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Online business models presentation for Major Performing Arts organisations - Australia Council Workshop, April 2009
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Australia Council Major Performing Arts Workshop, April 09
Online Business Models
Australia Council Major Performing Arts Workshop, April 09
Crisis in many public institutions
- difficulty connecting with young audiences- harder to cut through media clutter
- changing audience behaviours/trends- rapidly evolving new media landscape
Australia Council Major Performing Arts Workshop, April 09
Crisis, what crisis?
- formulate a new media strategy- start a conversation with your constituents
- think of ways to engage people online- build community loyalty
Australia Council Major Performing Arts Workshop, April 09
Business Models/Building Value
- value in building an online audience- value in listening to your audience needs- value in establishing affiliate relationships
- value in building community loyalty- value in arts partnerships
- you don’t have to sell ringtones (but you can!)
Australia Council Major Performing Arts Workshop, April 09
Long Tail Economics
Australia Council Major Performing Arts Workshop, April 09
What can I give away for free?
- most online business models start here- great free content/services attracts traffic
- up-to-date and dynamic content attracts traffic- rich content (video, audio, music) attracts traffic
- recommendations attract traffic
Australia Council Major Performing Arts Workshop, April 09
Freemium Business Model
- most common online business model- Freemium = Free + Premium
- Typical trial-to-purchase conversion rate is 1 - 5%
Australia Council Major Performing Arts Workshop, April 09
Online Advertising
- Contextual advertising- Google Adwords
(Your ads on sponsored links)- Google Adsense
(Google ads on your site)- Pricing: auction for search terms
Australia Council Major Performing Arts Workshop, April 09
Online Advertising
- Facebook Ads(Ability to target to niche interest groups)
Australia Council Major Performing Arts Workshop, April 09
Facebook Profiles - your content everywhere
Australia Council Major Performing Arts Workshop, April 09
Online Video Advertising
- YouTube Advertising
- Next generation video advertising driven by speech
recognition
Australia Council Major Performing Arts Workshop, April 09
In-game Advertising
Australia Council Major Performing Arts Workshop, April 09
Partnerships
- diversify referral traffic in addition to search engines
- Affiliate relationships - pay for click model
- where does your traffic come from?
- link to other organisations - reap the benefit of analytics
YOUR CONTENT
UpstreamAffiliate
Downstream
Pay perclick/sale
Income per click
Australia Council Major Performing Arts Workshop, April 09
Partnerships
- aggregation ofarts and
entertainmentorganisations
- inclusion of member reviews
Australia Council Major Performing Arts Workshop, April 09
Community The Power of Loyalty
Australia Council Major Performing Arts Workshop, April 09
- users have a high investment in both time and emotion - Obama campaign an example of grass roots community building - building a privileged relationship with members - exclusive previews and opportunities- community recommendation systems- community reviews and comments can build trust and online profile
Community The Power of Loyalty
Australia Council Major Performing Arts Workshop, April 09
Power of Recommendation - make it easy to email information to a friend or recommend your content to social bookmarking site