Navigating User Generated Content

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 ……

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

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

There's a plane in the Hudson. I'm on the ferry going to pick up the people. Crazy.

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

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

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Navigating User Generated Content

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