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Monetizing Modern Community: Strategies for Success in the Digital Age

This insightful overview delves into the evolution of online communities and their monetization strategies. Led by industry veterans Robert W. Harris and Linda Osborne, the discussion highlights the shift from traditional, geographical communities to modern, interest-based online connections. It explores the changing landscape of community engagement and revenue generation, from old chat forums to contemporary platforms. Learn how niche verticals like iVillage and Marketwatch leverage their target audience to maximize pageviews and generate high revenue. Discover innovative models including classifieds, auctions, and the future of monetization through branding and micropayments.

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Monetizing Modern Community: Strategies for Success in the Digital Age

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Presentation Transcript

  1. First, a little about us... • Robert W. Harris (comm ‘79) • COO - International • Original team member at About.com • HBO, Paramount, CPA • Linda Osborne • VP Content • Programming Director, ParentSoup.com/iVillage Inc. • Programming/Journalism background

  2. Community and Monetization Community (What is it?) How can you make money from “community” now?

  3. What is Community? • In the “Old Days” (pre-internet) • Primarily geographical • Online Buzzword • Chat • Boards (Forums) • True Community • “Communities of Interest” • Buzzword still in use

  4. Community makes money - I • Traditional Community • Classifieds • Special interest publications • Old Online world • Chat and boards made big money because the meter was running

  5. Community model changes • Online money model changes • Time - $ connection ends • Chat now monetizes poorly • Low ad rate • Communities of interest grow on the web • Highly valuable content

  6. Community Makes Money - II • A true community is a highly desirable audience • Portals are broad • Rise of verticals • What’s a vertical? A community! • iVillage, VerticalNet, Marketwatch, Sportsline • Monetize pageviews at a high rate • Commerce in context

  7. About.com’s way of making money The leading network of niche vertical sites

  8. Expert - Trained - Supervised Professional - Entrepreneurial - Passionate Committed Overview Communities Overseen by Trusted Human Guides

  9. Real Community

  10. Commerce Engine

  11. Commerce Engine

  12. Commerce Engine

  13. Commerce Engine

  14. Communities Overlap

  15. Scale! Network Effect 650 sites

  16. Scale! Network Effect 650 sites 40 “channels” $ $ $

  17. High Monetization From macro to micro targeting RON Channels Sections Site Specific 1 18 113 650

  18. Channels

  19. Other ways communities make money • Classifieds • Auctions (replacing classifieds) • PR/Brand Value • Affinity • Subscription Model

  20. The Future? • Branding Ads • Wireless • Micropayments • Business-to-Business Communities • SAP (mysap.com) • ?

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