Impact of user generated content to multi-media publishing


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A look at how user generated content can impact and benefit the publishing industry as they move online.

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Impact of user generated content to multi-media publishing

  1. 1. 1 Impact of user-generated content to multi-media publishing: How it improves traffic and reduces costs, recession or not. Andrew Duck June 2008
  2. 2. 2 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
  3. 3. 3 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.
  4. 4. 4 Example types of UGC Discussion boards Mobile photos and videos Blogs Customer review sites Wikis Experience or photo sharing sites Social networking sites Audio / Video News sites Any website that offers the opportunity to Trip planners contribute or publish content as an end-user. Memories
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  6. 6. 6 What defines UGC from traditional media? UGC Active Traditional media Two-way Passive Conversational One-way One-to-one Dictation Mass marketing
  7. 7. 7 History
  8. 8. 8 Media fragmentation in the 1940s Radio Newspaper Magazine Cinema Theatre Poster
  9. 9. 9 Media fragmentation in the 1950s Radio Newspaper Magazine Cinema Long play Theatre Poster TV
  10. 10. 10 Media fragmentation in the 1960s Radio Newspaper Magazine Long Play Cinema Tape Theatre Satellite Poster TV
  11. 11. 11 Media fragmentation in the 1980s Radio Long Play Newspaper Tape Magazine Satellite VCR Cinema CD Mobile Phone Theatre Walkman Laserdisc Poster Video Game TV Personal Computer
  12. 12. 12 Media fragmentation in the 1990s Radio Long Play VCR Newspaper Tape Mobile Phone Webcam Magazine Satellite Laserdisc TiVo Cinema CD DVD PDA Theatre Walkman Quicktime Smartphone Poster Video Game Internet TV Personal Computer Email
  13. 13. 13 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
  14. 14. 14 Media fragmentation in 2009 Everything we already mentioned.... PLUS Twitter FriendFeed Facebook Scribd LinkedIn iReport Dell IdeaStation
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  16. 16. 16 UGC Economy Supply: users publishing their content Demand: users viewing content from others Currency: attention
  17. 17. 17 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.
  18. 18. 18 What happened to the tether? Consumers no longer want to be tethered to their media. They want to consume, on-demand, on their terms, on their devices, on their time.
  19. 19. 19 The Age of Convergence Convergent devices Convergent media sources Disparate, untrusted?? sources
  20. 20. 20 Benefits
  21. 21. 21 “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)
  22. 22. 22 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
  23. 23. 23 Benefits It’s cheap It’s abundant It’s trustworthy? 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
  24. 24. 24 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
  25. 25. 25 Risks
  26. 26. 26 Incorrect Usage Don’t adopt UGC without a strategy UGC is not a short-term solution or program UGC implementations should be measurable and quantifiable
  27. 27. 27 Legal Risks & Exposure Contact your legal team YouTube was sued US$1 billion for copyright infringement related to UGC Liability Copyright infringement Recent ACMA case (blacklists)
  28. 28. 28 Lack of Control Lack of control over your brand, image, public relations Lack of control over content being submitted This requires both a change of mindset and business culture
  29. 29. 29 Distraction UGC can lead to distraction Users are finding it hard to cope with the vast amounts of data available in newer mediums. Don’t abuse user trust Don’t distract
  30. 30. 30 Measuring your ROI
  31. 31. 31 “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-)
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  34. 34. 34 Effect on publishers
  35. 35. 35 Death Watch
  36. 36. 36 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.
  37. 37. 37 “The medium is the message.” - Marshall McLuhan (1911 - 1980)
  38. 38. 38 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 innovation
  39. 39. 39 Mobile Benefits Access to data anywhere Users can contribute anywhere On their terms iReport from CNN Twitter
  40. 40. 40 Interruption marketing is out Interruption marketing is on the way out UGC offers a new approach for connecting with consumers Passive, permission based marketing
  41. 41. 41 What can you do? Comments Forums Build a community Competitions The strong communities grow through Design/name a product/service/logo cohesion and interactivity (conversation) Rating, tagging, sharing It takes time to build Republishing Citizen journalism
  42. 42. 42 Right now...
  43. 43. 43 Right Now Citizen journalism Iran Elections Superbowl Elections Mashups Live blogging Live video streaming from mobiles
  44. 44. 44 The Future...
  45. 45. 45 The Future Where is UGC going?
  46. 46. 46 Thoughts Trust is online gold dust People will give back without a kickback Perception is reality Advertising & content working in harmony Long tail lifts the little guy Times are changing
  47. 47. 47 “Success is dangerous. One begins to copy oneself, and to copy oneself is more dangerous than to copy others. It leads to sterility.” - Pablo Picasso (1881 - 1973)
  48. 48. 48 Questions? Andrew Duck