Business models for online communities

Grow Your Impact Influence
and Income
Business Models for Online
Communities

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Social Sites or Niche
Established social sites or
niche online communities
might be sold to specific
businesses operating in
these niche markets.
Social sites owners will be in
the position to ask
businesses to pay for social
access to online niche
communities.

Self-sufficient, niche online communities
or social sites are valuable asset, especially
if you can create a viable social-business
ecosystem around your site.
By that I mean that you will be able to
attract both consumers or users who will
solve their problems by visiting your site,
as well as vendors, and others who
physically provide solution in this area of
expertise.
Niche Online Communities

If you’re a business and you want to
engage in relevant communities, the
first step is to find the best
communities for your purposes.
The niche communities, where your
target audience is predominant, are a
valuable resource to you.
In online advertising, companies pay
more to get their message to their
target demographic.
Online Business

Your goal would be to create a thriving
community that is largely self-sufficient
with content and engagement coming from
members, with little effort on your part.
You could find bloggers who write about
this illness and you would ask them to
guest-post on your social site.
You would communicate with practitioners,
and other businesses who served heart
patients.
Thriving Community

Nurture your community, building out resources and areas
on the site, perhaps with help of other people.
You must ensure the content and engagement is not spam or
too self-promotional.
Gather demographic information about your visitors,
including demographics specific to heart patients.
Conduct polls, contests, surveys, engage with your
community. you will find the percentage who are
experiencing any specific behavior pattern at any given time,
the percent with and without health insurance, age and sex,
etc.
Ultimately, you will have a fairly self-sustaining community,
that isn’t requiring a lot of work on your part to maintain.
Five Best Tips to Develop Your Community

How much would your community
be worth to a research or a medical
company that sells drugs to heart
patients? Could you sell your
community to them, so they could
brand the pages themselves?
There is a pretty good chance that a
pharmaceutical company would be
willing to pay a good money for a
thriving online community full of
patients who are candidates for its
drugs.
Selling Your Social Sites

Owners sell their domains all the time. Just
like publishers of any kind, the more
specific demographic information you have
about your audience, the more you can
show its value.
Likewise, by making a community that
sustains itself, you can show the
operational costs are low, making it even
more valuable.
Publishers and Domain

Or, let’s say you don’t want to sell your
community. You could certainly charge for
advertising space on the pages and also for
social access.
You should allow only paid product
advertisement, or placing company’s logos.
You should set your rules for companies even
if they pay so that they won't spam your
community to death or provide low-quality
content.
Restricting Access to Social Sites

As the community owner, you would have
to ensure that even the companies paying
for social access use good social media
techniques, rather than just advertising
through posts.
It’s in your best interest to set those limits,
in order to maintain the value of your
community. Hospitals, large specialty
practices, pharmaceutical companies—they
all might pay for access to your audience.
Companies Paying for Social Access

I would recommend to charge by the
type of content. You could charge by
volume: posting weekly, versus daily,
versus unlimited access.
Of course, you'd need the tools to
monitor and manage this. In our time
when communities become
commodities, those tools become
more and more affordable.
How would you charge?

The people in the communities benefit
greatly from a high quality niche online
community. The small businesses and
individuals who can’t afford to maintain
their own blog or forum have easier access
to potential customers.
Communities that devolve into spam or
advertising spaces would quickly lose their
members, giving businesses and community
owners a reason to serve their members
well.
High Quality Niche Online Community

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Business models for online communities

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