=Paper=
{{Paper
|id=Vol-2588/paper25
|storemode=property
|title=Modelling the Complex of Automation of Company Marketing Activity in Online Communities
|pdfUrl=https://ceur-ws.org/Vol-2588/paper25.pdf
|volume=Vol-2588
|authors=Oksana Peleshchyshyn,Kateryna Molodetska,Alla Solianyk,Ruslan Kravets
|dblpUrl=https://dblp.org/rec/conf/cmigin/PeleshchyshynMS19
}}
==Modelling the Complex of Automation of Company Marketing Activity in Online Communities==
https://ceur-ws.org/Vol-2588/paper25.pdf
Modelling the Complex of Automation of Company
Marketing Activity in Online Communities
Oksana Peleshchyshyn 1 [0000-0002-1641-7340], Kateryna Molodetska3[0000-0001-9864-2463],
Alla Solianyk2 [0000-0002-7167-6695], Ruslan Kravets 1 [0000-0003-2837-9190]
1
Lviv Polytechnic National University, Ukraine
2
Kharkiv State Academy of Culture, Ukraine
3
Head of educational and scientific center of IT, Zhytomyr National Agroecological University,
Zhytomyr, Ukraine
oksana.p.peleshchyshyn@lpnu.ua, kmolodetska@gmail.com,
allasolyanik164@gmail.com, ruslan.b.kravets@lpnu.ua
Abstract. This paper deals with actual problem of investigation the usage of
online communities in the company marketing activities. Based on a formal de-
scription of characteristics, data on online communities and discussions and
their analysis results, an information model of a community for online market-
ing has been built, which serves as the basis for a database structure for ac-
counting of information flows in online communities. The task of determination
of indicators of relevance and importance of online communities marketing was
proposed. The use of tproposed indicators in solving community selection tasks
for representatives’ participation of the company was considered. The usage of
the database provisioning in the process of creating, verifying and distributing
marketing messages in online communities was suggested. By formalizing and
computerizing the online communication process proposed methods in this
work helps defined threats in discussions and violations of online rules and tra-
ditions.
Keywords: online marketing, online community, information threat, marketing,
information model.
1 Introduction
Modern companies and organizations often use online communities to share market-
ing information about a company and its products. In this case, the active involvement
of the marketer in online communities involves work, which relates to the accounting
and analysis of online communities and their content. By formalizing and computeriz-
ing the communication process, you can avoid undesirable risks for the company.
Threats may arise from unqualified discussions or violations of online rules and tradi-
tions.
Among the typical tasks, the key ones with regard to the activities in online com-
munities are the choice of the strategy for using communities in marketing; selection
Copyright © 2020 for this paper by its authors. Use permitted under Creative Commons License Attrib-
ution 4.0 International (CC BY 4.0) CMiGIN-2019: International Workshop on Conflict Management in
Global Information Networks.
of online communities for certain activities; analysis of the effectiveness of marketing
information flows in the virtual environment.
A significant aspect of effective online marketing in an information-intensive envi-
ronment of the online communities is the use of the modern information technology
solutions, user-orianted mathematical services and software. These services process
the large volumes of data in real-time.
The main up-to-date investigations of marketing activities in online community are
divided into the following fields:
information retrieval and web content analysis [1-3];
approaches for creating and managing of online communities [4];
web sites positioning in the web, information activities management of the compa-
ny in the sites networks [5-7];
approaches of online communities marketing [8-10];
quality management system in universities [ 11-15];
conception of relevant and important for marketing online communities and dis-
cussions [17-23];
resources and risks in marketing strategies for online communities [24-27].
2 Database for accounting for marketing communications
For the full accounting of marketing communications in online communities, we use
an expanded Information Flows Database. The database consists of the following
components:
Community Database is used for basic information about online communities;
Discussion Database is used for information about discussions in online
communities;
Service Database is used for accounting of service information.
Depending on the functional duties and the area of responsibility, data bases are filled
by specialists in different workplaces of the system complex. This process is gradual
and continuous if the activities of business representatives in online communities are
constant. Let us consider the structure of each component of the extended database.
2.1 Accounting for online communities
The online Communities Database is used for accounting of the online communities
covered by the company's marketing activities, their technical and statistical charac-
teristics.
Database filling is performed in the process of performing tasks:
search and account of relevant online communities based on the elected strategy;
accounting and analyzing rules, statistics and semantic characteristics of relevant
online communities, keeping them topicality;
forming and accounting of standard for evaluating the importance of the online
community in terms of specific marketing activities (advertising, public action,
positioning of the site of the company, work with clients, etc.);
selection of important online communities in accordance with defined standards for
marketing activities.
