Our team has spent the last 6 months interviewing 200 social networks on the topic of monetization, engagement and member acquisition.
Key insights:
• 95% are struggling to monetize
• Traditional revenue sources are drying up
• Performance based revenues are increasing
• Sharp rise in revenue from virtual goods, gaming
and integrated partnerships
• Premium membership = premium content
• Member acquisition is getting harder
3. I strongly believe...
online communities & groups
are and will democratise the
world in every way, shape and
form
4. 5 years of research...
2004 - 2006
Groups + premium groups in XING
2006 - 2007
Indexing over 1,000 social networks and 500,000 groups
2007 - 2008
Indexing conversations from millions of facebook public
groups
2008 - 2009
Started interviewing social networks & mega niche online
communities globally for Linqia marketplace
6. key insights...
95% are struggling to monetize
Traditional revenue sources are drying up
Performance based revenues are increasing
Sharp rise in revenue from virtual goods, gaming
and integrated partnerships
Premium membership = premium content
Member acquisition is getting harder
21. indirectly
increase in sales new partners & new customers
suppliers
new hires support: retention loyalty: retention
market research innovation team retention
http://www.flickr.com/photos/jannem/449271968/
23. ingredients to monetize
quality members
compelling content
members engagement
moderation
adnetworks focused offering
relevant
affiliates high level of trust
brands success measures
communication tools
buyer track record
integration points
open to 3rd parties
24. what if a community isn’t
interested in making
money?
25. Incentives could include…
Videos Music Photos Events Things Surveys
Expertise Members Editorial Discounts Vouchers Games
90% of social networks state the offering must first
benefit their members, protect their credibility & be
easy to integrate.
27. Contact Details
Twitter: Maria Sipka
Founder/ CEO
@mariasipka www.linqia.com
www.themoderatorcommunity.com
Tel: +34 626768788
maria.sipka@linqia.com
Barcelona | Geneva | Silicon Valley
Editor's Notes
95% are struggling to monetize
First movers such as XING, Habbo and Piczo are generating revenue and profits
Super smart entrepreneurs with direct marketing, subscription or content backgrounds are monetizing
Numerous copycat communities have either shut down or on the brink of shutting down or running out
The majority though - mega niche communities online and mobile with really compelling offerings are struggling
Traditional revenue sources are drying up
All communities with the exception of those who refuse to integrate any form of adnetwork are experiencing sharp declines in CPM rates
Due to the sheer quantity of active members, there’s not enough inventory to service the billions of monthly page impressions
And most importantly, advertisers are not experiencing the ROI that most adnetworks were claiming to achieve - people are not interested in clicking on ads with 0.002% conversion rates
Performance based revenues are increasing
There’s no shortage of performance based opportunities
Adnetworks and affiliate networks offer attractive cost per click and cost per lead opportunities
The more niche an active group of people surfaces, the higher the advertiser is willing to pay
Sharp rise in revenue from virtual goods, gaming and integrated partnerships
Social networks performing extremely well - namely a handful of Virtual communities such as Habbo, Gaia & Second Life + Asian social networks such as Tencent who generated 1 billion in sales - 90% through virtual goods
A German sporting social network I spoke with last week shared how they generated 200k in the first year primarily through premium memberships and integrated partnerships. Nike paid them €8,000 for a 2 week campaign which received 1,000 clicks - €8 per click
Habbo is by far the leader in integrating partnerships. With 7 years experience they present members with experiences from MTV, Nike, Harry Potter, ING in Netherlands
Member acquisition
Early movers were fortunate to experience a rush in new quality members. If you were to launch a new business, student, exclusive/ VIP network it would be tough. People are loyal to XING, LinkedIN, StudiVZ, Facebook, ASW. All of these are quite generic, broad communities with deeply entrenched friendships and past activity.
The real opportunity lies in offering something niche and unique. Something extremely focused such as a community for nurses, soldiers, HR, CEO, student golfers, etc
Communication tools
• Email
• RSS
• SMS
• Desktop alerts
Integration points
• Widgets
• Forums
• Video, audio, image containers
• Microsites/ pages
Open to 3rd parties
• Abiding by t&c’s of social networks
• Abiding by t&c’s of company
• Accepted by members