Forum Monetization Best Practices


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Steve Arentzoff, VP Marketing at VigLink, shares best practices for forum monetization in this presentation given at ForumCon Chicago on September 27, 2011.

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Forum Monetization Best Practices

  1. 1. Forum Monetization Best Practices<br />Managing Content to Maximize Revenue<br />Steve Arentzoff<br />VP Marketing<br /><br />+1 (415) 287-9942<br />ForumCon Chicago<br />September 27, 2011<br />
  2. 2. 2<br />Forum Monetization Today<br />subscriptions<br />content<br />
  3. 3. Everyday, your content guides consumers to decision points: moments in time where readers choose to take an action.<br />
  4. 4. Every Day, your Content Guides Readers to Decision Points<br />4<br />
  5. 5. Every Day, your Content Guides Readers to Decision Points<br />5<br />
  6. 6. potential value ≠ money in your pocket<br />That’s the one I want! <br />oh look, the Dow went up 200 points ... *click*<br /><br />Today<br />Without a mechanism to help your readers take immediate action, the potential to earn revenue is lost. <br />...or...<br />
  7. 7. ... and you get PAID when a visitor acts...<br />That’s the one I want!<br />Monetizing Decision Points<br />advertiser<br />Blu-Ray<br />*click*<br />
  8. 8. Not convinced?<br />of shoppers that find online social sources to be an influential driver when making decisions<br />95% <br />Increase<br />
  9. 9. Monetization Best Practices<br />
  10. 10. 2<br />3<br />1<br />4<br />Best Practices<br />Specific Actions You Can Take to Increase Monetization<br />Share special deals with members<br />Content Integration <br />- Provide Compelling Call-to-Action<br />Introduce topic threads centered around products<br />Understand Monetization Sources<br />
  11. 11. Share Special Deals with Readers<br />share special deals<br />
  12. 12. Content Integration<br />12<br />Example: <br />The NFL season kicks off this week. Get a great deal on a great new HDTV. Get up to 20% HDTVs at Best Buy. Click Best Buy to save now:<br />Note: Make it easy for reader to access relevant section of website by embedding link to TV sale section<br />
  13. 13. Introduce Product Topics<br />
  14. 14. Introduce Product Topics<br />introduce product topics<br />keep content fresh<br />
  15. 15. Encourage Participation<br />introduce product topics<br />share special deals<br />keep content fresh<br />
  16. 16. Understand Outbound Traffic patterns<br />Examples via VigLink dashbaord:<br />Which pages generate the most revenue?<br />What are people buying?<br />Which merchants perform best?<br />
  17. 17. 2 New VigLink Capabilitiesto Increase Monetization <br />
  18. 18. Link Insertion Activation<br />Push Link Insertion <br />button to On!<br />Up to 38%<br />Revenue Gain <br />
  19. 19. Merchant Sale Alerts<br />
  20. 20. 3 Immediate Steps to Increase Revenue<br />Implement a content monetization solution (if you haven’t already)<br />Manage your content to increase decision point moments<br />Utilize merchant sale alerts<br />Activate Link Insertion In VigLink Dashboard <br />
  21. 21. Forums are an advertiser’s dream<br />
  22. 22. Forums are an advertiser’s dream<br />(you have an incredible asset on your hands)<br />
  23. 23. VigLink<br />(blog)<br />(twitter) @VigLink<br />(fb)<br />
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