Community Rules - User Profile Community Rules - Posting
PK,FK1 Community ID PK,FK1 Community ID
Using real name, last name Admissibility of publication of advertising materials
Using a nickname Affordability of attached Files
Using the Latin alphabet Maximum size of attachments
Using Cyrillic Allowed types of attachments
Using the site address Maximum size of image objects
Using a business or product name Allowed types of graphic objects
Validity of avatars in a user's signature Allowed links
Avatar size Admissibility of referrals
Admissibility in the signature of graphic images
Admissibility in signature links
Maximum number of lines in a signature
Maximum number of characters in a signature Language of communication
PK Language ID
Online Community Language Name
Types of online communities Comment
PK Community ID
PK Community type ID
Community Name
Community type Name Website address
Comment Community Description Community Rules - Working languages
Website management system
Markup language PK,FK1 Community ID
FK1 Community type ID PK,FK2 Language ID
Is Working language
Priority
Community statistics
PK,FK1 Community ID Recommendations for work - Style of discussion
PK Statistics Date
PK,FK1 Community ID
Number of participants
Number of discussions Optimal message size
Number of posts Feasibility of using promotional graphic objects
Number of external links Advisability of using advanced formatting
Number of views of posts Optimum number of links in the message
Frequency of discussions Admissibility of advanced site citation
Frequency of posts in discussions Optional UserName
Approximate daily attendance Special linguistic characteristics (slang, etc.).
Fig. 1. ER-diagram of the “Community” database.
2.2 Database for accounting data and discussion characteristics
In addition to the characteristics of online accounting communities, discussions that
contain valuable marketing information and reflect the activities of business repre-
sentatives in online communities are also a subject for discussion. Discussion data-
base is used for accounting for discussion information. The result is:
research and recording relevant discussions;
accounting for technical and semantic characteristics of relevant discussions.
On Fig. 2 is an ER diagram of the "Discussion" Database.
Technical description of Discussions
PK,FK1 Discussion ID
PK Characteristic Date
Number of posts in the discussion
Number of views
Date of the last post in the discussion
Date of the last view
Number of external links Online Communities
Average daily intake of posts
Average daily views intensity PK Community ID
Community Name
Author ...
PK Author ID Discussion
Author Name PK Discussion ID
Is Employee
E-mail FK1 Community ID
Autor's site Content of the discussion
Date of discussion creation Discussion type
FK2 Author PK Discussion type ID
FK3 Discussion type ID
Discussion type Name
Comment
Post
Semantic characteristics of the discussion
PK Discussion ID
PK,FK1 Discussion ID
PK Characteristic Date
FK1 Post ID
Post content
Rate of the discussion
Post Date
Reactions to marketing messages
FK2 Author
Completeness of the discussion.
Date of the last view
Fig. 2. ER diagram of the "Discussion" Database.
2.3 Database for accounting of business information
Singly from the chosen strategy for using online communities, for the effective work
of the marketer, all the results of the analysis of communities and discussions must be
recorded in the databases and actively used in future work.
This especially concern with the information of the relevance and importance of the
community and the data needed to evaluate them.
In Fig. 3 is an ER diagram of the database in part of accounting for the relevance and
importance of online communities and discussions.
Community relevancy Community importance
PK,FK1 Community ID PK,FK1 Community ID
Compliance with OC and MT topics PK Analysis Date PK,FK2 Task ID
PK Analysis Date
PK,FK1 Community ID
Community Relevancy
PK,FK2 Marketing term ID
Comment Community Importance
Comment
Factors of community importance
Online community (OC) PK Factor ID
Marketing term Group PK Community ID FK1 Task ID
Factor weight
PK MP Group ID Community Name
...
MT Group Name Factor of discussion importance
Comment PK Factor ID
Marketing activity
FK1 Task ID
PK Task ID Factor weight
Marketing term (MT)
Task Name
Discussion iimportance
PK Marketing term ID Description
Begin Date PK,FK2 Community ID
Marketing Name End Date PK,FK1 Task ID
Comment Comment PK Analysis Date
FK1 Marketing term Group ID
Discussion Importance
Relevance of D and MT Discussion relevance
Discussion (D)
PK,FK2 Marketing term ID PK,FK1 Discussion ID
PK Discussion ID PK Analysis Date
PK,FK1 Discussion ID
FK1 Community ID Discussion Relevance
Comment
... Comment
Fig. 3. ER diagram of the database in part of accounting for the relevance and importance of
online communities and discussions
In general, all the activities of the marketer, the activities he took part in, the results of
the analysis and evaluation of the online content of online communities should also be
recorded in the database. This will also add transparency and validity to the - process
of making decision of marketing in online communities.
It is also important to accumulate and save the information related to process of
finding data and creating content for online communities. Particulary, following in-
formation is a subject for accounting:
multiple marketing terms for search communities and discussions;
types of marketing activities and types of community outreach activities;
global search engine query templates;
regular expression templates for parse the content of the pages;
options for assessing the importance of online communities and discussions;
templates for typical posts.
In addition, in this database, it is advisable to account the distribution of executors on
siteswhich are important for marketing online communities.
An important moment in the process of filling the database "Service Information"
is to form comments about the conditions of obtaining and using practical experience:
when a particular query was used, template or set of parameters, etc. This data can be
served as a knowledge base for contractors and experts.
3 Architecture of the Complex of Automation of Company
Marketing Activity in Online Communities
The software for support the company marketing activity in online communities con-
tains the following components:
"Searcher" is use for search online communities and discussions;
"Analyst" is use for analyzing the information flows in online communities;
"Online Marketer" is use for interaction of the marketer with online communities;
"Coordinator" is use for organizing and coordinating activities of marketers in
communities;
“Manager” is use for strategic planning and overall process control.
