Overview of online community participation research 2004 and 2013.

1. Online Communities
Why do We Participate?
FEBRUARY 7, 2013
THE ROYAL INSTITUTION OF GB, LONDON

2. ONLINE COMMUNITIES
WE DO WE PARTICIPATE?
©Copyright - Purple Spinnaker - 2013

3. EMPLOYEE – CUSTOMER CONVERSATION MATRIX
Employee Customer To Customer Customer To Customer Customer To Customer
To Employee P Employee To Customer Employee To Customer Employees Listen
r
Content & i Content & Content & Content &
Experience v Experience Experience Experience
a
t
e
Service & Service & Service & Service &
Support C Support Support Support
o
-
c
r
Product e Product Product Product
a
t Organisation Independent
i Organisation
Internal Managed Public Social
Owned & Managed
Intranet o Websites
Public Social Channels
n Channels
©Copyright - Purple Spinnaker Employee – Customer Conversation Matrix - 2013

4. WHY DO WE PARTICIPATE?
PARTICIPATION
©Copyright - Purple Spinnaker - 2013

5. ONLINE COMMUNITY PARTICIPATION MODEL – 2004
A Conceptual Model of a Consumers Participation in and
Loyalty to an Online Community
Characteristics
Of Community H1
Member
Loyalty
Participation H3
To the
in the Online
Community Community
H2
Characteristics
Of Online
Community
Q1: Is there a positive relationship between characteristics of an online community and the level of participation of the members
Q2: Is there a positive relationship between member experience characteristics and the level of participation of the members.
Q3: Is there a positive relationship between the level of participation in an online community and the loyalty of the members
©Copyright - Purple Spinnaker – Online Community Participation Model 2004

6. ONLINE COMMUNITY PARTICIPATION MODEL – 2004
Table 1 - represents the findings form the research study.
Hypothesis Characteristics (variables) Community Duration of Hours in an online
Participation Membership community
H1 Member Characteristics & online experience No Effect
H2 Interest*, inclusivity, Personalisation, Expertise* Positive Effect
H2 Familiarity Positive
H2 Expertise* Positive
H2 Interest* Positive
H2 Inclusivity and familiarity Positive
H3 Member experience levels Positive
H3 Community Participation Levels Positive
* Expertise and Interest may be combined to create the Topical Variable
©Copyright - Purple Spinnaker – Online Community Participation Model 2004

7. ONLINE COMMUNITY PARTICIPATION MODEL – 2013
Kingston Business School & Purple Spinnaker 2013 model
Characteristics Perceived
Outcomes
of Community Member Benefits
Shared
Functional
Consciousness Value
Self-discovery
Inclusivity Value
Interpersonal
Connectivity Participation
Topicality
Social
Enhancement
Entertainment
Customer expertise
Value
©Copyright - Purple Spinnaker – Online Community Participation Model 2013

8. NEXT STEPS
• Revised online survey to be run on a range of
online communities in March – May 2013.
• Results of surveys analysed June 2013.
• Research published summer 2013.
• Contact: julie@purplespinnaker.com to participate
in the research.
©Copyright - Purple Spinnaker – Online Community Participation Model 2013

9. ONLINE COMMUNITIES – WHY DO WE PARTICIPATE?
THANK YOU
Email: julie@purplespinnaker.com
Call: +44 7887 644 799
©Copyright - Purple Spinnaker - 2013