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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. Community and Monetization.

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First a little about us
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


Community and Monetization

Community (What is it?)

How can you make money from “community” now?


What is community
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


Community makes money i
Community makes money - I

  • Traditional Community

    • Classifieds

    • Special interest publications

  • Old Online world

    • Chat and boards made big money because the meter was running


Community model changes
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


Community makes money ii
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


About com s way of making money
About.com’s way of making money

The leading network

of niche vertical sites


Overview

Expert

- Trained

- Supervised

Professional

- Entrepreneurial

- Passionate

Committed

Overview

Communities Overseen by

Trusted Human Guides








Scale!

Network Effect

650 sites


Scale!

Network Effect

650 sites

40 “channels”

$

$

$


High Monetization

From macro to micro targeting

RON Channels Sections Site Specific

1 18 113 650



Other ways communities make money
Other ways communities make money

  • Classifieds

  • Auctions (replacing classifieds)

  • PR/Brand Value

    • Affinity

  • Subscription Model


The future
The Future?

  • Branding Ads

  • Wireless

  • Micropayments

  • Business-to-Business Communities

    • SAP (mysap.com)

  • ?


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