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

info@medemerkers.be

twitter: @medemerkers

www.medemerkers.be