“The Gift Economy: Content as Social Currency”

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Content is more than content. In our digital age, content has become a form of social currency. It has meaning beyond the information it contains. This social dimension of content goes much deeper than viral videos. Brands that transform their products into content, and their content into social currency will succeed. In this provocative talk, Mark Bonchek will take us on a journey into the past and future of social media.

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“The Gift Economy: Content as Social Currency”

  1. 1. 
 
 The Gift Economy:
Content as Social Currency" Mark Bonchek, Ph.D.! ORBIT+Co! @MarkBonchek • #cmworld! #cmworld
  2. 2. THE  GIFT  ECONOMY   #cmworld
  3. 3. MOVING DAY! #cmworld
  4. 4. FRIENDS! #cmworld
  5. 5. PIZZA AND BEER! #cmworld
  6. 6. OR CASH?! #cmworld
  7. 7. PROFESSIONAL MOVERS! #cmworld
  8. 8. PIZZA AND BEER?! #cmworld
  9. 9. CASH! #cmworld
  10. 10. GAS MONEY! #cmworld
  11. 11. ECONOMY   A  system  of  interac5on     and  exchange   GIFT   MARKET  Something  given   The  act  of    without  payment     buying  and     in  return   selling   #cmworld
  12. 12. MARKET  ECONOMY   GIFT  ECONOMY   TRANSACTION   RELATIONSHIP   CONTRACTS   COMMUNITY   STATUS  IS  BOUGHT   STATUS  IS  EARNED   FINANCIAL  CURRENCY   SOCIAL  CURRENCY   #cmworld
  13. 13. 500  YEARS  AGO:    BROADCAST   GUTENBERG   ONE-­‐TO-­‐MANY   #cmworld14  
  14. 14. 25  YEARS  AGO:    DIGITAL   BERNERS-­‐LEE   ANY-­‐TO-­‐ANY   #cmworld15  
  15. 15. 5  YEARS  AGO:    SOCIAL   ZUCKERBERG   MANY-­‐TO-­‐MANY   #cmworld16  
  16. 16. AUDIENCE:  “TALKING  AT”   BROADCAST   #cmworld17  
  17. 17. NETWORK:  “TALKING  BACK”   #cmworld18  
  18. 18. COMMUNITY:  “WHAT’D  YOU  SAY?”   #cmworld19  
  19. 19. MEDIA  AND  THE  FLOW  OF  CONTENT   Audience
 Network
 Community
 One-to-Many! Any-to-Any! Many-to-Many!    ! ! ! ! ! ! Print / TV / Radio! Digital/Web! Social/Mobile! #cmworld20  
  20. 20. CHANGING  ROLE  OF  BRANDS   BRAND   FROM:       Persuade  and     Promote           TO:    Enable  and  Empower   #cmworld21  
  21. 21. MARKET  ECONOMY   GIFT  ECONOMY   TRANSACTION   RELATIONSHIP   CONTRACTS   COMMUNITY   STATUS  IS  BOUGHT   STATUS  IS  EARNED   FINANCIAL  CURRENCY   SOCIAL  CURRENCY   #cmworld
  22. 22. SOCIAL  CURRENCY   SOCIAL   +   CURRENCY   Pertaining  to     Something  used  as  a   friendly  rela5ons   medium  of  exchange   SOCIAL  CURRENCY   Something  given  or  exchanged  to     establish  or  reinforce  a   rela5onship   #cmworld
  23. 23. SOCIAL  CURRENCIES  IN  MUSIC   #cmworld
  24. 24. FINDING  CURRENCY  IN  TRADITIONS   #cmworld
  25. 25. THE  FUTURE  OF  DATA  AS  CURRENCY   #cmworld
  26. 26. TURN  YOUR  CONTENT  INTO   SOCIAL  CURRENCY   #cmworld
  27. 27. More  at:   www.5nyurl.com/ContentAsCurrency   #cmworld
  28. 28. Mark Bonchek, Ph.D.!@MarkBonchek!www.orbit.co! #cmworld

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