"Do Customer Communities Pay Off?" By Rene Algesheimer Paul M. Dholakia
Year long field experiment 140,120 Ebay users 79,242 Invited to communities 60,878 were the control
In 3 months 3,299 became active members "community enthusiasts" 11,242 became lurkers
These people bid twice as often won 25% more auctions spent 54% more money total
Enthusiasts listed 4X's more items earned 6X's as much money
There were 10X's more first time sellers compared to the control group.
Where: This was shot at our office in Akron Ohio
When: January 3, 2007
Why: As with any marketing, you need to have very clear reasons for doing something. If you are considering doing a Web 2.0 aspect of your web site this show highlights some impressive numbers as to why it might make good business sense to consider doing something like this.
How: I shot this with my mini DV Panasonic video camera. I had 1000 watts of light on both my left and my right plus some fill lights.
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