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Screw Earning Media, Start Earning Value
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Screw Earning Media, Start Earning Value
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Screw Earning Media, Start Earning Value
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Screw Earning Media, Start Earning Value
Screw Earning Media, Start Earning Value
Screw Earning Media, Start Earning Value
Screw Earning Media, Start Earning Value
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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    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.

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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

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