UGC in India (Branding Conversations)


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Presented a short talk on February 14, 2009 at SP Jain (Mumbai) part of the StartupSaturday series. Talk was about UGC in India.

Took as an example. A website which has taken massive strides when it comes to User Generated Content and Web 2.0 in India. This ppt is not entirely self explanatory...I actually talked for 45 mins! But it still has the basics about UGC and how C2W 'brands' conversations and monetizes UGC.

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UGC in India (Branding Conversations)

  1. 1. User Generated Content
  2. 2. Social Media Content Communication BLOGS
  3. 3. <ul><li>Web 2.0 may be technology </li></ul><ul><li>but a successful Web 2.0 site is built on </li></ul><ul><li>Content and Communication </li></ul><ul><li>Remember : The average user doesn’t care about whether you are on Rails or PHP . </li></ul><ul><li>Why does Youtube totally dominate the online video scene? </li></ul>
  4. 4. <ul><li>What is UGC (User Generated Content) ? </li></ul><ul><li>Well of course, its… </li></ul><ul><li>Content generated by users </li></ul><ul><li>You watch , rate , share & comment on online videos. </li></ul><ul><li>But… </li></ul><ul><li>When was the last time you actually uploaded a video shot by you, on to youtube ? </li></ul>
  5. 5. UGC in India? <ul><li>UGC in India: </li></ul><ul><li>Cricket , Bollywood and Porn ! </li></ul><ul><li>History of UGC? </li></ul><ul><li>Classified sites like </li></ul>vs Both have profiles. Its just the social angle and communication which is lacking in the former.
  6. 6. The advent of UGC on C2W <ul><li>For 8 years was… </li></ul><ul><li>all about brands , brands and more brands . </li></ul><ul><li>Brands talking to users via contests and advergames . </li></ul><ul><li>In 2007 we decided that it was time to turn it around. It was time for users to talk to users .. </li></ul><ul><li>September 2007 the Web 2.0 version of C2W went live… </li></ul>
  7. 7. <ul><li>We launched as a platform with 7 engines . </li></ul><ul><li>Engines which users could use to create their own Games and Contests. </li></ul>
  8. 8. Growth of UGC? Whose B**BS? This quiz got more than 10K plays in a week! We knew…we were on to something big!
  9. 9. The growth of UGC on C2W September 2007 – 100 September 2008 – 25,000 January 2009 – 50,000+ 07 07 07 08 08 08 08 08 08 08
  10. 10. Why do users create? <ul><li>Fun , to show-off etc </li></ul><ul><li>To earn and win ! </li></ul>You can embed C2W content on your blogs and sites. You can also send Them as scraps etc. Brands can also host contests for free on the site! You can sync your AdSense account with your C2W account.
  11. 11. How to influence users to create? <ul><li>Creation campaigns for brands: </li></ul><ul><li>Adidas, HDFC , Maybelline , Airtel etc </li></ul>Creation Campaigns! We ask users to create around a particular theme.
  12. 12. Airtel – Music Creation Campaign Branding Conversations! As part of the campaign, we asked users to create content around Music . Every music contest created is branded by Airtel .
  13. 13. Future of UGC on C2W? <ul><li>In-flash ads allowing users to monetize the content which they are creating! </li></ul><ul><li>We launched Personality Tests on the site yesterday. </li></ul><ul><li>Getting the content consumed … We’ve created App Engines on Orkut, Facebook and MySpace. Now content created on C2W can be exported to these social networks as an app. </li></ul>
  14. 14. Opportunities in the UGC Sector? <ul><li>Inkfruit and others like Myntra are trying to create something like Threadless . </li></ul><ul><li>Threadless won the Best Community in last years Web 2.0 Awards. </li></ul><ul><li>UGC with a scalable biz plan. </li></ul><ul><li>Then there are sites like Burrp and enTrip … UGC equates to reviews and trip logs </li></ul><ul><li>Others like oCricket and C2W are going to exist in the Entertainment sector. More content = More consumers = Greater Monetization Opportunites </li></ul>
  15. 15. <ul><li>Opportunities are immense in the UGC sector. But what is going to matter is: </li></ul><ul><li>“ How well can you monetize this content? ” </li></ul><ul><li>You should influence consumers to talk about brands and be able to get the brand to pay you for it. </li></ul><ul><li>A Win-Win-Win Strategy </li></ul>
  16. 16. Thank You! <ul><li>Mail: [email_address] </li></ul><ul><li>Twitter: ekalavyab </li></ul><ul><li>Ekalavya Bhattacharya </li></ul><ul><li>9224689506 </li></ul>