FLIRTing with the Crowds
                            User-Generated Content & Crowdsourcing

                             ...
Sami Viitamäki?




Friday, December 14, 2007                     2
Agenda

                    •       UGC?
                    • Crowdsourcing?
                    • FLIRT?
               ...
“...various kinds of media content
                            that are produced by end-users,
                           ...
UGC =
                            New Phenomenon?


                                   5
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UGC?
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2.0                         11
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12
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13
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UGC is evolutionary
            rather than revolutionary
                                                                ...
Crowdsourcing?



                                  15
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Crowdsourcing?

                    •       Company Initiated
                    •       Goal Oriented
                  ...
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Activity areas
             Innovations
             Product development
                      new
                      e...
Activity areas
             Innovations
             Product development
                      new
                      e...
Activity areas
             Innovations
             Product development
                      new
                      e...
Activity areas
             Innovations
             Product development
                      new
                      e...
Activity areas
             Innovations
             Product development
                      new
                      e...
Activity areas
             Innovations
             Product development
                      new
                      e...
Activity areas
             Innovations
             Product development
                      new
                      e...
Activity areas
             Innovations
             Product development
                      new
                      e...
Crowdsourcing on
                   pre-existing web communities




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Crowdsourcing by
                            immigrant companies




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Creators


                                                                           Own/
                              C...
“Itekki Tekisin”
                      User Generated Advertising Campaign
                                Aug - Sep 2007
...
Focus
                    •       Lift the brand’s relevance & flexibility and raise
                            interest a...
Tools

                    • A web-based ad creating tool
                    • Open for anyone to use
                   ...
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They’re taking
                     our brand...




                                http://www.flickr.com/photos/nas-city/...
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Numbers
                    • 34135 unique visitors
                     • 3295 consumer artists
                     • ~1...
Some of the works...



Friday, December 14, 2007                          63
Friday, December 14, 2007   64
Thanks!
                               Sami Viitamäki
                            sami.viitamaki@teliasonera.com




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Presentation Creawell

  1. 1. FLIRTing with the Crowds User-Generated Content & Crowdsourcing Sami Viitamäki TeliaSonera Finland 1 Friday, December 14, 2007 1
  2. 2. Sami Viitamäki? Friday, December 14, 2007 2
  3. 3. Agenda • UGC? • Crowdsourcing? • FLIRT? • Case Sonera Friday, December 14, 2007 3
  4. 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. 5. UGC = New Phenomenon? 5 Friday, December 14, 2007 5
  6. 6. 6 Friday, December 14, 2007 6
  7. 7. 7 Friday, December 14, 2007 7
  8. 8. 8 Friday, December 14, 2007 8
  9. 9. UGC? Friday, December 14, 2007 9
  10. 10. 10 Friday, December 14, 2007 10
  11. 11. 2.0 11 Friday, December 14, 2007 11
  12. 12. 12 Friday, December 14, 2007 12
  13. 13. 13 Friday, December 14, 2007 13
  14. 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. 15. Crowdsourcing? 15 Friday, December 14, 2007 15
  16. 16. Crowdsourcing? • Company Initiated • Goal Oriented • Active customer participation in organizational activities • Digital Channels • Wide scale 16 Friday, December 14, 2007 16
  17. 17. Friday, December 14, 2007 17
  18. 18. Friday, December 14, 2007 18
  19. 19. 19 Friday, December 14, 2007 19
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  24. 24. 24 Friday, December 14, 2007 24
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  33. 33. Friday, December 14, 2007 33
  34. 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. 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. 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. 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. 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. 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. 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. 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. 42. Crowdsourcing on pre-existing web communities Friday, December 14, 2007 42
  43. 43. Friday, December 14, 2007 43
  44. 44. Friday, December 14, 2007 44
  45. 45. Friday, December 14, 2007 45
  46. 46. Crowdsourcing by immigrant companies Friday, December 14, 2007 46
  47. 47. Friday, December 14, 2007 47
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  49. 49. Friday, December 14, 2007 49
  50. 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. 51. “Itekki Tekisin” User Generated Advertising Campaign Aug - Sep 2007 Friday, December 14, 2007 51
  52. 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. 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. 54. Friday, December 14, 2007 54
  55. 55. Friday, December 14, 2007 55
  56. 56. Friday, December 14, 2007 56
  57. 57. They’re taking our brand... http://www.flickr.com/photos/nas-city/355756123/ Friday, December 14, 2007 57
  58. 58. Friday, December 14, 2007 58
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  62. 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. 63. Some of the works... Friday, December 14, 2007 63
  64. 64. Friday, December 14, 2007 64
  65. 65. Thanks! Sami Viitamäki sami.viitamaki@teliasonera.com Friday, December 14, 2007 65

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