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Navigating User Generated Content

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Navigating User Generated Content, a presentation at Social Media Week, Toronto Feb. 3rd 2010

Navigating User Generated Content, a presentation at Social Media Week, Toronto Feb. 3rd 2010

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Navigating User Generated Content Navigating User Generated Content Presentation Transcript

  • Navigating User Generated Content Social Media Week, Toronto Natasha D’Souza www.virtualeyesee.com http://lochieg.wordpress.com/2007/09/04/singapores-new-stomping-ground/
  • Once Upon a time ……
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  • User Generated Content (UGC)
    • aka Consumer Generated Media ( CGM )
    • refers to various kinds of media content that
    • are produced by end-users as opposed to
    • traditional media producers such as
    • professional writers, publishers, journalists,
    • licensed broadcasters andproduction
    • companies
  • http://www.cbsnews.com/video/watch/?id=6149438n Controlling the message
  • http://www.bittenandbound.com/2009/11/27/katie-couric-dancing-pictures-from-facebook/ You can’t control the message
  • Social Bookmarking Social Networks Video/Photo sharing Microblogs Wikis Forums
  • Social Bookmarks http://digg.com/search?s=haiti
  • http://www.blackberryforums.com/ Forums
  • Blogs http://socialmediaweek.org/toronto/blog/
  • http://www.dogster.com/ Social Networks
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  • http://www.wikipedia.org/ Wikis
  • Micro Blogs http://twitter.com/#search?q=%23smwto
  • Advantages
    • creates a knowledge base
    • encourages people to move from being spectators to participants
    • don't need people physically present to provide an opinion
    • shortens the gap between heads of organizations and employees
  • Disadvantages
    • challenge to organize and structure
    • duplication of content
    • relevance, credibility, quality of the submission might be questionable
  • joiners join and participate a little In actives login but do nothing after spectators observe on the sidelines 6 personas online
  • collectors just add friends links etc. creators publish the videos for contest, write blogs, upload video, photos etc. critics will comment on blogs, post ratings, reviews
  • UGC Strategy
  • Policy
    • In plain English
    • Be clear as to what the rules are
    • Community guidelines
    • Moderation policy
    http://www.clickz.com/3635182
  • Coaching
    • Team approach
    • Training on the tools, how to communicate
    • Guidelines
    • Moderation policy
  • Keep the community live
    • If we build it they will come does not work
    • Respond to the community
    • It does not have to be yes, if no say why
    • Give credit to the contributors whose ideas you implement
  • Paul Chin Intranet Journal
    • Cut the red tape, let people share their ideas freely
    • Content must be relevant, or at least of some interest, to users
    • Show respect for other users' UGC’ as it provides multiple knowledge experts
    • Avoid starting or participating in "flame wars"
    • Be transparent, state the purpose of your blog, your role in the company, and your backgroung
    • If statistics, quotations, or any other hard facts always state the original sources of the research material
    • Writing well is always a bonus
    • be part of the community, report inappropriate
    Etiquette
  • Negative comments are points for discussion http://www.flickr.com/photos/farfarm/2475523710/
  • http://www.flickr.com/photos/aknacer/3026920104/ Now What?
  • http://www.buzzmachine.com/2005/08/17/dear-mr-dell/
      • Jeff Jarvis from Buzz Machine
      • Not happy with customer service from Dell
      • Blogged about his struggles with Dell customer service
      • Dell's refusal to replace or fix his broken computer
      • Published an open letter to Dell Chairman Michael Dell and Chief Marketing Officer Michael George
      • 3 rd most linked to post in blogosphere
      • April 2006, Michael Dell “find dissatisfied customers in the blogosphere
      • Connect them to someone at Dell
      • Direct2Dell was launched
      • Started by listening to feedback on how to improve
      • Apologized in some cases
      • 50% of the conversation online was negative!!
    Blogging
      • Negative comments have gone down
      • 90% on conversations with customers
      • Thank them for their opinions
    Successes
  • Dell’s Social Media Goals
      • Enter into conversations with customers everyday in every major language
      • Address any form of customer dissatisfaction head-on knowing that not everything will be solved and some of Dell’s weaknesses will be exposed
      • Encourage crowd sourcing as the next step in listening to customers
      • Use video to personalize the Dell story
  • Posting Policy
      • content/ideas from Dell’s cadre of bloggers
      • comments from Direct2Dell readers … if a topic emerges from readers, then Dell knows it needs to blog about that topic
      • the need to add Dell’s voice to an online conversation that directly or indirectly impacts Dell
  • Blog moderation policy
      • No profanity
      • No direct attacks on Direct2Dell readers
      • Anything addressing legal issues are not posted
  • Mindset change
      • Not comfortable with participating in conversations
      • Now understand the importance of these conversations
      • Crowdsourcing
      • 2007 IdeaStorm – online suggestion box
      • Do close the loop with their customers – via posts, comments
      • 35 ideas have been put into action e.g. pre-installed linux on dell computers
  • Lessons Learnt
      • Changed the corporate culture from bad customer service to listening to the customer
      • Being more transparent
      • Sharing information
      • Being open
      • Launched Employee Storm
  • Dell social spaces
      • Dell Laptops- Mini, Inspiron, Studio, XPS and Gaming: http://www.dell.com/home/laptops Dell Desktops- Inspiron, Studio, Studio XPS and Gaming: http://www.dell.com/home/desktops Alienware- Gaming http://alienware.com/ Dell (PRODUCT) RED http://www.dell.com/joinred http://www.delllounge.com http://www.dell.com http://www.dell.com/joinred http://www.alienware.com
  • Dell social spaces
      • Facebook: http://www.facebook.com/delldeals http://www.facebook.com/alienware Find more Dell Facebook pages, visit: http://www.dell.com/facebook MySpace: http://www.myspace.com/dell http://www.myspace.com/alienware Twitter: http://www.twitter.com/dellhomeoffers http://www.twitter.com/delllounge Find more Dell Twitter accounts: http://www.dell.com/Twitter YouTube: Dell YouTube: http://www.youtube.com/user/dellvlog Dell Lounge YouTube: http://www.youtube.com/user/DellLounge Alienware YouTube: http://www.youtube.com/user/AlienwareChannel Flickr: Dell Flickr: http://www.dell.com/flickr Dell Lounge Flickr: http://www.flickr.com/photos/35242118@N06/
  • http://www.youtube.com/watch?v=wFcKhv5O4zM&feature=related
  • http://www.youtube.com/watch?v=wFcKhv5O4zM&feature=related
  • There's a plane in the Hudson. I'm on the ferry going to pick up the people. Crazy.
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  • http://www.facebook.com/generalmotors?v=wall&viewas=513597044#/video/video.php?comments&v=82349317685
  • http://www.gmreinvention.com/index.php
    • Video player
    • Conversations
    • News
    • Contributors
    • Progress
    • Tell Us
    • See
    • Follow
    • Join
  • Politics
  •  
  • Live Open Town Hall
  • http://www.facebook.com/MichaelIgnatieff http://www.coveritlive.com/index.php?option=com_altcaster&task=siteviewaltcast&altcast_code=a3fedb8fce
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  • http://www.flickr.com/photos/kanda/3196646800/
  • Discussion
  • 2 Apps. 500 Groups over 23 over 8000 over 824 59 Pages 118 groups 12400 employees
  • Connect Blog www.virtualeyesee.com/blog Facebook http://www.facebook.com/VirtualEyeSee @VirtualEyeSee LinkedIn http://www.linkedin.com/in/natashadsouzadotcom