Online Business Models
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Online Business Models
Web-Based Business Strategies and Monetization Models
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Publishers as Curators: A New Model for Doing Business Online — HBS Working Knowledge

Publishers as Curators: A New Model for Doing Business Online — HBS Working Knowledge | Online Business Models |

Robin Good: If you are looking for an alternative way to look at how your online publishing business could thrive in the future, you may want to take into consideration your local art museum. At east, this is what Assistant Professor Ray Weaver suggests.

Here's why:

From the original article: "...what Groupon is up to is much more sophisticated than just offering 50 percent-off coupons.

Groupon, along with companies like Apple, Facebook, and Progressive Insurance, is a leading example of firms that are thinking about customers in a new way—much like how a museum curator orchestrates the experience of patrons.

Weaver, an assistant professor in the Marketing Unitat HBS, believes that part of Groupon's success is borne of the careful way the company presents wares to its customers: providing a very limited amount of choices at a time, along with a brief, engaging description of each offering.

To that end, Weaver is exploring the idea that many consumer-centric web-based businesses would benefit from acting more like museum curators.


Curators don't just put the stuff out there.

They make choices about which pieces to put next to other pieces, and put little plaques next to them explaining why you should care," he explains. "They educate their 'customers' about what they're looking at. And that is the missed opportunity in many for-profit businesses today."

Good reading. Truthful. 8/10

Full article:

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How To Generate Revenue From Facebook Marketing: 5 Effective Strategies | Mashable

How To Generate Revenue From Facebook Marketing: 5 Effective Strategies | Mashable | Online Business Models |

If you’ve read any of the Facebook marketing case studies over the last year, you’ve seen examples of small business profits and boosts in ecommerce sales via Facebook sharing.


If your business is ready to move toward Facebook profits, your next question should be: “What distinguishes profitable and unprofitable Facebook marketing campaigns?”


There are a number of strategies companies use to do Facebook business effectively. Let’s look at five of them:


1. Advertising-Based Ecommerce:

Marketers can leverage the massive reach and highly customizable targeting of Facebook’s ad platform. The ads-direct-to-websites option is often overlooked, but can be immediately profitable.


2. Fan Marketing Ecommerce:

Some businesses have taken the radical step to start entirely new pages and use Facebook ads to grow a new and more targeted fan base. With their more sophisticated and up-to-date understanding of how to engage fans, they achieve better results than they had with their old page.


3. Facebook Ads and Email:

Many companies already have email dialed in. They know how much the average email subscriber is worth to their company, and they have an email marketing process that’s profitable.


4. Facebook Ads and Text Messaging:
As example, users can respond to a coupon for a product or service.


5. Generating Traffic to Your Ad-Supported Site:

If you’re a publisher or blogger, content is your stock in trade, and advertising is usually your bread and butter. Why not create a Facebook page for your site, grow that fan base, then post a link to every new article? This boosts traffic to your website....


Read the full article:

(Curated by Giuseppe Mauriello)

Via Giuseppe Mauriello
Tom George's comment, January 14, 2012 1:33 PM
Thanks Giuseppe! Nice one!