Getting Digital Introduction Keynote: Kyle MacRae
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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...

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

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Getting Digital Introduction Keynote: Kyle MacRae Getting Digital Introduction Keynote: Kyle MacRae Presentation Transcript

  • user-generated content
    • just because you can?
    Kyle MacRae Blether Media
  • we like to talk
  • we like to talk back xkcd.com
  • and you can’t stop us
  • two-way traffic
  • if you make friends…
  • friends become fans…
  • and fans become evangelists
  • fluffy upside
    • involvement and engagement
    • trust and loyalty
    • social buzz
    • word of mouth marketing
    • data capture (if useful)
    • revenue (maybe)
  • plenty of tools
  • but it’s not about the tools
  • it’s about relationships
  • is this part of your mix? hmm…
  • media does ugc because it must
  • not because it wants to
  • it really doesn’t
  • do you?
  • sometimes ugc IS the project
  • incentive + tools
  • incentive + tools
  • = engagement
  • incentive + tools
  • incentive + tools
  • but sometimes it’s just daft
  • so, you need a ugc strategy
  • 1 - manage the risks
  • does anyone care?
  • does anyone like you?
  • you can’t control the message
  • really, you can’t
  • you can try… … but you can’t
  • so they’d better like you!
  • 2 - engage, encourage, ignore?
  • style mile
  • hmm…
  • oh dear
  • but… better in than out
  • 3 – you need policies
  • 4 - and an objective
  • 5 - and resources
  • 6 - and the right tools
  • 7 – and the right approach
  • 8 – and an roi
  • or else (at best)
  • make it easy
  • make it fun
  • we love feeling special
  • we’re suckers for a gimmick
  • we appreciate added value
  • track everything…
  • and engage
  • er, engage!
  • that’s better
  • what else?
    • track, filter and publish the buzz
    • capture enthusiasm – interview the audience
    • add value – video, pix, livestream, share stories
    • extend the experience – what happens next?
    • build a community – reward your members
    • help people get involved (if they want to)
  • and remember to ask…
  • and answer…
  • what’s in it for them?
  • user-generated content
    • only when you should
    Kyle MacRae Blether Media