Measuring success of branded online communities : case: InSided B.V.
Kerosinskaya, Alena (2016)
Kerosinskaya, Alena
Lahden ammattikorkeakoulu
2016
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2016100414814
https://urn.fi/URN:NBN:fi:amk-2016100414814
Tiivistelmä
The recent trend of online communication became the reason for development of virtual spaces for communication with clients. Organizations aim to increase customer satisfaction, reduce service costs and promote products or services through branded online communities. The case company, InSided, is dedicated to ensuring success of branded online communities by providing professional support services to organizations owning online communities. The thesis aims to determine the key factors driving online communities to success. The study investigates the role of responsive design, systematized community management and professional support services in online community success.
The theoretical framework of the study makes use of secondary data by reviewing the relevant management of branded online communities regarding online community lifecycle. The theory review includes also elements of online community success and possible professional support services of InSided. The author utilizes both the qualitative and quantitative data collection methods for collecting of primary data in the empirical part. Qualitative data, in the form of observation and interviews, reports about content, moderation, design and user experience of Elisa and Sonera online communities. Quantitative data about online communities’ traffic complements the research.
The measurement of success of the two online communities proved the need for responsive design, systematized community management and professional support services. The results are reflected in the Define-Measure-Analyse-Improve-Control (DMAIC) model for successful online community management. The author believes in the value of this research for organizations starting online communities.
The theoretical framework of the study makes use of secondary data by reviewing the relevant management of branded online communities regarding online community lifecycle. The theory review includes also elements of online community success and possible professional support services of InSided. The author utilizes both the qualitative and quantitative data collection methods for collecting of primary data in the empirical part. Qualitative data, in the form of observation and interviews, reports about content, moderation, design and user experience of Elisa and Sonera online communities. Quantitative data about online communities’ traffic complements the research.
The measurement of success of the two online communities proved the need for responsive design, systematized community management and professional support services. The results are reflected in the Define-Measure-Analyse-Improve-Control (DMAIC) model for successful online community management. The author believes in the value of this research for organizations starting online communities.