FLIRTing with the Crowds
User-Generated Content & Crowdsourcing
Sami Viitamäki
TeliaSonera Finland
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Friday, December 14, 2007 1

Sami Viitamäki?
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Agenda
• UGC?
• Crowdsourcing?
• FLIRT?
• Case Sonera
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“...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 and
production companies).”
- Wikipedia
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UGC =
New Phenomenon?
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UGC?
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2.0 11
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UGC is evolutionary
rather than revolutionary
Mobile
(Content, Portal and
User Generated Content
Social Networking UGC)
UGC
Internet
Internet
Distribution
(Content, Portal and
(Content, Portal and
Channels
Social Networking UGC)
Social Networking UGC)
TV TV TV
(Video) (Video) (Video, Music, Chat)
Pre-1995 1995-2005 2006 -
Examples
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Crowdsourcing?
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Crowdsourcing?
• Company Initiated
• Goal Oriented
• Active customer participation in
organizational activities
• Digital Channels
• Wide scale
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Activity areas
Innovations
Product development
new
existing
Content generation
Decision making
Funding
Marketing
Advertising
w-o-m
Recommendations
Distribution
Sales
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Activity areas
Innovations
Product development
new
existing
Content generation
Decision making
Funding
Marketing
Advertising
w-o-m
Recommendations
Distribution
Sales
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Activity areas
Innovations
Product development
new
existing
Content generation
Decision making
Funding
Marketing
Advertising
w-o-m
Recommendations
Distribution
Sales
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Activity areas
Innovations
Product development
new
existing
Content generation
Decision making
Funding
Marketing
Advertising
w-o-m
Recommendations
Distribution
Sales
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Activity areas
Innovations
Product development
new
existing
Content generation
Decision making
Funding
Marketing
Advertising
w-o-m
Recommendations
Distribution
Sales
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Activity areas
Innovations
Product development
new
existing
Content generation
Decision making
Funding
Marketing
Advertising
w-o-m
Recommendations
Distribution
Sales
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Activity areas
Innovations
Product development
new
existing
Content generation
Decision making
Funding
Marketing
Advertising
w-o-m
Recommendations
Distribution
Sales
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Activity areas
Innovations
Product development
new
existing
Content generation
Decision making
Funding
Marketing
Advertising
w-o-m
Recommendations
Distribution
Sales
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Crowdsourcing on
pre-existing web communities
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Crowdsourcing by
immigrant companies
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Creators
Own/
Creation & IP transfer Tools of
3rd party/
Interaction & Legal Creation
Hybrid
Tools for
Business
Initiation RULES TOOLS the
Area
needs
Company
Organization
FOCUS Scale Critics
Connectors Capabilities
Social
Customer
Extrinsic LANGUAGE
Depth
INCENTIVES
Objects
environment
Objective
Organization Nature of
Extrinsic
Intrinsic Presence Interaction
Subjective
Crowds
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“Itekki Tekisin”
User Generated Advertising Campaign
Aug - Sep 2007
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Focus
• Lift the brand’s relevance & flexibility and raise
interest among young target groups
• Gain street cred among the youth
• Go to the people where they spend time - the web
• Facilitate a fun form of communication
• Deliver ‘My Sonera’ brand message - “Exactly the
kind you want”
• 20000+ visitors in a month
• 200+ user generated ads
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Tools
• A web-based ad creating tool
• Open for anyone to use
• Own pictures
• Freely created copy text
• MAX ‘ease of use’ * ‘freedom of expression’
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They’re taking
our brand...
http://www.flickr.com/photos/nas-city/355756123/
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Numbers
• 34135 unique visitors
• 3295 consumer artists
• ~10% created something of their own
• 3907 published works
• 417 left unpublished
• Average time spent on the site ~ 10 min.
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Some of the works...
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Thanks!
Sami Viitamäki
sami.viitamaki@teliasonera.com
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