Slides from a talk @shaunabe and I gave at Social Media Week 2012 in NYC. We discuss the use of social media to earn things from customers beyond a purchase. When seeing what these companies get out of their audiences, we think "earning media"is trivial by comparison. Video of the presentation can be seen here: http://j.mp/wZr65B.

1. Screw EarnING Media,
Start Earning Value
@saneel | @shaunabe | @bbhlabs

2. Screw EarnING Media,
Start Earning Value
{Or at least exchange for it}
@saneel | @shaunabe | @bbhlabs

3. What is earned value?

4. What is earned value?
When brands benefit from
customers beyond purchase
{but outside of a transaction}

5. EARNING VALUE FRAMEWORK

6. EARNING VALUE FRAMEWORK
Services
{Curation, Support, Editing}

7. EARNING VALUE FRAMEWORK
Services
{Curation, Support, Editing}
Creativity
{Design, Artistry, Engineering}

8. EARNING VALUE FRAMEWORK
Services
{Curation, Support, Editing}
Creativity
{Design, Artistry, Engineering}
R&D
{Testing, Ideas, Feedback}

9. EARNING VALUE FRAMEWORK

10. EARNING VALUE FRAMEWORK

11. EARNING SERVICES

12. HP Support Forum
“Will You be our tech support team?”

14. HP VALUE EXCHANGE

15. HP VALUE EXCHANGE
ATTENTION

16. HP VALUE EXCHANGE
ATTENTION + GOOD

17. HP VALUE EXCHANGE
ATTENTION + GOOD = CUSTOMERS AS TECH SUPPORT

18. DUOLINGO
“Will You be our translators?”

20. duolingo value exchange

21. duolingo value exchange
EXPERIENCE

22. duolingo value exchange
EXPERIENCE + GOOD

23. duolingo value exchange
EXPERIENCE + GOOD = CUSTOMERS AS TRANSLATORS

24. Giffgaff
“Will You be our marketERS, cUSTOMER SERVICE
REPRESENTATIVES and researchers?”

28. GIFFGAFF VALUE EXCHANGE

29. GIFFGAFF VALUE EXCHANGE
GOOD

30. GIFFGAFF VALUE EXCHANGE
GOOD + EXPERIENCE

31. GIFFGAFF VALUE EXCHANGE
GOOD + EXPERIENCE + STUFF

32. GIFFGAFF VALUE EXCHANGE
GOOD + EXPERIENCE + STUFF = CUSTOMERS AS MARKETERS,
SUPPORT, AND RESEARCH

33. EARNING r&D

34. MW3 ELITE
“Will you improve our game experience?”

36. MW3 ELITE VALUE EXCHANGE

37. MW3 ELITE VALUE EXCHANGE
EXPERIENCE

38. MW3 ELITE VALUE EXCHANGE
EXPERIENCE + ATTENTION

39. MW3 ELITE VALUE EXCHANGE
EXPERIENCE + ATTENTION = PLAYERS AS BETA TESTERS

40. LEGO CUUSOO
“WilL YOU GIve Us Qualified Product Ideas?”

43. LEGO CUUSOO VALUE EXCHANGE

44. LEGO CUUSOO VALUE EXCHANGE
ATTENTION

45. LEGO CUUSOO VALUE EXCHANGE
ATTENTION + MONEY

46. LEGO CUUSOO VALUE EXCHANGE
ATTENTION + MONEY + EXPERIENCE

47. LEGO CUUSOO VALUE EXCHANGE
ATTENTION + MONEY + EXPERIENCE = FREE PRODUCT INNOVATION
(WITH BUILT IN AUDIENCE)

48. Google +1
“Will YOU improve our search product?”

51. Google +1 VALUE EXCHANGE

52. Google +1 VALUE EXCHANGE
EXPERIENCE

53. Google +1 VALUE EXCHANGE
EXPERIENCE = INCREASED AD & SEARCH ACCURACY

54. EARNING Creativity

55. LOCAL MOTORS
“Will you Design and engineer our cars?”

60. LOCAL MOTORS VALUE EXCHANGE

61. LOCAL MOTORS VALUE EXCHANGE
EXPERIENCE

62. LOCAL MOTORS VALUE EXCHANGE
EXPERIENCE + ATTENTION

63. LOCAL MOTORS VALUE EXCHANGE
EXPERIENCE + ATTENTION = CUSTOMERS AS DESIGNERS
AND ENGINEERS

64. Tumblr
“Will you be our design department?”

68. TUMBLR VALUE EXCHANGE

69. TUMBLR VALUE EXCHANGE
ATTENTION

70. TUMBLR VALUE EXCHANGE
ATTENTION + MONEY

71. TUMBLR VALUE EXCHANGE
ATTENTION + MONEY = CUSTOMERS AS DESIGNERS

72. PUZZLE CLUBHOUSE
“Will you CREATIVE DIRECT our games?”

74. PUZZLE CLUBHOUSE VALUE EXCHANGE

75. PUZZLE CLUBHOUSE VALUE EXCHANGE
ATTENTION

76. PUZZLE CLUBHOUSE VALUE EXCHANGE
ATTENTION + EXPERIENCE

77. PUZZLE CLUBHOUSE VALUE EXCHANGE
ATTENTION + EXPERIENCE = PLAYERS AS CREATIVE DIRECTORS

78. LEARNINGS

79. LEARNINGS
{Packaging the opportunity is critically important to
what value you earn}

80. LEARNINGS
{Packaging the opportunity is critically important to
what value you earn}
{‘Crowdsourcing’ is inaccurate when customers feel
they are collaborating with or through a company}

81. LEARNINGS
{Packaging the opportunity is critically important to
what value you earn}
{‘Crowdsourcing’ is inaccurate when customers feel
they are collaborating with or through a company}
{Using social media isn’t as accurate as data, but
it’s got a number of beneficial byproducts}

82. LEARNINGS
{Packaging the opportunity is critically important to
what value you earn}
{‘Crowdsourcing’ is inaccurate when customers feel
they are collaborating with or through a company}
{Using social media isn’t as accurate as data, but
it’s got a number of beneficial byproducts}
{Earning value is more akin to recruiting a partner
than it is to finding a customer}

83. Thank you
@saneel | @shaunabe | @bbhlabs