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1. Entertainmentcommunities2. Social network-People join for multiplayer online gaming such as Second Life atsecondlife.com or chess at Games.Yahoo.com.Users join and visit these communities to meet others, such as for dat-connection (LinkedIn.com). Users are willing to pay a fee to join theseconnecting to meet and make friends with like-minded people. Theseing communitiesing (Match.com), getting a job (Monster.com), or finding a businesscommunities, especially if they are large. Some sites exist purely forinclude Twitter.com, Facebook.com, and many others.These communities exist so that users can exchange goods and services3. TradingcommunitiesExamples include online auctions in the consumer market (eBay.com) andbusiness market (Guru.com), and music-sharing sites (Kazaa.com).4. EducationThese communities form around particular education disciplines, suchcommunitiesas Elmar for marketing educators (marketingpower.com), educationsoftware, or students participating in class or university discussiongroups5. Scheduled events When American ldol, the televised competition, invites viewers to votecommunitiesand chat online, or businesses hold online conferences, they form acommunity for a one-time event.6. AdvocacyNonprofit communities form to influence public opinion. MoveOn.orgcommunitiesformed to make a change in politics and used its community to createand pay for television ads. According to its founder, the internet isabout listening to users, not talking to them.allowing user posting. Examples include product reviews (Amazon.com),gadget (engadget.com) or SAP software (Sap.com). Many companies also7. BranoFirms create CRM communities around their brands on Web sites bycommunitiestravel experiences (Tripadvisor.com), and tips for using your electroniccreate branded social network pages.Consumers post product reviews on epinions.com and discuss their8. Consumercommunitiesproduct experiences on Google Groups. What differentiates these fromCRM communities is their lack of brand sponsorship, and thus, they arebasically unedited opinions.9. EmployeeOne example is the large network of former Microsoft employees whouse e-mail and a private bulletin board to discuss Microsoft gossip andto network for professional purposes. Linkedln.com and Xing.com arecommunitiestwo important professional networks.and bulletin board posting on a narrow topic of interest, such asforth.10. Special topicscommunitiesIn addition to the others on this list, some sites exist purely for user chatmovies, a particular automobile brand/model, various religions, and soading this category are Google Groups (the former UseNet) andYahoo Groups.Looking at the list of 10 community types in Exhibit8.7, name one Web company that capitalizes oneach for marketing purposes
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