6. BUSINESS
MODEL
How you interact with you neighbors in the
value chain (or net)
WHAT IS A BUSINESS MODEL?
7. what do you
Direct sales give? what do
Subscription you get? who
Pay per click are you working
Franchise with? what do
Wholesale you do? what
Razor & blades are your
Multi-level marketing channels?
BUSINESS MODEL EXAMPLES
10. 100% FOCUS ON CUSTOMER SERVICE
BE TREATED LIKE A PERSON BY A PERSON,
NOT LIKE A CUSTOMER BY A COMPANY
Report a problem Make a suggestion
via mail vote for the next features
via phone fill out our feedback survey
post on our Facebook Wall
Find a solution
send us an email
read the FAQ
ask on the
(Facebook) forum
12. MOBILE VIKINGS= NOT A ‘FREE’ BUSINESS MODEL
Payed by
prepaid topup (when
you feel like it)
Word of Mouth
Help other users
Proposition
voicecalls
sms
data
community membership
15. Foto: Pieter Baert.
GIFT ECONOMY
REVERSE OF FREE MODEL: CUSTOMER DOES YOU A FAVOR, IN
EXCHANGE FOR SOCIAL STATUS WITHIN THE COMMUNITY
16. WHY PAY?
Win time
Lower risk
Out of love
To gain status
Out of obligation
FREEMIUM
DRUGDEALER BUSINESS MODEL: GET THEM ADDICTED FIRST, THEN
CHARGE A PREMIUM FOR THE GOOD STUFF
17. FROM FUP TO FPP (FAIR PAY POLICY)
CUSTOMER IS INVITED TO PAY, BUT NOT OBLIGED.
WORKS A BIT LIKE REVERSE AUCTIONING.
19. 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?
20. I WANT TO BE SOMEONE!
(PREFERABLY WITHOUT TOO MUCH EFFORT)
21. START BY LETTING GO OF CONTROL
THE LEADER
goes first
is at the bottom
takes initiative
takes no instructions
inspires others
24. ADVERTISING, NOW ALSO ON FACEBOOK
same old story: we are talking as brands about ourselves
(doesn’t work)
alternative: put the customer in the spotlight
26. Track things you pay attention to (or ignore)
Mine and store this data
Put it to good use (optimize service)
WHAT IS ATTENTION MANAGEMENT?
LOTS OF PARTIES WANT OUR ATTENTION, BUT WHO IS GOING
TO TRACK AND MANAGE IT FOR US?
27. CHOOSE MY COMPANY TO:
Store your profile
Optimize your services
Negotiate transactions with others
(brands, people, initiatives)
Manage your privacy balance
EVERYONE WILL HAVE AN ATTENTION BROKER
THE BALANCE OF YOUR ATTENTION SPENDING = SOCIAL CURRENCY
30. SOCIAL CURRENCY= ATTRIBUTING VALUE TO
KNOWLEDGE, ACTIONS AND RELATIONS
All products will be more or Social Currency can be the basis
less the same (mass- of exchange of value.
production)
All service will become Introduce a points based
commodity (knowledge is system.
free) Better, use someone else’s
point based system.
Make the difference in Or set up a points exchange
brokering social currency (e.g. Facebook credits to Eaves)
42. 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
45. GAMIFICATION 2.0 (OR WAIT, 3.0)
Not about marketing or promotion
About collaboration between people
let employees work in dynamic project team
cocreation with customers and suppliers
50. 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
53. GAMIFICATION IS AN ENABLER
FOR A BUSINESS MODEL WHERE
CUSTOMERS, EMPLOYEES, FANS
AND COMPANIES EXCHANGE
SOCIAL CURRENCY VIA SOCIAL
MEDIA PLATFORMS.