UGC is soo 2007

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+ Tijs Vrolix 3 years ago
Interesting presentation!
+ SePP 3 years ago
This strategy is about collaborating with consumers on a deeper level than advertising. It can be business or marketing, but most of the time you invite people to co-create new products. This typically attracts a small audience of vocal consumers, but because the collaboration goes deeper, chances are that you attract people that are after more than only 5 minutes of fame.
+ SePP 3 years ago
Nike Plus is probably the ultimate example of user generated content. As a consumer you generate content by simply running. This content has usage value for you but also becomes currency for a wider community of fellow runners. Nike Plus is a platform that is constantly evolving but its main characteristic is that it exists on the edge of online and offline world where people provide content that is enhanced by the brand’s services.
+ SePP 3 years ago
The Yellow Arrow project is not a brand but an art project but stil is a very interesting example of a project that comes to life though the massive participation of people on- and offline. Go to the site to learn more about the project.
+ SePP 3 years ago
SysAdmins are essential to each company but few people are aware of the work he does. With the 'Love your Sysadmin' action, Boondoggle tried to enhance his status via a 'send us a picture of your SysAdmin and vote for him' action online.
+ SePP 3 years ago
The fourth strategy is also about enhancing as a brand what people are doing in real life. The only difference here is the scope. This strategy reaches out to a wide audience, not just a creative few.
+ SePP 3 years ago
With HyPe, HP reached out to artists and photographers in a very natural way. It offered them a way to print their work on top-notch HP printers and show it in the HyPe gallery. The rest is history. Hype lives on the internet and got a second round in several European cities after it’s first London success.
+ SePP 3 years ago
There are hundreds of printing services for digital pictures but only Moo built a genuine brand out of it. Why? Moo transform your pictures in unique objects : stickers, cards, xmas cards in surprising formats, nicely packaged with quirky phrases on them. The fact that they rose to fame through the Flickr photo-community also explains the Moo-phenomenon of course...
+ SePP 3 years ago
'Brand your consumers’ content' is the other way round of UGC. Observe what consumers are already doing and try to enhance one of their current activities through your brand’s offering.
+ SePP 3 years ago
Dove 'evolution' is an example of 'customer fortified content' where the conversations add meaning to the original piece of content. Read Pete Blackshaw’s article here : www.clickz.com/showPage.html?page=3623811

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UGC is soo 2007 - Presentation Transcript

UGC is so 2007 SM Studentencongres 5/11/2007
an overview of UGC in 2007
the good doritos super bowl ad http://www.youtube.com/watch?v=3YJbbA_4TfQ
the bad heinz - the kissable ketchup http://www.youtube.com/watch?v=GocSVh58TEE
the ugly chevy tahoe adbusts http://www.youtube.com/watch?v=foR3sfWu5IQ
traditional UGC • focus on the 30” commercial-format • brand remains untouchable • only involves “creative” consumers
http://www.plasticbag.org/archives/2007/08/this_is_not_a_brothel/
TRUTH the best content is created when the hand isn’t forced
most branded content is made without (the help of) brands
People talk back to brands
People criticise brands
People organise around brands
People organise around brands
People get creative with brands
People get creative with brands cillit bang techno mix http://www.youtube.com/watch?v=WGooQ8yYC0c
TRUTH without asking for it, brands already are conversation topics among people
today’s web ampliﬁes conversations about brands
reason #1 : the ubiquity of reporting tools
reason #2 : the pervasiveness of the web
reason #3 : the knowledge of networked people
reason #3 : the knowledge of networked people
reason #4 : the mobilising force of networked people WC eend slogan elected as best dutch ad-slogan ever http://www.youtube.com/watch?v=dVy3veVVjMc
reason #5 : conversations become tangible
TRUTH “people” have become a medium for brands
smart ways to leverage people as a medium
brand focus many few consumer focus
brand focus skip the commercial break many few consumer focus
Dell Idea Storm
Haägen Dazs Flavor Seach
brand focus the brand as a conversation starter many few consumer focus
Stormhoek
Dove dove evolution http://www.youtube.com/watch?v=iYhCn0jf46U
success by numbers
success by engagement
parody : slob evolution http://www.youtube.com/watch?v=I0u0wWOMIsE
brand focus many few brand your consumers’ content consumer focus
MOO moo.com
HP hypegallery.com
Person of the year
brand focus many few mix ofﬂine context with online content consumer focus
Bemin je SysAdmin
yellow arrow
www.yellowarrow.org Text
Nike+
nike+ demo http://www.youtube.com/watch?v=qOr5_GaGnPc
about us
www.boondoggle.eu blog.boondoggle.eu
jesse.wynants@ boondoggle.eu dominique.poncin@ boondoggle.eu

+ SePP, 3 years ago

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1
We gave This presentation on Stichting Marketing more

1
We gave This presentation on Stichting Marketing's student conference in a full BOZAR. The conference's theme was User Generated Content and with our provocative title we tried to make a point about the limited scope when UGC is mentioned in the marketing sphere.

