Monetizing Communities Ethics and Strategies

Monetizing Communities Opportunity Challenges Ethics Strategies

Opportunity

Challenges

Ethics

Strategies

Questions Who Blogs? Podcasts? Video Blogs?

Who Blogs?

Podcasts?

Video Blogs?

Questions? Who Monetizes? CPM Banners? PPC Ads? Other?

Who Monetizes?

CPM Banners?

PPC Ads?

Other?

Opportunity: Context is King 2005 - 2007: Content was King. 2008: Context is King. 2009: Conversations will be King.

2005 - 2007: Content was King.

2008: Context is King.

2009: Conversations will be King.

Opportunity: Communities in Context Context Gives Content Meaning . Communities Provide that Context . Blogs are Conversation Communities

Context Gives Content Meaning .

Communities Provide that Context .

Blogs are Conversation Communities

Opportunity: The Return on Community 62% of consumers consult online communities before making a purchase (YouGov, 2008). Community users spend 54% more than non-community users (eBay, 2006). Community users remain customers 50% longer than non-community users (AT&T, 2002).

62% of consumers consult online communities before making a purchase (YouGov, 2008).

Community users spend 54% more than non-community users (eBay, 2006).

Community users remain customers 50% longer than non-community users (AT&T, 2002).

Challenge: Community Precedes Profit Falling CPMs Low CTRs Placement

Falling CPMs

Low CTRs

Placement

Challenge: CPM Advertising Dropping CPMs CPMs were an average of 43% in Q4 2008 from the previous year (Pubomatic, 2008). Causes: Banner Blindness Publishing Market Saturated

Dropping CPMs

CPMs were an average of 43% in Q4 2008 from the previous year (Pubomatic, 2008).

Causes:

Banner Blindness

Publishing Market Saturated

Challenge: PPC Advertising Low CTRs CPC ads convert 28% lower in online communities (IDC, 2008). Causes: User Mindset

Low CTRs

CPC ads convert 28% lower in online communities (IDC, 2008).

Causes:

User Mindset

Challenge: Placement Banner Blindness Podcasts Video Blogs

Banner Blindness

Podcasts

Video Blogs

Ethics: Community Integrity Relationships Come Before Sales Trust-Based Relationships Members Own Communities Community Gardner

Relationships Come Before Sales

Trust-Based Relationships

Members Own Communities

Community Gardner

Strategies: Choosing Tactics Complement Community Interests Add Value to Community Converts

Complement Community Interests

Add Value to Community

Converts

Strategies: Affiliate Marketing Performance-Based Promotions Add Value Flexibility: Multiple Channels Control: Choice of Offers Tracking: Referral Codes Support: Creatives

Performance-Based

Promotions Add Value

Flexibility: Multiple Channels

Control: Choice of Offers

Tracking: Referral Codes

Support: Creatives

Flexibility & Control: Affiliate Marketing Channels Newsletters . Video Banners Text Links Referral Codes

Newsletters

.

Video

Banners

Text Links

Referral Codes

Affiliate Marketing: Choosing Partners Reputation (research) Conversions (testing) Offers & Promotions (appropriate) Support (service) Software (tracking reports)

Reputation (research)

Conversions (testing)

Offers & Promotions (appropriate)

Support (service)

Software (tracking reports)

Affiliate Marketing: Back to Ethics Transparency Full Disclosure Keep it Real

Transparency

Full Disclosure

Keep it Real

Affiliate Marketing Resources BAMroll.com Share Results www.ShareResults.com [email_address] +1 514 849 8595

BAMroll.com

Share Results www.ShareResults.com [email_address] +1 514 849 8595