User Generated Content - Measuring The Voice Of The Customer

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User Generated Content (UGC) is a growing strategy for increasing the content of websites. But how can you measure it and decide if it works for you? Learn about three important categories of …

User Generated Content (UGC) is a growing strategy for increasing the content of websites. But how can you measure it and decide if it works for you? Learn about three important categories of analysis: content quantity (increased food for spiders), content linkability (for increased engagement), and content strength (targeted keywords to improve SEO). Adding content is not enough—it is essential to analyze how it influences SEO, site engagement, and brand awareness. This presentation will show different applications of UGC, its consequences, audience, and financial aspects. Two case studies will be presented on how to measure UGC using text mining tools. (This presentation was delivered on eMetrics Washingtong D.C. 2007).

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  • 1. User Generated Content: Is it Good for You? Daniel Waisberg Washington DC, 2007
  • 2. Rivane Neuenschwander - Biennale di Venezia, 2005
  • 3. Daniel Waisberg Washington DC, 2007 Agenda User Generated Content: Overview Different forms of UGC UGC Audience Financial Aspects UGC Benefits and Challenges Measuring UGC Effects: Cases Conclusion
  • 4. Overview Daniel Waisberg Washington DC, 2007 Defining UGC “ User Generated Content (UGC) refers to various kinds of media content, publicly available, that are produced “ by end-users. Wikipedia, Oct 2007
  • 5. The Basics Daniel Waisberg Washington DC, 2007 Not all UGCs are Created Equal Complete Advertisement: YouTube, Facebook, eSnips, Flickr E-commerce: eBay, Kasamba
  • 6. The Basics Daniel Waisberg Washington DC, 2007 Not all UGCs are Created Equal Complete Advertisement: YouTube, Facebook, eSnips, Flickr E-commerce: eBay, Kasamba Partial Strong: Amazon, iVillage Touch: O’Reilly, Babies “R” us, BBC, WAA
  • 7. The Basics Daniel Waisberg Washington DC, 2007 Not all UGCs are Created Equal: Complete
  • 8. The Basics Daniel Waisberg Washington DC, 2007 Not all UGCs are Created Equal: Partial
  • 9. The Basics Daniel Waisberg Washington DC, 2007 UGC Has No Age US Internet Users Who Are Increasingly Creating Their Own User-Generated Content*, by Age, February-March 2007 (% of respondents) Millennials (13-24) 56% Generation X (25-41) 46% Baby Boomers (42-60) 31% Matures (61-75) 25% All respondents 40% Note: *creating own entertainment through editing own photos, movies and/or music. Source: Deloitte & Touche USA LLP, “State of the Media Democracy” conducted by Harrison Group, provided to eMarketer, April 16, 2007
  • 10. The Basics Daniel Waisberg Washington DC, 2007 Motivations to Create UGC Extend a dialogue Influence others Have fun Preserve memories Share our joy Challenge ourselves
  • 11. The Basics Daniel Waisberg Washington DC, 2007 Motivations to Create UGC Extend a dialogue Influence others STATUS Have fun Preserve memories Share our joy Challenge ourselves
  • 12. The Basics Daniel Waisberg Washington DC, 2007 Motivations to Create UGC Why do you upload videos? I seek fame; I want the world to see my videos 65% It is fun 59% I want do share my experiences with friends 41% I want others to benefit from my videos 29% Other reasons 12% Source: McKinsey survey of 573 users of 4 leading online video sharing in Germany
  • 13. The Basics Daniel Waisberg Washington DC, 2007 Financial Aspects Customers get status and a space Websites get content, traffic, and revenue US User-Generated Content US Users os User-Generated Advertising Revenues, Content, 2006-2011 (millions) 2006-2011 (millions) 2006 $450 69.1 2007 $1,042 75.2 2008 $1,748 81.4 2009 $2,477 88.0 2010 $3,292 94.9 2011 $4,303 101.4 Note: includes ad revenues at user-generated video sites (eg Youtube), Note: includes video, audio, photo sharing, blogs, wikis, podcasts and online photo-sharing sites (eg Photobucket) and social networking sites (eg MySpace, Facebook). bulletin boards. Source: eMarketer, June 2007 Source: eMarketer, June 2007
