BUSINESSMODEL How you interact with you neighbors in the value chain (or net) WHAT IS A BUSINESS MODEL?
what do youDirect sales give? what doSubscription you get? whoPay per click are you workingFranchise with? what doWholesale you do? whatRazor & blades are yourMulti-level marketing channels? BUSINESS MODEL EXAMPLES
MOBILE VIKINGS100% MARKETED THROUGH SOCIAL MEDIA, FREE INTERNET
100% FOCUS ON CUSTOMER SERVICE BE TREATED LIKE A PERSON BY A PERSON, NOT LIKE A CUSTOMER BY A COMPANYReport a problem Make a suggestion via mail vote for the next features via phone ﬁll out our feedback survey post on our Facebook WallFind a solution send us an email read the FAQ ask on the (Facebook) forum
ADVERTISING, NOW ALSO ON FACEBOOK same old story: we are talking as brands about ourselves (doesn’t work) alternative: put the customer in the spotlight
ATTENTION ECONOMYWHO IS PAYING YOU WHEN YOU ARE PAYING ATTENTION?
Track things you pay attention to (or ignore)Mine and store this dataPut it to good use (optimize service) WHAT IS ATTENTION MANAGEMENT? LOTS OF PARTIES WANT OUR ATTENTION, BUT WHO IS GOING TO TRACK AND MANAGE IT FOR US?
CHOOSE MY COMPANY TO: Store your proﬁle Optimize your services Negotiate transactions with others (brands, people, initiatives) Manage your privacy balanceEVERYONE WILL HAVE AN ATTENTION BROKERTHE BALANCE OF YOUR ATTENTION SPENDING = SOCIAL CURRENCY
PRODUCT VALUE - PROFILE VALUE - EFFORT = PRICE
SOCIAL CURRENCY= ATTRIBUTING VALUE TO KNOWLEDGE, ACTIONS AND RELATIONSAll products will be more or Social Currency can be the basisless the same (mass- of exchange of value.production)All service will become Introduce a points basedcommodity (knowledge is system.free) Better, use someone else’s point based system.Make the difference in Or set up a points exchangebrokering social currency (e.g. Facebook credits to Eaves)
BACK TO THE CLUETRAIN MANIFESTO? (’99) end of mass marketing human to human conversations“Markets are conversations”12 years later: still non-authentic ads on TVReason: idealistic approach doesn’t workMISSING ELEMENTS:GAME MECHANICS + SOCIAL CURRENCY + ATTENTION