Online business models presentation for Major Performing Arts organisations - Australia Council Workshop, April 2009

1. Online Business Models
Australia Council Major Performing Arts Workshop, April 09

2. Crisis in many public institutions
- difficulty connecting with young audiences
- harder to cut through media clutter
- changing audience behaviours/trends
- rapidly evolving new media landscape
Australia Council Major Performing Arts Workshop, April 09

3. Crisis, what crisis?
- formulate a new media strategy
- start a conversation with your constituents
- think of ways to engage people online
- build community loyalty
Australia Council Major Performing Arts Workshop, April 09

4. Business Models/Building Value
- value in building an online audience
- value in listening to your audience needs
- value in establishing affiliate relationships
- value in building community loyalty
- value in arts partnerships
- you don’t have to sell ringtones (but you can!)
Australia Council Major Performing Arts Workshop, April 09

5. Long Tail Economics
Australia Council Major Performing Arts Workshop, April 09

6. What can I give away for free?
- most online business models start here
- great free content/services attracts traffic
- up-to-date and dynamic content attracts traffic
- rich content (video, audio, music) attracts traffic
- recommendations attract traffic
Australia Council Major Performing Arts Workshop, April 09

7. Freemium Business Model
- most common online business model
- Freemium = Free + Premium
- Typical trial-to-purchase conversion rate is 1 - 5%
Australia Council Major Performing Arts Workshop, April 09

8. Online Advertising
- Contextual advertising
- Google Adwords
(Your ads on sponsored links)
- Google Adsense
(Google ads on your site)
- Pricing: auction for search terms
Australia Council Major Performing Arts Workshop, April 09

9. Online Advertising
- Facebook Ads
(Ability to target to niche interest groups)
Australia Council Major Performing Arts Workshop, April 09

10. Facebook Profiles - your content everywhere
Australia Council Major Performing Arts Workshop, April 09

11. Online Video Advertising
- YouTube
Advertising
- Next generation
video advertising
driven by speech
recognition
Australia Council Major Performing Arts Workshop, April 09

12. In-game Advertising
Australia Council Major Performing Arts Workshop, April 09

13. Partnerships Upstream
Affiliate
- diversify referral traffic in
Pay per
addition to search engines
click/sale
- Affiliate relationships
YOUR
- pay for click model
- where does your traffic
CONTENT
come from?
Income
- link to other organisations
per click
- reap the benefit of analytics
Downstream
Australia Council Major Performing Arts Workshop, April 09

14. Partnerships
- aggregation of
arts and
entertainment
organisations
- inclusion of
member reviews
Australia Council Major Performing Arts Workshop, April 09

15. Community
The Power of Loyalty
Australia Council Major Performing Arts Workshop, April 09

16. Community
The Power of Loyalty
- users have a high investment in both time and
emotion
- Obama campaign an example of grass roots
community building
- building a privileged relationship with members
- exclusive previews and opportunities
- community recommendation systems
- community reviews and comments can build trust
and online profile
Australia Council Major Performing Arts Workshop, April 09

17. Power of Recommendation
- make it easy to email information to a friend or
recommend your content to social bookmarking site
Australia Council Major Performing Arts Workshop, April 09