  • 14. The Basics Daniel Waisberg Washington DC, 2007 Meet the Robin Hood of online video! Metacafe’s Top Earners 1 Kipkay $ 55,802 2 massagenerd $ 29,821 3 Reel Stunts $ 27,528 1,000 views = US$ 5 4 maverick99 $ 24,267 5 spacepaintings $ 19,120 Payment starts after reaching 20,000 views 6 shootingeggs $ 16,726 7 ZackScott $ 15,083 8 magicroy $ 15,081 9 fishin4daze $ 13,545 10 shanuea $ 13,041
  • 15. The Basics Daniel Waisberg Washington DC, 2007 Children play… and get royalties!
  • 16. The Basics Daniel Waisberg Washington DC, 2007 Benefits of UGC SEO: More content for search engines More information sources for users Variety of opinions Credibility Conversations with marketplace Educates the customer (fewer returns) Sense of community
  • 17. The Basics Daniel Waisberg Washington DC, 2007 Challenges of UGC (Ab)Users Outdated info Negative information about your brand Moderation Content ownership Structure can be challenging
  • 18. Measuring UGC Effects Daniel Waisberg Washington DC, 2007 Measuring UGC Effects What is there to measure? Content Quantity Content Linkability Content Strenght Brand Awareness or Conversation with marketplace
  • 19. Measuring UGC Effects Daniel Waisberg Washington DC, 2007 Measuring UGC Effects Cases Studies SEO and Brand Awareness: Text Mining eSnips Text Mining Occam’s Razor
  • 20. Measuring UGC Effects Daniel Waisberg Washington DC, 2007 Measuring UGC Effects Cases Studies SEO and Brand Awareness: Text Mining eSnips Text Mining Occam’s Razor Measurement Tools Leximancer Google Webmaster tool
  • 21. Measuring UGC Effects Daniel Waisberg Washington DC, 2007 Text Mining eSnips What is the customer saying? Created using Leximancer ©
  • 22. Measuring UGC Effects Daniel Waisberg Washington DC, 2007 Text Mining eSnips Can you understand now? Enjoy music Great video Nice/fun time Funny story Video, Mix, Remix, Photo, Art, Rock, Anime Created using Leximancer ©
  • 23. Measuring UGC Effects Daniel Waisberg Washington DC, 2007 Text Mining eSnips Getting interesting Remix Related Entities (and locations). (Count: 117) Concept Absolute Count Relative Count song 83 44.6% mix 48 25.8% love 40 21.5% feat 35 18.8% Music 25 13.4% track 25 13.4%
  • 24. Measuring UGC Effects Daniel Waisberg Washington DC, 2007 Text Mining eSnips Trend History • mix remix •web analytics
  • 25. Measuring UGC Effects Daniel Waisberg Washington DC, 2007 Text Mining eSnips Now we are talking business! Searched on September 2007
  • 26. Measuring UGC Effects Daniel Waisberg Washington DC, 2007 Text Mining eSnips UGC and the Long Tail eSnips’ head is about 20%
  • 27. Measuring UGC Effects Daniel Waisberg Washington DC, 2007 Text Mining Occam’s Razor
  • 28. Measuring UGC Effects Daniel Waisberg Washington DC, 2007 Text Mining Occam’s Razor X Comments Posts 211,000 187,000
  • 29. Measuring UGC Effects Daniel Waisberg Washington DC, 2007 Text Mining Occam’s Razor Created using Leximancer ©
  • 30. Measuring UGC Effects Daniel Waisberg Washington DC, 2007 Text Mining Occam’s Razor Google Analytics thought Avinash Kaushik should agree work? Long interesting read Agree great post Understand people Vendor experience Visitors conversion rate Created using Leximancer ©
  • 31. Measuring UGC Effects Daniel Waisberg Washington DC, 2007 Text Mining Occam’s Razor Searched on September 2007
  • 32. Measuring UGC Effects Daniel Waisberg Washington DC, 2007 Text Mining Occam’s Razor Searched on September 2007
  • 33. Daniel Waisberg Washington DC, 2007 Conclusions Understand the customers’ voice! Conversation with marketplace Block inappropriate content Partial vs. Complete UGC conclusions Promote the Long Tail of Search Engagement/Loyalty through UGC
  • 34. Thank you very much send feedback, ideas, or questions to danielwaisberg@yahoo.com Daniel Waisberg Washington, 2007