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Internet Marketing Online Community Net Gain or Silicon Snake Oil Positives and negatives of the Internet Optimists Innovative communications Message boards and chat rooms Social interaction Community building ICQ Business-to-business builds on existing community

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internet marketing

Internet Marketing

Online Community

net gain or silicon snake oil
Net Gain or Silicon Snake Oil
  • Positives and negatives of the Internet
optimists
Optimists
  • Innovative communications
    • Message boards and chat rooms
  • Social interaction
  • Community building
    • ICQ
    • Business-to-business builds on existing community
  • Changing role and control of marketers
pessimists
Pessimists
  • Isolate individuals and cheapen communications
    • Tone of voice
  • Harm social involvement
community characteristics
Community Characteristics
  • Internet communication tools
  • Rules that define community membership
  • Collaborative production of material by members
  • Repeat use by members
online tools
Online Tools
  • Categorizing
    • Communication rings - direct
      • Send messages directly to individuals
    • Content trees - indirect
      • Use a central point to collect and store information
rules
Rules
  • Strong and weak membership rules
    • Strong communities require strong rules
    • Weak community is a problem for online marketers
  • Escalating membership rules
    • Helps build large groups with strong cohesion – frequent flyer programs and online role-playing games
rules and focus
Rules and Focus
  • Focus is crucial
  • Maintaining focus as the group grows
  • Content focus helps search engines locate a site
collaboration
Collaboration
  • Desirable features of member content
    • Low cost
    • Current
    • Creative
    • Credible
  • Contributions are skewed
    • Tilt to heavy users
  • Online tools expand discussion networks
    • Who do you talk to?
community private and public goods
Community, Private and Public Goods
  • Public and private goods
    • Private – owned and excludable
    • Public – enjoyed by all
  • Public goods undersupplied
  • Jointness of supply
    • Hard to launch a service but easy to grow one
launching online communities
Launching Online Communities
  • Merge published and member content
    • Develop focus and attention that starts growth
    • Combine private and public good ideas
  • Challenges of mixing content
    • Balance between quality and member freedom
    • Brand reputation of sponsor
    • Legal problems
    • Real-time vs delayed posting
    • Level of editorial involvement
virtual trade shows
Virtual Trade Shows
  • Identifying prospects
  • Servicing current customers
  • Introducing new or qualified products
  • Enhancing corporate image
  • Testing new products
  • Improving corporate morale
  • Gathering competitor information
  • Selling at the show
benefits
Benefits
  • Forrester Research
    • Broader marketing reach – 81%
    • Increase in sales – 23%
    • Access to industry information – 15%
  • Continuous
  • Lower cost
  • Leverage face-to-face meetings
    • Pre-qualify contacts and deliver information
professional forums
Professional Forums
  • Strong membership criteria
    • Guarantees quality of contribution
    • Guarantees homogeneity
    • Prevents spamming
  • Rapidly changing & complicated probs
    • Need for chat
    • Need to discuss alternative ideas
  • Local or regional markets
    • No competitive constraints
    • Distributed knowledge
emphasize growth first
Emphasize Growth First
  • Increasing returns and community
    • Content attractiveness, member loyalty, member profiles and transaction offerings
  • Content Attractiveness Loop
    • Initial content draws more and encourages people to stay
  • Member loyalty
    • Supports personalization and customization
loops
Loops
  • E-Commerce Loop
    • Commercial foundation for virtual communities
    • Value of vendors to build community
  • Member Profile
    • Links community information to transaction activity