Navigating User Generated Content
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Navigating User Generated Content



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
  • Once Upon a time ……
  • 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
  • Controlling the message
  • You can’t control the message
  • Social Bookmarking Social Networks Video/Photo sharing Microblogs Wikis Forums
  • Social Bookmarks
  • Forums
  • Blogs
  • Social Networks
  • Wikis
  • Micro Blogs
  • 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
  • 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
  • Negative comments are points for discussion
  • Now What?
      • 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!!
      • Negative comments have gone down
      • 90% on conversations with customers
      • Thank them for their opinions
  • 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: Dell Desktops- Inspiron, Studio, Studio XPS and Gaming: Alienware- Gaming Dell (PRODUCT) RED
  • Dell social spaces
      • Facebook: Find more Dell Facebook pages, visit: MySpace: Twitter: Find more Dell Twitter accounts: YouTube: Dell YouTube: Dell Lounge YouTube: Alienware YouTube: Flickr: Dell Flickr: Dell Lounge Flickr:
  • There's a plane in the Hudson. I'm on the ferry going to pick up the people. Crazy.
    • Video player
    • Conversations
    • News
    • Contributors
    • Progress
    • Tell Us
    • See
    • Follow
    • Join
  • Politics
  • Live Open Town Hall
  • Discussion
  • 2 Apps. 500 Groups over 23 over 8000 over 824 59 Pages 118 groups 12400 employees
  • Connect Blog Facebook @VirtualEyeSee LinkedIn