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The Community Factor
Basex
October 1, 2000 29 Pages - SKU: BSX222390
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Most leading e-commerce companies are not taking full advantage of the
opportunities that community programming might bring. Basex has observed
that traditional community applications, such as chat rooms and message
boards, are generally not effective at creating new business or driving
purchases. Still, community does have a place at the e-commerce table: a
new community model ? Communities of Reliance ? offers the best paradigm
for e-commerce companies to create strategic, valuable community
programming.
Basex examined 40 top e-commerce companies to determine whether and how
e-commerce companies are implementing community programming today on
their Web sites. Basex chose the 40 sites based on a compilation of both
public and proprietary information, including online sales, consumer
attitudes, and Basex' judgment of who is doing important or innovative
work in online commerce. The sites include business-to-consumer and
business-to-business players and cut across many categories, including
computer hardware and software, apparel, general merchandise, discount
offerings, and auctions. One quarter of sites surveyed offer traditional
message board-type communities.
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Overview
Background
Industry Overview
Key Findings
Definition of Community
Types of Community
Communities of Reliance
Examples of Communities of Reliance
Industry Overview:
Elements of Community Programming
Indentity
Conversation
Community Generated Content
Reliance
Marketing
Community Factor Survey Results
Recommendations
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