User Generated Content & Social Media: Corporations

923 views
868 views

Published on

Published in: Education, Business, Technology
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
923
On SlideShare
0
From Embeds
0
Number of Embeds
16
Actions
Shares
0
Downloads
14
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide

User Generated Content & Social Media: Corporations

  1. 1. User Generated Content and Social Media: Survey of Current Publisher Practices Summary Results - August 2008
  2. 2. Program Overview In June and July 2008, Gatepoint Research and Keibi Technologies invited executives from leading digital publishers to participate in a survey around their usage of User Generated Content (UGC) and Social Media The objective of this survey was threefold: To shed light on current industry practices and future plans for UGC / social media To provide benchmarking data for publishers to compare their use of UGC / social media with their peers To develop the foundation for developing best practices around leveraging UGC / social media to engage safely with consumers Copyright © 2008. Gatepoint Research. All rights reserved. The information contained in this report is the sole property of Gatepoint Research and may not be used, reproduced, redistributed in any form including, but not limited to, print and digital form without the express written consent of Gatepoint Research and Keibi.
  3. 3. About Keibi Technologies is the leading provider of moderation solutions for user generated content. Working with Keibi, online communities can quickly rid their network of content that violates their Terms of Service, protecting community members, advertisers, and our customers’ brands. Keibi provides both web-based moderation solutions for customer service teams that increase the productivity of your staff or, for customers who wish to completely outsource their moderation efforts, we offer turnkey moderation services that leverage expert moderation personnel in conjunction with our solution. www.keibitech.com Copyright © 2008. Gatepoint Research. All rights reserved. The information contained in this report is the sole property of Gatepoint Research and may not be used, reproduced, redistributed in any form including, but not limited to, print and digital form without the express written consent of Gatepoint Research and Keibi.
  4. 4. Observations and Conclusions The Importance of UGC / Social Media to Business Strategy Nearly all publishers said that UGC / social media is currently important to their business strategy. Three out of four publishers said that brand advertisers’ concerns about association with inappropriate UGC / social media in some way limits their ability to sell advertising against this content. Four out of five publishers thought it likely that brand advertisers will require active moderation* of UGC / social media as a condition of advertising. * Moderation is the act of reviewing some or all of the user generated content (images, video, text, etc.) uploaded to a publishers website to ensure compliance with that publisher’s Terms of Service Copyright © 2008. Gatepoint Research. All rights reserved. The information contained in this report is the sole property of Gatepoint Research and may not be used, reproduced, redistributed in any form including, but not limited to, print and digital form without the express written consent of Gatepoint Research and Keibi.
  5. 5. Observations and Conclusions The Importance of UGC / Social Media to Business Strategy Most publishers moderate some portion of their UGC / social media; the majority also use some form of technology to help moderate UGC / social media. Less than half of publishers feel assured their moderation efforts can scale cost effectively with their growth. Over two thirds of publishers consider improving moderation efficiency / effectiveness a high priority. Copyright © 2008. Gatepoint Research. All rights reserved. The information contained in this report is the sole property of Gatepoint Research and may not be used, reproduced, redistributed in any form including, but not limited to, print and digital form without the express written consent of Gatepoint Research and Keibi.
  6. 6. How important is UGC / social media to your business strategy? (Rate 1-5: 1=not important; 5=extremely important) Extremely important Very important Important Somewhat important Not important 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 91% of publishers rate UGC / social media as important to their business strategy Copyright © 2008. Gatepoint Research. All rights reserved. The information contained in this report is the sole property of Gatepoint Research and may not be used, reproduced, redistributed in any form including, but not limited to, print and digital form without the express written consent of Gatepoint Research and Keibi.
  7. 7. How important is UGC / social media to your business strategy over the next 24 months? (Rate 1-5: 1=not important; 5=extremely important) Extremely important Very important Important Somewhat important Not important 0% 10% 20% 30% 40% 50% 60% 70% 80% The importance of UGC / social media to publisher’s business strategies is expected to grow in the future Copyright © 2008. Gatepoint Research. All rights reserved. The information contained in this report is the sole property of Gatepoint Research and may not be used, reproduced, redistributed in any form including, but not limited to, print and digital form without the express written consent of Gatepoint Research and Keibi.
  8. 8. To what extent do brand advertisers’ concerns about being associated with inappropriate UGC / social media (pornography, racism, etc.) limit your ability to sell premium brand advertising against this content? (Rate 1-5: 1=not limiting; 5=extremely limiting) Extremely limiting Very limiting Limiting Somewhat limiting Not limiting 0% 5% 10% 15% 20% 25% 30% Publishers face challenges around their UGC / social media - over 75% said brand advertisers concerns around association with inappropriate content limits their ability to sell advertising Copyright © 2008. Gatepoint Research. All rights reserved. The information contained in this report is the sole property of Gatepoint Research and may not be used, reproduced, redistributed in any form including, but not limited to, print and digital form without the express written consent of Gatepoint Research and Keibi.
