Community Building and Monetization

To make the world a better place!

Sistla Abhishek

What is this about?

A framework to start off with digital community

building

1.Starting a Community

2.Encouraging Early Interactions

3.Making it Self Sustainable

4.Monetization

The Design of a community and the

Strategies used to draw people

VARY DRAMATICALLY

based on Demographics and specific Objectives

for the community

Communities did evolve!

• Forums & Boards / IRC – Internet Relay Chat

• Orkut & MySpace / Yahoo Messenger

• Facebook & Twitter / Hike & WhatsApp

and so many more…

What is a Community?

A set of relationships where people interact socially for

mutual benefit

1.Starting a Community

2.Encouraging Early Interactions

3.Making it Self Sustainable

4.Monetization

1. Starting a Community

a. Define a purpose and develop a culture of sharing and empathy

b. Build a reputation through alliances

c. Deliver focused content

d. Outreach

Bridge the gap between familiar, trusted F2F Communities and unfamiliar, untrusted Online Communities

1. Starting a Community

• Determination & Persistence (and moderation)

• Personal Connections

• Promotion Channels

• Research – Lots of it!

What do you need in the process?

1.Starting a Community

2.Encouraging Early Interactions

3.Making it Self Sustainable

4.Monetization

2. Encouraging Early Interactionsa. Reinforce the purpose

b. Interwoven Content and Discussion

c. Establish Trust - Policies and Privacy

d. Connect People

2. Encouraging Early Interactionse. Virtual Hangouts & Discussions

f. Empower Evangelists

g. Incentivized Volunteerism

Technology and Community Managers play a key role

1.Starting a Community

2.Encouraging Early Interactions

3.Making it Self Sustainable

4.Monetization

3. Making it Self Sustainable

a. Enable Private Interactions and Discussion Groups

b. UGC and Information Sharing

c. Recognition

1.Starting a Community

2.Encouraging Early Interactions

3.Making it Self Sustainable

4.Monetization

4. Monetization

• Ad Sales through an Ad Network

• Sponsored Content / Affiliate Sales

• Merchandize Sales

• Indirect / interest based marketing

Private Communities over Social NetworksSocial

Networks• Public & Lack

of Control

• Dependency

• FOMO! – Fear Of Missing Out

Private Communities• Brand /

Community centric

• Precisely Tuned

• Drive innovation and grow

Examples!

• Red Bull – Enthusiasts of eXtreme Sports

• Being Human – Helping the underprivileged

• P&G’s Ariel – Women Empowerment

• Narendra Modi – A better India!