Screw Earning Media, Start Earning Value
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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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  • http://www.msrwya.com شات مصراوية
    http://www.msrwya.com/vb منتديات مصراوية
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  • Hello,
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    Take care of yourself.
    Cordelia
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  • nice one saneel! important and timely message.
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  • شات
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  • i think very valueable information can be had from slideshare.
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Screw Earning Media, Start Earning Value Screw Earning Media, Start Earning Value Presentation 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
  • EARNING SERVICES
  • HP Support Forum“Will You be our tech support team?”
  • HP VALUE EXCHANGE
  • HP VALUE EXCHANGEATTENTION
  • HP VALUE EXCHANGEATTENTION + GOOD
  • HP VALUE EXCHANGEATTENTION + GOOD = CUSTOMERS AS TECH SUPPORT
  • DUOLINGO“Will You be our translators?”
  • duolingo value exchange
  • duolingo value exchangeEXPERIENCE
  • duolingo value exchangeEXPERIENCE + GOOD
  • duolingo value exchangeEXPERIENCE + GOOD = CUSTOMERS AS TRANSLATORS
  • Giffgaff“Will You be our marketERS, cUSTOMER SERVICE REPRESENTATIVES and researchers?”
  • GIFFGAFF VALUE EXCHANGE
  • GIFFGAFF VALUE EXCHANGEGOOD
  • GIFFGAFF VALUE EXCHANGEGOOD + EXPERIENCE
  • GIFFGAFF VALUE EXCHANGEGOOD + EXPERIENCE + STUFF
  • GIFFGAFF VALUE EXCHANGEGOOD + EXPERIENCE + 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 + MONEY + EXPERIENCE
  • LEGO CUUSOO VALUE EXCHANGEATTENTION + MONEY + EXPERIENCE = 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
  • Tumblr“Will you be our design department?”
  • TUMBLR VALUE EXCHANGE
  • TUMBLR VALUE EXCHANGEATTENTION
  • TUMBLR VALUE EXCHANGEATTENTION + MONEY
  • TUMBLR VALUE EXCHANGEATTENTION + MONEY = CUSTOMERS AS DESIGNERS
  • PUZZLE CLUBHOUSE“Will you CREATIVE DIRECT our games?”
  • PUZZLE CLUBHOUSE VALUE EXCHANGE
  • PUZZLE CLUBHOUSE VALUE EXCHANGE ATTENTION
  • PUZZLE CLUBHOUSE VALUE EXCHANGE ATTENTION + EXPERIENCE
  • PUZZLE CLUBHOUSE VALUE EXCHANGE ATTENTION + EXPERIENCE = PLAYERS AS CREATIVE DIRECTORS
  • LEARNINGS
  • LEARNINGS{Packaging the opportunity is critically important towhat value you earn}
  • LEARNINGS{Packaging the opportunity is critically important towhat value you earn}{‘Crowdsourcing’ is inaccurate when customers feelthey are collaborating with or through a company}
  • 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}
  • 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}
  • Thank you@saneel | @shaunabe | @bbhlabs