Monetizing Communities
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Monetizing Communities

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Bloggers and podcasters often struggle with finding a way to generate revenue from the communities that grow around their content. While they need to make a living, they mustn't compromise their ...

Bloggers and podcasters often struggle with finding a way to generate revenue from the communities that grow around their content. While they need to make a living, they mustn't compromise their reputation or credibility. In this presentation, we'll explore different ways in which these content communities can actually generate revenues by engaging their audience in a way that respects the community.

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Monetizing Communities Monetizing Communities Presentation Transcript

  • Monetizing Communities Ethics and Strategies
  • Monetizing Communities
    • Opportunity
    • Challenges
    • Ethics
    • Strategies
  • Questions
    • Who Blogs?
    • Podcasts?
    • Video Blogs?
  • Questions?
    • 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.
  • Opportunity: Communities in Context
    • 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).
  • Challenge: Community Precedes Profit
    • 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
  • Challenge: PPC Advertising
    • Low CTRs
    • CPC ads convert 28% lower in online communities (IDC, 2008).
    • Causes:
    • User Mindset
  • Challenge: Placement
    • Banner Blindness
    • Podcasts
    • Video Blogs
  • Ethics: Community Integrity
    • Relationships Come Before Sales
    • Trust-Based Relationships
    • Members Own Communities
    • Community Gardner
  • Strategies: Choosing Tactics
    • 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
  • Flexibility & Control: Affiliate Marketing Channels
    • Newsletters
    • .
    • Video
    • Banners
    • Text Links
    • Referral Codes
  • Affiliate Marketing: Choosing Partners
    • Reputation (research)
    • Conversions (testing)
    • Offers & Promotions (appropriate)
    • Support (service)
    • Software (tracking reports)
  • Affiliate Marketing: Back to Ethics
    • Transparency
    • Full Disclosure
    • Keep it Real
  • Affiliate Marketing Resources
    • BAMroll.com
    • Share Results www.ShareResults.com [email_address] +1 514 849 8595