photo credit flickr.com/johnnyvulkan




Social + Cash = Good
       A few big thoughts from
Chris Heuer, Founder Social Me...
WTP?
Whats The Promise?


                     photo by Chris Heuer
The Promise
“at the Social Cash conference
we'll do our best to give you the
inspirations, ideas and knowledge
of how to t...
but I disagree,
we have already been
 seeing ROI, but it
 often isn’t focused
   on the business
     bottom line
Has Social Media Been Wasted Effort?


                             photo by Chris Heuer



• Or has your focus been
  mis...
I propose we simply need to
     move the lens of focus
• It’s time for us to
  change our focus from
  the promise of soc...
What’s the ROI on:
What’s the ROI on:

• Lunch with a journalist?
What’s the ROI on:

• Lunch with a journalist?
• An article in the newspaper?
What’s the ROI on:

• Lunch with a journalist?
• An article in the newspaper?
• A good review of your product?
What’s the ROI on:

• Lunch with a journalist?
• An article in the newspaper?
• A good review of your product?
• Attending...
What’s the ROI on:

• Lunch with a journalist?
• An article in the newspaper?
• A good review of your product?
• Attending...
What’s the ROI on:

• Lunch with a journalist?
• An article in the newspaper?
• A good review of your product?
• Attending...
What’s the ROI on:
What’s the ROI on:
• Listening?
What’s the ROI on:
• Listening?
• Converting an upset customer to a
  happy one?
What’s the ROI on:
• Listening?
• Converting an upset customer to a
  happy one?

• Being a part of an online community?
What’s the ROI on:
• Listening?
• Converting an upset customer to a
  happy one?

• Being a part of an online community?
•...
What’s the ROI on:
• Listening?
• Converting an upset customer to a
  happy one?

• Being a part of an online community?
•...
What’s the ROI on:
• Listening?
• Converting an upset customer to a
  happy one?

• Being a part of an online community?
•...
“How Twitter and Facebook
Make Us More Productive”
“People are more successful if
we force them to move away
from a proble...
these things aren’t
quantified, they are
    qualified.
notice a pattern?
but,
we are here to talk
about the problem
   social media
 has with money,
so lets look closer
Money is a stored
 form of energy.
 so lets do a little physics lesson before proceeding
1st Law of Thermodynamics
The law of conservation of energy is an empirical law of physics. It states that the   total amo...
so why do we need
   to talk about
   social cash?
It’s Chris Anderson’s Fault




     or its the fault of those who misinterpret his point
Free is not Free
Free is not Free
• It costs time
Free is not Free
• It costs time
• It costs money
Free is not Free
• It costs time
• It costs money
• It costs us attention
Free is not Free
• It costs time
• It costs money
• It costs us attention
• Or rather it costs energy
Free is not Free
• It costs time
• It costs money
• It costs us attention
• Or rather it costs energy
• And as we just lea...
Advertising Creates the
  Perception of Free
               photo by flickr.com/JillClardy
Advertising Creates the
  Perception of Free
• But you are really
  exchanging your
                             photo by ...
Advertising Creates the
  Perception of Free
• But you are really
  exchanging your
                             photo by ...
Advertising Creates the
  Perception of Free
• But you are really
  exchanging your
                              photo by...
Which is why so many think
 media is free or should be

              photo by Just.LUC flickr.com/9619972@N08
Which is why so many think
 media is free or should be
• Media is knowledge
                       photo by Just.LUC flickr...
Which is why so many think
 media is free or should be
• Media is knowledge
• Knowledge is free (or   photo by Just.LUC fli...
Which is why so many think
 media is free or should be
• Media is knowledge
• Knowledge is free (or   photo by Just.LUC fli...
Which is why so many think
 media is free or should be
• Media is knowledge
• Knowledge is free (or    photo by Just.LUC fl...
How did we get here?
How did we get here?

• Money is the most taboo topic
How did we get here?

• Money is the most taboo topic
• More people want to live from their heart
  instead of their wallet
How did we get here?

