(认理所当然)

1、Internet Marketing & e-CommerceWard HansonKirthi KalyanamRequests for permission to copy any part of the material should be addressed to: PERMISSIONS DEPARTMENTTHOMSON BUSINESS and ECONOMICS5109 Natorp BoulevardMason, OH 45040Phone: (800) 423-0563,Part Two: Chapter TenCreating Commitment,“No company

2、 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,Online Community and Loyalty,Focused social gathering places Multi-directional communication Community value individ

3、ual value,Online Community and Loyalty,Focused social gathering places Multi-directional communication Community value individual value Results?,Online Community and Loyalty,(what) Focused social gathering places Multi-directional communication Community value individual value Results? (why online c

4、ommunity) Online community activities can build good will (信譽)and lead to word-of-mouth support, donations or purchases,Online Community and Loyalty,At the Stanford Alumni Association, alumni who receive e-newsletter Stanford lead annual giving.,Online Community: Types and Functions,Challenges to Cr

5、eating 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,Signs of a Healthy Online Community,Content Attractiveness: M

6、ore content = more value = more members,Signs of a Healthy Online Community,Content Attractiveness: More content = more value = more members Member Profiles: Opportunity for individual outreach by sponsors,Signs of a Healthy Online Community,Content Attractiveness: More content = more value = more m

7、embers Member Profiles: Opportunity for individual outreach by sponsors Member Loyalty: Commitment fosters participation, creates audience, Signs of a Healthy Online Community,Content Attractiveness: More content = more value = more members Member Profiles: Opportunity for individual outreach by spo

8、nsors Member Loyalty: Commitment fosters participation, creates audience Transaction Offerings: Selling linked to interest area attracts other vendors,Community Tools,Communication Rings Email most important community tool Instant Messaging and SMS (Short Messages) Growth of simulations, online gami

9、ng tools,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,True Community?,Optimistic view Online communiti

10、es 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,True Community?,Online time, minutes per day from six-hour time slice,SOURCE: Niie, S

11、impser, Stepanikova and Zheng, Ten Yearks After the Birth of the Internet, December 2004, 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 creat

12、ive Access-controlled communities lend credibility to online recommendations,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,Member Produced Co

13、ntent,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

14、exposure, 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 Tr

15、ansaction Offerings Sales revenue, active vendors, customer LTV (Life Time Value),Community and Customer Insight,Interaction Measures such as email campaigns offer direct measures of community strength,Community and Customer Insight,Interaction Measures such as email campaigns offer direct measures

16、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),Community and Customer Insight,Using email and homepages to identify communities of interest,SOURCE: Culot

17、ta, Bekkerman, McCallum, Extracting Social Networks and Contact Information from Email and the Web, American Association of Artificial Intelligence, 2004, p.2,Creating Consumer Dialogue,Understanding the customer base Analyzing customer loyalty, profitability Loyalty programs build commitment Extend

18、ing loyalty with switching costs,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,Creating Consumer Dialogue,Categori