Constantine Roussos - building a community around your TLD

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

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: constantine@mytld.com Twitter: @mus

http://music.us

http://twitter.com/mus

http://facebook.com/dotmusic

http://myspace.com/musicextension