Presentation Creawell

  • 1,065 views
Uploaded on

 

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
1,065
On Slideshare
0
From Embeds
0
Number of Embeds
1

Actions

Shares
Downloads
20
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. FLIRTing with the Crowds User-Generated Content & Crowdsourcing Sami Viitamäki TeliaSonera Finland 1 Friday, December 14, 2007 1
  • 2. Sami Viitamäki? Friday, December 14, 2007 2
  • 3. Agenda • UGC? • Crowdsourcing? • FLIRT? • Case Sonera Friday, December 14, 2007 3
  • 4. “...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 4 Friday, December 14, 2007 4
  • 5. UGC = New Phenomenon? 5 Friday, December 14, 2007 5
  • 6. 6 Friday, December 14, 2007 6
  • 7. 7 Friday, December 14, 2007 7
  • 8. 8 Friday, December 14, 2007 8
  • 9. UGC? Friday, December 14, 2007 9
  • 10. 10 Friday, December 14, 2007 10
  • 11. 2.0 11 Friday, December 14, 2007 11
  • 12. 12 Friday, December 14, 2007 12
  • 13. 13 Friday, December 14, 2007 13
  • 14. 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 14 Friday, December 14, 2007 14
  • 15. Crowdsourcing? 15 Friday, December 14, 2007 15
  • 16. Crowdsourcing? • Company Initiated • Goal Oriented • Active customer participation in organizational activities • Digital Channels • Wide scale 16 Friday, December 14, 2007 16
  • 17. Friday, December 14, 2007 17
  • 18. Friday, December 14, 2007 18
  • 19. 19 Friday, December 14, 2007 19
  • 20. 20 Friday, December 14, 2007 20
  • 21. 21 Friday, December 14, 2007 21
  • 22. 22 Friday, December 14, 2007 22
  • 23. 23 Friday, December 14, 2007 23
  • 24. 24 Friday, December 14, 2007 24
  • 25. 25 Friday, December 14, 2007 25
  • 26. 26 Friday, December 14, 2007 26
  • 27. 27 Friday, December 14, 2007 27
  • 28. 28 Friday, December 14, 2007 28
  • 29. 29 Friday, December 14, 2007 29
  • 30. 30 Friday, December 14, 2007 30
  • 31. 31 Friday, December 14, 2007 31
  • 32. 32 Friday, December 14, 2007 32
  • 33. Friday, December 14, 2007 33
  • 34. Activity areas Innovations Product development new existing Content generation Decision making Funding Marketing Advertising w-o-m Recommendations Distribution Sales Friday, December 14, 2007 34
  • 35. Activity areas Innovations Product development new existing Content generation Decision making Funding Marketing Advertising w-o-m Recommendations Distribution Sales Friday, December 14, 2007 35
  • 36. Activity areas Innovations Product development new existing Content generation Decision making Funding Marketing Advertising w-o-m Recommendations Distribution Sales Friday, December 14, 2007 36
  • 37. Activity areas Innovations Product development new existing Content generation Decision making Funding Marketing Advertising w-o-m Recommendations Distribution Sales Friday, December 14, 2007 37
  • 38. Activity areas Innovations Product development new existing Content generation Decision making Funding Marketing Advertising w-o-m Recommendations Distribution Sales Friday, December 14, 2007 38
  • 39. Activity areas Innovations Product development new existing Content generation Decision making Funding Marketing Advertising w-o-m Recommendations Distribution Sales Friday, December 14, 2007 39
  • 40. Activity areas Innovations Product development new existing Content generation Decision making Funding Marketing Advertising w-o-m Recommendations Distribution Sales Friday, December 14, 2007 40
  • 41. Activity areas Innovations Product development new existing Content generation Decision making Funding Marketing Advertising w-o-m Recommendations Distribution Sales Friday, December 14, 2007 41
  • 42. Crowdsourcing on pre-existing web communities Friday, December 14, 2007 42
  • 43. Friday, December 14, 2007 43
  • 44. Friday, December 14, 2007 44
  • 45. Friday, December 14, 2007 45
  • 46. Crowdsourcing by immigrant companies Friday, December 14, 2007 46
  • 47. Friday, December 14, 2007 47
  • 48. Friday, December 14, 2007 48
  • 49. Friday, December 14, 2007 49
  • 50. 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 Friday, December 14, 2007 50
  • 51. “Itekki Tekisin” User Generated Advertising Campaign Aug - Sep 2007 Friday, December 14, 2007 51
  • 52. 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 Friday, December 14, 2007 52
  • 53. 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’ Friday, December 14, 2007 53
  • 54. Friday, December 14, 2007 54
  • 55. Friday, December 14, 2007 55
  • 56. Friday, December 14, 2007 56
  • 57. They’re taking our brand... http://www.flickr.com/photos/nas-city/355756123/ Friday, December 14, 2007 57
  • 58. Friday, December 14, 2007 58
  • 59. Friday, December 14, 2007 59
  • 60. Friday, December 14, 2007 60
  • 61. Friday, December 14, 2007 61
  • 62. 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. Friday, December 14, 2007 62
  • 63. Some of the works... Friday, December 14, 2007 63
  • 64. Friday, December 14, 2007 64
  • 65. Thanks! Sami Viitamäki sami.viitamaki@teliasonera.com Friday, December 14, 2007 65