A New Model for Media Monetization:

Premium Membership and Loyalty Services

May 20, 2015:

4:30-5:15 PM Breakout Session

Moderator: Craig BarberichMedia Solutions and Strategy, Zuora

Robbie Kellman BaxterManaging Director, Peninsula Strategies

Speakers

Robbie Kellman Baxter

1. Background

2. What does Peninsula Strategies do?

Agenda

1. Membership Economy

2. Customer Examples & Stories

3. Questions & Answers

WHAT IS THE

MEMBERSHIPECONOMY?

SELF-ACTUALIZATION

ESTEEM

SOCIAL

SAFETY

PHYSIOLOGICAL

Maslow’s Hierarchy

NOWWHY

?

Online Subscription Companies

OnlineCommunities

Organization with loyalty programs

Mainstream Membership Businesses

Small Businesses and Consultancies

Nonprofits, Professional Societies & Trade Associations

Point number one goes here

Point number two goes here

Point number three goes

here

Point number four goes here

“Members are engaged, more

connected and more profitable”

Katie Vanneck-Smith, CCO & Global Managing Director,

Dow Jones

Customer Examples & Stories

Subheading here

Case Study: Zendesk

Membership Economy

Pioneer Relational over

transactional

Access over ownership

Spirit of measured

innovation

“Membership is…quote”

Name, Title

Has earned the name

Amazon

Spirit of evolution

Multiple tests of

membership

“Forever Transaction”

Case Study: Zendesk

Music recovers from Napster

Dangers of being too cool

Freemium

Power of authenticity

Free News content

Premium Membership Club

Event Access

Segmentation

Case Study: Zendesk

Premium Membership

Events Access

Spotify Music

Discount For Related

Content

Case Study: Zendesk

True to mission, while

evolving

Great pricing transformation

Invest for retention

Power of freemium

Old-school membership

We’ve got your back

Prestige, belonging, esteem

Segmentation

Questions?