1 / 18

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?

amerson
Download Presentation

D é veloppement des communaut é s virtuelles

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript


  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.

More Related