initiating online communities

59
Sandra Schaffert, Diana Wieden-Bischof [email protected] Successful Initiating of Online Communities. An Analysis of Reports, Projects and Expert Interviews. I-Know Conference, September 3 2009, Graz, Austria Gefördert mit Mitteln des BMWA und des Landes Salzburg

Upload: sandra-schoen-aka-schaffert

Post on 16-May-2015

820 views

Category:

Business


0 download

DESCRIPTION

Schaffert, Sandra (2009): Successful Initiating of Online Communities. An Analysis of Reports, Projects and Expert Interviews. - Presentation at theI-Know Conference, September 3 2009, Graz, Austria

TRANSCRIPT

Page 1: Initiating Online Communities

Sandra Schaffert, Diana [email protected]

Successful Initiating of Online Communities. An Analysis of Reports, Projects and Expert Interviews.

I-Know Conference, September 3 2009, Graz, Austria

Gefördert mit Mitteln des BMWA und des Landes Salzburg

Page 2: Initiating Online Communities

A lot of successful projects in the Web are unthinkable with vibrant online communities

... how to initiate such communities?

Page 3: Initiating Online Communities

Seite 3

Why the Salzburg New Media Lab is interested...

Film ausschnitt

Page 4: Initiating Online Communities

Seite 4

Agenda

Page 5: Initiating Online Communities

Seite 5

Agenda

(Our working) definitition of „(online) community“

Methodology Lifecycle of online communities: existing

theories and explanations General principles of successful initiating of

online communities Six applications areas Open Innovation

Page 6: Initiating Online Communities

Seite 6

Definitions

Page 7: Initiating Online Communities

Seite 7

What are online communities?

For “community” the geographical proximity and/or familiar relationships play a role [Stocker, 08, 64f]

Several terms: virtual community, online community or Web community

Page 8: Initiating Online Communities

Seite 8

„Virtual Community“ by H. Rheingold

“Virtual communities are social aggregations that emerge from the Net when enough people carry on those public discussions long enough, with sufficient human feeling, to form webs of personal relationships in cyberspace.“

[Rheingold, 93].

Source: http://openp2p.com/p2p/2003/04/25/graphics/h_rheingold.jpg

Page 9: Initiating Online Communities

Seite 9

„Online Community“ by P. Sloep

Page 10: Initiating Online Communities

Seite 10

Our (working) definition

A online community are persons with common interests, using Internet and communication technologies to interchange or develop common contents, developing a strong bond and a feeling of togetherness. (p. 12)

Page 11: Initiating Online Communities

Seite 11

Methodology

Page 12: Initiating Online Communities

Seite 12

Source: http://www.fieldstonealliance.org/client/client_images/cartoon-cmty_building.jpg

Page 13: Initiating Online Communities

Seite 13

Basis: Literature and Tipps (in German)

(...)

Page 14: Initiating Online Communities

Seite 14

First steps ...

we identified (i) theories and explanations of

the online community’s life cycle,

(ii) categorizations of online communities, and

(iii) recommendations and examples for their successful initiating (...or even research about this)

Peak headbanging(gipfelmoshen.de)

Page 15: Initiating Online Communities

Seite 15

... next steps ...

Still open: What are general aspects and principles?

Selection of six very diverse application areas online self-help groups or patient groups, online communities on professional news-sites, communities of learners, customer communities for open innovation, enterprise communities for knowledge

management, communities for open source development.

Page 16: Initiating Online Communities

Seite 16

...additionally...

We broaden our research for publications, statements, projects and potential interview partners, also to international publications, in the six applications areas.

i.e. Prof. Andrea Back

Page 17: Initiating Online Communities

Seite 17

... finally

Every recommendation was scrutinized if it can serve as general (or as fitting to just one of the application areas)

Page 18: Initiating Online Communities

Seite 18

(background)

our approach builds on the ideas and concept of Grounded Theory, which describes a systematic theory building from data in the process of research [Glaser, 67]

Page 19: Initiating Online Communities

Seite 19

Lifecycle of online communities: existing theories and explanations

Page 20: Initiating Online Communities

Seite 20

Metcalfe‘s law

states that the value of a telecommunications network is proportional to the square of the number of connected users of the system (n2)

http://en.wikipedia.org/wiki/Metcalfe%27s_law

Page 21: Initiating Online Communities

Seite 21

Metcalfe‘s law

Source: http://www.spectrum.ieee.org/computing/networks/metcalfes-law-is-wrong

Page 22: Initiating Online Communities

Seite 22

Metcalfe‘s law is wrong (for communication within online communities)

