Screw Earning Media, Start Earning Value
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Slides from a talk @shaunabe and I gave at Social Media Week 2012 in NYC. We discuss the use of social media to earn things from customers beyond a purchase. When seeing what these companies get out of their audiences, we think "earning media"is trivial by comparison. Video of the presentation can be seen here: http://j.mp/wZr65B.
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Screw Earning Media, Start Earning Value
- 1. Screw EarnING Media, Start Earning Value @saneel | @shaunabe | @bbhlabs
- 2. Screw EarnING Media, Start Earning Value {Or at least exchange for it} @saneel | @shaunabe | @bbhlabs
- 3. What is earned value?
- 4. What is earned value? When brands benefit from customers beyond purchase {but outside of a transaction}
- 6. EARNING VALUE FRAMEWORK Services {Curation, Support, Editing}
- 7. EARNING VALUE FRAMEWORK Services {Curation, Support, Editing} Creativity {Design, Artistry, Engineering}
- 8. EARNING VALUE FRAMEWORK Services {Curation, Support, Editing} Creativity {Design, Artistry, Engineering} R&D {Testing, Ideas, Feedback}
- 11. EARNING SERVICES
- 12. HP Support Forum “Will You be our tech support team?”
- 16. HP VALUE EXCHANGE ATTENTION + GOOD
- 17. HP VALUE EXCHANGE ATTENTION + GOOD = CUSTOMERS AS TECH SUPPORT
- 18. DUOLINGO “Will You be our translators?”
- 22. duolingo value exchange EXPERIENCE + GOOD
- 23. duolingo value exchange EXPERIENCE + GOOD = CUSTOMERS AS TRANSLATORS
- 24. Giffgaff “Will You be our marketERS, cUSTOMER SERVICE REPRESENTATIVES and researchers?”
- 30. GIFFGAFF VALUE EXCHANGE GOOD + EXPERIENCE
- 31. GIFFGAFF VALUE EXCHANGE GOOD + EXPERIENCE + STUFF
- 32. GIFFGAFF VALUE EXCHANGE GOOD + EXPERIENCE + STUFF = CUSTOMERS AS MARKETERS, SUPPORT, AND RESEARCH
- 33. EARNING r&D
- 34. MW3 ELITE “Will you improve our game experience?”
- 36. MW3 ELITE VALUE EXCHANGE
- 37. MW3 ELITE VALUE EXCHANGE EXPERIENCE
- 38. MW3 ELITE VALUE EXCHANGE EXPERIENCE + ATTENTION
- 39. MW3 ELITE VALUE EXCHANGE EXPERIENCE + ATTENTION = PLAYERS AS BETA TESTERS
- 40. LEGO CUUSOO “WilL YOU GIve Us Qualified Product Ideas?”
- 43. LEGO CUUSOO VALUE EXCHANGE
- 44. LEGO CUUSOO VALUE EXCHANGE ATTENTION
- 45. LEGO CUUSOO VALUE EXCHANGE ATTENTION + MONEY
- 46. LEGO CUUSOO VALUE EXCHANGE ATTENTION + MONEY + EXPERIENCE
- 47. LEGO CUUSOO VALUE EXCHANGE ATTENTION + MONEY + EXPERIENCE = FREE PRODUCT INNOVATION (WITH BUILT IN AUDIENCE)
- 48. Google +1 “Will YOU improve our search product?”
- 51. Google +1 VALUE EXCHANGE
- 52. Google +1 VALUE EXCHANGE EXPERIENCE
- 53. Google +1 VALUE EXCHANGE EXPERIENCE = INCREASED AD & SEARCH ACCURACY
- 55. LOCAL MOTORS “Will you Design and engineer our cars?”
- 60. LOCAL MOTORS VALUE EXCHANGE
- 61. LOCAL MOTORS VALUE EXCHANGE EXPERIENCE
- 62. LOCAL MOTORS VALUE EXCHANGE EXPERIENCE + ATTENTION
- 63. LOCAL MOTORS VALUE EXCHANGE EXPERIENCE + ATTENTION = CUSTOMERS AS DESIGNERS AND ENGINEERS
- 64. Tumblr “Will you be our design department?”
- 70. TUMBLR VALUE EXCHANGE ATTENTION + MONEY
- 71. TUMBLR VALUE EXCHANGE ATTENTION + MONEY = CUSTOMERS AS DESIGNERS
- 72. PUZZLE CLUBHOUSE “Will you CREATIVE DIRECT our games?”
- 74. PUZZLE CLUBHOUSE VALUE EXCHANGE
- 75. PUZZLE CLUBHOUSE VALUE EXCHANGE ATTENTION
- 76. PUZZLE CLUBHOUSE VALUE EXCHANGE ATTENTION + EXPERIENCE
- 77. PUZZLE CLUBHOUSE VALUE EXCHANGE ATTENTION + EXPERIENCE = PLAYERS AS CREATIVE DIRECTORS
- 78. LEARNINGS
- 79. LEARNINGS {Packaging the opportunity is critically important to what value you earn}
- 80. LEARNINGS {Packaging the opportunity is critically important to what value you earn} {‘Crowdsourcing’ is inaccurate when customers feel they are collaborating with or through a company}
- 81. LEARNINGS {Packaging the opportunity is critically important to what value you earn} {‘Crowdsourcing’ is inaccurate when customers feel they are collaborating with or through a company} {Using social media isn’t as accurate as data, but it’s got a number of beneficial byproducts}
- 82. LEARNINGS {Packaging the opportunity is critically important to what value you earn} {‘Crowdsourcing’ is inaccurate when customers feel they are collaborating with or through a company} {Using social media isn’t as accurate as data, but it’s got a number of beneficial byproducts} {Earning value is more akin to recruiting a partner than it is to finding a customer}
- 83. Thank you @saneel | @shaunabe | @bbhlabs
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