constantine roussos - building a community around your tld
TRANSCRIPT
How to successfully build a Community around your TLD
By Constantine Roussos
MyTLD.com / .MUSIC
Email: [email protected] Twitter: @mus
http://music.us
http://twitter.com/mus
http://facebook.com/dotmusic
http://myspace.com/musicextension
Why launch a Community TLD?
Serve Community
Benefit Community
Represent Community
Shared Core Values
Value Proposition
Shared Value
Differentiation
Sustainable
Innovative
Integrated
Consistent
Competitive Advantage
Make Difference that Truly Matters
Intent
Proof of Concept
Demand
What problems are you solving?
What PROBLEMS are you solving?
Official websites
VanHalen.com BruceSpringsteen.com
Van-Halen.com BruceSpringsteen.net
Queen.com Prince.com
Kiss.com Eagles.com
JustinBieber.com Nirvana.com Police.com
Soundgarden.com
Queen.music Prince.music
Kiss.music Eagles.music
JustinBieber.music Nirvana.music Police.music
Soundgarden.music
Consistent
Trustworthy
Branded
Intuitive
What problems are you REALLY solving?
Intellectual Property
Piracy
Malicious Behavior
Losers Music Community Music Consumers
Winners Search Engines
Pirates
What PROBLEMS are you REALLY solving?
Trust Credibility
Safety
Authority
.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
Industry Standard
Not Easy
Community Participation
How to accomplish this
Open
Transparent
Track Record
Team
Technology
Solutions to problems
Vanity extension not enough
Earn Trust
Policies serving community
Strategy Statement
.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
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.
Financial Value Proposition
Safe haven for legal consumption
Monies flow to music community
Music consumers increased willingness to
engage and pay
Community Buzzwords
• Transparency
• Relationships
• Viral
• Authenticity
• Accountability
• Conversation
Community Realities
• Believability vs. Transparency
• Collaboration vs. Relationships
• Engagement vs. Viral
• Trust vs. Authenticity
• Shared Values vs. Accountability
• Participation vs. Conversation
Community Participation
• Multi-stakeholder
• Fair representation
• Clearly defined role
• Benefits community
Milestones
• Search engine
• Social Media
• Media Mentions
• Community participation
Actionable Measurement
Key Performance Indicators
Strategy Execution
Value proposition
Strategy
Shared Value
Execution
“www” TLD Triangle by MyTLD
Why
What
HOW
Who
W – Why (Purpose) W – What (Value) W – Who (Target) How = Strategy
Most Significant Critical Success Factor for Creating (i) Innovation (ii) Shared Value (iii) Sustainable Profitability
Desirable Convenient Monetizable
Achieve Success by Creating Scarcity
What PROBLEMS are you REALLY solving?
How to successfully build a Community around your TLD
By Constantine Roussos
MyTLD.com / .MUSIC
Email: [email protected] Twitter: @mus
http://music.us
http://twitter.com/mus
http://facebook.com/dotmusic
http://myspace.com/musicextension