Source: http://www.spectrum.ieee.org/computing/networks/metcalfes-law-is-wrong

Page 23: Initiating Online Communities

Seite 23

Lifecylce of online communities: overview of explanations/theories

Page 24: Initiating Online Communities

Seite 24

General principles of successful initiating of online communities

Page 25: Initiating Online Communities

Seite 25

Initiating online communities: Overview

figure 7, p. 26

Page 26: Initiating Online Communities

Seite 26

General Principle:Let it grow!

Page 27: Initiating Online Communities

Seite 27

General Principle: Let it grow!

Communities are organic systems ... as plants

Page 28: Initiating Online Communities

Seite 28

General Principle: Let it grow!

... You can cultivate them

i.e. a certain degree of uncertainness, of momentum.

Page 29: Initiating Online Communities

Seite 29

General Principle: Let it grow!

Case Comparison: encyclopaedia projects

Nupedia/Wikipediastart: 2001Website: www.wikipedia.org

GNUPedia, later GNEstart: 2001Website: gne.sourceforge.net/eng/

importance: – one of the most famous Websites, worldwide, also in comparison with traditional encyclopaedias

importance: – comparably unknown

Page 30: Initiating Online Communities

Seite 30

General Principle: Let it grow!

„Let it grow“ means … (potential) community members should be

involved and have to be taken serious Participation concerning content, organisation,

technical aspects Community‘s activities and goal can be

changed – this have to be okay!

Page 31: Initiating Online Communities

Seite 31

Commitment on purpose and goal of the community

Page 32: Initiating Online Communities

Seite 32

Commitment on purpose and goal

Example: MiAdidas

Page 33: Initiating Online Communities

Seite 33

Commitment on purpose and goal

Example: Rett-Forum (seldom illness)

Page 34: Initiating Online Communities

Seite 34

Commitment on purpose and goal

egoistic motives, e.g. reputation, image customer relationship marketing, advertisement product development quality assurance market monitoring

altruistic motives to bring or develop something a step forward (e.g.

politics,science, techonologies) To help others (e.g. self help groups).

Page 35: Initiating Online Communities

Seite 35

Investigate the needs of the target group

Page 36: Initiating Online Communities

Seite 36

Investigate the needs of the target group

Concerning their motives: Egoistic motives (reputation, to learn

something) Altruistic motives: to brings something

forward, to help Concerning their needs: layout, content,

interests, rituals, technology, design etc.

Page 37: Initiating Online Communities

Seite 37

Investigate the needs of the target group

Research for existing studies and data Own investigations (single case analysis,

group discusions, questionaires...)

Important: involvement of potential community members in an early stage!

Kim (2000): Members are attrachted by a topic, but stay because of the others/relationships

Page 38: Initiating Online Communities

Seite 38

Investigate the needs of the target group

… getting involved in a (online) community of pick up artists ...

Page 39: Initiating Online Communities

Seite 39

Foster communication, collaboration and community

Page 40: Initiating Online Communities

Seite 40

Foster communication, collaboration and community

Fostering community according to Kim (2001) Offer flexible and expandable meeting

possibilities Offer diverse roles Develop a clear leadership strategy Foster the development of a (n)etiquette Regularly events Develop rituals Support sub group establishment

Page 41: Initiating Online Communities

Seite 41

Foster communication, collaboration and community

Compelling profiles

Page 42: Initiating Online Communities

Seite 42

Evaluation and measurement of success

Page 43: Initiating Online Communities

Seite 43

Evaluation and Measurement of Success

Not simple – because of two possible perspectives of the community or of the initiators/ providers?

Page 44: Initiating Online Communities

Seite 44

Evaluation and Measurement of Success

Assessing the healthiness of a community (Spreadloveproject 2008) the average length of time it takes for a newbie to become a

regular contributor community participation in gardening, policing and keeping

the community a nicer place (eg. people who click on the 'report this as spam', people who edit the wiki for better layout, etc.)

