Getting Digital Introduction Keynote: Kyle MacRae

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We’ve all learned by now – or certainly should have - that communication is a two-way street. The former audience is
no longer content to passively absorb your stuff; instead, people want to interact, have their say, be involved. And so
it’s almost a knee-jerk reaction to include ‘user-generated content’ when developing a project.
But is it always appropriate? Is UGC means to an end or an end in itself? Perhaps it’s time for a reality check.
If and when it IS smart to incorporate UGC in the mix, what are the best tools, how do you best use them, and how
do you balance the integrity of your projects when everybody’s a participant and a critic?
http://blethermedia.com

Published in: Technology, Business, Travel
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Getting Digital Introduction Keynote: Kyle MacRae

  1. 1. user-generated content <ul><li>just because you can? </li></ul>Kyle MacRae Blether Media
  2. 2. we like to talk
  3. 3. we like to talk back xkcd.com
  4. 4. and you can’t stop us
  5. 5. two-way traffic
  6. 6. if you make friends…
  7. 7. friends become fans…
  8. 8. and fans become evangelists
  9. 9. fluffy upside <ul><li>involvement and engagement </li></ul><ul><li>trust and loyalty </li></ul><ul><li>social buzz </li></ul><ul><li>word of mouth marketing </li></ul><ul><li>data capture (if useful) </li></ul><ul><li>revenue (maybe) </li></ul>
  10. 10. plenty of tools
  11. 11. but it’s not about the tools
  12. 12. it’s about relationships
  13. 13. is this part of your mix? hmm…
  14. 14. media does ugc because it must
  15. 15. not because it wants to
  16. 16. it really doesn’t
  17. 17. do you?
  18. 18. sometimes ugc IS the project
  19. 19. incentive + tools
  20. 20. incentive + tools
  21. 21. = engagement
  22. 22. incentive + tools
  23. 23. incentive + tools
  24. 24. but sometimes it’s just daft
  25. 25. so, you need a ugc strategy
  26. 26. 1 - manage the risks
  27. 27. does anyone care?
  28. 28. does anyone like you?
  29. 29. you can’t control the message
  30. 30. really, you can’t
  31. 31. you can try… … but you can’t
  32. 32. so they’d better like you!
  33. 33. 2 - engage, encourage, ignore?
  34. 34. style mile
  35. 35. hmm…
  36. 36. oh dear
  37. 37. but… better in than out
  38. 38. 3 – you need policies
  39. 39. 4 - and an objective
  40. 40. 5 - and resources
  41. 41. 6 - and the right tools
  42. 42. 7 – and the right approach
  43. 43. 8 – and an roi
  44. 44. or else (at best)
  45. 45. make it easy
  46. 46. make it fun
  47. 47. we love feeling special
  48. 48. we’re suckers for a gimmick
  49. 49. we appreciate added value
  50. 50. track everything…
  51. 51. and engage
  52. 52. er, engage!
  53. 53. that’s better
  54. 54. what else? <ul><li>track, filter and publish the buzz </li></ul><ul><li>capture enthusiasm – interview the audience </li></ul><ul><li>add value – video, pix, livestream, share stories </li></ul><ul><li>extend the experience – what happens next? </li></ul><ul><li>build a community – reward your members </li></ul><ul><li>help people get involved (if they want to) </li></ul>
  55. 55. and remember to ask…
  56. 56. and answer…
  57. 57. what’s in it for them?
  58. 58. user-generated content <ul><li>only when you should </li></ul>Kyle MacRae Blether Media

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