Screw Earning Media, Start Earning Value

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    18-Oct-2014

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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 | @bbhlabs

Screw EarnING Media,Start Earning Value

{Or at least exchange for it}

@saneel | @shaunabe | @bbhlabs

What is earned value?

What is earned value?When brands benefit from

customers beyond purchase{but outside of a transaction}

EARNING VALUE FRAMEWORK

EARNING VALUE FRAMEWORK

Services{Curation, Support, Editing}

EARNING VALUE FRAMEWORK

Services{Curation, Support, Editing}

Creativity{Design, Artistry, Engineering}

EARNING VALUE FRAMEWORK

Services{Curation, Support, Editing}

Creativity{Design, Artistry, Engineering}

R&D{Testing, Ideas, Feedback}

EARNING VALUE FRAMEWORK

EARNING VALUE FRAMEWORK

Money

Stuff

AttentionGood

Experience

EARNING SERVICES

HP Support Forum

Will You be our tech support team?

HP VALUE EXCHANGE

HP VALUE EXCHANGEATTENTION

HP VALUE EXCHANGEATTENTION + GOOD

HP VALUE EXCHANGE= CUSTOMERS AS TECH SUPPORTATTENTION + GOOD

DUOLINGO

Will You be our translators?

duolingo value exchange

duolingo value exchangeEXPERIENCE

duolingo value exchangeEXPERIENCE + GOOD

duolingo value exchangeEXPERIENCE + GOOD = CUSTOMERS AS TRANSLATORS

GiffgaffWill You be our marketERS, cUSTOMER SERVICE

REPRESENTATIVES and researchers?

GIFFGAFF VALUE EXCHANGE

GIFFGAFF VALUE EXCHANGEGOOD

GIFFGAFF VALUE EXCHANGE+ EXPERIENCEGOOD

GIFFGAFF VALUE EXCHANGE+ EXPERIENCEGOOD + STUFF

GIFFGAFF VALUE EXCHANGE+ EXPERIENCEGOOD + STUFF = CUSTOMERS AS MARKETERS,

SUPPORT, AND RESEARCH

EARNING r&D

MW3 ELITE

Will you improve our game experience?

MW3 ELITE VALUE EXCHANGE

MW3 ELITE VALUE EXCHANGEEXPERIENCE

MW3 ELITE VALUE EXCHANGEEXPERIENCE + ATTENTION

MW3 ELITE VALUE EXCHANGEEXPERIENCE + ATTENTION = PLAYERS AS BETA TESTERS

LEGO CUUSOO

WilL YOU GIve Us Qualified Product Ideas?

LEGO CUUSOO VALUE EXCHANGE

LEGO CUUSOO VALUE EXCHANGEATTENTION

LEGO CUUSOO VALUE EXCHANGEATTENTION + MONEY

LEGO CUUSOO VALUE EXCHANGEATTENTION + EXPERIENCE+ MONEY

LEGO CUUSOO VALUE EXCHANGEATTENTION + EXPERIENCE+ MONEY = FREE PRODUCT INNOVATION

(WITH BUILT IN AUDIENCE)

Google +1

Will YOU improve our search product?

Google +1 VALUE EXCHANGE

Google +1 VALUE EXCHANGEEXPERIENCE

Google +1 VALUE EXCHANGEEXPERIENCE = INCREASED AD & SEARCH ACCURACY

EARNING Creativity

LOCAL MOTORS

Will you Design and engineer our cars?

LOCAL MOTORS VALUE EXCHANGE

LOCAL MOTORS VALUE EXCHANGEEXPERIENCE

LOCAL MOTORS VALUE EXCHANGEEXPERIENCE + ATTENTION

LOCAL MOTORS VALUE EXCHANGEEXPERIENCE + ATTENTION = CUSTOMERS AS DESIGNERS

AND ENGINEERS

TumblrWill you be our design department?

TUMBLR VALUE EXCHANGE

TUMBLR VALUE EXCHANGEATTENTION

TUMBLR VALUE EXCHANGEATTENTION + MONEY

TUMBLR VALUE EXCHANGEATTENTION = CUSTOMERS AS DESIGNERS+ MONEY

PUZZLE CLUBHOUSE

Will you CREATIVE DIRECT our games?

PUZZLE CLUBHOUSE VALUE EXCHANGE

PUZZLE CLUBHOUSE VALUE EXCHANGEATTENTION

PUZZLE CLUBHOUSE VALUE EXCHANGEATTENTION + EXPERIENCE

PUZZLE CLUBHOUSE VALUE EXCHANGEATTENTION = PLAYERS AS CREATIVE DIRECTORS+ EXPERIENCE

LEARNINGS

LEARNINGS{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