Constantine Roussos - building a community around your TLD

How to successfully build a Community around your TLD By Constantine Roussos MyTLD.com / .MUSIC Email: constantine@mytld.com Twitter: @mus http://music.us http://twitter.com/mus http://facebook.com/dotmusic http://myspace.com/musicextension

Why launch a Community TLD?

Serve Community

Benefit Community

Represent Community

Shared Core Values

Value Proposition

Shared Value

Differentiation

Sustainable

Innovative

Integrated

Consistent

Competitive Advantage

Make Difference that Truly Matters

Intent

Proof of Concept

Demand

What problems are you solving?

What PROBLEMS are you solving?

Official websites

VanHalen.comBruceSpringsteen.com

Van-Halen.comBruceSpringsteen.net

Queen.com Prince.com Kiss.com Eagles.com JustinBieber.com Nirvana.com Police.comSoundgarden.com

Queen.music Prince.music Kiss.music Eagles.music JustinBieber.music Nirvana.music Police.musicSoundgarden.music

Consistent

Trustworthy

Branded

Intuitive

What problems are you REALLY solving?

Intellectual Property

Piracy

Malicious Behavior

LosersMusic CommunityMusic Consumers

WinnersSearch Engines Pirates

What PROBLEMS are you REALLY solving?

TrustCredibility Safety

Authority

.COM vs .MUSIC .MUSIC .COMVerified Industry Standard YES NOTrusted YES NOBranded YES NONetwork Effect [Community] YES NOSearch Engine Optimization YES NOPrice LOW LOW

Industry Standard

Not Easy

CommunityParticipation

How to accomplish this

Transparent

Track Record

Technology

Solutions to problems

Vanity extension not enough

Earn Trust

Policies serving community

Strategy Statement

.MUSIC Strategy StatementThe ONLY Top-Level Domain (TLD) representingand connecting the GLOBAL music industry. Byserving as an INDUSTRY-VERIFIED badge,.MUSIC will become the INDUSTRY-STANDARDBRANDED domain for OFFICIAL music websites

What does it mean?To VERIFY that the RIGHTFUL music entitiesOWN their domain name. This ensures there isTRUST, CREDIBILITY and SAFETY in the.MUSIC network of websites.

Financial Value PropositionSafe haven for legal consumptionMonies flow to music communityMusic consumers increased willingness toengage and pay

Community Buzzwords• Transparency• Relationships• Viral• Authenticity• Accountability• Conversation

Community Realities• Believability vs. Transparency• Collaboration vs. Relationships• Engagement vs. Viral• Trust vs. Authenticity• Shared Values vs. Accountability• Participation vs. Conversation

Community Participation• Multi-stakeholder• Fair representation• Clearly defined role• Benefits community

Milestones• Search engine• Social Media• Media Mentions• Community participation

Actionable Measurement

Key Performance Indicators

Strategy Execution

Value propositionStrategyShared ValueExecution

“www” TLD Triangle by MyTLD Why W – Why (Purpose) W – What (Value) HOW W – Who (Target) What Who How = Strategy

Most Significant CriticalSuccess Factor for Creating(i) Innovation(ii) Shared Value(iii) Sustainable Profitability

Achieve Success by Creating Scarcity Desirable Convenient Monetizable

What PROBLEMS are you REALLY solving?

How to successfully build a Community around your TLD By Constantine Roussos MyTLD.com / .MUSIC Email: constantine@mytld.com Twitter: @mus http://music.us http://twitter.com/mus http://facebook.com/dotmusic http://myspace.com/musicextension

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Constantine Roussos - building a community around your TLD

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