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Monetizing Communities


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Bloggers and podcasters often struggle with finding a way to generate revenue from the communities that grow around their content. While they need to make a living, they mustn't compromise their reputation or credibility. In this presentation, we'll explore different ways in which these content communities can actually generate revenues by engaging their audience in a way that respects the community.

Published in: Business, Technology
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Monetizing Communities

  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>
  4. 4. Questions? <ul><li>Who Monetizes? </li></ul><ul><li>CPM Banners? </li></ul><ul><li>PPC Ads? </li></ul><ul><li>Other? </li></ul>
  5. 5. 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>
  6. 6. 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>
  7. 7. 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>
  8. 8. Challenge: Community Precedes Profit <ul><li>Falling CPMs </li></ul><ul><li>Low CTRs </li></ul><ul><li>Placement </li></ul>
  9. 9. 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>
  10. 10. 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>
  11. 11. Challenge: Placement <ul><li>Banner Blindness </li></ul><ul><li>Podcasts </li></ul><ul><li>Video Blogs </li></ul>
  12. 12. 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>
  13. 13. Strategies: Choosing Tactics <ul><li>Complement Community Interests </li></ul><ul><li>Add Value to Community </li></ul><ul><li>Converts </li></ul>
  14. 14. 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>
  15. 15. 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>
  16. 16. 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>
  17. 17. Affiliate Marketing: Back to Ethics <ul><li>Transparency </li></ul><ul><li>Full Disclosure </li></ul><ul><li>Keep it Real </li></ul>
  18. 18. Affiliate Marketing Resources <ul><li> </li></ul><ul><li>Share Results [email_address] +1 514 849 8595 </li></ul>