sign-up, member management tools, etc. golfing community applications: leaderboard, scoring, handicapping, find a similar member, etc. golf course database (23,000 courses) - user-updatable communication tools: polls, quizzes, chat, discussion groups, games, guest books, newsletters, email, etc. invested ~ $3M in community software definition and development
  9. 9. SVAMA 1014/98 Copyright © 1998 RealCommunities, Inc. All Rights Reserved. Slide : 13 06/09/14 05:01 PM Existing Online Communities GolfWeb Players Club Yahoo! Clubs Netscape Netcenter Silicon Investor Motley Fool ClearStation Ebay Amazon.com BarnesandNoble Edmunds Automotive Autodesk Compaq Javasoft VerticalNet AsianAvenue iVillage NetNoir The RV Club www.edmunds.com Utne Cafe Wall Street Journal Homestead GeoCities AOL WorldsAway* NetNoir Online Women.com Virtual Memorials ConvoNation: Virtual Hangout for Sick and Disabled Kids -- www.maniax.com Moms Online: A Home for Moms in Cyberspace -- www.momsonline.com Regarding Vietnam: Stories Since the War -- /www.pbs.org/pov/stories SeniorNet: Bringing Wisdom to the Information Age -- www.seniornet.org The Body: An AIDS and HIV Information Resource -- www.thebody.com The Family Village --www.familyvillage.wisc.edu/ ESPN Sportszone www.matchmaker.com
  10. 10. SVAMA 1014/98 Copyright © 1998 RealCommunities, Inc. All Rights Reserved. Slide : 14 06/09/14 05:01 PM What do all human communities need to thrive?
  11. 11. SVAMA 1014/98 Copyright © 1998 RealCommunities, Inc. All Rights Reserved. Slide : 15 06/09/14 05:01 PM 12 Principles of Civilization™ 1. Communication 4. Environment 7. Trust 10. Expression 2. Identity 5. Boundaries 8.Governance 11. History 3. Purpose 6. Groups 9.Commerce 12. Evolution
  12. 12. SVAMA 1014/98 Copyright © 1998 RealCommunities, Inc. All Rights Reserved. Slide : 16 06/09/14 05:01 PM Principle of Civilization™ #1 - Communication off-web
  13. 13. SVAMA 1014/98 Copyright © 1998 RealCommunities, Inc. All Rights Reserved. Slide : 17 06/09/14 05:01 PM Principle of Civilization™ #1 - Communication web software implementations
  14. 14. SVAMA 1014/98 Copyright © 1998 RealCommunities, Inc. All Rights Reserved. Slide : 18 06/09/14 05:01 PM Principles of Civilization™ #2 - Identity off-web
  15. 15. SVAMA 1014/98 Copyright © 1998 RealCommunities, Inc. All Rights Reserved. Slide : 19 06/09/14 05:01 PM Principles of Civilization™ #2 - Identity web software implementations
  16. 16. SVAMA 1014/98 Copyright © 1998 RealCommunities, Inc. All Rights Reserved. Slide : 20 06/09/14 05:01 PM Web Community Identity Examples GolfWeb Players Club Member Profile eBay Feedback for Registered User Motley Fool Personal Profile RealCommunities’ Member Profile
  17. 17. RealCommunities’ Member ProfileRealCommunities’ Member Profile
  18. 18. SVAMA 10/14/98 Copyright ©1998 RealCommunities, Inc. 06/09/14 05:01 PM Corporate Web CommunitiesCorporate Web Communities
  19. 19. SVAMA 1014/98 Copyright © 1998 RealCommunities, Inc. All Rights Reserved. Slide : 32 06/09/14 05:01 PM Corporate Web Sites “The portals of tomorrow are the corporate Web sites that are being constructed today… I look forward to watching what happens to the traffic numbers…as corporate Web sites become prime destinations.” -- Portal mania, Danny Rimer, 4/15/98, c|net
  20. 20. SVAMA 1014/98 Copyright © 1998 RealCommunities, Inc. All Rights Reserved. Slide : 33 06/09/14 05:01 PM Web Hubs “A hub is a central position from which everything radiates. It's more like a railway station than an on-ramp. It's a subtle distinction, I know, but an important one, because a hub becomes the focus of your activities, not just a pass-through.” -- Jesse Berst, 7/1/98, ZDNet AnchorDesk
  21. 21. SVAMA 1014/98 Copyright © 1998 RealCommunities, Inc. All Rights Reserved. Slide : 34 06/09/14 05:01 PM Where does Community Software fit into a Destination/Hub Web Site?
  22. 22. SVAMA 1014/98 Copyright © 1998 RealCommunities, Inc. All Rights Reserved. Slide : 35 06/09/14 05:01 PM Why Corporations are creating web communities... They want to to enhance their relationships with their natural communities of: customers suppliers distributors partners 3rd party developers subcontractors investors employees etc.
