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- What is the definition of community?
- What are the criteria that define successful community?
- What are the different types of interests that form the foundations of community?
- What are the different ways in which communities function?
- What are the three primary ways in which value is created within a community?
- What are the benefits that community can generate for a parent firm?
- What are the different levels of community?
- Donations
- Votes
- Goal of marketing and communication is to convey relevant messages to the right consumers at the right time.
- Synergy between messages is integrated communications
- Traditional and interactive marketing methods are converging
- Identifying the target audience
- Determining the communication objective
- Developing the media plan
- Creating the message
- Executing the campaign
- Evaluating the effectiveness of the campaign
Class 17: Community 11/5
Lecture (Notes posted on web)
Session Overview: This lecture focuses on how firms can encourage and profit from community, and how various community levers fit into the Marketspace Matrix.
Class Preparation Questions:
Google – Comparison Chart Public Service
Youtube Hits – Sara Palin (Saturday night) – 50 million hits
Ultimately you want two things from people (for Political ads)
Anytime you have interaction you have communication
Banner ads generate awareness
If you click on it you enter into Exploration
Commitment – No commitment
Who controls the communication flow on the internet?
The user
What do user wants?
They want relevant and targeted communication
Importance of integrated communication
Communication Process
Augmented Product
Development Levers
8 Customer Service Programs
Postsales support, customer care, & customer relationship management.
8 Loyalty programs and privileges
8 Availability of complementary products
8 Upgrades
8 Enabling community
8 Additional functionality
8 Fulfillment capabilities