Love - Respect For Content Theory

User generated content:
User generated content sites such as YouTube and MySpace offer people the opportunity to upload and share their own videos with family and friends on the internet
These new content sites are blurring the line between content producer and content consumer
They are enjoying massive success as the world goes online
They are beginning to attract the attention of marketers who are eager to build relationships with peoples own personal experience
THE TREND TOWARDS

user generated content:
The content is mostly CRAP!
Often UGC only appeals to viewers because they have a personal relationship with a particular piece of content or the content creator
Whilst the relationship may be personal, the content itself is rarely inspiring exciting or stimulating.
The overall experience of user generated content is unlikely to create a deep emotional connection with viewers / consumers
It is neither memorable or meaningful and it does not create a lasting impression with the viewer / consumer
Viewers have little respect for the majority of user generate content
To date, user generated content offers marketers little or no potential to tap into a viewer /consumers higher emotions or aspirations and does little to inspire a call to action.
It is is the opposite of content that one would expect to have high Branding potential
User generated content no only fails to cut to the clutter… It actually adds to it !?
This Monkey Does Stink!!! Courtesy of YouTube FIFA training: Courtesy of MySpace THE PROBLEMS WITH WWW.YOUTUBE.COM

Anyone can upload a video to a user generated content site
As a result, user generated content sites often offer the advertiser (or the site owner) little or no control over what is published alongside their brand
This can be dangerous for company’s with established brand equity as nothing prevents a malicious user from uploading content that could be extremely damaging to the Brand.
CONTROL Another major problem with user generated content sites like YouTube and MySpace is the question of CONTROL? THE PROBLEMS WITH

The LOVE / RESPECT Axis is the brainchild of Kevin Roberts, CEO Worldwide of Saatchi & Saatchi. This Axis is a fast and intuitive way to give any brand or experience a reality check. The bottom left finds you in the Low Respect and Low Love quadrant. This is the positioning of classic commodities. Public Utilities, low value transactions. Essential to our lives but going nowhere. Zero brand heat. Now, move across to the bottom right quadrant to Low Respect and High Love. This is the land of fads, trends and infatuations. Last month's gotta-haves. Next month's has-beens. Hairstyles and Pop Stars. You can have a lot of fun down here but you won't get Loyalty Beyond Reason. The High Respect and Low Love quadrant in the top left of the axis is where most major brands are stuck. Functional benefits, solid performance, and always fixed on those "e-r" words. Newer, brighter, stronger, bolder and worst of all cheaper. Needed but not desired. High Respect and High Love is the place to be. The top right of the top right hand quadrant. This is Lovemark territory. Only here, stretching for high love and resting on high respect, is where deep emotional connections are made. Remember only the customer can decide Lovemark status. And they’ll only do it for brands that are up there in the top right, where the sun always shines. www.lovemarks.com REALXSTREAM = LOVE & RESPECT An introduction to the Love / Respect axis:

High Respect and High Love in the top right of the top right is Lovemark territory. High respect is a result of inspirational and aspirational content, and High love comes from building close personal relationships. Only through a combination of the two can content owners and Brands create strong emotional connections with people, and achieve Loyalty beyond Reason A NEW WAY TO EVALUATE CONTENT The Love / Respect axis for content: for content From now on everyone can produce content. (Spielberg, Scorsese, you and I, or anyone with a video camera). So if Content is truly King then media buyers and marketers need a new context in which to evaluate content and it’s Brand / Lovemark building potential. We propose that marketers evaluate content along the LOVE / RESPECT axis in the same way that Saatchi & Saatchi evaluate Brands. STUDY THE GRAPH AGAIN Traditional TV Specific User generated Generic user generated Reality TV? REALXSTREAM

Love - Respect For Content Theory

by guest664176 on Nov 01, 2007

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Love - Respect For Content Theory — Presentation Transcript