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Social Purchasing Community

Matteo Damiani
Matteo Damiani

This document discusses the rise of social purchasing and community-oriented buying decisions. It introduces community-oriented chief procurement officers (CPOs) and analyzes 56 existing B2B purchasing communities. These communities are classified using an eight-dimension "bike wheel model" and plotted on a matrix based on popularity/usage and openness. The document then outlines a five-step process for designing and developing a new CPO community, including defining strategic objectives, governance roles, community design, management, and assessment. The overall aim is to understand how social purchasing communities can provide benefits to buyers.

1 of 15
Group 15 Social Purchasing Matteo Damiani Massimo Fava Paolo Ferrarini Lorenzo Prati Eleonora Rossi Giuseppe Scirica
2 Index 1. Introduction to Web 2.0 and communities 2. Classification process 3. Community design and development process 4. Conclusions Purchasing Management CPO communities
3 Introduction Web 2.0 is changing buyers working methods of B2B buyers cite online communities or forums as influencers on their buying decisions of B2B technology buyers consults social media before making a decision of B2B buyers engages social channels while theyre working (MarketSherpa) 束Im not alone! There 束For this big amount are other buyers in of purchasing I need the World!損 interaction with other people!損 束Facebook, Linkedin, 束Let me check Twitterthis is a what other buyers great job!損 think...損 Purchasing Management CPO communities
4 Introduction 100.0% 88.6% 90.0% 80.0% 74.3% 70.0% 65.7% 60.0% 48.6% 50.0% 40.0% 25.7% 30.0% 20.0% Social media 10.0% 0.0% play a critical role allowing communities development Community benefits and disadvantages A buyer (or CPO) community is a virtual, complex, wise buying unit where buyers, CPO or people interested in B2B purchasing activities are connected together With a web-based connection in order to interact, discuss, learn or advise the other members on a specific topic or on the purchasing process in general Purchasing Management CPO communities
5 Classification Process: 束The Bike Wheel Model損 professional Generic figure 8 dimensions: Multichannel Target members Level of content specificity Contents availability Specific Generic contents contents Popularity Usage level Geographical coverage Language professional Specific figure Purchasing Management CPO communities
6 Dimensions Evaluation List of the 56 Dimension evaluation with communities quantitative/qualitative criteria analyzed Purchasing Management CPO communities
7 4 束wheel types損 discovery 束Type1損 束Type 2損 束Type 3損 束Type 4損 Purchasing Management CPO communities
8 束The Communities Matrix損 A combination of: - popularity High - usage level. Utility for A combination of: members - Integration with other platforms; - (free) Content availability; - Target members; - Geographical coverage; Low - Language Low Opening level High Purchasing Management CPO communities
9 束The Communities Matrix損 High Closed Communities communities, best of breed but succesful Utility for members Good Communities potentialities, not Low that do not popular perform well and used yet Low High Opening level Purchasing Management CPO communities
10 The strategic approches High Opinion leaders activity Utility for Web members Low Low High Opening level Purchasing Management CPO communities
Community Design and Development process 12 - Design and Development - Assessment Community management Design Governance definition Strategic concept Purchasing Management CPO communities
Community Design and Development process 13 - Design and Development - 1. Strategic concept Objectives, needs, limits of the new community Topic, interaction mode, members type Understand users needs: o Which are future members? (CPO, buyers, role, company,); o Create cluster of members and analyze characteristics; o Describe person and behavior; o Think about users needs; o Define clusters behavior Useful to setup best tools and characteristics of the community Purchasing Management CPO communities
Community Design and Development process 14 - Design and Development - 2. Governance definition Roles and coordination mechanism Regulations and behaviors in the community Importance of sharing experience and contents (super-users) 3. Design Design useful tools Bottom-up strategy 4. Community management Analyze trends and changes in the needs of users Solve technical problems and manage the activity 5. Assessment Track progress, results and feedback from users Actions Purchasing Management CPO communities
15 Conclusionsso What? Social Buyers Purchasing Benefits for Buyers communities Different types of communities Roadmap to create a community Purchasing Management CPO communities
16 Q&A session Thank you Any questions? Purchasing Management CPO communities

