Why Web 2.0
January 2, 2007 – 7:00 pmWho: Sage Lewis
What: Harvard Business Review
November 2006
In Forethought
“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.
