1. How to successfully build a Community around your TLD
By Constantine Roussos
MyTLD.com / .MUSIC
Email: constantine@mytld.com Twitter: @mus
http://music.us
http://twitter.com/mus
http://facebook.com/dotmusic
http://myspace.com/musicextension

2. Why launch a Community TLD?

3. Serve Community

4. Benefit Community

5. Represent Community

6. Shared Core Values

7. Value Proposition

8. Shared Value

9. Differentiation

10. Sustainable

11. Innovative

12. Integrated

13. Consistent

14. Competitive Advantage

15. Make Difference that Truly Matters

16. Intent

17. Proof of Concept

18. Demand

19. What problems are you solving?

20. What PROBLEMS are you solving?

21. Official websites

22. VanHalen.com
BruceSpringsteen.com

23. Van-Halen.com
BruceSpringsteen.net

24. Queen.com
Prince.com
Kiss.com
Eagles.com
JustinBieber.com
Nirvana.com
Police.com
Soundgarden.com

25. Queen.music
Prince.music
Kiss.music
Eagles.music
JustinBieber.music
Nirvana.music
Police.music
Soundgarden.music

26. Consistent

27. Trustworthy

28. Branded

29. Intuitive

30. What problems are you REALLY solving?

31. Intellectual Property

32. Piracy

33. Malicious Behavior

34. Losers
Music Community
Music Consumers

35. Winners
Search Engines
Pirates

36. What PROBLEMS are you REALLY solving?

37. Trust
Credibility
Safety

38. Authority

39. .COM vs .MUSIC
.MUSIC .COM
Verified Industry Standard YES NO
Trusted YES NO
Branded YES NO
Network Effect [Community] YES NO
Search Engine Optimization YES NO
Price LOW LOW

40. Industry Standard

41. Not Easy

42. Community
Participation

43. How to accomplish this

44. Open

45. Transparent

46. Track Record

47. Team

48. Technology

49. Solutions to problems

50. Vanity extension not enough

51. Earn Trust

52. Policies serving community

53. Strategy Statement

54. .MUSIC Strategy Statement
The ONLY Top-Level Domain (TLD) representing
and connecting the GLOBAL music industry. By
serving as an INDUSTRY-VERIFIED badge,
.MUSIC will become the INDUSTRY-STANDARD
BRANDED domain for OFFICIAL music websites

55. What does it mean?
To VERIFY that the RIGHTFUL music entities
OWN their domain name. This ensures there is
TRUST, CREDIBILITY and SAFETY in the
.MUSIC network of websites.

56. Financial Value Proposition
Safe haven for legal consumption
Monies flow to music community
Music consumers increased willingness to
engage and pay

57. Community Buzzwords
• Transparency
• Relationships
• Viral
• Authenticity
• Accountability
• Conversation

58. Community Realities
• Believability vs. Transparency
• Collaboration vs. Relationships
• Engagement vs. Viral
• Trust vs. Authenticity
• Shared Values vs. Accountability
• Participation vs. Conversation

59. Community Participation
• Multi-stakeholder
• Fair representation
• Clearly defined role
• Benefits community

60. Milestones
• Search engine
• Social Media
• Media Mentions
• Community participation

61. Actionable Measurement

62. Key Performance Indicators

63. Strategy Execution

64. Value proposition
Strategy
Shared Value
Execution

65. “www” TLD Triangle by MyTLD
Why W – Why (Purpose)
W – What (Value)
HOW W – Who (Target)
What Who How = Strategy

66. Most Significant Critical
Success Factor for Creating
(i) Innovation
(ii) Shared Value
(iii) Sustainable Profitability

67. Achieve Success by Creating Scarcity
Desirable
Convenient
Monetizable

68. What PROBLEMS are you REALLY solving?

69. How to successfully build a Community around your TLD
By Constantine Roussos
MyTLD.com / .MUSIC
Email: constantine@mytld.com Twitter: @mus
http://music.us
http://twitter.com/mus
http://facebook.com/dotmusic
http://myspace.com/musicextension