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…
– 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


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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