Download presentation
Presentation is loading. Please wait.
Published byFelix Wilson Modified over 9 years ago
1
© Copyright 2006, Thomson South-Western, a division of the Thomson Corporation Internet Marketing & e-Commerce Ward Hanson Kirthi Kalyanam Requests for permission to copy any part of the material should be addressed to: PERMISSIONS DEPARTMENT THOMSON BUSINESS and ECONOMICS 5109 Natorp Boulevard Mason, OH 45040 Phone: (800) 423-0563
2
© Copyright 2006, Thomson South-Western, a division of the Thomson Corporation Part Two: Chapter Ten Creating Commitment “No company should ever take for granted ( 認 … 理所當然 ) the idea that managing customers for loyalty is the same as managing them for profits.” Reinartz and Kumar, The Mismanagement of Customer Loyalty
3
© Copyright 2006, Thomson South-Western, a division of the Thomson Corporation Online Community and Loyalty Focused social gathering places Multi-directional communication Community value > individual value
4
© Copyright 2006, Thomson South-Western, a division of the Thomson Corporation Online Community and Loyalty Focused social gathering places Multi-directional communication Community value > individual value Results?
5
© Copyright 2006, Thomson South-Western, a division of the Thomson Corporation Online Community and Loyalty (what) Focused social gathering places Multi-directional communication Community value > individual value Results? (why online community) Online community activities can build good will ( 信譽 )and lead to word-of- mouth support, donations or purchases
6
© Copyright 2006, Thomson South-Western, a division of the Thomson Corporation Online Community and Loyalty At the Stanford Alumni Association, alumni who receive e-newsletter @Stanford lead annual giving.
7
© Copyright 2006, Thomson South-Western, a division of the Thomson Corporation Online Community: Types and Functions 密切關係 大型入口網站
8
© Copyright 2006, Thomson South-Western, a division of the Thomson Corporation Challenges to Creating Community Gaining attention and building traffic Losing member focus as community grows or changes If members disengage, content creation lags ( 落後 ) and retention drops Firms accustomed to controlling the message reluctant to let go
9
© Copyright 2006, Thomson South-Western, a division of the Thomson Corporation Signs of a Healthy Online Community Content Attractiveness: More content = more value = more members
10
© Copyright 2006, Thomson South-Western, a division of the Thomson Corporation Signs of a Healthy Online Community Content Attractiveness: More content = more value = more members Member Profiles: Opportunity for individual outreach by sponsors
11
© Copyright 2006, Thomson South-Western, a division of the Thomson Corporation Signs of a Healthy Online Community Content Attractiveness: More content = more value = more members Member Profiles: Opportunity for individual outreach by sponsors Member Loyalty: Commitment fosters participation, creates audience
12
© Copyright 2006, Thomson South-Western, a division of the Thomson Corporation ☆ Signs of a Healthy Online Community Content Attractiveness: More content = more value = more members Member Profiles: Opportunity for individual outreach by sponsors Member Loyalty: Commitment fosters participation, creates audience Transaction Offerings: Selling linked to interest area attracts other vendors
13
© Copyright 2006, Thomson South-Western, a division of the Thomson Corporation Community Tools Communication Rings –Email most important community tool –Instant Messaging and SMS (Short Messages) –Growth of simulations, online gaming tools
14
© Copyright 2006, Thomson South-Western, a division of the Thomson Corporation Community Tools Communication Rings –Email most important community tool –Instant Messaging and SMS –Growth of simulations, online gaming tools Content Trees –Discussion groups, web sites bring organization and focus to handle flow of information 即時訊息與簡訊
15
© Copyright 2006, Thomson South-Western, a division of the Thomson Corporation True Community? Optimistic view – Online communities offer new ways of relating, and give companies new ways to build and retain loyal customers Pessimistic view – Online tools have stifled ( 使窒息、抑止 ) true community building and depleted ( 使減少 ) face-to- face interaction
