A framework to start off with digital community building

1. Community Building
and Monetization
To make the world a better
place!
Sistla Abhishek

2. What is this about?
A framework to start off with
digital community building

3. 1. Starting a Community
2. Encouraging Early Interactions
3. Making it Self Sustainable
4. Monetization

4. The Design of a community and
the Strategies used to draw
people
VARY DRAMATICALLY
based on Demographics and
specific Objectives for the
community

5. Communities did evolve!
• Forums & Boards / IRC – Internet Relay Chat
• Orkut & MySpace / Yahoo Messenger
• Facebook & Twitter / Hike &
WhatsApp
and so many more…

6. What is a Community?
A set of relationships where people
interact socially for mutual benefit

7. 1. Starting a Community
2. Encouraging Early Interactions
3. Making it Self Sustainable
4. Monetization

8. 1. Starting a Community
a. Define a purpose and develop a culture of
sharing and empathy
b. Build a reputation through alliances
c. Deliver focused content
d. Outreach
Bridge the gap between familiar, trusted F2F Communities
and unfamiliar, untrusted Online Communities

9. 1. Starting a Community
• Determination & Persistence (and moderation)
• Personal Connections
• Promotion Channels
• Research – Lots of it!
What do you need in the process?

10. 1. Starting a Community
2. Encouraging Early Interactions
3. Making it Self Sustainable
4. Monetization

11. 2. Encouraging Early
Interactions
a. Reinforce the purpose
b. Interwoven Content and Discussion
c. Establish Trust - Policies and Privacy
d. Connect People

12. 2. Encouraging Early
Interactions
e. Virtual Hangouts & Discussions
f. Empower Evangelists
g. Incentivized Volunteerism
Technology and Community Managers
play a key role

13. 1. Starting a Community
2. Encouraging Early Interactions
3. Making it Self Sustainable
4. Monetization

14. 3. Making it
Self Sustainable
a. Enable Private Interactions and Discussion
Groups
b. UGC and Information Sharing
c. Recognition

15. 1. Starting a Community
2. Encouraging Early Interactions
3. Making it Self Sustainable
4. Monetization

16. 4. Monetization
• Ad Sales through an Ad Network
• Sponsored Content / Affiliate Sales
• Merchandize Sales
• Indirect / interest based marketing

17. Private Communities
over Social Networks
Social Networks
• Public & Lack of
Control
• Dependency
• FOMO! – Fear Of
Missing Out
Private Communities
• Brand /
Community centric
• Precisely Tuned
• Drive innovation
and grow

18. Examples!
• Red Bull – Enthusiasts of eXtreme Sports
• Being Human – Helping the underprivileged
• P&G’s Ariel – Women Empowerment
• Narendra Modi – A better India!