Insights from 200 Social Networks on Monetization

monetization engagement member acquisition social networks, online communities and groups

purpose... connect the developing world to the developed world through leaders of online communities and groups

I strongly believe... online communities & groups are and will democratise the world in every way, shape and form

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

over 6 months... 193 hours interviewing 193 social networks

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

how do communities monetize?

advertising

products + services

premium membership

sponsorship http://www.flickr.com/photos/soulcookie/87897327/

http://www.flickr.com/photos/jordan_wooley/2803226982/

market research/ sale of data

events http://www.flickr.com/photos/techcocktail/3297456651/

marketplace (jobs, services, items) http://www.flickr.com/photos/zerok/2966411067/

virtual currency + goods http://www.flickr.com/photos/will-lion/3121876159/

sale or IPO http://www.flickr.com/photos/travel_aficionado/2396814840/

content http://www.flickr.com/photos/polvero/3425248707/

content Video Sponsorship Photos Editorial Affiliate Documents (% of sales) Presentations Performance Coupons (CPM, CPC, CPM) Audio Games Surveys/ polls

indirectly http://www.flickr.com/photos/jannem/449271968/

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/

and unfortunately... some don’t! http://www.flickr.com/photos/mslivenletlive/490552618/

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

what if a community isn’t interested in making money?

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.

join our conversation... @mariasipka www.themoderatorcommunity.com www.linqia.com

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

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Insights from 200 Social Networks on Monetization

by Linqia on Sep 22, 2009

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Insights from 200 Social Networks on Monetization — Presentation Transcript