  9. 9. How likely do you think it is that brand advertisers will require you to moderate UGC / social media as a condition of advertising on your website? (Rate 1-5: 1= not likely; 5= very likely) Very likely More than likely Likely Somewhat likely Not likely 0% 5% 10% 15% 20% 25% 30% 35% Over 80% of publishers think brand advertisers are increasingly likely to require moderation of UGC / social media as a condition of advertising Copyright © 2008. Gatepoint Research. All rights reserved. The information contained in this report is the sole property of Gatepoint Research and may not be used, reproduced, redistributed in any form including, but not limited to, print and digital form without the express written consent of Gatepoint Research and Keibi.
  10. 10. How important is moderation to the following areas in your organization? (Rate 1-5: 1= not important; 5= extremely important) Not Extremely important important 1 2 3 4 5 Publishers believe moderation of their UGC / social media has an important role to play in supporting key business drivers Copyright © 2008. Gatepoint Research. All rights reserved. The information contained in this report is the sole property of Gatepoint Research and may not be used, reproduced, redistributed in any form including, but not limited to, print and digital form without the express written consent of Gatepoint Research and Keibi.
  11. 11. What percentage of the UGC / social media uploaded to your website do you review? Don't know Only review community flagged content Review <25% of content Review 26%-75% of content Review > 75% of content 0% 5% 10% 15% 20% 25% 30% 35% Effective moderation can be costly and time consuming - less than a third of publishers are currently able to review the majority of UGC / social media uploaded to their website Copyright © 2008. Gatepoint Research. All rights reserved. The information contained in this report is the sole property of Gatepoint Research and may not be used, reproduced, redistributed in any form including, but not limited to, print and digital form without the express written consent of Gatepoint Research and Keibi.
  12. 12. How confident are you that your moderation effort identifies all UGC / social media uploaded to your website that violates your terms of service? (Rate 1-5: 1=not at all confident; 5=completely confident) Completely confident Very confident Confident Somewhat confident Not at all confident 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Given most respondents reviewed only a small portion of their UGC / social media, or were unaware of the amount reviewed, their confidence in their ability to identify inappropriate content seems to be inconsistent with their practices Copyright © 2008. Gatepoint Research. All rights reserved. The information contained in this report is the sole property of Gatepoint Research and may not be used, reproduced, redistributed in any form including, but not limited to, print and digital form without the express written consent of Gatepoint Research and Keibi.
  13. 13. How confident are you that your moderation efforts can scale cost effectively with your growth? (Rate 1-5: 1= not at all confident; 5= extremely confident) Not at all confident Somewhat confident Confident More than confident Extremely confident 0% 5% 10% 15% 20% 25% 30% 35% Only 41% of publishers feel assured their moderation efforts can scale cost effectively with their growth Copyright © 2008. Gatepoint Research. All rights reserved. The information contained in this report is the sole property of Gatepoint Research and may not be used, reproduced, redistributed in any form including, but not limited to, print and digital form without the express written consent of Gatepoint Research and Keibi.
  14. 14. To what degree has your organization prioritized improving efficiency and effectiveness of its moderation efforts? (Rate 1-5: 1=not a priority; 5=high priority) High priority More than priority Priority Low proirity Not a priority 0% 5% 10% 15% 20% 25% 69% of respondents rate improving efficiency and effectiveness of moderation efforts as a priority Copyright © 2008. Gatepoint Research. All rights reserved. The information contained in this report is the sole property of Gatepoint Research and may not be used, reproduced, redistributed in any form including, but not limited to, print and digital form without the express written consent of Gatepoint Research and Keibi.
  15. 15. What technologies do you currently use for UGC / social media moderation? We do not moderate Moderation tools included in my third party social network platform Moderation technology vendor Internally developed tools 0% 10% 20% 30% 40% 50% 60% Most publishers are planning to use technology to improve their moderation efforts and scale cost effectively Copyright © 2008. Gatepoint Research. All rights reserved. The information contained in this report is the sole property of Gatepoint Research and may not be used, reproduced, redistributed in any form including, but not limited to, print and digital form without the express written consent of Gatepoint Research and Keibi.
  16. 16. How do you currently staff your moderation effort? We do not moderate Outsourced moderation personnel Internal moderation / customer service portal Community members identify questionable content on my website Community member moderators who have access to my moderation tools 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Over 40% of publishers currently staff their moderation efforts with internal personnel Copyright © 2008. Gatepoint Research. All rights reserved. The information contained in this report is the sole property of Gatepoint Research and may not be used, reproduced, redistributed in any form including, but not limited to, print and digital form without the express written consent of Gatepoint Research and Keibi.
  17. 17. In the future, are you more likely to staff the majority of your moderation effort with internal or outsourced moderation personnel? 60% 50% 40% 30% 20% 10% 0% Internal moderation personnel Outsourced moderation personnel -10% 60% of respondents are considering outsourcing their moderation personnel in the future Copyright © 2008. Gatepoint Research. All rights reserved. The information contained in this report is the sole property of Gatepoint Research and may not be used, reproduced, redistributed in any form including, but not limited to, print and digital form without the express written consent of Gatepoint Research and Keibi.

×