Guy Clapperton: Show Me The Money: A Sanity Check For Monetizing Community

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Guy's keynote at Like MInds Autumn 2010: Creativity and Curation

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Guy Clapperton: Show Me The Money: A Sanity Check For Monetizing Community

  1. 1. Show me the money @guyclapperton
  2. 2. I have over 4.5K followers • And they’ve all sent me £7.50! • I have £33,750 • New car, deposit on a house..?
  3. 3. That was, of course, a fib So what are we all doing on social media?
  4. 4. Social is sharing • Twitter links • Facebook links • Buzz links (just kidding…) • Music links through Ping, Blip.fm etc.
  5. 5. Social is influencing • Facebook claimed 50% of its active users use its site every day • 35m FB users upgrade their status every day • There were 27.3m Tweets every day by the end of 2009 Source: econsultancy.com
  6. 6. Social is not making money • Let’s exclude the leisure use • Paid-for newspapers available for nothing • Murdoch derided for Times Paywall
  7. 7. Think about it… • Facebook slated every time it tries to monetise user info • Twitter claims to be about to sell ads but isn’t yet making a profit • Users being trained to expect stuff for nothing?
  8. 8. Stuff you can have for free Accounts • Twitter • Facebook • Google Docs • Spotify • LinkedIn • Buzz (again, a few people do!) Stuff • Music • Office automation • Video • Photo storage • Social networks • Business networks
  9. 9. Nobody wants to pay for anything So where does this become sustainable?
  10. 10. Real life • Stuff costs • Food, mortgage isn’t free • Disconnect
  11. 11. Influence v profit It has become entirely possible to be very influential on Twitter etc. without making any profit whatsoever. There are online measurements available. Free, of course.
  12. 12. Times Paywall • Much derided • “Murdoch will lose influence” • But is a tenth as many paying users a bad thing?
  13. 13. No model • How does this work? • Where do we complain? • Where’s the money for innovation?
  14. 14. Prepare for change This can’t go on forever
  15. 15. There needs to be a debate • Sensible, rational • Discussion on how we make this sustainable • A lot of businesses depend on stuff for which they’re not paying
  16. 16. Culture shift • Generation expects freebies • Ironically they’re going to be stuck with our bills • Is this a slow-moving double whammy?
  17. 17. Conclusions • Current model is like the sixties – full of idealists who want to offer everything for free • We may be due the seventies/eighties – reality check plus recessions!
  18. 18. Guy Clapperton Clapperton.tel
  19. 19. A quick word about .tel • .Tel has kindly sponsored me to appear here • Online business card – updatable by mobile phone • One point of contact for all devices

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