Vrm Media Republic2

Slide 1: A n e w b u s in e s s m od e l for fr e e m e d ia . ( t h a t is n ’t a d v e r t is in g ) QuickTimeﾪ and a decompressor are needed to see this picture. Doc S e a r ls N ot a P h .D B e r k m a n Ce n te r 1

Slide 2: Th e r e ’s a s p lit in ou r p s y c h e s b e t w e e n p r od u c e r a n d c on s u m e r A t w or k w e for g e t or ig n or e d w h o w e a r e a t h om e . S o w e “ t a r g e t ,” “ca p tu r e” a n d t r y t o “ ow n ” ou r v e r y s e lv e s . 2

Slide 3: Y e t w e ’r e a ll p r od u c e r s n ow . Or in a p os it ion t o b e . We c a n p a r tic ip a te . We d on ’t h a v e to p u t u p w it h b e in g h e r d e d in to s ilos . Or s o w e ’v e b e e n t e llin g ou r s e lv e s . With on e h a lf of ou r b r a in s . Th e oth e r h a lf is s till a d v e r tis in g a t u s . 3

Slide 4: Cu s t om e r R e la t ion s h p M a n a g e m e n t ( CR M ) is n ’t e n ou g h . CR M d oe s n ’t a c tu a lly r e la te . I t ta lk s to it s e lf. Y ou ’r e s t ill a ta r g e t. A w a lle t w ith e y e b a lls . Ca n w e g iv e CR M s om e th in g m or e to r e la te w it h ? S om e th in g th a t m a k e s th e m m ore m on e y ? 4

Slide 5: Wh a t w e n e e d is V R M : V e n d or R e la t ion s h ip M a n a gem en t. Wit h V R M , w e g e t t o m a n a g e ou r r e la t ion s h ip s w it h v e n d or s . We g e t t o s e t ou r t e r m s . We g e t t o h e lp v e n d or s in w a y s CR M s y s t e m s c u r r e n t ly p r e v e n t . We g e t t o h e lp CR M a c t u a lly r e la t e for a ch a n ge. 5

Slide 6: Wit h V R M I c a n in q u ir e a n d r e la t e t o m a r k e t s , on t h e fly . F or e x a m p le , I w a n t t o b u y a s tr olle r for tw in s fr om s om e w h e r e n e a r US C in th e n e x t 2 h r s … —w ith ou t g oin g in to a s ilo ( e .g . e B a y ) , or g iv in g a n y m or e t h a n th e r e q u ir e d in for m a t ion … —w h ic h m a in ly c on s is ts of b e in g tr u s tw or t h y a n d h a v in g m on e y to s p e n d . 6

Slide 7: I s h ou ld b e a b le t o e x p r e s s g lob a l ( a n d log ic a l) p r e fe r e n c e s ou t s id e of a n y on e ’s s ilo. F or e x a m p le , I F I a m c a llin g for t e c h s u p p or t, TH E N I d on ’t w a n t t o h e a r a c om m e r c ia l m e s s a g e . A ND I a m w illin g to p a y $ X to r e a c h a h u m a n in <6 0 s e c on d s . 7

Slide 8: I s h ou ld b e a b le t o m a n a ge m y ow n h e a lt h c a r e d a t a . I n s t e a d of r is k in g m y life w h e n I fill ou t m a n u a l for m s w it h n a m e s of d is e a s e s I d on ’t k n ow h ow t o s p e ll. 8

Slide 9: S o w e ’r e w or k in g on t h a t . We ’r e a B e r k m a n p r oje c t , a n d a c om m u n it y of d e v e lop e r s a n d ot h e r in t e r e s t e d p a r t ie s . I n c lu d in g m a r k e t e r s . We offe r h op e . 9

Slide 10: Ou r fir s t u s e c a s e is p a y in g for p u b lic m e d ia . B eca us e… A lot of n on -p a y e r s a r e w illin g t o pa y … E s p e c ia lly if is n ’t ju s t th r ou g h fu n d d r iv e s . We ju s t n e e d a w a y . A n d w e h a v e on e . 10

Slide 11: S a y h i t o t h e re lbut t on : It s a y s , “ I w a n t to p a y … w h a t I w a n t .” A n d /or , “ I w a n t t o r e la te … on m y t e r m s … a n d n ot ju s t y ou r s .” “ Th is is m y c od e ’s w a y of le ttin g y ou r c od e k n ow th a t. E v e n if y ou ’r e n ot lis te n in g . 11 Y e t .”

Slide 12: Th e r e lb u t t on c a n repres en t fou r d iffe r e n t s t a t e s . • I n t e n t ion t o r e la t e ( a n d t o pa y ). • E x is t in g r e la t ion s h ip . • I n t e n t ion t o b u y ( fr om a n y b od y , on m y c on d it ion s ) . • I n t e n t ion t o s e ll, b u t a ls o t o r e la t e on y our ( t h e b u y e r ’s ) t e r m s , a s w e ll a s 12

Slide 13: H e r e ’s h ow it m ig h t look in u s e : N ow w e h a v e a t ool t h a t le t s b ot h b u y e r s a n d s e lle r s e x p r e s s t h e ir in t e n t ion s , s c a ffold t h e ir r e la t ion s h ip s . ( A m on g m u c h m or e . No lim it .) L is t e n e r s , v ie w e r s a n d r e a d e r s c a n b ot h p a y for a n d r e la t e t o p u b lic m e d ia in w a y s t h a t w or k for b ot h . Of c ou r s e , t h is c a n w or k for p r in t a s w e ll. 13

Slide 14: Wh a t h a p p e n s on c e w e ’r e a c t u a lly r e la t in g ( b e s id e s m a k in g m or e m on e y ) ? B e t t e r w a y s for a n y b od y t o p a y for a n y t h in g . R e la t ion s h ip s n ot c on t a in e d b y CR M s y s tem s . M a r k e t s t h a t a r e n ’t “ y ou r c h oic e of s ilo.” M or e a n d b e t t e r d a t a in t h e r ig h t h a n d s . 14

Slide 15: J oin u s h e r e : p r oje c t v r m .or g We ’r e a p r oje c t of t h e B e r k m a n Ce n t e r . We ’r e a d e v e lop m e n t c om m u n it y t h a t ’s a lr e a d y v e r y a c t iv e a n d fu n . 15