3.
Looking back on a year off typical (ie "ask the consumer to make a commercial') UGC, it's sriking to the unpredictable level of quality.

8. Tom Coates of Plasticbag currently leads the revolt against marketeers who are determined to exploit the online creative class. His movement signal the flaws of the mainstream definition of UGC. UGC that exploits the 1% creators is bound to hit the bottom soon and to experience a backlash (which is happening as we speak).

20. "pervasiveness of the web" is about how digital communication isn't any longer limited to the computer screen. with applications like dodgeball or twitter, we see the emergence of "interreality" a new space that originates on the edge of the virtual and real world. through twitter's mobile and web interface i get a sense of belonging to my group of peers, independent from my physical location.

23. The Dutch association of advertising agencies organised this year a poll to elect the best Dutch ad slogan ever. Everybody expected Heineken's "Biertje" or Centraal Beheer's "Even Apeldoorn bellen" to win the evergreen award. But then one of Holland's most popular blogs geenstijl.nl decided to propose the equally well known but totally absurd "we from WC eend recommend WC eend" and mobilised their readers to vote for it.

24. "Begonia" is our inhouse conversation tracker tool that aggregates the data from 20 conversation platforms (youtube, flickr, technorati and the like). This gives us an ideo of the metadata (or associations people give) to a given search term. Quite predictably online conversations about hotel brand "Hilton" aren't necessarily about hotels.

27. We concluded our presentation with 4 routes that go beyond the conventional definition of user generated content (being : "ask the consumer to make an ad"). We plotted these 4 strategies on 2 axes. The vertical one is about the focus of your strategy. Do you want to invite people to do "something" with your brand, or do you want your brand do "something" inspiring with what consumers were already doing before your brand came in. The horizontal axis is more straightforward and determines whether you engage with a niche or mainstream audience.

28. This strategy is about collaborating with consumers on a deeper level than advertising. It can be business or marketing, but most of the time you invite people to co-create new products. This typically attracts a small audience of vocal consumers, but because the collaboration goes deeper, chances are that you attract people that are after more than only 5 minutes of fame.

31. Here the brand will create a powerful statement, which strikes an emotional chord, which will lead consumers to talk about the brand. The conventional approach is to create a shocking viral but the two examples given here illustrate that a well designed branded conversation starter can start a chain reaction of conversations that goes deeper than "have you seen that commercial"

32. The first case is Stormhoek who sent personalised samples of its wines to influential bloggers. The difference with conventional blog marketing is that wine is a conversation starter on its own. Most of the time it sits on a table along with food and people.

34. Dove "evolution" is an example of "customer fortified content" where the conversations add meaning to the original piece of content. Read Pete Blackshaw's article here : www.clickz.com/showPage.html?page=3623811

38. "Brand your consumers' content" is the other way round of UGC. Observe what consumers are already doing and try to enhance one of their current activities through your brand's offering.

39. There are hundreds of printing services for digital pictures but only Moo built a genuine brand out of it. Why? Moo transform your pictures in unique objects : stickers, cards, xmas cards in surprising formats, nicely packaged with quirky phrases on them. The fact that they rose to fame through the Flickr photo-community also explains the Moo-phenomenon of course...

40. With HyPe, HP reached out to artists and photographers in a very natural way. It offered them a way to print their work on top-notch HP printers and show it in the HyPe gallery. The rest is history. Hype lives on the internet and got a second round in several European cities after it's first London success.

45. The fourth strategy is also about enhancing as a brand what people are doing in real life. The only difference here is the scope. This strategy reaches out to a wide audience, not just a creative few.

46. SysAdmins are essential to each company but few people are aware of the work he does. With the "Love your Sysadmin" action, Boondoggle tried to enhance his status via a "send us a picture of your SysAdmin and vote for him" action online.

48. The Yellow Arrow project is not a brand but an art project but stil is a very interesting example of a project that comes to life though the massive participation of people on- and offline. Go to the site to learn more about the project.

51. Nike Plus is probably the ultimate example of user generated content. As a consumer you generate content by simply running. This content has usage value for you but also becomes currency for a wider community of fellow runners. Nike Plus is a platform that is constantly evolving but its main characteristic is that it exists on the edge of online and offline world where people provide content that is enhanced by the brand's services. less