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Looking at Your Community
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One of the most overlooked factors in choosing a community is looking at the financial demographics. Most nonprofessional web developers begin with a topic that interests them and use that as a starting point for their site profile. However, this might not be the best place to start. Returning to the Nike example, that web site may have begun by targeting professional athletes. After all, for the price and the technical advantages of the shoes, a first glance might suggest that athletic professionals were the market Nike should pursue with its web marketing. However, the financial demographics of professional athletes clearly indicate a fairly niche market. But what about people who dream of being professional athletes That could be a huge financial demographic. Presuming that you don t have a market research firm to do an extensive statistical survey, you might do well to check online and see what the membership looks like for groups and associations related to your desired topic area. That may provide some concept of the depth of the market you want to cater to through a virtual community.
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Considering How Much Interaction Your Site Requires
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Community features can be thought of in much the same way as leverage in a real estate investment. If you were to buy $10,000 worth of stock, you would have to pay $10,000 in most cases. For real estate, however, you can put that same $10,000 into a down payment and have control of a $100,000 investment. If the stock doubles, you ve made an extra $10,000 from your initial investment. If your real estate investment doubles to $200,000, you pay back the bank for the $90,000 loan, and you ve made $110,000 from your $10,000. Try to look at community features in the same way. If you put in an hour to create content on a standard web site, you now have the content that can be produced in an hour. In contrast, putting in an hour fostering community growth and expanding the ability of others to interact with the site leverages your time. Depending on the volume of visitors, you will gain the cumulative effort of others spending far more than one hour on expanding your site.
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CHAPTER 8 s WEB COMMUNITY FEATURES
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You don t need to look any farther than Wikipedia to see this principle at work. I really enjoy reading the work of author Jack Woodford, who wrote a series of how-towrite-a-novel books in the mid-1900s. I must have spent at least a dozen hours of unpaid time researching and creating a Wikipedia entry for him. Tens of thousands of other people are doing the same on topics that interest them. If you can provide a community platform where people feel passionate about a subject, they will grow the site for you. It s not that there is no work involved; only that the work you do is leveraged by the other members of the community to create a much larger and more robust site than an individual or small organization could afford to do. Table 8-1 shows common community features with estimates of the setup and maintenance efforts, and typical return value. Note that these features nearly almost always require work and vigilance to obtain a proper payoff.
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Table 8-1. Investment and Return for Joomla Community Features Extension
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Newsfeed Article rating Polls Suggestion box Guestbook Comments User profile pages/user blogs Event calendar Wiki Forum
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Setup Effort
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Low Very Low Low Low Low Low Low Low High High
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Maintenance Effort
Very Low Very Low Low Low High Medium Medium Medium High High
Community Return
Low Low Low Medium Low High Medium High High High
Take a close look at how the Joomla extensions you re considering might be used to target your site profile and the possibilities of integrating several of them for best effect. Keep in mind that it is never a good idea to throw in everything and the kitchen sink when it comes to added community functionality.
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