marketing question 105
1. Entertainment
communities
2. Social network-
People join for multiplayer online gaming such as Second Life at
secondlife.com or chess at Games.Yahoo.com.
Users join and visit these communities to meet others, such as for dat-
connection (LinkedIn.com). Users are willing to pay a fee to join these
connecting to meet and make friends with like-minded people. These
ing communities
ing (Match.com), getting a job (Monster.com), or finding a business
communities, especially if they are large. Some sites exist purely for
include Twitter.com, Facebook.com, and many others.
These communities exist so that users can exchange goods and services
3. Trading
communities
Examples include online auctions in the consumer market (eBay.com) and
business market (Guru.com), and music-sharing sites (Kazaa.com).
4. Education
These communities form around particular education disciplines, such
communities
as Elmar for marketing educators (marketingpower.com), education
software, or students participating in class or university discussion
groups
5. Scheduled events When American ldol, the televised competition, invites viewers to vote
communities
and chat online, or businesses hold online conferences, they form a
community for a one-time event.
6. Advocacy
Nonprofit communities form to influence public opinion. MoveOn.org
communities
formed to make a change in politics and used its community to create
and pay for television ads. According to its founder, the internet is
about listening to users, not talking to them.
allowing user posting. Examples include product reviews (Amazon.com),
gadget (engadget.com) or SAP software (Sap.com). Many companies also
7. Brano
Firms create CRM communities around their brands on Web sites by
communities
travel experiences (Tripadvisor.com), and tips for using your electronic
create branded social network pages.
Consumers post product reviews on epinions.com and discuss their
8. Consumer
communities
product experiences on Google Groups. What differentiates these from
CRM communities is their lack of brand sponsorship, and thus, they are
basically unedited opinions.
9. Employee
One example is the large network of former Microsoft employees who
use e-mail and a private bulletin board to discuss Microsoft gossip and
to network for professional purposes. Linkedln.com and Xing.com are
communities
two important professional networks.
and bulletin board posting on a narrow topic of interest, such as
forth.
10. Special topics
communities
In addition to the others on this list, some sites exist purely for user chat
movies, a particular automobile brand/model, various religions, and so
ading this category are Google Groups (the former UseNet) and
Yahoo Groups.
Looking at the list of 10 community types in Exhibit
8.7, name one Web company that capitalizes on
each for marketing purposes
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