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Social Purchasing Community

  • 1. Group 15 Social Purchasing Matteo Damiani Massimo Fava Paolo Ferrarini Lorenzo Prati Eleonora Rossi Giuseppe Scirica
  • 2. 2 Index 1. Introduction to Web 2.0 and communities 2. Classification process 3. Community design and development process 4. Conclusions Purchasing Management CPO communities
  • 3. 3 Introduction Web 2.0 is changing buyers working methods of B2B buyers cite online communities or forums as influencers on their buying decisions of B2B technology buyers consults social media before making a decision of B2B buyers engages social channels while theyre working (MarketSherpa) 束Im not alone! There 束For this big amount are other buyers in of purchasing I need the World!損 interaction with other people!損 束Facebook, Linkedin, 束Let me check Twitterthis is a what other buyers great job!損 think...損 Purchasing Management CPO communities
  • 4. 4 Introduction 100.0% 88.6% 90.0% 80.0% 74.3% 70.0% 65.7% 60.0% 48.6% 50.0% 40.0% 25.7% 30.0% 20.0% Social media 10.0% 0.0% play a critical role allowing communities development Community benefits and disadvantages A buyer (or CPO) community is a virtual, complex, wise buying unit where buyers, CPO or people interested in B2B purchasing activities are connected together With a web-based connection in order to interact, discuss, learn or advise the other members on a specific topic or on the purchasing process in general Purchasing Management CPO communities
  • 5. 5 Classification Process: 束The Bike Wheel Model損 professional Generic figure 8 dimensions: Multichannel Target members Level of content specificity Contents availability Specific Generic contents contents Popularity Usage level Geographical coverage Language professional Specific figure Purchasing Management CPO communities
  • 6. 6 Dimensions Evaluation List of the 56 Dimension evaluation with communities quantitative/qualitative criteria analyzed Purchasing Management CPO communities
  • 7. 7 4 束wheel types損 discovery 束Type1損 束Type 2損 束Type 3損 束Type 4損 Purchasing Management CPO communities
  • 8. 8 束The Communities Matrix損 A combination of: - popularity High - usage level. Utility for A combination of: members - Integration with other platforms; - (free) Content availability; - Target members; - Geographical coverage; Low - Language Low Opening level High Purchasing Management CPO communities
  • 9. 9 束The Communities Matrix損 High Closed Communities communities, best of breed but succesful Utility for members Good Communities potentialities, not Low that do not popular perform well and used yet Low High Opening level Purchasing Management CPO communities
  • 10. 10 The strategic approches High Opinion leaders activity Utility for Web members Low Low High Opening level Purchasing Management CPO communities
  • 11. Community Design and Development process 12 - Design and Development - Assessment Community management Design Governance definition Strategic concept Purchasing Management CPO communities
  • 12. Community Design and Development process 13 - Design and Development - 1. Strategic concept Objectives, needs, limits of the new community Topic, interaction mode, members type Understand users needs: o Which are future members? (CPO, buyers, role, company,); o Create cluster of members and analyze characteristics; o Describe person and behavior; o Think about users needs; o Define clusters behavior Useful to setup best tools and characteristics of the community Purchasing Management CPO communities
  • 13. Community Design and Development process 14 - Design and Development - 2. Governance definition Roles and coordination mechanism Regulations and behaviors in the community Importance of sharing experience and contents (super-users) 3. Design Design useful tools Bottom-up strategy 4. Community management Analyze trends and changes in the needs of users Solve technical problems and manage the activity 5. Assessment Track progress, results and feedback from users Actions Purchasing Management CPO communities
  • 14. 15 Conclusionsso What? Social Buyers Purchasing Benefits for Buyers communities Different types of communities Roadmap to create a community Purchasing Management CPO communities
  • 15. 16 Q&A session Thank you Any questions? Purchasing Management CPO communities