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 …

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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  • Hello,
    How are you doing and how is life down there in your Country? I guess you are having good time. My name is Cordelia . I would love to be communicating with you for a mutual and well established friendship. I am really consumed by your profile, giving me the impression that you will be a type i desire to have as a friend. Pleas i will like you to write me back on my email address(ask4pretycordelia@hotmail.com) so that we can share our photos and experience of life and every other things in common with each other. I will wait to hear from you.

    Take care of yourself.
    Cordelia
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  • nice one saneel! important and timely message.
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  • i think very valueable information can be had from slideshare.
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Transcript

  • 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}
  • 5. EARNING VALUE FRAMEWORK
  • 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}
  • 9. EARNING VALUE FRAMEWORK
  • 10. EARNING VALUE FRAMEWORK
  • 11. EARNING SERVICES
  • 12. HP Support Forum“Will You be our tech support team?”
  • 13. HP VALUE EXCHANGE
  • 14. HP VALUE EXCHANGEATTENTION
  • 15. HP VALUE EXCHANGEATTENTION + GOOD
  • 16. HP VALUE EXCHANGEATTENTION + GOOD = CUSTOMERS AS TECH SUPPORT
  • 17. DUOLINGO“Will You be our translators?”
  • 18. duolingo value exchange
  • 19. duolingo value exchangeEXPERIENCE
  • 20. duolingo value exchangeEXPERIENCE + GOOD
  • 21. duolingo value exchangeEXPERIENCE + GOOD = CUSTOMERS AS TRANSLATORS
  • 22. Giffgaff“Will You be our marketERS, cUSTOMER SERVICE REPRESENTATIVES and researchers?”
  • 23. GIFFGAFF VALUE EXCHANGE
  • 24. GIFFGAFF VALUE EXCHANGEGOOD
  • 25. GIFFGAFF VALUE EXCHANGEGOOD + EXPERIENCE
  • 26. GIFFGAFF VALUE EXCHANGEGOOD + EXPERIENCE + STUFF
  • 27. GIFFGAFF VALUE EXCHANGEGOOD + EXPERIENCE + STUFF = CUSTOMERS AS MARKETERS, SUPPORT, AND RESEARCH
  • 28. EARNING r&D
  • 29. MW3 ELITE“Will you improve our game experience?”
  • 30. MW3 ELITE VALUE EXCHANGE
  • 31. MW3 ELITE VALUE EXCHANGEEXPERIENCE
  • 32. MW3 ELITE VALUE EXCHANGEEXPERIENCE + ATTENTION
  • 33. MW3 ELITE VALUE EXCHANGEEXPERIENCE + ATTENTION = PLAYERS AS BETA TESTERS
  • 34. LEGO CUUSOO“WilL YOU GIve Us Qualified Product Ideas?”
  • 35. LEGO CUUSOO VALUE EXCHANGE
  • 36. LEGO CUUSOO VALUE EXCHANGEATTENTION
  • 37. LEGO CUUSOO VALUE EXCHANGEATTENTION + MONEY
  • 38. LEGO CUUSOO VALUE EXCHANGEATTENTION + MONEY + EXPERIENCE
  • 39. LEGO CUUSOO VALUE EXCHANGEATTENTION + MONEY + EXPERIENCE = FREE PRODUCT INNOVATION (WITH BUILT IN AUDIENCE)
  • 40. Google +1“Will YOU improve our search product?”
  • 41. Google +1 VALUE EXCHANGE
  • 42. Google +1 VALUE EXCHANGEEXPERIENCE
  • 43. Google +1 VALUE EXCHANGEEXPERIENCE = INCREASED AD & SEARCH ACCURACY
  • 44. EARNING Creativity
  • 45. LOCAL MOTORS“Will you Design and engineer our cars?”
  • 46. LOCAL MOTORS VALUE EXCHANGE
  • 47. LOCAL MOTORS VALUE EXCHANGEEXPERIENCE
  • 48. LOCAL MOTORS VALUE EXCHANGEEXPERIENCE + ATTENTION
  • 49. LOCAL MOTORS VALUE EXCHANGEEXPERIENCE + ATTENTION = CUSTOMERS AS DESIGNERS AND ENGINEERS
  • 50. Tumblr“Will you be our design department?”
  • 51. TUMBLR VALUE EXCHANGE
  • 52. TUMBLR VALUE EXCHANGEATTENTION
  • 53. TUMBLR VALUE EXCHANGEATTENTION + MONEY
  • 54. TUMBLR VALUE EXCHANGEATTENTION + MONEY = CUSTOMERS AS DESIGNERS
  • 55. PUZZLE CLUBHOUSE“Will you CREATIVE DIRECT our games?”
  • 56. PUZZLE CLUBHOUSE VALUE EXCHANGE
  • 57. PUZZLE CLUBHOUSE VALUE EXCHANGE ATTENTION
  • 58. PUZZLE CLUBHOUSE VALUE EXCHANGE ATTENTION + EXPERIENCE
  • 59. PUZZLE CLUBHOUSE VALUE EXCHANGE ATTENTION + EXPERIENCE = PLAYERS AS CREATIVE DIRECTORS
  • 60. LEARNINGS
  • 61. LEARNINGS{Packaging the opportunity is critically important towhat value you earn}
  • 62. LEARNINGS{Packaging the opportunity is critically important towhat value you earn}{‘Crowdsourcing’ is inaccurate when customers feelthey are collaborating with or through a company}
  • 63. LEARNINGS{Packaging the opportunity is critically important towhat value you earn}{‘Crowdsourcing’ is inaccurate when customers feelthey are collaborating with or through a company}{Using social media isn’t as accurate as data, butit’s got a number of beneficial byproducts}
  • 64. LEARNINGS{Packaging the opportunity is critically important towhat value you earn}{‘Crowdsourcing’ is inaccurate when customers feelthey are collaborating with or through a company}{Using social media isn’t as accurate as data, butit’s got a number of beneficial byproducts}{Earning value is more akin to recruiting a partnerthan it is to finding a customer}
  • 65. Thank you@saneel | @shaunabe | @bbhlabs