new business models and opportunities
DESCRIPTION
Presentatie gegeven voor iBeta festival in HeerlenTRANSCRIPT
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NEW BUSINESS MODELS& OPPORTUNITIES
#IBETA2011MAY 13 2011, HEERLEN, THE NETHERLANDS
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WHO AM I?
professionally active in social media
experienced as an entrepreneur
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YESTERDAY
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TODAY
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WHAT IS A BUSINESS MODEL?
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How you interact with you neighbors in the value chain (or net)
WHAT IS A BUSINESS MODEL?
BUSINESSMODEL
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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?
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LET’S TAKE A LOOK AT AN EXAMPLE
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MOBILE VIKINGS100% MARKETED THROUGH SOCIAL MEDIA, FREE INTERNET
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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
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BE PART OF THE COMMUNITY
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MOBILE VIKINGS= NOT A ‘FREE’ BUSINESS MODEL
Propositionvoicecallssmsdatacommunity membership
Payed byprepaid topup (when you feel like it)Word of MouthHelp other users
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SOME POSTER CHILDS OF BUSINESS MODEL INNOVATION
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FREENOT A BUSINESS MODEL, BUT A TACTIC. BUYS YOU MINDSHARE.
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GIFT ECONOMYREVERSE OF FREE MODEL: CUSTOMER DOES YOU A FAVOR, IN
EXCHANGE FOR SOCIAL STATUS WITHIN THE COMMUNITY
Foto: Pieter Baert.
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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
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FROM FUP TO FPP (FAIR PAY POLICY)CUSTOMER IS INVITED TO PAY, BUT NOT OBLIGED.
WORKS A BIT LIKE REVERSE AUCTIONING.
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WHY DO WE SEE THESE NEW BUSINESS MODELS?
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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?
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(PREFERABLY WITHOUT TOO MUCH EFFORT)
I WANT TO BE SOMEONE!
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START BY LETTING GO OF CONTROL
THE LEADERgoes first
is at the bottom
takes initiative
takes no instructions
inspires others
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HOW IS THIS INFLUENCING MARKETING?
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BRANDS ARE STILL LOVED,BUT NO LONGER TRUSTED
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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
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ATTENTION ECONOMYWHO IS PAYING YOU WHEN YOU ARE PAYING ATTENTION?
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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)
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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
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SOCIAL CURRENCY
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PRODUCT VALUE - PROFILE VALUE - EFFORT = PRICE
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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)
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CO-CREATION
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Your customer can help you, make him eager to do so.
Product development, customer service, promotion,...
CO-CREATION
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NOT TRADITIONAL CO-CREATION(INNOVATION-FOCUSSED)
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CO-CREATION THAT LINKS PEOPLEAND LET THEM BE PART OF YOUR COMPANY
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EXAMPLE: SAMSUNG (PERSONAL EXPERIENCE)EVEN WITH THE BEST STAFF, POLICIES AND CUSTOMER CARE, THERE
WILL ALWAYS BE MORE KNOWLEDGE IN THE COMMUNITY
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CO-CREATION MAKES A BRAND STRONGER
S-CRM“I HAVE A SOLUTION”
“AWESOME!”co
ol co
mpany
!
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SOME IDEAS TO MAKE THIS HAPPEN
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IDEA: COMMUNITY TROUBLETICKETS
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IDEA: CRM + FACEBOOK + TWITTER
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IDEA: DYNAMIC KNOWLEDGE BASE
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IDEA: CAPTURE AND NURTURE IDEAS
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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
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GAMIFICATION
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BADGES, POINTS, REWARDS, LEADERBOARD(slide by Sebastian Deterding)
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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)
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BUSINESS SHOULD BE FUN TOO(slide by Sebastian Deterding)
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autonomy
mastery
purpose
COMES BACK TO “WHAT MOTIVATES US?”
Drive, by Daniel Pink
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WHAT BUSINESS MODEL WILL THIS RESULT IN?
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SOCIAL CURRENCY
COCREATION
GAMIFICATION
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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
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FIRST SIGNS ON THE WALL
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MANAGE YOUR SOCIAL CURRENCY AND EXCHANGE RATES
A NEW TYPE OF BANK / ECONOMY
(checkout http://www.ingenesist.com)
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GAMIFICATION IS AN ENABLER FOR A BUSINESS MODEL WHERE CUSTOMERS, EMPLOYEES, FANS AND COMPANIES EXCHANGE SOCIAL CURRENCY VIA SOCIAL MEDIA PLATFORMS.
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