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Larry W. Smith • [email protected] • @lwsmith10011
Rethinking Media Revenue by Engaging Community:
A Marketing Challenge
Size your VALUE
CONNECT with your community
Give them REASONS to buy
Rethinking Media Revenue by Engaging Community:
A Marketing Challenge
Connecting with a virtual or embodied
community is hard & endless work
• No one has you as their home page
• Reach out and touch people you can actually meet, often– Make them fans, loyalists
• Who are your community?– The one and the many are fluid
• Online, each and every article is bait and monetization– The one can lead to the many
Niche community with purpose: Membership to the tool
Broad community: Subscribe to magazine, buy merchandise, attend Makers Faire
Reference source: Subscribe to magazine and website
Subscription and product: B2B application for data and information
News perspective: Subscribe to newspaper and website
Newsletter subscription:Information, knowledge and community
Unicorn value and people will pay
Palmer is noted for her use of the Internet, regularly using the latest innovations to make new fans and connect with old ones.
This includes her forum, her blog, use of many free music and social networking sites, fund raising, and direct-to-fan marketing. (Wikipedia)
Creating Community
• Socially active online; obvious and unique – aggregation of photos and
videos– RAW audio files to remix– 450GB video files to edit
• Advocating for other bands• Give away tickets, contests,
treasure hunts, surveys, email
Revenue: Free plus Exclusives
• Give music away free, but also sell it everywhere in many combinations and every format– LP, CD, DVD, and multiple
digital encoding
• Limited edition box set: 2500 @ $300 sold out in <30 hours
• All the traditional things like shirts, caps, tchotchkes
Trent Reznor & Nine Inch Nails
o Be a Unicorno Be open and honesto Work hard for the Communityo Understand the network effecto Innovate what they want, firsto Offer multiple revenue relationshipso Help them to become fanso Ask for help
Rethinking Revenue by Engaging Community:
A Marketing Challenge
Larry W. SmithMobile: 917-754-3904
E-mail: [email protected]: @lwsmith10011
Career: linkedin.com/in/lwsmith10011Writing: larrysmith.contently.com