Posted in online community

A few thoughts on online communities and traffic

I was thinking about some ongoing topics that keep resurfacing at my company regarding online communities and traffic to our sites.  While on the plane back from sxsw, I jotted down a couple notes to help me work out the issues on a more theoretical level.

Of course, my reference for these notes is the tween demographic and therefore mostly pertains to communities that need to be monitored in some way.
——

Online community…
is:
– proof that you have fans
– a way to connect with your audience on a more intimate level
– a way to promote a deeper engagement with your brand
– a way to provide a feedback mechanism
– a way to facilitate future content inspiration
– a way to facilitate new bizness direction inspiration

is not:
– a good idea to do without acknowledging the risks
– something that can be managed by an untrained person
– easy to manage on your own
– possible without traffic drivers
– a traffic driver on it’s own
– a high traffic generator
– the easiest way to get content from the audience
– a small resource investment

High Traffic
– demands resources
– staff, technology > money
– begs a monetization strategy
– requiring staff
– not possible (with any guarantee) with an entirely grassroots/WOM strategy
– requires an understanding of the marketplace and competitors in order to gauge success

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Author:

I am a data & results driven Digital Media Influencer with over 15 years of experience in engagement, family marketing, scaling infrastructure and audience culture across a product’s lifetime from pre-launch to millions of users. Strategic Vision & Business Development: • Articulated corporate integrated digital marketing strategies for 10 children’s entertainment properties across multiple digital channels • Authored a comprehensive business plan for scalable online community infrastructure for internal and external partners and successfully participated in a thorough VC due diligence process • Increased sales revenue by 20% while managing 6 million dollars of annual revenue in existing business services. Production & Project Management: • Developed multiple 2D & 3D multi-player virtual worlds, online games & apps based on repurposed/original assets • Produced 12 animated 2-minute shorts for broadcast on television & developed animation production department workflows • Launched multiple major website redesigns to include more fan interaction • Led workflow & process optimization teams to improve operational effectiveness/productivity. Audience Engagement & Research: • Developed domestic and international audience research programs both on & offline for both parent and children audiences • Grew multiple audiences from pre-launch to tens of millions by using organic, as well as established marketing tactics. Team Management & Relationship Building: • Designed team management & organizational structures for multiple Web Content and Web Marketing departments including international remote teams of staff in North & South America, Europe and Asia. • Managed teams in multiple disciplines, including customer service, social media engagement, production, moderation, marketing, design, tech and content development. • Extensive client, vendor and partner management experience in television, licensing, digital, e-commerce & customer service industries

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