Screw Earning Media, Start Earning Value

  • Published on
    18-Oct-2014

  • View
    15.185

  • Download
    1

DESCRIPTION

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.

Transcript

Screw EarnING Media,Start Earning Value@saneel | @shaunabe | @bbhlabsScrew EarnING Media,Start Earning Value{Or at least exchange for it}@saneel | @shaunabe | @bbhlabsWhat is earned value?What is earned value?When brands benefit from customers beyond purchase{but outside of a transaction}EARNING VALUE FRAMEWORKEARNING VALUE FRAMEWORKServices{Curation, Support, Editing}EARNING VALUE FRAMEWORKServices{Curation, Support, Editing}Creativity{Design, Artistry, Engineering}EARNING VALUE FRAMEWORKServices{Curation, Support, Editing}Creativity{Design, Artistry, Engineering}R&D{Testing, Ideas, Feedback}EARNING VALUE FRAMEWORKEARNING VALUE FRAMEWORKMoneyStuffAttentionGoodExperienceEARNING SERVICESHP Support ForumWill You be our tech support team?HP VALUE EXCHANGEHP VALUE EXCHANGEATTENTIONHP VALUE EXCHANGEATTENTION + GOODHP VALUE EXCHANGE= CUSTOMERS AS TECH SUPPORTATTENTION + GOODDUOLINGO Will You be our translators?duolingo value exchangeduolingo value exchangeEXPERIENCEduolingo value exchangeEXPERIENCE + GOODduolingo value exchangeEXPERIENCE + GOOD = CUSTOMERS AS TRANSLATORSGiffgaffWill You be our marketERS, cUSTOMER SERVICEREPRESENTATIVES and researchers?GIFFGAFF VALUE EXCHANGEGIFFGAFF VALUE EXCHANGEGOODGIFFGAFF VALUE EXCHANGE+ EXPERIENCEGOODGIFFGAFF VALUE EXCHANGE+ EXPERIENCEGOOD + STUFFGIFFGAFF VALUE EXCHANGE+ EXPERIENCEGOOD + STUFF = CUSTOMERS AS MARKETERS, SUPPORT, AND RESEARCHEARNING r&DMW3 ELITEWill you improve our game experience?MW3 ELITE VALUE EXCHANGEMW3 ELITE VALUE EXCHANGEEXPERIENCEMW3 ELITE VALUE EXCHANGEEXPERIENCE + ATTENTIONMW3 ELITE VALUE EXCHANGEEXPERIENCE + ATTENTION = PLAYERS AS BETA TESTERSLEGO CUUSOOWilL YOU GIve Us Qualified Product Ideas?LEGO CUUSOO VALUE EXCHANGELEGO CUUSOO VALUE EXCHANGEATTENTIONLEGO CUUSOO VALUE EXCHANGEATTENTION + MONEYLEGO CUUSOO VALUE EXCHANGEATTENTION + EXPERIENCE+ MONEYLEGO CUUSOO VALUE EXCHANGEATTENTION + EXPERIENCE+ MONEY = FREE PRODUCT INNOVATION (WITH BUILT IN AUDIENCE)Google +1Will YOU improve our search product?Google +1 VALUE EXCHANGEGoogle +1 VALUE EXCHANGEEXPERIENCEGoogle +1 VALUE EXCHANGEEXPERIENCE = INCREASED AD & SEARCH ACCURACYEARNING CreativityLOCAL MOTORSWill you Design and engineer our cars?LOCAL MOTORS VALUE EXCHANGELOCAL MOTORS VALUE EXCHANGEEXPERIENCELOCAL MOTORS VALUE EXCHANGEEXPERIENCE + ATTENTIONLOCAL MOTORS VALUE EXCHANGEEXPERIENCE + ATTENTION = CUSTOMERS AS DESIGNERS AND ENGINEERSTumblrWill you be our design department?TUMBLR VALUE EXCHANGETUMBLR VALUE EXCHANGEATTENTIONTUMBLR VALUE EXCHANGEATTENTION + MONEYTUMBLR VALUE EXCHANGEATTENTION = CUSTOMERS AS DESIGNERS+ MONEYPUZZLE CLUBHOUSEWill you CREATIVE DIRECT our games?PUZZLE CLUBHOUSE VALUE EXCHANGEPUZZLE CLUBHOUSE VALUE EXCHANGEATTENTIONPUZZLE CLUBHOUSE VALUE EXCHANGEATTENTION + EXPERIENCEPUZZLE CLUBHOUSE VALUE EXCHANGEATTENTION = PLAYERS AS CREATIVE DIRECTORS+ EXPERIENCELEARNINGSLEARNINGS{Packaging the opportunity is critically important to what value you earn}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}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 isnt as accurate as data, but its got a number of beneficial byproducts}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 isnt as accurate as data, but its got a number of beneficial byproducts}{Earning value is more akin to recruiting a partner than it is to finding a customer}Thank you@saneel | @shaunabe | @bbhlabs