  23. 23. SVAMA 1014/98 Copyright © 1998 RealCommunities, Inc. All Rights Reserved. Slide : 36 06/09/14 05:01 PM Where does Community fit in a Corporate Web Site? Customer Community Supplier Community Partner Community Ecommerce Employee Community Investor Community
  24. 24. SVAMA 1014/98 Copyright © 1998 RealCommunities, Inc. All Rights Reserved. Slide : 37 06/09/14 05:01 PM Stock Brokerage Example: Business-to- Consumer Key Benefits groups and other features create customer “stickiness” and loyalty ability to create community applications (e.g. investment groups) for differentiation data mining production automation, news generation
  25. 25. SVAMA 1014/98 Copyright © 1998 RealCommunities, Inc. All Rights Reserved. Slide : 38 06/09/14 05:01 PM Hi-Tech Example: Business-to-Business Key Benefits market research (focus groups, surveys) data mining (for salespeople especially) ecommerce word-of-mouth capability customers helping customers
  26. 26. SVAMA 1014/98 Copyright © 1998 RealCommunities, Inc. All Rights Reserved. Slide : 39 06/09/14 05:01 PM Corporate Communities Today
  27. 27. SVAMA 10/14/98 Copyright ©1998 RealCommunities, Inc. 06/09/14 05:01 PM Q & AQ & A
  28. 28. SVAMA 1014/98 Copyright © 1998 RealCommunities, Inc. All Rights Reserved. Slide : 41 06/09/14 05:01 PM Books: Hosting Web Communities: Building Relationships, Increasing Customer Loyalty,and Maintaining a Competitive Edge Author: Cliff Figallo Net Gain: Expanding Markets Through Virtual Communities. Authors: John Hagel, Arthur Armstrong Further Reading & Learning My UCB Extension course on Web Communities: www.typaldos.com/webmarketing/ucb/fall98.html next class starts Feb 4th Experience: Join some web communities!
  29. 29. SVAMA 1014/98 Copyright © 1998 RealCommunities, Inc. All Rights Reserved. Slide : 42 06/09/14 05:01 PM Corporate Benefits from Web Communities Make money Save money Retain customers
  30. 30. SVAMA 1014/98 Copyright © 1998 RealCommunities, Inc. All Rights Reserved. Slide : 43 06/09/14 05:01 PM Benefit: Increased Revenue A well-structured and well-managed community fosters the development of trust between members, and therefore word-of-mouth reference sales.
  31. 31. SVAMA 1014/98 Copyright © 1998 RealCommunities, Inc. All Rights Reserved. Slide : 44 06/09/14 05:01 PM Benefit: Cost Savings Lower operational costs member-created content Better leverage of corporate resources such as engineers, customer service customers helping each other organizes support or development personnel in one-to-many dialogue for better efficiency
  32. 32. SVAMA 1014/98 Copyright © 1998 RealCommunities, Inc. All Rights Reserved. Slide : 45 06/09/14 05:01 PM Benefit: Customer Retention and Marketing Members adding value and locking in Members have much information of value Increasing returns/network economics come into play Member “lock-in” or “stickiness” due to value added by being part of the community, status achieved, connections made. Helps combat commodity pricing. Market Research polls, surveys, quizzes, focus groups data mining of member community Differentiation How the community site is structured and managed gives the corporation a “personality” opportunity to provide unique community applications
  33. 33. SVAMA 1014/98 Copyright © 1998 RealCommunities, Inc. All Rights Reserved. Slide : 46 06/09/14 05:01 PM Communities Products & Components Web Community Categories
  34. 34. SVAMA 1014/98 Copyright © 1998 RealCommunities, Inc. All Rights Reserved. Slide : 47 06/09/14 05:01 PM Communities Personal Community Aggregations me and my friends and family (group focus) - Portals My-Home-page-on-the-web (personal focus) - Home Page Sites Hub/Destination Communities Lifestyle, Interest websites Corporate Communities business-to-consumer business-to-business Associations Web Community Categories
  35. 35. SVAMA 1014/98 Copyright © 1998 RealCommunities, Inc. All Rights Reserved. Slide : 48 06/09/14 05:01 PM Products & Components communication tools registration tools complete community solutions 3 different types of communities (see next slide) community applications Web Community Categories
  36. 36. SVAMA 1014/98 Copyright © 1998 RealCommunities, Inc. All Rights Reserved. Slide : 49 06/09/14 05:01 PM Contact Info for RealCommunitiesCynthia Typaldos CEO 408 867-8875 ct@realcommunities.com RealCommunities, Inc. www.realcommunities.com Web Communities Strategic Consulting 14510 Big Basin Way, Suite 285 Saratoga, CA 95070

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