Constantine Roussos - building a community around your TLD

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Constantine Roussos - building a community around your TLD

  1. 1. 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
  2. 2. Why launch a Community TLD?
  3. 3. Serve Community
  4. 4. Benefit Community
  5. 5. Represent Community
  6. 6. Shared Core Values
  7. 7. Value Proposition
  8. 8. Shared Value
  9. 9. Differentiation
  10. 10. Sustainable
  11. 11. Innovative
  12. 12. Integrated
  13. 13. Consistent
  14. 14. Competitive Advantage
  15. 15. Make Difference that Truly Matters
  16. 16. Intent
  17. 17. Proof of Concept
  18. 18. Demand
  19. 19. What problems are you solving?
  20. 20. What PROBLEMS are you solving?
  21. 21. Official websites
  22. 22. VanHalen.comBruceSpringsteen.com
  23. 23. Van-Halen.comBruceSpringsteen.net
  24. 24. Queen.com Prince.com Kiss.com Eagles.com JustinBieber.com Nirvana.com Police.comSoundgarden.com
  25. 25. Queen.music Prince.music Kiss.music Eagles.music JustinBieber.music Nirvana.music Police.musicSoundgarden.music
  26. 26. Consistent
  27. 27. Trustworthy
  28. 28. Branded
  29. 29. Intuitive
  30. 30. What problems are you REALLY solving?
  31. 31. Intellectual Property
  32. 32. Piracy
  33. 33. Malicious Behavior
  34. 34. LosersMusic CommunityMusic Consumers
  35. 35. WinnersSearch Engines Pirates
  36. 36. What PROBLEMS are you REALLY solving?
  37. 37. TrustCredibility Safety
  38. 38. Authority
  39. 39. .COM vs .MUSIC .MUSIC .COMVerified Industry Standard YES NOTrusted YES NOBranded YES NONetwork Effect [Community] YES NOSearch Engine Optimization YES NOPrice LOW LOW
  40. 40. Industry Standard
  41. 41. Not Easy
  42. 42. CommunityParticipation
  43. 43. How to accomplish this
  44. 44. Open
  45. 45. Transparent
  46. 46. Track Record
  47. 47. Team
  48. 48. Technology
  49. 49. Solutions to problems
  50. 50. Vanity extension not enough
  51. 51. Earn Trust
  52. 52. Policies serving community
  53. 53. Strategy Statement
  54. 54. .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
  55. 55. 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.
  56. 56. Financial Value PropositionSafe haven for legal consumptionMonies flow to music communityMusic consumers increased willingness toengage and pay
  57. 57. Community Buzzwords• Transparency• Relationships• Viral• Authenticity• Accountability• Conversation
  58. 58. Community Realities• Believability vs. Transparency• Collaboration vs. Relationships• Engagement vs. Viral• Trust vs. Authenticity• Shared Values vs. Accountability• Participation vs. Conversation
  59. 59. Community Participation• Multi-stakeholder• Fair representation• Clearly defined role• Benefits community
  60. 60. Milestones• Search engine• Social Media• Media Mentions• Community participation
  61. 61. Actionable Measurement
  62. 62. Key Performance Indicators
  63. 63. Strategy Execution
  64. 64. Value propositionStrategyShared ValueExecution
  65. 65. “www” TLD Triangle by MyTLD Why W – Why (Purpose) W – What (Value) HOW W – Who (Target) What Who How = Strategy
  66. 66. Most Significant CriticalSuccess Factor for Creating(i) Innovation(ii) Shared Value(iii) Sustainable Profitability
  67. 67. Achieve Success by Creating Scarcity Desirable Convenient Monetizable
  68. 68. What PROBLEMS are you REALLY solving?
  69. 69. 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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