• Money is the most taboo topic
• More people want to live from their heart
  instead of their walle...
It’s a Perfect Storm
• The current capitalist
   system is inefficient to
   the benefit of the most
   powerful, the most
 ...
the industrial age separated
managers from the people they mange


 • Managers have
   confused the numbers
   in their sp...
ok,
 I will move past
the social problem
  and get back to
     business
We all seek:

• Return on Time
• Return on Investment
• Return on Attention


    which is essentially the same thing
some...
which is why its fair
 for management
       to ask
 what’s the ROI on
  Social Media?
it is your job to prove
that the time invested
 is contributing to the
        bottom line
     and not a waste
photo credit flickr.com/ISphoto




Time is our most
valuable resource
Time can not be
captured, but the
output of time can
  be captured as
objects, memories
    or money.
if it can’t be measured
  it can’t be managed
despite everything
    I said before,
we still live in a world
    that is run by
      managers,
  this is our reality

 ...
Money is but one organizational benefit

   You can also receive:
   •awareness
   •opportunity
   •experiences
   •goods/s...
problem:

man can not live
on whuffie alone
problem:

the power of language
problem:

social media experts
opportunity:
success doesn't require accolades
opportunity:

serve the market
IMPORTANT TO
 UNDERSTAND
The Because Effect

“The because effect is a
kind of jujitsu. While
other people look to
make money with
something, you're...
Price is Relative to Perception
• Of course this has always been true, but...
• The more you like someone, the more you ar...
A New Way
• We shouldn’t forget
  the past or throw out
  the old for the new, we
  need to harvest the
  best ideas and d...
A New Way


EVERYONE
  NEEDS
 TO GET
   PAID
A NEW
SUCCESS STORY
#TheSocialStrip
#TheSocialStrip
• Los Angeles Sunset Strip
  has become a vibrant
  neighborhood again

• Competitors are working
  togeth...
CONCLUSION
social business mastery
     is leadership,
   not management
business in balance,
as energy in physics,
 requires a balance
of what you give and
    what you take
exploitative
    profits
are no longer
  acceptable
the karmic cookie jar
 is open to everyone
photo credit http://flickr.com/esti




Don’t be a cookie monster.
       #shareordie
@ChrisHeuer
     001.408.834.0884
  chris@socialmediaclub.org
 http://socialmediaclub.org/
Social Cash Keynote
Social Cash Keynote
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Social Cash Keynote

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Talking about social media getting real, delivering ROI and what that ROI means, both quantitatively and qualitatively. Money is a stored form of energy, so why not bring thermodynamics into this too....

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  • Great slides , I think 'free' products and services is just another way to sell products on the back end . So as long as there is an ROI the 'free' backdoor sales method is sustainable .

    Please check out my free information on how to create a full time online income from home via the biggest market in the world.


