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A n e w b u s in e s s m od e l for fr e e
m e d ia .( th a t is n ’t a d v e r t is in g )
Doc S e a r ls Not a P h .D
B e r k m a n Cen te r
QuickTime and aᆰ decompressor
are needed to see this picture.
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Th e r e ’s a s p lit in ou r p s y c h e s b e tw e e n p r od u c e r
a n d c on s u m e rA t w or k w e for g e t
or ig n or e d w h o w e a r e a t h om e .
S o w e “ t a r g e t ,” “ c a p tu r e ” a n d t r y to “ ow n ” ou r v e r y s e lv e s .
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Y e t w e ’r e a ll p r od u c e r s n ow .
Or in a p os it ion to b e .
We ca n p a r t ic ip a te .We d on ’t h a v e to p u t u p w ith be in g h e r d e d in to
s ilos .Or s o w e ’v e be e n te llin g ou r s e lv e s .
With on e h a lf of ou r br a in s .Th e oth e r h a lf is s t ill a d v e r t is in g a t u s .
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Cu s tom e r R e la t ion s h p M a n a g e m e n t ( CR M ) is n ’t
e n ou g h .
CR M d oe s n ’t a c tu a lly r e la te .I t t a lk s to it s e lf.
Y ou ’r e s t ill a t a r g e t . A w a lle t w ith e y e ba lls .Ca n w e g iv e CR M s om e th in g m or e to r e la te
w ith ?S om e th in g th a t m a k e s th e m more m on e y ?
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Wh a t w e n e e d is V R M :V e n d or R e la t ion s h ip
M a n a g e m e n t .
With V R M , w e g e t to m a n a g e ou r r e la t ion s h ip s w ith v e n d or s .
We g e t to s e t ou r t e r m s .We g e t t o h e lp v e n d or s in w a y s CR M
s y s t e m s c u r r e n t ly p r e v e n t .We g e t t o h e lp CR M a c tu a lly r e la t e for
a c h a n g e .
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With V R M I c a n in qu ir e a n d r e la te
to m a r k e t s , on th e f ly .
F or e x a m p le , I w a n t to bu y a s t r olle r for tw in s fr om s om e w h e r e n e a r US C in th e n e x t 2 h r s …
— w ith ou t g oin g in to a s ilo ( e .g . e B a y ) , or g iv in g a n y m or e th a n th e r e qu ir e d in for m a t ion …
— w h ich m a in ly con s is t s of be in g t r u s tw or th y a n d h a v in g m on e y to s p e n d .
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I s h ou ld b e a b le to e x p r e s s g lob a l ( a n d log ic a l) p r e fe r e n c e s ou t s id e of
a n y on e ’s s i lo.
F or e x a m p le , I F I a m c a llin g for te ch
s u p p or t ,THE N I d on ’t w a n t to h e a r a
c om m e r c ia l m e s s a g e .A ND I a m w illin g to p a y $ X
to r e a ch a h u m a n in <6 0 s e con d s .
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I s h ou ld b e a b le to m a n a g e
m y ow n h e a lth c a r e d a t a .
I n s t e a d of r is k in g m y li fe w h e n I f i ll ou t m a n u a l for m s w ith n a m e s of
d is e a s e s I d on ’t k n ow h ow to s p e ll.
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S o w e ’r e w or k in g on th a t .
We ’r e a B e r k m a n p r oje c t , a n d a c om m u n ity of d e v e lop e r s a n d oth e r
in te r e s t e d p a r t ie s .I n c lu d in g m a r k e te r s . We offe r h op e .
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Ou r f ir s t u s e c a s e is p a y in g
for p u b lic m e d ia .
B e ca u s e …A lot of n on -p a y e r s a r e w illin g to
p a y …E s p e c ia lly if is n ’t ju s t th r ou g h fu n d
d r iv e s .We ju s t n e e d a w a y .A n d w e h a v e on e .
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S a y h i to t h e relbutton :
I t s a y s ,“ I w a n t to p a y …
w h a t I w a n t .” A n d /or ,“ I w a n t to r e la te …
on my t e r m s …a n d n ot ju s t y ou r s .”
“ Th is is m y cod e ’s w a yof le t t in g y ou r cod e k n ow
th a t .E v e n if y ou ’r e n ot lis te n in g .
Y e t .”
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Th e r e lb u t ton c a n r e p r e s e n t
fou r d if fe r e n t s t a t e s .• I n t e n t ion to r e la t e ( a n d to
p a y ) .• E x is t in g r e la t ion s h ip .• I n t e n t ion to b u y ( fr om
a n y b od y , on my c on d it ion s ) .
• I n t e n t ion to s e ll, b u t a ls o to r e la t e on your ( t h e b u y e r ’s ) t e r m s , a s w e ll a s m in e .
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H e r e ’s h ow it m ig h t look in u s e :
Now w e h a v e a tool t h a t le t s b oth b u y e r s a n d s e lle r s e x p r e s s t h e ir in t e n t ion s , s c a f fold th e ir r e la t ion s h ip s . ( A m on g m u c h m or e . No lim it .)
L is t e n e r s , v ie w e r s a n d r e a d e r s c a n b oth p a y for a n d r e la t e t o p u b lic m e d ia in w a y s th a t w or k for b oth .
Of c ou r s e , t h is c a n w or k for p r in t a s w e ll.
A n d for m u s ic . Th in k a b ou t it .
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Wh a t h a p p en s on c e w e’r e a c tu a lly r e la t in g ( be s id e s m a k in g
m or e m on ey ) ?
B e t te r w a y s for a n y b od y to p a y for a n y th in g .
R e la t ion s h ip s n ot c on t a in e d b y CR M s y s te m s .
M a r k e t s t h a t a r e n ’t “ y ou r c h oic e of s i lo.”M or e a n d b e t t e r d a t a in th e r ig h t h a n d s .
Th e e n d of t h e s p lit in s id e ou r h e a d s .