1 / 23

Understanding Community Monetization: Insights from Industry Experts

Join Robert W. Harris and Linda Osborne as they explore the evolving landscape of online communities and monetization strategies. Discover how community dynamics have changed from traditional geographical interactions to modern digital forums. Learn about the value of niche verticals, community targeting, and innovative revenue models, including classifieds, auctions, and subscription services. This discussion offers a comprehensive overview of how authentic communities can generate income and thrive in today's digital marketplace.

raymond-riley
Télécharger la présentation

Understanding Community Monetization: Insights from Industry Experts

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

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) • ?

More Related