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  • Social Cash Keynote

    1. photo credit flickr.com/johnnyvulkan Social + Cash = Good A few big thoughts from Chris Heuer, Founder Social Media Club
    2. WTP? Whats The Promise? photo by Chris Heuer
    3. The Promise “at the Social Cash conference we'll do our best to give you the inspirations, ideas and knowledge of how to turn your social media photo by Chris Heuer investment into a great return on investment”
    4. but I disagree, we have already been seeing ROI, but it often isn’t focused on the business bottom line
    5. Has Social Media Been Wasted Effort? photo by Chris Heuer • Or has your focus been misplaced? • Or have you already seen the benefits?
    6. I propose we simply need to move the lens of focus • It’s time for us to change our focus from the promise of social media, to delivering on that promise • Which means its time for managers to give the social leaders the tools and resources they need... or get photo by Chris Heuer leaders who they can trust to deliver.
    7. What’s the ROI on:
    8. What’s the ROI on: • Lunch with a journalist?
    9. What’s the ROI on: • Lunch with a journalist? • An article in the newspaper?
    10. What’s the ROI on: • Lunch with a journalist? • An article in the newspaper? • A good review of your product?
    11. What’s the ROI on: • Lunch with a journalist? • An article in the newspaper? • A good review of your product? • Attending a conference?
    12. What’s the ROI on: • Lunch with a journalist? • An article in the newspaper? • A good review of your product? • Attending a conference? • Joining a club or association?
    13. What’s the ROI on: • Lunch with a journalist? • An article in the newspaper? • A good review of your product? • Attending a conference? • Joining a club or association? • Steve Jobs responding to a single user?
    14. What’s the ROI on:
    15. What’s the ROI on: • Listening?
    16. What’s the ROI on: • Listening? • Converting an upset customer to a happy one?
    17. What’s the ROI on: • Listening? • Converting an upset customer to a happy one? • Being a part of an online community?
    18. What’s the ROI on: • Listening? • Converting an upset customer to a happy one? • Being a part of an online community? • Educating your market?
    19. What’s the ROI on: • Listening? • Converting an upset customer to a happy one? • Being a part of an online community? • Educating your market? • Connecting customers to each other?
    20. What’s the ROI on: • Listening? • Converting an upset customer to a happy one? • Being a part of an online community? • Educating your market? • Connecting customers to each other? • Allowing your employees to blog?
    21. “How Twitter and Facebook Make Us More Productive” “People are more successful if we force them to move away from a problem or distract them temporarily,” observe the authors of Creativity and the Mind, a landmark text in the psychology and neuroscience of creativity. They found that regular breaks enhance problem-solving skills significantly, in part by making it easier for workers to sift through their memories in search of relevant clues. http://www.wired.com/magazine/2010/02/st_essay_distraction/
    22. these things aren’t quantified, they are qualified.
    23. notice a pattern?
    24. but, we are here to talk about the problem social media has with money, so lets look closer
    25. Money is a stored form of energy. so lets do a little physics lesson before proceeding
    26. 1st Law of Thermodynamics The law of conservation of energy is an empirical law of physics. It states that the total amount of energy in an isolated system remains constant over time (is said to be conserved over time). A consequence of this law is that energy can neither be created nor destroyed, it can only be transformed from one state to another. The only thing that can happen to energy in a closed system is that it can change form, for instance chemical energy can become kinetic energy. Albert Einstein's theory of relativity shows that energy and mass are the same thing, and that neither one appears without the other. Thus in closed systems, both mass and energy are conserved separately, just as was understood in pre-relativistic physics. The new feature of relativistic physics is that "matter" particles (such as those constituting atoms) could be converted to non-matter forms of energy, such as light; or kinetic and potential energy (example: heat). However, this conversion does not affect the total mass of systems, since the latter forms of non- matter energy still retain their mass through any such conversion.[1] Today, conservation of “energy” refers to the conservation of the total system energy over time. This energy includes the energy associated with the rest mass of particles and all other forms of energy in the system. In addition the invariant mass of systems of particles (the mass of the system as seen in its center of mass inertial frame, such as the frame in which it would need to be weighed), is also conserved over time for any single observer, and (unlike the total energy) is the same value for all observers. Therefore, in an isolated system, although matter (particles with rest mass) and "pure energy" (heat and light) can be converted to one another, both the total amount of energy and the total amount of mass of such systems remain constant over time, as seen by any single observer. If energy in any form is allowed to escape such systems (see binding energy) the mass of the system will decrease in correspondence with the loss. A consequence of the law of energy conservation is that perpetual motion machines can only work perpetually if they deliver no energy to their surroundings. If such machines produce more energy than is put into them, they must lose mass and thus eventually disappear over perpetual time, and are therefore not possible. http://en.wikipedia.org/wiki/Conservation_of_energy
    27. so why do we need to talk about social cash?
    28. It’s Chris Anderson’s Fault or its the fault of those who misinterpret his point
    29. Free is not Free
    30. Free is not Free • It costs time
    31. Free is not Free • It costs time • It costs money
    32. Free is not Free • It costs time • It costs money • It costs us attention
    33. Free is not Free • It costs time • It costs money • It costs us attention • Or rather it costs energy
