monetizing your community - converge - fall symposium, 2011
DESCRIPTION
When I was invited to attend and speak at Converge, I felt it was an exciting opportunity to re-examine the significance of social commerce and how our communities are affected on a routine basis. With this in mind, I plan to highlight a number of innovative thoughts, tools and ideas on monetizing your community and then apply these solutions to some of the greatest opportunities social technology presents. Here are a few statistics that frame the opportunity for monetizing your community: - 91% say consumer content is the #1 aid to a buying decision (JC Williams Group) - 87% trust a friend’s recommendation over a review by a critic (Marketing Sherpa) - Social network users are 3x more likely to trust peer opinions over advertising when making purchase decisions (Jupiter Research) With these figures in mind, it’s obvious that by using social technology, including online communities, organizations can increase revenue and improve long-term relationships with customers. My session will focus on how your content strategy can drive increased community engagement and in turn drive commerce (monetization). Content, Community, Commerce… A theme I’ve embraced for quite some time now!TRANSCRIPT
How to Monetize Your Online Community
@SterlingRaphael President, Products
Tuesday, October 4, 2011
Monetize Your Online Community@SterlingRaphael
About• CRM + Integration
• MemberFuse Community
• Reputation System
• Social Buyer’s Guide
• Social Media Monitoring
• Social Content Publishing
• Social Analytics
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Tuesday, October 4, 2011
Monetize Your Online Community@SterlingRaphael
About
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Tuesday, October 4, 2011
Monetize Your Online Community@SterlingRaphael
About Sterling
• My Background...
• Find me
• @SterlingRaphael
• LinkedIn.com/in/SterlingRaphael
• Skype: SterlingFX
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Tuesday, October 4, 2011
Monetize Your Online Community@SterlingRaphael
Monetizing Communities
The Perfect Strategy?
“I haven’t failed I just found
10,000 ways that won’t
work.”
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-‐ Thomas Edison
?Tuesday, October 4, 2011
Monetize Your Online Community@SterlingRaphael
Branded Community?
What about Facebook, etc..?
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Tuesday, October 4, 2011
Monetize Your Online Community@SterlingRaphael
Association Communities• The Original Social Network• They exist for:
• Content • Networking• Education• Commerce• Events• Commerce
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Tuesday, October 4, 2011
Monetize Your Online Community@SterlingRaphael
Community Purposes• Social• Prospect• Customer• Partner• Support• Employee• Innovation• Learning• Dating...
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Internal Prospects Customers PartnersEmployees
External
HR ERP CRM
Tuesday, October 4, 2011
Monetize Your Online Community@SterlingRaphael
The Commerce Strategy
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Tuesday, October 4, 2011
Monetize Your Online Community@SterlingRaphael
Content
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Tuesday, October 4, 2011
Monetize Your Online Community@SterlingRaphael
Community
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Tuesday, October 4, 2011
Monetize Your Online Community@SterlingRaphael
Commerce
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Tuesday, October 4, 2011
Monetize Your Online Community@SterlingRaphael
Monetization Examples
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Tuesday, October 4, 2011
Monetize Your Online Community@SterlingRaphael
Targeted Ads
• Banners 3.0
• Utilize Relevance
• Page Level & Popups
• Targeting Management
• Engagement Reports
• Open X Ad Server
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User Centric Architecture (UCA)
InterestsDatabase
User Activity
Tuesday, October 4, 2011
Monetize Your Online Community@SterlingRaphael
Pay For Content
• Content Abstracts
• SEO of Content for Recruitment
• Monetize Non-Members
• Show Membership Value
• Related Products Offered
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Tuesday, October 4, 2011
Monetize Your Online Community@SterlingRaphael
Buyer’s Guide
• Social Marketplace
• Community Module
• Social Supplier Listings
• Upgradable Listings
• Request for Info (RFI’s)
• Content Focus
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Tuesday, October 4, 2011
Monetize Your Online Community@SterlingRaphael
Other Monetization Options • Job Boards• PPC (AdSense)• Social Shopping• Paid Memberships • Title Sponsorships• Facebook App• Others?
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Tuesday, October 4, 2011
Monetize Your Online Community@SterlingRaphael
The Tools
• Contently.com
• Avectra MemberFuse
• Open X Ad Serve
• Google AdSense
• Google Wallet
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Tuesday, October 4, 2011
Monetize Your Online Community@SterlingRaphael
The Future... (is now)
• Mobile Commerce
• Social Buying
• Crowd Funding
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zencartoptimization.com
Tuesday, October 4, 2011
Monetize Your Online Community@SterlingRaphael
Other Examples (Source... JuliusSolarous.com @tojulius)
• Fon.com - Resell Wifi Community
• Fundable.com - Crowd Funding
• Yonker.com - Privatized Twitter Community
• Blubbry.com - Podcasting Content Community
• Infectious.com - Art Community
• Zlio.com - Privatized Online Story
• Xing.com - Professional Networking
• OpenAd.com - Crowdsource Agency
• Meetup.com - Niche Meeting Community
• GetSatisfaction.com - Support Communities
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Tuesday, October 4, 2011
Monetize Your Online Community@SterlingRaphael
Resources• Social Commerce Today
• Chess Media Group
• Mashable
• Altimeter
• Avectra
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Tuesday, October 4, 2011
Monetize Your Online Community@SterlingRaphael
Words to Remember
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Research
Have a Strategy
Be AgileMeasure
Start Small
Tuesday, October 4, 2011
Monetize Your Online Community@SterlingRaphael
Thank YouStay in Touch...- @SterlingRaphael
- fb.me/SterlingRaphael
- Skype: SterlingFX
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Tuesday, October 4, 2011