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Screw EarnING Media,
          Start Earning Value


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




@saneel | @shaunabe | @bbhlabs
What is earned value?
What is earned value?
           When brands benefit from
         customers beyond purchase
        {but outside of a transaction}
EARNING VALUE FRAMEWORK
EARNING VALUE FRAMEWORK
       Services
        {Curation, Support, Editing}
EARNING VALUE FRAMEWORK
       Services
         {Curation, Support, Editing}




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




      Creativity
        {Design, Artistry, Engineering}




               R&D
         {Testing, Ideas, Feedback}
EARNING VALUE FRAMEWORK
EARNING VALUE FRAMEWORK
EARNING SERVICES
HP Support Forum
“Will You be our tech support team?”
Screw Earning Media, Start Earning Value
HP VALUE EXCHANGE
HP VALUE EXCHANGE
ATTENTION
HP VALUE EXCHANGE
ATTENTION + GOOD
HP VALUE EXCHANGE
ATTENTION + GOOD = CUSTOMERS AS TECH SUPPORT
DUOLINGO
“Will You be our translators?”
Screw Earning Media, Start Earning Value
duolingo value exchange
duolingo value exchange
EXPERIENCE
duolingo value exchange
EXPERIENCE + GOOD
duolingo value exchange
EXPERIENCE + GOOD = CUSTOMERS AS TRANSLATORS
Giffgaff
“Will You be our marketERS, cUSTOMER SERVICE
          REPRESENTATIVES and researchers?”
Screw Earning Media, Start Earning Value
Screw Earning Media, Start Earning Value
Screw Earning Media, Start Earning Value
GIFFGAFF VALUE EXCHANGE
GIFFGAFF VALUE EXCHANGE
GOOD
GIFFGAFF VALUE EXCHANGE
GOOD + EXPERIENCE
GIFFGAFF VALUE EXCHANGE
GOOD + EXPERIENCE + STUFF
GIFFGAFF VALUE EXCHANGE
GOOD + EXPERIENCE + STUFF = CUSTOMERS AS MARKETERS,
                            SUPPORT, AND RESEARCH
EARNING r&D
MW3 ELITE
“Will you improve our game experience?”
Screw Earning Media, Start Earning Value
MW3 ELITE VALUE EXCHANGE
MW3 ELITE VALUE EXCHANGE
EXPERIENCE
MW3 ELITE VALUE EXCHANGE
EXPERIENCE + ATTENTION
MW3 ELITE VALUE EXCHANGE
EXPERIENCE + ATTENTION = PLAYERS AS BETA TESTERS
LEGO CUUSOO
“WilL YOU GIve Us Qualified Product Ideas?”
Screw Earning Media, Start Earning Value
Screw Earning Media, Start Earning Value
LEGO CUUSOO VALUE EXCHANGE
LEGO CUUSOO VALUE EXCHANGE
ATTENTION
LEGO CUUSOO VALUE EXCHANGE
ATTENTION + MONEY
LEGO CUUSOO VALUE EXCHANGE
ATTENTION + MONEY + EXPERIENCE
LEGO CUUSOO VALUE EXCHANGE
ATTENTION + MONEY + EXPERIENCE = FREE PRODUCT INNOVATION
                                 (WITH BUILT IN AUDIENCE)
Google +1
“Will YOU improve our search product?”
Screw Earning Media, Start Earning Value
Screw Earning Media, Start Earning Value
Google +1 VALUE EXCHANGE
Google +1 VALUE EXCHANGE
EXPERIENCE
Google +1 VALUE EXCHANGE
EXPERIENCE = INCREASED AD & SEARCH ACCURACY
EARNING Creativity
LOCAL MOTORS
“Will you Design and engineer our cars?”
Screw Earning Media, Start Earning Value
Screw Earning Media, Start Earning Value
Screw Earning Media, Start Earning Value
Screw Earning Media, Start Earning Value
LOCAL MOTORS VALUE EXCHANGE
LOCAL MOTORS VALUE EXCHANGE
EXPERIENCE
LOCAL MOTORS VALUE EXCHANGE
EXPERIENCE + ATTENTION
LOCAL MOTORS VALUE EXCHANGE
EXPERIENCE + ATTENTION = CUSTOMERS AS DESIGNERS
                             AND ENGINEERS
Tumblr
“Will you be our design department?”
Screw Earning Media, Start Earning Value
Screw Earning Media, Start Earning Value
Screw Earning Media, Start Earning Value
TUMBLR VALUE EXCHANGE
TUMBLR VALUE EXCHANGE
ATTENTION
TUMBLR VALUE EXCHANGE
ATTENTION + MONEY
TUMBLR VALUE EXCHANGE
ATTENTION + MONEY = CUSTOMERS AS DESIGNERS
PUZZLE CLUBHOUSE
“Will you CREATIVE DIRECT our games?”
Screw Earning Media, Start Earning Value
PUZZLE CLUBHOUSE VALUE EXCHANGE
PUZZLE CLUBHOUSE VALUE EXCHANGE
 ATTENTION
PUZZLE CLUBHOUSE VALUE EXCHANGE
 ATTENTION + EXPERIENCE
PUZZLE CLUBHOUSE VALUE EXCHANGE
 ATTENTION + EXPERIENCE = PLAYERS AS CREATIVE DIRECTORS
LEARNINGS
LEARNINGS
{Packaging the opportunity is critically important to
what value you earn}
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}
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}
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}
Thank you


@saneel | @shaunabe | @bbhlabs

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