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Presentatie gegeven voor iBeta festival in Heerlen
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NEW BUSINESS MODELS& OPPORTUNITIES
#IBETA2011MAY 13 2011, HEERLEN, THE NETHERLANDS
WHO AM I?
professionally active in social media
experienced as an entrepreneur
YESTERDAY
TODAY
WHAT IS A BUSINESS MODEL?
How you interact with you neighbors in the value chain (or net)
WHAT IS A BUSINESS MODEL?
BUSINESSMODEL
BUSINESS MODEL EXAMPLES
Direct salesSubscriptionPay per clickFranchiseWholesaleRazor & bladesMulti-level marketing
what do you give? what do you get? who are you working with? what do you do? what are your channels?
LET’S TAKE A LOOK AT AN EXAMPLE
MOBILE VIKINGS100% MARKETED THROUGH SOCIAL MEDIA, FREE INTERNET
100% FOCUS ON CUSTOMER SERVICE
Report a problemvia mailvia phone
Find a solutionread the FAQask on the (Facebook) forum
BE TREATED LIKE A PERSON BY A PERSON, NOT LIKE A CUSTOMER BY A COMPANY
Make a suggestionvote for the next featuresfill out our feedback surveypost on our Facebook Wallsend us an email
BE PART OF THE COMMUNITY
MOBILE VIKINGS= NOT A ‘FREE’ BUSINESS MODEL
Propositionvoicecallssmsdatacommunity membership
Payed byprepaid topup (when you feel like it)Word of MouthHelp other users
SOME POSTER CHILDS OF BUSINESS MODEL INNOVATION
FREENOT A BUSINESS MODEL, BUT A TACTIC. BUYS YOU MINDSHARE.
GIFT ECONOMYREVERSE OF FREE MODEL: CUSTOMER DOES YOU A FAVOR, IN
EXCHANGE FOR SOCIAL STATUS WITHIN THE COMMUNITY
Foto: Pieter Baert.
FREEMIUMDRUGDEALER BUSINESS MODEL: GET THEM ADDICTED FIRST, THEN
CHARGE A PREMIUM FOR THE GOOD STUFF
WHY PAY?Win timeLower riskOut of loveTo gain statusOut of obligation
FROM FUP TO FPP (FAIR PAY POLICY)CUSTOMER IS INVITED TO PAY, BUT NOT OBLIGED.
WORKS A BIT LIKE REVERSE AUCTIONING.
WHY DO WE SEE THESE NEW BUSINESS MODELS?
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?
(PREFERABLY WITHOUT TOO MUCH EFFORT)
I WANT TO BE SOMEONE!
START BY LETTING GO OF CONTROL
THE LEADERgoes first
is at the bottom
takes initiative
takes no instructions
inspires others
HOW IS THIS INFLUENCING MARKETING?
BRANDS ARE STILL LOVED,BUT NO LONGER TRUSTED
same old story: we are talking as brands about ourselves(doesn’t work)
alternative: put the customer in the spotlight
ADVERTISING, NOW ALSO ON FACEBOOK
ATTENTION ECONOMYWHO IS PAYING YOU WHEN YOU ARE PAYING ATTENTION?
WHAT IS ATTENTION MANAGEMENT?LOTS OF PARTIES WANT OUR ATTENTION, BUT WHO IS GOING
TO TRACK AND MANAGE IT FOR US?
Track things you pay attention to (or ignore)Mine and store this dataPut it to good use (optimize service)
EVERYONE WILL HAVE AN ATTENTION BROKER
CHOOSE MY COMPANY TO:Store your profileOptimize your servicesNegotiate transactions with others (brands, people, initiatives)Manage your privacy balance
THE BALANCE OF YOUR ATTENTION SPENDING = SOCIAL CURRENCY
SOCIAL CURRENCY
PRODUCT VALUE - PROFILE VALUE - EFFORT = PRICE
SOCIAL CURRENCY= ATTRIBUTING VALUE TO KNOWLEDGE, ACTIONS AND RELATIONS
All products will be more or less the same (mass-production)
All service will become commodity (knowledge is free)
Make the difference in brokering social currency
Social Currency can be the basis of exchange of value.
Introduce a points based system.Better, use someone else’s point based system.Or set up a points exchange (e.g. Facebook credits to Eaves)
CO-CREATION
Your customer can help you, make him eager to do so.
Product development, customer service, promotion,...
CO-CREATION
NOT TRADITIONAL CO-CREATION(INNOVATION-FOCUSSED)
CO-CREATION THAT LINKS PEOPLEAND LET THEM BE PART OF YOUR COMPANY
EXAMPLE: SAMSUNG (PERSONAL EXPERIENCE)EVEN WITH THE BEST STAFF, POLICIES AND CUSTOMER CARE, THERE
WILL ALWAYS BE MORE KNOWLEDGE IN THE COMMUNITY
CO-CREATION MAKES A BRAND STRONGER
S-CRM“I HAVE A SOLUTION”
“AWESOME!”co
ol co
mpany
!
SOME IDEAS TO MAKE THIS HAPPEN
IDEA: COMMUNITY TROUBLETICKETS
IDEA: CRM + FACEBOOK + TWITTER
IDEA: DYNAMIC KNOWLEDGE BASE
IDEA: CAPTURE AND NURTURE IDEAS
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
GAMIFICATION
BADGES, POINTS, REWARDS, LEADERBOARD(slide by Sebastian Deterding)
Not about marketing or promotion
About collaboration between people
let employees work in dynamic project team
cocreation with customers and suppliers
GAMIFICATION 2.0 (OR WAIT, 3.0)
BUSINESS SHOULD BE FUN TOO(slide by Sebastian Deterding)
autonomy
mastery
purpose
COMES BACK TO “WHAT MOTIVATES US?”
Drive, by Daniel Pink
WHAT BUSINESS MODEL WILL THIS RESULT IN?
SOCIAL CURRENCY
COCREATION
GAMIFICATION
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
FIRST SIGNS ON THE WALL
MANAGE YOUR SOCIAL CURRENCY AND EXCHANGE RATES
A NEW TYPE OF BANK / ECONOMY
(checkout http://www.ingenesist.com)
GAMIFICATION IS AN ENABLER FOR A BUSINESS MODEL WHERE CUSTOMERS, EMPLOYEES, FANS AND COMPANIES EXCHANGE SOCIAL CURRENCY VIA SOCIAL MEDIA PLATFORMS.
INTERESTED?
MedeMerkers
Kardinaal Mercierplein 2
2800 Mechelen
016/81.91.33
twitter: @medemerkers
www.medemerkers.be