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        The Gift Economy:

Content as Social Currency"


             Mark Bonchek, Ph.D.!
                          ORBIT+Co!
             @MarkBonchek • #cmworld!
                              #cmworld
THE	
  GIFT	
  ECONOMY	
  




                             #cmworld
MOVING DAY!




              #cmworld
FRIENDS!
           #cmworld
PIZZA AND BEER!
                  #cmworld
OR CASH?!




       #cmworld
PROFESSIONAL MOVERS!




                #cmworld
PIZZA AND BEER?!
                   #cmworld
CASH!




    #cmworld
GAS MONEY!
             #cmworld
ECONOMY	
  
          A	
  system	
  of	
  interac5on	
  	
  
                  and	
  exchange	
  

        GIFT	
                       MARKET	
  
Something	
  given	
                 The	
  act	
  of	
  	
  
without	
  payment	
  	
             buying	
  and	
  	
  
    in	
  return	
                     selling	
  

                                                                #cmworld
MARKET	
  ECONOMY	
            GIFT	
  ECONOMY	
  

     TRANSACTION	
                RELATIONSHIP	
  


      CONTRACTS	
                 COMMUNITY	
  


  STATUS	
  IS	
  BOUGHT	
     STATUS	
  IS	
  EARNED	
  


 FINANCIAL	
  CURRENCY	
        SOCIAL	
  CURRENCY	
  


                                                       #cmworld
500	
  YEARS	
  AGO:	
  	
  BROADCAST	
  
         GUTENBERG	
                                 ONE-­‐TO-­‐MANY	
  




                                                                     #cmworld
14	
  
25	
  YEARS	
  AGO:	
  	
  DIGITAL	
  
         BERNERS-­‐LEE	
                          ANY-­‐TO-­‐ANY	
  




                                                                       #cmworld
15	
  
5	
  YEARS	
  AGO:	
  	
  SOCIAL	
  
         ZUCKERBERG	
                           MANY-­‐TO-­‐MANY	
  




                                                                       #cmworld
16	
  
AUDIENCE:	
  “TALKING	
  AT”	
  
                                        BROADCAST	
  




                                                        #cmworld
17	
  
NETWORK:	
  “TALKING	
  BACK”	
  




                                             #cmworld
18	
  
COMMUNITY:	
  “WHAT’D	
  YOU	
  SAY?”	
  




                                                     #cmworld
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!


                                                                 #cmworld
20	
  
CHANGING	
  ROLE	
  OF	
  BRANDS	
  

                                       BRAND	
  
         FROM:	
  	
  	
  
         Persuade	
  and	
  	
  
         Promote	
  	
  



                           	
                         	
  
                         TO:	
  	
  Enable	
  and	
  Empower	
  
                                                                   #cmworld
21	
  
MARKET	
  ECONOMY	
            GIFT	
  ECONOMY	
  

     TRANSACTION	
                RELATIONSHIP	
  


      CONTRACTS	
                 COMMUNITY	
  


  STATUS	
  IS	
  BOUGHT	
     STATUS	
  IS	
  EARNED	
  


 FINANCIAL	
  CURRENCY	
        SOCIAL	
  CURRENCY	
  


                                                       #cmworld
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
SOCIAL	
  CURRENCIES	
  IN	
  MUSIC	
  




                                          #cmworld
FINDING	
  CURRENCY	
  IN	
  TRADITIONS	
  




                                              #cmworld
THE	
  FUTURE	
  OF	
  DATA	
  AS	
  CURRENCY	
  




                                                    #cmworld
TURN	
  YOUR	
  CONTENT	
  INTO	
  
   SOCIAL	
  CURRENCY	
  



                                      #cmworld
More	
  at:	
  


                  www.5nyurl.com/ContentAsCurrency	
  




                                                         #cmworld
Mark Bonchek, Ph.D.!
@MarkBonchek!
www.orbit.co!

                       #cmworld

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