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D é veloppement des communaut é s virtuelles

D é veloppement des communaut é s virtuelles. Séance 1: Communautés Virtuelles Mohamed BEN AMMAR 14 Novembre 2008. Communautés virtuelles. Définition et critères de succès. Définition. What is community?

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D é veloppement des communaut é s virtuelles

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  1. Développement des communautés virtuelles Séance 1: Communautés Virtuelles Mohamed BEN AMMAR 14 Novembre 2008

  2. Communautés virtuelles Définition et critères de succès

  3. Définition • What is community? • A set of interwoven relationships built upon shared interests, which satisfies members’ needs otherwise unattainable individually

  4. Intérêts communs • Au niveau de l’information • (Information produit) • Au niveau d’une activité • Ebay (achat et vente) • Au niveau d’une caractéristique commune

  5. Quelques caractéristiques importantes • Publique vs privée • Politique de membership • Commerciale vs non-commerciale • Communication en temps réel ou non (asynchrone) • Outils de communication • Clavardage, newsgroup (email),bulletin boards, etc.

  6. Critères de succès PeopleCriteria ProcessCriteria CultureCriteria Technology Criteria • Membership is a conscious choice • Member base has achieved critical mass and sustainability • Members feel a great sense of trust • Members achieve benefits of scale • Roles are not hierarchical or imposed • Effective facilitation and site structure keeps activities on track • A spirit of participation and feedback is clearly cultivated • A sense of affiliation is achieved through ownership of equity in the community • Efficiency in interaction is maximized • The community is easily navigable

  7. Communautés Création et transfert de valeur à l’intérieur de la communauté

  8. Transfer of Value Triangle • Administrator to User: • Examples of Types of Value Created • and Shared • Administrator-generated content / proprietary content (e.g., articles, editorials) • Mailing lists • Newsletters • Webcasts (e.g., of guest speakers) • Supervised chats (e.g., chats featuring guest Q&A) • Offline events (e.g., parties for members within geographic proximity) • Rewards points (e.g., to use on goods or services traded within the community) • User to Administrator: • Examples of Types of Value Created and Shared • Community subscription fees • Content fees • Fees to engage in an activity (e.g., online video-game participation) • Commission fees (e.g., for goods sold through the community) • Increased value for selling online advertising space Transfer of Value in Communities • User to User: • Examples of Types of Value Created and Shared • User-generated content (e.g., information, opinions, advice) • Distribution of digitizeable goods (e.g., MP3s, shareware) • Transactions for goods • Relationships / support / conversation

  9. Communautés Création et transferts de valeur à l’extérieur de la communauté

  10. Bénéfices d’une communauté pour une compagnie • Relation client • Outil relationnel • Branding • Utiliser la communauté pour relayer les valeurs de la compagnie • Segmentation • Profils des usagers • Marketing • Publicité sur communauté virtuelle • Attirer de nouveaux clients • Marketing viral (WOM) • Recherche marketing • Ex.: Test de concept • Service à la clientèle • Ex.: FAQ, Discussion board, etc.

  11. MSN Gaming Zone Publicité d’un nouveau jeu sur la page d’accueil de la communauté

  12. Communautés Cycle de vie des membres d’une communauté virtuelle

  13. Références • Mohammed, R.A., Fischer, R.J., Jaworski, B.J. et Paddison, G.J. (2004), Internet marketing: building advantage in the networked economy, 2ième édition, McGraw Hill. • Johnson, G.J. et Ambrose, P.J. (2006), “NEO-TRIBES: THE POWER AND POTENTIAL OF ONLINE COMMUNITIES IN HEALTH CARE,” Communications of the ACM, 49 (1), 107-113. • Nardi, B. A., Schiano, D. J., Gumbrecht, M., Swartz, L. (2004), “WHY WE Blog,”Communications of the ACM, 47 (12), 41-46. • Nunes, P. (2005), “The Risks of Customer Intimacy”MIT Sloan Management Review, 47 (1), 15.

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