Web Communities Oct 1998 Presentation to SVAMA

Web Communitiesfor content, commerce, and customer

retention

Cynthia TypaldosFounder and CEO, RealCommunities, Inc

Silicon Valley Chapter of the American Marketing Association

October 14, 1998

This entire presentation is on the web at:http://www.realcommunities.com/svama/index.htm

About me GolfWeb The 12 Principles of Civilization Corporate Communities Q&A Appendix:

Further Reading & Learning More on Corporate Benefits from Web Communities Web Community Categorizations RealCommunities Contact Info

Presentation Outline

Founder & CEO, RealCommunities presentwww.realcommunities.com

Co-Founder & COO, GolfWeb 1995-1997www.golfweb.com

Software Business Consultant & Instructor, UC Berkeley Extension 1993-present

Director of SW Marketing, Director of Standards, Sun Microsystems

Marketing, SW Engineering: Data General, Bank of America

Education: UC Berkeley - BS, grad school Computer Science MIT - MBA

My Background

GolfWeb

My GolfWeb Experience

developed business model and operating plan

co-managed company

responsible for vision, definition, and implementation of GolfWeb’s community products

developed International operations

raised $10M in venture and corporate funding

60% market share (next golf site has 16%)

2-3M pageviews/day, several million readers/month

destination website (content, commerce, community)

Business Week award - one of 7 websites selected for “Best Products of 1996”

Acquired by CBS Sportsline in January 1998

GolfWeb Facts

Community Firsts on GolfWeb Guest Book (Jan ‘95)

User extensible database in the OnCourse golf course directory (Jan ‘95)

Member Profiles, Signature, Database, Application Integration in the Players Club (Aug ‘97)

Member Profile automatically updated by member activity (Aug ‘97)

GolfWeb Community Info Players Club - fully integrated membership product

community infrastructure: registration, member profiles, groups, invite a new member sign-up, member management tools, etc.

golfing community applications: leaderboard, scoring, handicapping, find a similar member, etc.

golf course database (23,000 courses) - user-updatable

communication tools: polls, quizzes, chat, discussion groups, games, guest books, newsletters, email, etc.

invested ~ $3M in community software definition and development

Existing Online Communities GolfWeb Players Club Yahoo! Clubs Netscape Netcenter Silicon Investor Motley Fool ClearStation Ebay Amazon.com BarnesandNoble Edmunds Automotive Autodesk Compaq Javasoft VerticalNet AsianAvenue iVillage NetNoir The RV Club www.edmunds.com

Utne Cafe Wall Street Journal Homestead GeoCities AOL WorldsAway* NetNoir Online Women.com Virtual Memorials ConvoNation: Virtual Hangout for Sick

and Disabled Kids -- www.maniax.com Moms Online: A Home for Moms in

Cyberspace -- www.momsonline.com Regarding Vietnam: Stories Since the War

-- /www.pbs.org/pov/stories SeniorNet: Bringing Wisdom to the

Information Age -- www.seniornet.org

The Body: An AIDS and HIV Information Resource -- www.thebody.com

The Family Village --www.familyvillage.wisc.edu/

ESPN Sportszone www.matchmaker.com

What do all human communities need to

thrive?

12 Principles of Civilization1. Communication 4. Environment 7. Trust 10. Expression

2. Identity 5. Boundaries 8.Governance 11. History

3. Purpose 6. Groups 9.Commerce 12. Evolution

Principle of Civilization #1 - Communication

off-web

Principle of Civilization #1 - Communication

web software implementations

Principles of Civilization #2 - Identityoff-web

Principles of Civilization #2 - Identityweb software implementations

Web Community Identity Examples

GolfWeb Players Club Member Profile

eBay Feedback for Registered User

Motley Fool Personal Profile

RealCommunities’ Member Profile

Corporate Web Communities

Corporate Web Sites

“The portals of tomorrow are the corporate Web sites that are being constructed today… I look forward to watching what happens to the traffic numbers…as corporate Web sites become prime destinations.” -- Portal mania, Danny Rimer, 4/15/98, c|net

Web Hubs “A hub is a central position from which everything

radiates. It's more like a railway station than an on-ramp. It's a subtle distinction, I know, but an important one, because a hub becomes the focus of your activities, not just a pass-through.”

-- Jesse Berst, 7/1/98, ZDNet AnchorDesk

Where does Community Software fit into a Destination/Hub Web Site?

Why Corporations are creating web communities...

They want to to enhance their relationships with their natural communities of: customers suppliers distributors partners 3rd party developers subcontractors investors employees etc.

Where does Community fit in a Corporate Web Site?

Customer Community SupplierCommunity

Partner Community

Ecommerce

EmployeeCommunity

InvestorCommunity

Stock Brokerage Example: Business-to-Consumer

Key Benefits groups and other features create customer

“stickiness” and loyalty ability to create community applications (e.g.

investment groups) for differentiation data mining production automation, news generation

Hi-Tech Example: Business-to-Business

Key Benefits market research (focus groups, surveys) data mining (for salespeople especially) ecommerce word-of-mouth capability customers helping customers

Corporate Communities Today

Books: Hosting Web Communities: Building Relationships,

Increasing Customer Loyalty,and Maintaining a Competitive Edge

Author: Cliff Figallo

Net Gain: Expanding Markets Through Virtual Communities.

Authors: John Hagel, Arthur Armstrong

Web Communities Oct 1998 Presentation to SVAMA

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Transcript of Web Communities Oct 1998 Presentation to SVAMA

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