Content is more than content. In our digital age, content has become a form of social currency. It has meaning beyond the information it contains. This social dimension of content goes much deeper than viral videos. Brands that transform their products into content, and their content into social currency will succeed. In this provocative talk, Mark Bonchek will take us on a journey into the past and future of social media.

1.
The Gift Economy:
Content as Social Currency"
Mark Bonchek, Ph.D.!
ORBIT+Co!
@MarkBonchek • #cmworld!
#cmworld

2. THE
GIFT
ECONOMY
#cmworld

3. MOVING DAY!
#cmworld

4. FRIENDS!
#cmworld

5. PIZZA AND BEER!
#cmworld

6. OR CASH?!
#cmworld

7. PROFESSIONAL MOVERS!
#cmworld

8. PIZZA AND BEER?!
#cmworld

9. CASH!
#cmworld

10. GAS MONEY!
#cmworld

11. ECONOMY
A
system
of
interac5on
and
exchange
GIFT
MARKET
Something
given
The
act
of
without
payment
buying
and
in
return
selling
#cmworld

12. MARKET
ECONOMY
GIFT
ECONOMY
TRANSACTION
RELATIONSHIP
CONTRACTS
COMMUNITY
STATUS
IS
BOUGHT
STATUS
IS
EARNED
FINANCIAL
CURRENCY
SOCIAL
CURRENCY
#cmworld

14. 500
YEARS
AGO:
BROADCAST
GUTENBERG
ONE-­‐TO-­‐MANY
#cmworld
14

15. 25
YEARS
AGO:
DIGITAL
BERNERS-­‐LEE
ANY-­‐TO-­‐ANY
#cmworld
15

16. 5
YEARS
AGO:
SOCIAL
ZUCKERBERG
MANY-­‐TO-­‐MANY
#cmworld
16

17. AUDIENCE:
“TALKING
AT”
BROADCAST
#cmworld
17

18. NETWORK:
“TALKING
BACK”
#cmworld
18

19. COMMUNITY:
“WHAT’D
YOU
SAY?”
#cmworld
19

20. MEDIA
AND
THE
FLOW
OF
CONTENT
Audience Network Community
One-to-Many! Any-to-Any! Many-to-Many!
  
! ! ! ! ! !
Print / TV / Radio! Digital/Web! Social/Mobile!
#cmworld
20

21. CHANGING
ROLE
OF
BRANDS
BRAND
FROM:
Persuade
and
Promote


TO:
Enable
and
Empower
#cmworld
21

22. MARKET
ECONOMY
GIFT
ECONOMY
TRANSACTION
RELATIONSHIP
CONTRACTS
COMMUNITY
STATUS
IS
BOUGHT
STATUS
IS
EARNED
FINANCIAL
CURRENCY
SOCIAL
CURRENCY
#cmworld

23. SOCIAL
CURRENCY
SOCIAL
+
CURRENCY
Pertaining
to
Something
used
as
a
friendly
rela5ons
medium
of
exchange
SOCIAL
CURRENCY
Something
given
or
exchanged
to
establish
or
reinforce
a
rela5onship
#cmworld

24. SOCIAL
CURRENCIES
IN
MUSIC
#cmworld

25. FINDING
CURRENCY
IN
TRADITIONS
#cmworld

26. THE
FUTURE
OF
DATA
AS
CURRENCY
#cmworld

27. TURN
YOUR
CONTENT
INTO
SOCIAL
CURRENCY
#cmworld

28. More
at:
www.5nyurl.com/ContentAsCurrency
#cmworld

29. Mark Bonchek, Ph.D.!
@MarkBonchek!
www.orbit.co!
#cmworld