This document discusses new business models and opportunities emerging from social and technological changes. It provides examples of innovative business models like Mobile Vikings which markets solely through social media and focuses on customer service. New models are arising to meet changing customer needs for self-actualization. Attention is becoming a new currency as customers pay attention to some brands and ignore others. Gamification and co-creation are enabling new models where social currency is exchanged between customers, employees, fans and companies via social media platforms. Business is shifting from mass marketing to human conversations and communities.

1. NEW BUSINESS MODELS
& OPPORTUNITIES
#IBETA2011
MAY 13 2011, HEERLEN, THE NETHERLANDS

2. experienced as an
entrepreneur
professionally active in social media
WHO AM I?

3. YESTERDAY

4. TODAY

5. WHAT IS A BUSINESS MODEL?

6. BUSINESS
MODEL
How you interact with you neighbors in the
value chain (or net)
WHAT IS A BUSINESS MODEL?

7. what do you
Direct sales give? what do
Subscription you get? who
Pay per click are you working
Franchise with? what do
Wholesale you do? what
Razor & blades are your
Multi-level marketing channels?
BUSINESS MODEL EXAMPLES

8. LET’S TAKE A LOOK AT AN
EXAMPLE

9. MOBILE VIKINGS
100% MARKETED THROUGH SOCIAL MEDIA, FREE INTERNET

10. 100% FOCUS ON CUSTOMER SERVICE
BE TREATED LIKE A PERSON BY A PERSON,
NOT LIKE A CUSTOMER BY A COMPANY
Report a problem Make a suggestion
via mail vote for the next features
via phone fill out our feedback survey
post on our Facebook Wall
Find a solution
send us an email
read the FAQ
ask on the
(Facebook) forum

11. BE PART OF THE COMMUNITY

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. SOME POSTER CHILDS OF
BUSINESS MODEL INNOVATION

14. FREE
NOT A BUSINESS MODEL, BUT A TACTIC. BUYS YOU MINDSHARE.

15. Foto: Pieter Baert.
GIFT ECONOMY
REVERSE OF FREE MODEL: CUSTOMER DOES YOU A FAVOR, IN
EXCHANGE FOR SOCIAL STATUS WITHIN THE COMMUNITY

16. WHY PAY?
Win time
Lower risk
Out of love
To gain status
Out of obligation
FREEMIUM
DRUGDEALER BUSINESS MODEL: GET THEM ADDICTED FIRST, THEN
CHARGE A PREMIUM FOR THE GOOD STUFF

17. FROM FUP TO FPP (FAIR PAY POLICY)
CUSTOMER IS INVITED TO PAY, BUT NOT OBLIGED.
WORKS A BIT LIKE REVERSE AUCTIONING.

18. WHY DO WE SEE THESE NEW
BUSINESS MODELS?

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. I WANT TO BE SOMEONE!
(PREFERABLY WITHOUT TOO MUCH EFFORT)

21. START BY LETTING GO OF CONTROL
THE LEADER
goes first
is at the bottom
takes initiative
takes no instructions
inspires others

22. HOW IS THIS INFLUENCING
MARKETING?

23. BRANDS ARE STILL LOVED,
BUT NO LONGER TRUSTED

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. ATTENTION ECONOMY
WHO IS PAYING YOU WHEN YOU ARE PAYING ATTENTION?

26. Track things you pay attention to (or ignore)
Mine and store this data
Put 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. CHOOSE MY COMPANY TO:
Store your profile
Optimize your services
Negotiate transactions with others
(brands, people, initiatives)
Manage your privacy balance
EVERYONE WILL HAVE AN ATTENTION BROKER
THE BALANCE OF YOUR ATTENTION SPENDING = SOCIAL CURRENCY

28. SOCIAL CURRENCY

29. PRODUCT VALUE - PROFILE VALUE - EFFORT = PRICE

30. SOCIAL CURRENCY= ATTRIBUTING VALUE TO
KNOWLEDGE, ACTIONS AND RELATIONS
All products will be more or Social Currency can be the basis
less the same (mass- of exchange of value.
production)
All service will become Introduce a points based
commodity (knowledge is system.
free) Better, use someone else’s
point based system.
Make the difference in Or set up a points exchange
brokering social currency (e.g. Facebook credits to Eaves)

31. CO-CREATION

32. CO-CREATION
Your customer can help you, make him eager to do so.
Product development, customer service, promotion,...

33. NOT TRADITIONAL CO-CREATION
(INNOVATION-FOCUSSED)

34. CO-CREATION THAT LINKS PEOPLE
AND LET THEM BE PART OF YOUR COMPANY

35. EXAMPLE: SAMSUNG (PERSONAL EXPERIENCE)
EVEN WITH THE BEST STAFF, POLICIES AND CUSTOMER CARE, THERE
WILL ALWAYS BE MORE KNOWLEDGE IN THE COMMUNITY

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. SOME IDEAS TO MAKE
THIS HAPPEN

38. IDEA: COMMUNITY TROUBLETICKETS

39. IDEA: CRM + FACEBOOK + TWITTER

40. IDEA: DYNAMIC KNOWLEDGE BASE

41. IDEA: CAPTURE AND NURTURE IDEAS

42. IDEA: CUSTOMER AS CALLCENTER AGENT
Closed community of “User Angels”
Can login to tell they are available for calls
Can chat amongst each other to learn and collaborate

43. GAMIFICATION

44. BADGES, POINTS, REWARDS, LEADERBOARD
(slide by Sebastian Deterding)

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. BUSINESS SHOULD BE FUN TOO
(slide by Sebastian Deterding)

47. Drive, by Daniel Pink
COMES BACK TO “WHAT MOTIVATES US?”
autonomy
mastery
purpose

48. WHAT BUSINESS MODEL
WILL THIS RESULT IN?

49. SOCIAL CURRENCY
COCREATION
GAMIFICATION

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 TV
Reason: idealistic approach doesn’t work
MISSING ELEMENTS:
GAME MECHANICS + SOCIAL CURRENCY + ATTENTION

51. FIRST SIGNS ON THE WALL

52. (checkout http://www.ingenesist.com)
A NEW TYPE OF BANK / ECONOMY
MANAGE YOUR SOCIAL CURRENCY AND EXCHANGE RATES

53. GAMIFICATION IS AN ENABLER
FOR A BUSINESS MODEL WHERE
CUSTOMERS, EMPLOYEES, FANS
AND COMPANIES EXCHANGE
SOCIAL CURRENCY VIA SOCIAL
MEDIA PLATFORMS.

54. INTERESTED?
MedeMerkers
Kardinaal Mercierplein 2
2800 Mechelen
016/81.91.33
info@medemerkers.be
twitter: @medemerkers
www.medemerkers.be