User Generated Media and Online Creative Consumer Communities


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Here is my presentation for my Social Media class at Schulich School of Business. I hope you enjoy it! Reach me on Twitter: @cansu_akalin

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  • Strength in numbers
  • Enjoy socializing over an ambitious project, testing and building their abilities, meeting a challenge
  • User Generated Media and Online Creative Consumer Communities

    1. 1. BY: CANSU AKALIN User Generated Media & Online Creative Consumer Communities
    2. 2. <ul><li>Tools for form of expression and communication of an idea or emotion </li></ul><ul><li>Executed through different mediums </li></ul><ul><li>Traditional and newer channels </li></ul>What is Media?
    3. 3. Relevancy <ul><li>How do online consumer communities use user-generated media? </li></ul><ul><li>Examples </li></ul><ul><li>Business Implications </li></ul>
    4. 4. Collective Innovation Matrix <ul><li>Orientation </li></ul><ul><li>Communo-ludic: Lifestyles, interests, hobbies, pursuit of general consumption interests </li></ul><ul><li>Telo-specific: Goal oriented focus </li></ul><ul><li>Concentration </li></ul><ul><li>Low: Many consumers, contribution is dispersed </li></ul><ul><li>High: Few consumers, contribution is concentrated </li></ul>
    5. 5. Typology of Online Creative Consumer Communities Commuo-ludic (interests) Telo-specific (goal) Low (many) High (few) Collective Innovation Matrix Orientation Concentration Kozinets, Hemetsberger, Schau / The Wisdom of Consumer Crowds, 2008 Swarms Mobs Crowds Hives
    6. 6. Swarms <ul><li>Communo-ludic communities with Low Concentration </li></ul><ul><li>Large group of consumers making small individual contributions </li></ul><ul><li>Complexity theory  When diverse individuals with different expertise come together, they can construct complex solutions </li></ul><ul><li>Activities: </li></ul><ul><li>Rating, tagging, posting, commenting, adding feedback, creating message threads, posting or blog </li></ul>
    7. 7. Swarm: Red Dead Wikia <ul><li>Red Dead: </li></ul><ul><li>Large group of consumers of the Red Dead community form media such as walkthroughs and even achievement guides. </li></ul><ul><ul><li> </li></ul></ul>
    8. 8. Mobs <ul><li>Communi-ludic communities with High Concentration </li></ul><ul><li>There are few “experts” in this group who share their insights about a particular topic </li></ul><ul><li>Mobs create their own user generated media, which is an alternate to mass media </li></ul><ul><li>Has been featured in “Netnography” studies by Professor Kozinets </li></ul>
    9. 9. Mobs : Mashable & SMM Facebook Group <ul><li>Mashable: </li></ul><ul><li>Focused on news in social and digital media, technology and web culture </li></ul><ul><li>Features contributors who make postings oriented around Pete Cashmore, CEO & Founder </li></ul><ul><ul><li> </li></ul></ul><ul><li>SMM Facebook Group </li></ul><ul><li>256 consumers sharing insights around SMM but focused around the what Professor Kozinets has constructed for our class </li></ul><ul><ul><li> </li></ul></ul>
    10. 10. Crowds <ul><li>Telo-specific communities with Low Concentration </li></ul><ul><li>Large, organized groups who gather to plan, manage to complete projects </li></ul><ul><li>Centered on the achievement of an objective </li></ul><ul><li>Crowdsourcing – Company or institution outsourcing a task to a network of consumers </li></ul>
    11. 11. Crowds: Coca-Cola/Maroon 5 - 24 Hour Session <ul><li>Consumers gather together in a medium created by Coca-Cola to help Maroon 5 to create an original song, from start to finish, in just 24 hours. </li></ul><ul><ul><li> </li></ul></ul>
    12. 12. Hives <ul><li>Telo-specific communities with High Concentration </li></ul><ul><li>Communities of “bobos” (bohemian bourgeoisie) who possess a diversity of knowledge and expertise </li></ul><ul><li>Gather together to complete projects or achieve different goals </li></ul><ul><li>“ Nerds” </li></ul><ul><li>Source of alternate innovation in society </li></ul>
    13. 13. Hives: The Station YouTube Group <ul><li>Variety of YouTube celebrities gather from time to time to create funny sketches of current culture icons </li></ul><ul><ul><li> </li></ul></ul>
    14. 14. Online Creative Consumer Community <ul><li>Online Creative Consumer Communities are fluid </li></ul><ul><li>Elicitation-Evaluation: Evolution of communities from one type to the other </li></ul><ul><li>Crash the Superbowl: </li></ul><ul><li>1) Mob: Submissions </li></ul><ul><li>2) Swarm: Rate, choose, etc. </li></ul>
    15. 15. Business Implications <ul><li>Consumers often develop new ideas through collective innovation </li></ul><ul><li>Internet breaks the barrier of global crossings and provides us with a playground with such diversified consumers </li></ul><ul><li>Encourage consumer user generated ideas for your business to increase engagement and fandom for your brand </li></ul><ul><li>Cheap! </li></ul><ul><li>JOIN THE MOVEMENT! </li></ul>
    16. 16. THANK YOU The End