Impact of user generated content to multi-media publishing
Impact of user-generated content to
multi-media publishing: How it improves trafﬁc
and reduces costs, recession or not.
What did you signup for?
User generated content is a very broad topic
We will focus on it’s impact to publishers and
the multi-media industry
We will also look at the underlying catalyst for
UGC and how it can beneﬁt your business
What is UGC (User Generated Content?)
“User-generated content (UGC), also known as consumer-
generated media (CGM) or user-created content (UCC), refers
to various kinds of media content, publicly available, that are
produced by end-users.” - Wikipedia, June 2009.
Example types of UGC
Mobile photos and videos
Customer review sites
Experience or photo sharing sites
Social networking sites
Audio / Video
Any website that offers the opportunity to
contribute or publish content as an end-user.
Media fragmentation in the 1940s
Media fragmentation in the 1950s
Cinema Long play
Media fragmentation in the 1960s
Magazine Long Play
Media fragmentation in the 1980s
Radio Long Play
Magazine Satellite VCR
Cinema CD Mobile Phone
Theatre Walkman Laserdisc
Poster Video Game
TV Personal Computer
Media fragmentation in the 1990s
Radio Long Play VCR
Newspaper Tape Mobile Phone
Magazine Satellite Laserdisc
Cinema CD DVD
Theatre Walkman Quicktime
Poster Video Game Internet
TV Personal Computer Email
Media fragmentation in the 2000s
Radio Tape Laserdisc Smartphone
Newspaper Satellite DVD Satellite RSS
Magazine CD Quicktime Radio Flickr
Cinema Walkman Internet HDTV BitTorrent
Theatre Video Game Email BluRay YouTube
Poster PC Webcam iTunes Wikipedia
TV VCR TiVo Podcasting Joost
Long Play Mobile Phone PDA Blogging
Media fragmentation in 2009
Everything we already mentioned.... PLUS
Supply: users publishing their content
Demand: users viewing content from others
How did UGC come about?
UGC is not a new concept.
UGC has existed in many formats for a long
period of time.
The current fascination/obsession represents a
large improvement in the technological barriers
to successful mass UGC.
Now, technology allows us to quickly provision,
maintain and engage with this content.
What happened to the tether?
Consumers no longer want to be tethered to
They want to consume, on-demand, on their
terms, on their devices, on their time.
The Age of Convergence
Convergent media sources
Disparate, untrusted?? sources
“The discarnate TV user lives in a world between
fantasy and dream and is in a typically hypnotic state,
which is the ultimate form and level of participation.” -
Marshall McLuhan (1911 - 1980)
Traditional PR Changes
You can involve end-users in your campaigns
You cannot control the ﬂow of information (although you never could)
There is no average user
Engages users on their own terms
Fosters community growth
Provides valuable feedback at a rate unattainable through traditional methods
Can be articulated into a positive ROI when successfully managed
The Right Reasons
Stimulate product development and innovation
Increase awareness around communication campaigns
Stimulate positive consumer feedback
Creating a more transparent and open organisation
Engage speciﬁc target groups
Attract new talent
“All over the place, from the popular culture to the propaganda
system, there is constant pressure to make people feel that
they are helpless, that the only role they can have is to ratify
decisions and to consume” - Noam Chomsky (1928-)
Will print die?
No, print will not die.
But it will change.
It’s usefulness as a medium in today’s society has been changing for awhile.
“The medium is the message.”
- Marshall McLuhan (1911 - 1980)
The Message is the Message
If the medium is no longer viable as a business
model then it needs to change.
Newspapers are going bankrupt through lack of
Access to data anywhere
Users can contribute anywhere
On their terms
iReport from CNN
Interruption marketing is out
Interruption marketing is on the way out
UGC offers a new approach for connecting with
Passive, permission based marketing
What can you do?
Build a community
The strong communities grow through
Design/name a product/service/logo
cohesion and interactivity (conversation)
Rating, tagging, sharing
It takes time to build