Report 2.0

Julie LEMONDEGenevieve LAMY

Community, community, community

Why now ?

How ?

Can this pay ?

Why now ?

Industrialization era

Information era

Infobesity

Attention economy

Conversation era

« More Than 60% of Fortune 1000 Companies With a Web Site Will Connect to or Host a Form of Online Community by 2010. »Gartner

Online Communitiesvs

Traditional sites

britannica.com vs wikipedia.org

video.google.com vs youtube.com

yellowpages.com vs yelp.com

stylefeeder.com

How?

Traditionally

Analysis

DEV

Consumers

Analysis

Dev

Consumers

Dev

Consumers

Analysis

Dev

Consumers

Analysis

Dev

Consumers

Analysis

Dev

Consumers

Analysis

Analysis

Dev

Consumers

Analysis

Dev

Consumers

Now in New York.

Consumers

Analysis

Dev

We listen.

We observe.

We dive.

AOF Method:

Activities

Objects

Features/Tasks

Activities: Focus on one and only one primary activity

What your audience is doing?

Objects: Identify the social objects

What are the objects that peopleinteract with while doing that activity?

Tasks: Choose the core feature set

What are the actions that peopleperform on the objects?

Examples

Motivation: Entertainment

Activities: Rent movies

Tasks: Suggest, comment, discuss with friends & family...

Objects: Movies

Motivation: Purchase products

Activities: Shopping

Tasks: Add to cart, search products, compare and discuss about book…

Objects: Books

Motivation: Save souvenirs

Activities: Share photos

Tasks: Show, comment, share photos, create albums…

Objects: Photos

KnittingMotivation: Create a work of art

Activités: Knitting

Tâches: Share pattern, find trends, show your work of art, discuss, get inspired…

Objets: Patterns

vogueknitting.com vs ravelry.com

Activity Activity

ContentContent

« We’re not in the business of keeping the media compagnies alive. We’re in

the business of connecting with consumers. »

Trevor Edwards, Nike’s corporate vice presidentfor global brand and category management

Can this pay ?

« ROI for communities »

Dave Carter, AwarenessCo-Founder and CTO

Expenses Revenues

Marketing:Dev & Content:

Design:Sales:SEO:

4 $2 $2 $2 $2 $

Banners:Emails:

14 $14 $

Revenues - expenses = 20 $

Expenses Revenues

Marketing:Dev & Content:

Design:Sales:SEO:

2 $8 $2 $2 $1 $

Banners:Emails:

New sources:

25 $25 $25 $

Revenues - expenses = 60 $

New revenue sources

« With a community, consumer are no longer an audience; they are conversation

partners. »Sam Fleming, CEO of CIC

Pay to postvs

Pay to interact

Johnvs

Robert

Offline/Online events

Pay to learn

Pay to bring together

Loyalty