среда, 8 июля 2009 г.

Пара слов про построение онлайн коммьюнити

Понравились три абзаца из исследования про построение онлайн коммьюнити (Tribalization of business study):

1) Как правильно работать с сообществом

2) Зачем компаниям нужно коммьюнити

3) К чему нужно быть готовым, чтобы обеспечить удобство пользователей

Ниже эти же абзацы выложены непереведенными. Так смачнее.

Dynamics at work in communities

  • Let people behave the way they are hard-wired by evolution to behave: in tribes and social groups
  • People will spontaneously form communities whether you are involved or not
  • The community will do your work for you if you align yourself with them in the right ways
  • The more CONTENT you have the more members you will get.
  • The more MEMBERS you have the more CONTENT you will get.
  • The better you match CONTENT and MEMBERS to MEMBER PROFILES the more MEMBERS and CONTENT you will get.
  • The technology infrastructure of the community is important
  • The social infrastructure of the community is more important
  • The easier it is to do TRANSACTIONS the more MEMBERS you will attract.
  • Communities work because they bring value to the users. The job of companies who want to build (and possibly monetise) communities is to work out how to align their business goals with what community users are trying to transact/do/achieve.

Reasons companies use communities:

  • Amplify word of mouth
  • Canary in the coalmine - an early indicator of customer service issues
  • Market research
  • Long tail sales
  • Idea generation
  • New product Development
  • Employee communications
  • Reputation management
  • Customer service
You will need to provide the full capabilities of the digital media menu
  • Customizable interface
  • Personalized content
  • Personalized recommendations
  • Extensive content selection from all sources
  • Sophisticated content search
  • Active/Passive viewing
  • Free/Ad supported option
  • Supports multiple platforms
  • Same menu on each platform
  • Transfer content license across platforms
  • Integrated cross-platform builling
  • Purchase, rental, free w/ads
  • Off-line viewing
  • Single integrated sign-on
  • High speed, real-time streaming
  • High reliability
Как воспитать лояльность в онлайновых сообществах