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New business models and opportunities

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Presentatie gegeven voor iBeta festival in Heerlen

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New business models and opportunities

  1. 1. NEW BUSINESS MODELS & OPPORTUNITIES #IBETA2011MAY 13 2011, HEERLEN, THE NETHERLANDS
  2. 2. experienced as an entrepreneurprofessionally active in social media WHO AM I?
  3. 3. YESTERDAY
  4. 4. TODAY
  5. 5. WHAT IS A BUSINESS MODEL?
  6. 6. BUSINESSMODEL How you interact with you neighbors in the value chain (or net) WHAT IS A BUSINESS MODEL?
  7. 7. 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
  8. 8. LET’S TAKE A LOOK AT AN EXAMPLE
  9. 9. MOBILE VIKINGS100% MARKETED THROUGH SOCIAL MEDIA, FREE INTERNET
  10. 10. 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
  11. 11. BE PART OF THE COMMUNITY
  12. 12. MOBILE VIKINGS= NOT A ‘FREE’ BUSINESS MODEL Payed by prepaid topup (when you feel like it) Word of Mouth Help other users Proposition voicecalls sms data community membership
  13. 13. SOME POSTER CHILDS OFBUSINESS MODEL INNOVATION
  14. 14. FREENOT A BUSINESS MODEL, BUT A TACTIC. BUYS YOU MINDSHARE.
  15. 15. Foto: Pieter Baert. GIFT ECONOMYREVERSE OF FREE MODEL: CUSTOMER DOES YOU A FAVOR, IN EXCHANGE FOR SOCIAL STATUS WITHIN THE COMMUNITY
  16. 16. WHY PAY? Win time Lower risk Out of love To gain status Out of obligation FREEMIUMDRUGDEALER BUSINESS MODEL: GET THEM ADDICTED FIRST, THEN CHARGE A PREMIUM FOR THE GOOD STUFF
  17. 17. FROM FUP TO FPP (FAIR PAY POLICY) CUSTOMER IS INVITED TO PAY, BUT NOT OBLIGED. WORKS A BIT LIKE REVERSE AUCTIONING.
  18. 18. WHY DO WE SEE THESE NEW BUSINESS MODELS?
  19. 19. NEEDS ARE CHANGING agriculture revolution: geen honger meer Industrial revolution: geen kou meer Information revolution: geen goesting meer Who will help me with self-actualisation?
  20. 20. I WANT TO BE SOMEONE! (PREFERABLY WITHOUT TOO MUCH EFFORT)
  21. 21. START BY LETTING GO OF CONTROL THE LEADER goes first is at the bottom takes initiative takes no instructions inspires others
  22. 22. HOW IS THIS INFLUENCING MARKETING?
  23. 23. BRANDS ARE STILL LOVED,BUT NO LONGER TRUSTED
  24. 24. 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
  25. 25. ATTENTION ECONOMYWHO IS PAYING YOU WHEN YOU ARE PAYING ATTENTION?
  26. 26. 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?
  27. 27. 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
  28. 28. SOCIAL CURRENCY
  29. 29. PRODUCT VALUE - PROFILE VALUE - EFFORT = PRICE
  30. 30. 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)
  31. 31. CO-CREATION
  32. 32. CO-CREATION Your customer can help you, make him eager to do so. Product development, customer service, promotion,...
  33. 33. NOT TRADITIONAL CO-CREATION (INNOVATION-FOCUSSED)
  34. 34. CO-CREATION THAT LINKS PEOPLE AND LET THEM BE PART OF YOUR COMPANY
  35. 35. EXAMPLE: SAMSUNG (PERSONAL EXPERIENCE) EVEN WITH THE BEST STAFF, POLICIES AND CUSTOMER CARE, THERE WILL ALWAYS BE MORE KNOWLEDGE IN THE COMMUNITY
  36. 36. CO-CREATION MAKES A BRAND STRONGER S-CRM“I HA ! ny VE pa A om SO lc LU o TI co O N” “AWESOME!”
  37. 37. SOME IDEAS TO MAKE THIS HAPPEN
  38. 38. IDEA: COMMUNITY TROUBLETICKETS
  39. 39. IDEA: CRM + FACEBOOK + TWITTER
  40. 40. IDEA: DYNAMIC KNOWLEDGE BASE
  41. 41. IDEA: CAPTURE AND NURTURE IDEAS
  42. 42. IDEA: CUSTOMER AS CALLCENTER AGENTClosed community of “User Angels”Can login to tell they are available for callsCan chat amongst each other to learn and collaborate
  43. 43. GAMIFICATION
  44. 44. BADGES, POINTS, REWARDS, LEADERBOARD (slide by Sebastian Deterding)
  45. 45. GAMIFICATION 2.0 (OR WAIT, 3.0) Not about marketing or promotion About collaboration between people let employees work in dynamic project team cocreation with customers and suppliers
  46. 46. BUSINESS SHOULD BE FUN TOO (slide by Sebastian Deterding)
  47. 47. Drive, by Daniel PinkCOMES BACK TO “WHAT MOTIVATES US?” autonomy mastery purpose
  48. 48. WHAT BUSINESS MODEL WILL THIS RESULT IN?
  49. 49. SOCIAL CURRENCYCOCREATIONGAMIFICATION
  50. 50. 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
  51. 51. FIRST SIGNS ON THE WALL
  52. 52. (checkout http://www.ingenesist.com) A NEW TYPE OF BANK / ECONOMYMANAGE YOUR SOCIAL CURRENCY AND EXCHANGE RATES
  53. 53. GAMIFICATION IS AN ENABLERFOR A BUSINESS MODEL WHERECUSTOMERS, EMPLOYEES, FANSAND COMPANIES EXCHANGESOCIAL CURRENCY VIA SOCIALMEDIA PLATFORMS.
  54. 54. INTERESTED? MedeMerkers Kardinaal Mercierplein 2 2800 Mechelen 016/81.91.33 info@medemerkers.be twitter: @medemerkers www.medemerkers.be

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