16
© Copyright 2006, Thomson South-Western, a division of the Thomson Corporation True Community? MaleFemale Email23.5027.53 Internet browsing22.1015.18 Instant messaging3.314.14 Newsgroup/Message boards3.012.20 Chat rooms2.131.65 Creating/Maintaining web sites2.261.47 Social networking0.531.13 Total Internet/Email time56.8453.29 Online time, minutes per day from six-hour time slice SOURCE: Niie, Simpser, Stepanikova and Zheng, ‘Ten Yearks After the Birth of the Internet,’ December 2004
17
© Copyright 2006, Thomson South-Western, a division of the Thomson Corporation ☆ Member Produced Content Less expensive member content results in extensive content areas, often attractive to advertisers Member content reflects current interests and issue Quality varies, but often very creative Access-controlled communities lend credibility to online recommendations
18
© Copyright 2006, Thomson South-Western, a division of the Thomson Corporation Member Produced Content Other distinguishing features : –Contributions are skewed toward frequent contributors, which can be promoted –Broad participation can expand and enhance nature of online discussions
19
© Copyright 2006, Thomson South-Western, a division of the Thomson Corporation Member Produced Content Other distinguishing features : –Contributions are skewed toward frequent contributors, which can be promoted –Broad participation can expand and enhance nature of online discussions Potential problems: –Lack of control can result in off-color, offensive messages –Partial control can create legal exposure
20
© Copyright 2006, Thomson South-Western, a division of the Thomson Corporation ☆ Community and Customer Insight Content attractiveness –Access frequency, content diversity, contributor edits, emailed articles Member Loyalty –Access frequency, access duration, referrals, church or opt-out rates Member Profiles –Database completeness, user update frequency, email bounces Transaction Offerings –Sales revenue, active vendors, customer LTV (Life Time Value)
21
© Copyright 2006, Thomson South-Western, a division of the Thomson Corporation Community and Customer Insight Interaction Measures such as email campaigns offer direct measures of community strength
22
© Copyright 2006, Thomson South-Western, a division of the Thomson Corporation Community and Customer Insight Interaction Measures such as email campaigns offer direct measures of community strength Netnography( 網路人種學 ) moves traditional social group study of ethnography( 人種 學 )online –Self-interested helpers –Multiple-motive consumers –Consumer advocates –True altruists( 利他主義 )
23
© Copyright 2006, Thomson South-Western, a division of the Thomson Corporation Community and Customer Insight Using email and homepages to identify communities of interest SOURCE: Culotta, Bekkerman, McCallum, ‘Extracting Social Networks and Contact Information from Email and the Web,’ American Association of Artificial Intelligence, 2004, p.2
24
© Copyright 2006, Thomson South-Western, a division of the Thomson Corporation Creating Consumer Dialogue Understanding the customer base –Analyzing customer loyalty, profitability –Loyalty programs build commitment –Extending loyalty with switching costs
25
© Copyright 2006, Thomson South-Western, a division of the Thomson Corporation Creating Consumer Dialogue Understanding the customer base –Analyzing customer loyalty, profitability –Loyalty programs build commitment –Extending loyalty with switching costs Building customer dialogue –Email outreach to possible defectors 背叛者 –Follow up with high value customers –Tipping points and trigger moments
26
© Copyright 2006, Thomson South-Western, a division of the Thomson Corporation Creating Consumer Dialogue Categories of Switching Costs SOURCE: Adapted from Burnham, Freis and Mahajan, “Consumer Switching Costs: A Typology, Antecedents, and Consequences,’ Journal of the Academy of Marketing Sciences 31, no. 2 (2003): 109-126
27
© Copyright 2006, Thomson South-Western, a division of the Thomson Corporation Creating Consumer Dialogue Customer state and appropriate contact questions
Similar presentations
© 2025 SlidePlayer.com. Inc.
All rights reserved.