Figure 3 shows the functionality and basic information flows of the system.
Depending the chosen strategy for using online communities in your marketing activi-
ties, some features may not be involved. In this case of an analytical strategy, all ac-
tivities are limitedfor finding relevant and important online communities, monitoring
and analyzing their content, and therefore the functionality of "Coordinator" and
"Online Marketer" is not required. In case of limited human resources one specialist
can work in several workplaces, provided the functionality does not violate the logic
of the system in a whole. Particulary, it's possible to combine the following features:
“Searcher” and “Analyst”;
“Analyst” and “Coordinator”;
“Manager” and “Coordinator”.
However, combining a “Coordinator” and an “Online Marketer” by same person can
lead to abuse on her part and, as a consequence, a poor coordination of the activities
of marketers in online communities.
The search of online communities and discussions is carried on the early stages of
organizing the company's marketing activities in virtual environments. In the future,
part of work is about monitoring selected online communities and discussions. In
addition, when marketing topic changes or need to be in another (possibly larger) set
of online communities, there is a need for repeated or expanded community searches
and discussions that can be further used to retrieve and disseminate information.
The Searcher provides the following main features:
accounting of primary and adjuvant information, including:
accounting of the multiple marketing terms that are searched;
formation and accounting of search query templates;
rating of the relevance of found by marketing communities terms;
accounting for relevant online communities and their characteristics;
assessment of the relevance of the discussions found;
consideration of relevant discussions and their characteristics;
updating statistics of online communities and discussions;
monitor company web-sites and online communities to identify suspicious activity
and likely information attacks on the company.
Determination of
marketing
strategy, key
metrics and Manager
performance
Analyzing
criteria
the use of online
communities in
marketing
Analyzing Organizing
the content of marketing
relevant online activities in online
communities communities
Analyst Coordinator
Interaction of
representatives in
online
Analysis communities
online-
communities
WWW
Searcher Online marketer - 1 Online marketer - 2
... Online marketer - N
Онлайн-спільноти
WWW Онлайн-спільноти
Site access logs
Services Online-communities
Fig. 4. The scheme of functionality and basic information flows of the system.
The analyst processes the content of online communities and performs the following
functions:
formation and analysis of multiple marketing terms;
analysis of online community statistics and discussions;
determining the criteria for selecting important online communities and
discussions;
identifying the importance of online communities and discussions;
selection of important online communities and discussions to accomplish specific
marketing tasks;
analyzing the activity of competitors in online communities and taking them into
account in the planning of the company activity;
аnalyzing critical messages in online communities and identifying problem areas in
their business.
An important function of the analyst is to analyze information flows on company sites
and relevant communities and to identify threats for organization that arise from un-
qualified and malicious activity in online communities.
In case of confirmation of the information attack on the company in social media,
the analyst sends the necessary information to the Coordinator to plan the counterac-
tion measures and their further implementation by the online marketer.
Guided by the strategy chosen by the management, the analyst assesses the suffi-
ciency of the many found relevant online marketing and statistical data. Next, the
specialist analyzes the importance of online community and discussion characteristics
for marketing tasks and determines the weighting factors that willbe used for evalua-
tion the online community's importance for discussions and discussions.
An online marketer uses the “Information Streams” database to perform the fol-
lowing functions:
forming and posting new messages, comments and replies to requests from users
on community sites;
monitoring discussions in online communities;
interaction with the administration of online communities;
accounting and analysis of their own marketing communications;
analyzing the reaction of other online community members to actions of marketer.
The efficiency and transparency of the communication process and it independence
from the contractors are determined by the completeness of accounting of the activi-
ties of marketers in the database "Information flows" and the activity of using their
data (characteristics of online communities, supporting information, etc).
The coordinator provides support for the following features:
analyzing the effectiveness of using online communities in marketing;
determining restrictions on the activities of marketers in online communities;
ensuring the best distribution of marketers across multiple communities;
assessing the effectiveness of marketers in their assigned communities;
coordinating of marketers' engagement with online communities.
"Coordinator" and "Analyst" generate analytic data to evaluate the effectiveness of
the online community's communication capabilities to disseminate marketing infor-
mation and consumer communication. Analyzing the effectiveness of communica-
tions, combined with the cost analysis of business representatives in online communi-
ties, allows management to review the strategy of using virtual environments, to plan
marketing activities and resources for their implementation.
4 Conclusions
Computer support for marketing activities in a virtual environment can be done using
a database that takes into account the search results of relevant and important online
communities and the information flows of the company's interactions with the com-
munity. The strategy of using online communities determines the functionality of the
system and the list of tasks for marketers, during the execution of which information
content of the database is formed. The proposed database model can be the basis for
building a knowledge base for communications in online communities. The imple-
mentation of the complex of automation supports the planning of marketing actions
and decisions making to coordinate the activity of marketers and increases the effi-
ciency of using virtual communities in marketing.
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