Online Business Models
Australia Council Major Performing Arts Workshop, April 09

Crisis in many public institutions
- difficulty connecting with young audiences
- harder to cut through media clutter
- changing audience behaviours/trends
- rapidly evolving new media landscape
Australia Council Major Performing Arts Workshop, April 09

Crisis, what crisis?
- formulate a new media strategy
- start a conversation with your constituents
- think of ways to engage people online
- build community loyalty
Australia Council Major Performing Arts Workshop, April 09

Business Models/Building Value
- value in building an online audience
- value in listening to your audience needs
- value in establishing affiliate relationships
- value in building community loyalty
- value in arts partnerships
- you don’t have to sell ringtones (but you can!)
Australia Council Major Performing Arts Workshop, April 09

Long Tail Economics
Australia Council Major Performing Arts Workshop, April 09

What can I give away for free?
- most online business models start here
- great free content/services attracts traffic
- up-to-date and dynamic content attracts traffic
- rich content (video, audio, music) attracts traffic
- recommendations attract traffic
Australia Council Major Performing Arts Workshop, April 09

Freemium Business Model
- most common online business model
- Freemium = Free + Premium
- Typical trial-to-purchase conversion rate is 1 - 5%
Australia Council Major Performing Arts Workshop, April 09

Online Advertising
- Contextual advertising
- Google Adwords
(Your ads on sponsored links)
- Google Adsense
(Google ads on your site)
- Pricing: auction for search terms
Australia Council Major Performing Arts Workshop, April 09

Online Advertising
- Facebook Ads
(Ability to target to niche interest groups)
Australia Council Major Performing Arts Workshop, April 09

Facebook Profiles - your content everywhere
Australia Council Major Performing Arts Workshop, April 09

Online Video Advertising
- YouTube
Advertising
- Next generation
video advertising
driven by speech
recognition
Australia Council Major Performing Arts Workshop, April 09

In-game Advertising
Australia Council Major Performing Arts Workshop, April 09

Partnerships Upstream
Affiliate
- diversify referral traffic in
Pay per
addition to search engines
click/sale
- Affiliate relationships
YOUR
- pay for click model
- where does your traffic
CONTENT
come from?
Income
- link to other organisations
per click
- reap the benefit of analytics
Downstream
Australia Council Major Performing Arts Workshop, April 09

Partnerships
- aggregation of
arts and
entertainment
organisations
- inclusion of
member reviews
Australia Council Major Performing Arts Workshop, April 09

Community
The Power of Loyalty
Australia Council Major Performing Arts Workshop, April 09

Community
The Power of Loyalty
- users have a high investment in both time and
emotion
- Obama campaign an example of grass roots
community building
- building a privileged relationship with members
- exclusive previews and opportunities
- community recommendation systems
- community reviews and comments can build trust
and online profile
Australia Council Major Performing Arts Workshop, April 09

Power of Recommendation
- make it easy to email information to a friend or
recommend your content to social bookmarking site
Australia Council Major Performing Arts Workshop, April 09