Online Communities Academic Publishing Perspective Defining Online Communities
Online Communities Academic Publishing Perspective
Defining Online Communities § What is an online community? “A publisher-owned website/platform that offers a common interest around which the community is themed, with interactive communication between the organization and community members and between the members themselves. ” § Context for academic publishers
Background and Methodology § Why investigate online communities? § PCG’s research builds from an earlier study conducted with Bowker Market Research § Online survey of 15 questions primarily geared toward academic publishers
What does research address? Questions the research is looking to answer: § How many publishers currently have online communities? § Reasons for development of online communities? § Measurable benefits achieved from online communities § Opportunities for growth of online communities
Key Findings – Current Market
Key Findings – The Motivation Top 4 reasons to develop online communities: § 40% Increasing direct relationships with end users § 40% Increasing audience engagement (social networking) § 35% Increased content usage § 35% Increasing knowledge and understanding of the reader
Key Findings – The Benefits Top 3 reported benefits of online communities: § 37% Generated increased knowledge and understanding of the end user § 37% Developed direct relationships with readers § 32% Serves as a platform to increase content usage Direct Feedback: “Our online community capabilities are helping committees and special interest groups to collaborate. ” “Growth of audience engagement but not sales. ”
Key Findings – Current Success & Future Opportunity § About 50% of publishers believe online communities have been successful in achieving the company’s goals § Nearly 80% of all publishers view online communities as an area of growth for their company and the publishing sector as a whole § Early 2013 study showed that 84% of all publisher respondents think their investment in online communities will increase over the next two years
Summary § Online communities are on the up § Primarily focused on relationship building with end users § Many publishers are still experimenting with online community strategies
Conclusions Publishers see online communities as: § a way of getting closer to their readers § a way of becoming more customer focused § a way to gain understanding of what audiences want (access to metrics) § a way to make to their content go further § a way to support marketing efforts, not generating direct sales
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