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Larry	W.	Smith	•	lsmith@liveidea.com •	@lwsmith10011
Understand	
your	VALUE
CONNECT	with	
your	community
Give	them	REASONS	
to	support
How to grow Media Publisher revenue  by engaging your community
UNICORNS:	Open.	Honest.	Real.	Perspective.	=	VALUE
Connecting	with	a	
virtual	or	embodied	
community	is	
hard	&	endless	work
• No	one	has	you	as	their	home	
page
• Reach	out	and	touch	people	you	
can	actually	meet,	often
– Make	them	fans,	loyalists
• Who	are	your	community?
– The	one	and	the	many	are	fluid
• Online,	each	and	every	article	is	
bait	and	monetization
– The	one	can	lead	to	the	many
Communities	
are	networks	
Community	size	
have	different	
value
How to grow Media Publisher revenue  by engaging your community
In	theory	
there	is	
no	difference	
between	
theory	and	
practice.	
In	practice	
there	is.
- Yogi	Berra
Be	a	Unicorn
and	people	will	pay
Niche	community	with	purpose:	
Membership	to	the	tool
Broad	community:	Subscribe	to	magazine,	buy	
merchandise,	attend	Makers	Faire
Reference	source:	
Subscribe	to	magazine	and	website
Subscription	and	product:	
B2B	application	for	data	and	information
News	perspective:	
Subscribe	to	newspaper	and	website
Newsletter	subscription:
Information,	knowledge	and	community
Unicorn	value	and	people	will	pay
To	get	help	from	the	Community,	
give	to	the	Community
Palmer is noted for her use of the Internet,
regularly using the latest innovations to make new
fans and connect with old ones.
This includes her forum, her blog, use of many
free music and social networking sites, fund
raising, and direct-to-fan marketing. (Wikipedia)
Most	online	content	sites	
do	not	work	hard	
at	letting	fans	give	love	and	money
Creating	Community
• Socially	active	online;	
obvious	and	unique	
– aggregation	of	photos	and	
videos
– RAW	audio	files	to	remix
– 450GB	video	files	to	edit
• Advocating	for	other	bands
• Give	away	tickets,	contests,	
treasure	hunts,	surveys,	
email
Revenue:	Free	plus	Exclusives
• Give	music	away	free,	but	
also	sell	it	everywhere	in	
many	combinations	and	
every	format
– LP,	CD,	DVD,	and	multiple	
digital	encoding
• Limited	edition	box	set:	
2500	@	$300	sold	out	in	
<30	hours
• All	the	traditional	things	
like	shirts,	caps,	tchotchkes
Trent	Reznor &	Nine	Inch	Nails
o Be	a	Unicorn
o Be	open	and	honest
o Work	hard	for	the	Community
o Understand	the	network	effect
o Innovate	what	they	want,	first
o Offer	multiple	revenue	
relationships
o Help	them	to	become	fans
o Ask	for	help
Grow	Media	Revenue	
by	Engaging	the	Community
How to grow Media Publisher revenue  by engaging your community

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How to grow Media Publisher revenue by engaging your community