Member engagement: activity and "investment" in community

Member Loyalty & Satisfaction Mobile interactions with the community: including views and

posts from mobiles. ratio of posts with no response to posts with response

http://spreadloveproject.pbworks.com/CommunityMeasurements

Page 45: Initiating Online Communities

Seite 45

Six Application Areas

Page 46: Initiating Online Communities

Seite 46

Six application areas of online communities

online self-help groups or patient groups, online communities on professional news-

sites, communities of learners, customer communities for open innovation, enterprise communities for knowledge

management, and communities for open source development.

Page 47: Initiating Online Communities

Seite 47

(just one application area)...Open Innovation

Page 48: Initiating Online Communities

Seite 48

Open Innovation

Initalisation of a communty of customers to involve them in innovation processes

Examples: Swarowski, Acecook, MiAdidas

Page 49: Initiating Online Communities

Seite 49

Dr. Peter Gloor (MIT) about Open Innovation

A clear answer of „What is in it for me?“ should be given (from users‘ perspective)

Fitting persons for advertisment are needed e.g. Bono für Motorola

The product have to be „cool“ (for the community)

No aggressive sale of products

Page 50: Initiating Online Communities

Seite 50

Dr. Mark Markus (SRFG) about Open Innovation

Customers should have the idea to make a contribution to a „common good“, that a product value will be developed and that they can get reputation

Involvement of friendly user, without payment but with attractive special offers as tests, exclusive products

Generally: other methods are eventually more goal orientated.

Page 51: Initiating Online Communities

Seite 51

Summary

obstacles and stumbling

blocks

research and acquisition of lead users is important

it could be problematic if the public and competitors are able to follow the community’s activity

Successful measures

established instruments of innovation measures, e.g. idea competitions

a member only communityspecial offers (costs, events, test

usage, exclusive content)(Schaffert & Wieden-Bischof 2009, table 5, p. 68)

Page 52: Initiating Online Communities

Seite 52

Outlook

Page 53: Initiating Online Communities

Seite 53

Open questions ..

this study was about the first phase of community building (initialising)

... there is still a lack of more research and (meta) analysis of recommendations for community management.

Page 54: Initiating Online Communities

Seite 54

Next steps within the project „ComStudy“

ComStudy is a project of the SNML (10/2008-12/2009) about vibrant online communities

3 additional studies will be published: overview, good practice and recommendations concerning (meta) informationen (11/2009) recommender systems (11/2009) reputation and engagement systems

(12/2009)

Page 55: Initiating Online Communities

Seite 55

More ...

Page 56: Initiating Online Communities

Seite 56

More about this:

Full Study, in German: Sandra Schaffert & Diana Wieden-Bischof (2009). Erfolgreicher Aufbau von Online-Communitys. Konzepte, Szenarien und Handlungsempfehlungen. Band 1 der Reihe „Social Media“ (hrsg. von Georg Güntner & Sebastian Schaffert)

Video, in German: http://www.vimeo.com/4291468

English Summary: Sandra Schaffert & Diana Wieden-Bischof (2009). Successful Initiating of Online Communities. An Analysis of Reports, Projects and Expert Interviews. In: I-Know Proceedings.

Page 57: Initiating Online Communities

Seite 57

Salzburg NewMediaLab

Website www.newmedialab.at pp.newmedialab.at

Contact Dr. Sandra Schaffert

Salzburg ResearchJakob Haringer Straße 5/[email protected]

Page 58: Initiating Online Communities

Seite 58

References ...(within this presentation...)

Page 59: Initiating Online Communities

Seite 59

References

Glaser, B. and Strauss, A. (1967). The discovery of grounded theory. Chicago: Aldine.

Kim, Amy Jo (2001). Community Building – Strategien für den Aufbau erfolgreicher Web-Communities. Bonn: Galileo Press.

Rheingold, Howard (1993). The Virtual Community. Homesteading on the Electronic Frontier. New York: Addison-Wesley. Online zugänglich unter: http://www.rheingold.com/vc/book/index.html [2008-10-16]

Schaffert, S. & Wieden-Bischof, W. (2009). Erfolgreicher Aufbau von Online-Communitys. Konzepte, Szenarien und Handlungsempfehlungen. Salzburg.

Spreadloveproject (2008). Community Measurements (Wikipage, unter anderem unter der Mitwirkung von DavidCary, NurtureGirl und TaraHunt erstellt). URLr: http://spreadloveproject.pbwiki.com/CommunityMeasurements