Monetizing Communities: Ethics and Strategies

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Bloggers and podcasters often struggle with finding a way to generate a living off of their passion without compromising their reputation and credibility. In this presentation, we'll explore different ways in which bloggers and podcasters can actually generate revenues by giving engaging their audience in a way that respects the community ethic that's at the heart of social media.

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  • Monetizing Communities: Ethics and Strategies

    1. 1. Monetizing Communities Ethics and Strategies
    2. 2. Monetizing Communities <ul><li>Opportunity </li></ul><ul><li>Challenges </li></ul><ul><li>Ethics </li></ul><ul><li>Strategies </li></ul>
    3. 3. Questions <ul><li>Who Blogs? </li></ul><ul><li>Podcasts? </li></ul><ul><li>Video Blogs? </li></ul><ul><li>Part Time vs Full Time? </li></ul>
    4. 4. Questions? <ul><li>Who Monetizes? </li></ul><ul><li>CPM Banners? </li></ul><ul><li>Sponsorships? </li></ul><ul><li>Tenancy Agreements </li></ul><ul><li>PPC Ads? </li></ul><ul><li>Other? </li></ul>
    5. 5. Content Communities <ul><li>Bloggers </li></ul><ul><li>Podcasters </li></ul><ul><li>Forums </li></ul><ul><li>Newsletters </li></ul>
    6. 6. Opportunity: Context is King <ul><li>2005 - 2007: Content was King. </li></ul><ul><li>2008: Context is King. </li></ul><ul><li>2009: Conversations will be King. </li></ul>
    7. 7. Opportunity: Communities in Context <ul><li>Context Gives Content Meaning . </li></ul><ul><li>Communities Provide that Context . </li></ul><ul><li>Blogs are Conversation Communities </li></ul>
    8. 8. Opportunity: The Return on Community <ul><li>62% of consumers consult online communities before making a purchase (YouGov, 2008). </li></ul><ul><li>Community users spend 54% more than non-community users (eBay, 2006). </li></ul><ul><li>Community users remain customers 50% longer than non-community users (AT&T, 2002). </li></ul>
    9. 9. Challenge: Community Precedes Profit <ul><li>Falling CPMs </li></ul><ul><li>Low CTRs </li></ul><ul><li>Placement </li></ul>
    10. 10. Challenge: CPM Advertising <ul><li>Dropping CPMs </li></ul><ul><li>CPMs were an average of 43% in Q4 2008 from the previous year (Pubomatic, 2008). </li></ul><ul><li>Causes: </li></ul><ul><li>Banner Blindness </li></ul><ul><li>Publishing Market Saturated </li></ul>
    11. 11. Challenge: PPC Advertising <ul><li>Low CTRs </li></ul><ul><li>CPC ads convert 28% lower in online communities (IDC, 2008). </li></ul><ul><li>Causes: </li></ul><ul><li>User Mindset </li></ul>
    12. 12. Challenge: Placement <ul><li>Banner Blindness </li></ul><ul><li>Podcasts </li></ul><ul><li>Video Blogs </li></ul>
    13. 13. Ethics: Community Integrity <ul><li>Relationships Come Before Sales </li></ul><ul><li>Trust-Based Relationships </li></ul><ul><li>Members Own Communities </li></ul><ul><li>Community Gardner </li></ul>
    14. 14. Strategies: Choosing Tactics <ul><li>Complement Community Interests </li></ul><ul><li>Add Value to Community </li></ul><ul><li>Converts </li></ul>
    15. 15. Strategies: Affiliate Marketing <ul><li>Performance-Based </li></ul><ul><li>Promotions Add Value </li></ul><ul><li>Flexibility: Multiple Channels </li></ul><ul><li>Control: Choice of Offers </li></ul><ul><li>Tracking: Referral Codes </li></ul><ul><li>Support: Creatives </li></ul>
    16. 16. Flexibility & Control: Affiliate Marketing Channels <ul><li>Newsletters </li></ul><ul><li>. </li></ul><ul><li>Video </li></ul><ul><li>Banners </li></ul><ul><li>Text Links </li></ul><ul><li>Referral Codes </li></ul>
    17. 17. Affiliate Marketing: Choosing Partners <ul><li>Reputation (research) </li></ul><ul><li>Conversions (testing) </li></ul><ul><li>Offers & Promotions (appropriate) </li></ul><ul><li>Support (service) </li></ul><ul><li>Software (tracking reports) </li></ul>
    18. 18. Affiliate Marketing: Back to Ethics <ul><li>Transparency </li></ul><ul><li>Full Disclosure </li></ul><ul><li>Keep it Real </li></ul>
    19. 19. Affiliate Marketing Resources <ul><li>BAMroll.com </li></ul><ul><li>Share Results www.ShareResults.com [email_address] +1 514 849 8595 </li></ul>

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