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Online Communities Academic Publishing Perspective

Online Communities Academic Publishing Perspective. Defining Online Communities. What is an online community?

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Online Communities Academic Publishing Perspective

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  1. Online CommunitiesAcademic Publishing Perspective

  2. Defining Online Communities • What is an online community? “A publisher-owned website/platform that offers a common interest around which the community is themed, with interactive communication between the organization and community members and between the members themselves.” • Context for academic publishers

  3. Background and Methodology • Why investigate online communities? • PCG’s research builds from an earlier study conducted with Bowker Market Research • Online survey of 15 questions primarily geared toward academic publishers

  4. What does research address? Questions the research is looking to answer: • How many publishers currently have online communities? • Reasons for development of online communities? • Measurable benefits achieved from online communities • Opportunities for growth of online communities

  5. Key Findings – Current Market

  6. Key Findings – The Motivation Top 4 reasons to develop online communities: • 40% Increasing direct relationships with end users • 40% Increasing audience engagement (social networking) • 35% Increased content usage • 35% Increasing knowledge and understanding of the reader

  7. Key Findings – The Benefits Top 3 reported benefits of online communities: • 37% Generated increased knowledge and understanding of the end user • 37% Developed direct relationships with readers • 32% Serves as a platform to increase content usage Direct Feedback: “Our online community capabilities are helping committees and special interest groups to collaborate.” “Growth of audience engagement but not sales.”

  8. Key Findings – Current Success & Future Opportunity • About 50% of publishers believe online communities have been successful in achieving the company’s goals • Nearly 80%of all publishers view online communities as an area of growth for their company and the publishing sector as a whole • Early 2013 study showed that 84% of all publisher respondents think their investment in online communities will increase over the next two years

  9. Summary • Online communities are on the up • Primarily focused on relationship building with end users • Many publishers are still experimenting with online community strategies

  10. Conclusions Publishers see online communities as: • a way of getting closer to their readers • a way of becoming more customer focused • a way to gain understanding of what audiences want (access to metrics) • a way to make to their content go further • a way to support marketing efforts, not generating direct sales

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