subscribed 2015: a new model for media
TRANSCRIPT
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A New Model for Media Monetization:
Premium Membership and Loyalty Services
May 20, 2015:
4:30-5:15 PM Breakout Session
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Moderator: Craig BarberichMedia Solutions and Strategy, Zuora
Robbie Kellman BaxterManaging Director, Peninsula Strategies
Speakers
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Robbie Kellman Baxter
1. Background
2. What does Peninsula Strategies do?
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Agenda
1. Membership Economy
2. Customer Examples & Stories
3. Questions & Answers
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WHAT IS THE
MEMBERSHIPECONOMY?
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SELF-ACTUALIZATION
ESTEEM
SOCIAL
SAFETY
PHYSIOLOGICAL
Maslow’s Hierarchy
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NOWWHY
?
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Online Subscription Companies
OnlineCommunities
Organization with loyalty programs
Mainstream Membership Businesses
Small Businesses and Consultancies
Nonprofits, Professional Societies & Trade Associations
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Point number one goes here
Point number two goes here
Point number three goes
here
Point number four goes here
“Members are engaged, more
connected and more profitable”
Katie Vanneck-Smith, CCO & Global Managing Director,
Dow Jones
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Customer Examples & Stories
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Subheading here
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Case Study: Zendesk
Membership Economy
Pioneer Relational over
transactional
Access over ownership
Spirit of measured
innovation
“Membership is…quote”
Name, Title
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Has earned the name
Amazon
Spirit of evolution
Multiple tests of
membership
“Forever Transaction”
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Case Study: Zendesk
Music recovers from Napster
Dangers of being too cool
Freemium
Power of authenticity
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Free News content
Premium Membership Club
Event Access
Segmentation
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Case Study: Zendesk
Premium Membership
Events Access
Spotify Music
Discount For Related
Content
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Case Study: Zendesk
True to mission, while
evolving
Great pricing transformation
Invest for retention
Power of freemium
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Old-school membership
We’ve got your back
Prestige, belonging, esteem
Segmentation
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Questions?
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