    34. Free is not Free • It costs time • It costs money • It costs us attention • Or rather it costs energy • And as we just learned, only the least efficient systems lose energy, which is what happens when everything is free!
    35. Advertising Creates the Perception of Free photo by flickr.com/JillClardy
    36. Advertising Creates the Perception of Free • But you are really exchanging your photo by flickr.com/JillClardy attention for money paid by a company to a publisher
    37. Advertising Creates the Perception of Free • But you are really exchanging your photo by flickr.com/JillClardy attention for money paid by a company to a publisher • Who is exchanging their money for an opportunity that you may spend money with them
    38. Advertising Creates the Perception of Free • But you are really exchanging your photo by flickr.com/JillClardy attention for money paid by a company to a publisher • Who is exchanging their money for an opportunity that you may spend money with them • In the original newspaper model, advertising merely subsidized the costs, but did not make it free
    39. Which is why so many think media is free or should be photo by Just.LUC flickr.com/9619972@N08
    40. Which is why so many think media is free or should be • Media is knowledge photo by Just.LUC flickr.com/9619972@N08
    41. Which is why so many think media is free or should be • Media is knowledge • Knowledge is free (or photo by Just.LUC flickr.com/9619972@N08 should be)
    42. Which is why so many think media is free or should be • Media is knowledge • Knowledge is free (or photo by Just.LUC flickr.com/9619972@N08 should be) • But it can’t be given away freely
    43. Which is why so many think media is free or should be • Media is knowledge • Knowledge is free (or photo by Just.LUC flickr.com/9619972@N08 should be) • But it can’t be given away freely • Everything needs a return, our education system is premised on this, that those who receive a public education give back to society in some way
    44. How did we get here?
    45. How did we get here? • Money is the most taboo topic
    46. How did we get here? • Money is the most taboo topic • More people want to live from their heart instead of their wallet
    47. How did we get here? • Money is the most taboo topic • More people want to live from their heart instead of their wallet • We are rebelling against those who would take exploitative profits, and like the hippies before us, are fighting the entrenched systems (to our own detriment)
    48. It’s a Perfect Storm • The current capitalist system is inefficient to the benefit of the most powerful, the most aggressive, the most socially ill adapted and the most entrenched oligarchs • Most humans, with the exception of those mentioned above, want the system to change, which is why we are here, which is why so many think social media is free photo by flickr.com/ davemorris
    49. the industrial age separated managers from the people they mange • Managers have confused the numbers in their spreadsheets with the shadows on Plato’s cave wall
    50. ok, I will move past the social problem and get back to business
    51. We all seek: • Return on Time • Return on Investment • Return on Attention which is essentially the same thing something received for something given
    52. which is why its fair for management to ask what’s the ROI on Social Media?
    53. it is your job to prove that the time invested is contributing to the bottom line and not a waste
    54. photo credit flickr.com/ISphoto Time is our most valuable resource
    55. Time can not be captured, but the output of time can be captured as objects, memories or money.
    56. if it can’t be measured it can’t be managed
    57. despite everything I said before, we still live in a world that is run by managers, this is our reality and its ok.
    58. Money is but one organizational benefit You can also receive: •awareness •opportunity •experiences •goods/services •self esteem •respect •love •social good •future promises •savings •positive sentiment •trust flow photo credit flickr.com/johnnyvulkan •page rank •discoverability •future serendipity •purchase consideration at POS •Customer Support from customers •and so much more
    59. problem: man can not live on whuffie alone
    60. problem: the power of language
    61. problem: social media experts
    62. opportunity: success doesn't require accolades
    63. opportunity: serve the market
    64. IMPORTANT TO UNDERSTAND
    65. The Because Effect “The because effect is a kind of jujitsu. While other people look to make money with something, you're finding ways of making money because of something.” QT- Doc Searls
    66. Price is Relative to Perception • Of course this has always been true, but... • The more you like someone, the more you are likely to be willing to pay, or the less you are likely to ask if you are the seller. This is a problem and an opportunity. “the context for finding prices is both conversation and relationship. In many cases, relationship is the primary concern, not price. The bottom line is not everything.” QT - Doc Searls http://www.linuxjournal.com/content/building-relationship-economy
    67. A New Way • We shouldn’t forget the past or throw out the old for the new, we need to harvest the best ideas and destroy the ones that no longer serve us. • Our collective future is dependent on us discovering a new model for conscious capitalism in the wisdom economy http://consciouscapitalism.com/
    68. A New Way EVERYONE NEEDS TO GET PAID
    69. A NEW SUCCESS STORY
    70. #TheSocialStrip
    71. #TheSocialStrip • Los Angeles Sunset Strip has become a vibrant neighborhood again • Competitors are working together online and off • The Viper Room has cut advertising budget in half • All involved are not only listening, but responding to what they hear
    72. CONCLUSION
    73. social business mastery is leadership, not management
    74. business in balance, as energy in physics, requires a balance of what you give and what you take
    75. exploitative profits are no longer acceptable
    76. the karmic cookie jar is open to everyone
    77. photo credit http://flickr.com/esti Don’t be a cookie monster. #shareordie
    78. @ChrisHeuer 001.408.834.0884 chris@socialmediaclub.org http://socialmediaclub.org/

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