Nokia predict that 25% of all entertainment watched will be user generated by 2012.This content will be created by 1% of internet users. Another 9% will enrich it with comments and links.The 1% help drive the internet economy – work with them.
Brands can co-create with these users, in lots of ways (see our sister presentation co-creation on this site).But if you ask people to work with you to create content, there are some important rules.
Spend 2/3rd of your money finding and incentivising good people to work with you rather than in building flashy destinations. With all the free tools available today building new tools should be a last resort.Think about connections not constructions.
Only 0.1 to 1% of people who become aware of your campaign will engage with it as a content creator, so when you find someone who will create content and likes to create films, keep them engaged and build a relationship with them over the long term. Reward them with points, presents, badges, awards etc.
Expending effort building sites and inviting people to them is becoming increasingly questionable.There are so many spaces that can be used creatively including twitter, facebook, Create.tv (of course), and othersFind the power users within these spaces and engage them, give them things to talk about with their followers – they’re thank you with free marketing.If Neil Gaiman twitters about a new script writing competition that he’s judging, 1.3 million people get the tweet. That will lead to greater engagement.
Making a film is hard. It’s a big ask. Brands need to work to make it fun and valuable to participants.Break the challenge down, let people tackle the parts that they’re good at.Marketing of the challenge or production within relevant filmmaking communities is critical, and people who like the idea should be supported as much as possible with a clear brief and guidance. Think about what an agency requires of a brand to do great creative and treat your creative community with the same respect.
People cherish support. When asking people for content, try and provide access to mentors either via chat or mail.The more support you provide the better the results will be.
Just to belabour the point.Remember you’re not trying to get everyone to create, just 1%, they’re a small group and easily managed and supported.Your target is the 99% who watch the resulting content. By supporting the 1% you get better content, which more people will watch and engage with.
Your Creative community are unlikely to be completely new to filmmaking, and they may not watch much TV (because they’re busy making it).They are likely to be familiar with filmmaking, they’re certainly not sheep.
Treat them as filmmakers. Think about what a young filmmaker would find motivating.Making a film can be weeks of effort, don’t undervalue the task. Offering a handy cam as a prize isn’t likely to motivate many people.
Don’t forget about distribution.Make sure you tell your creative community what you’re doingto promote their film. To make sure it will be seen.
Some background regarding Ymogen.
Rules for content creation campaigns<br />Create.tv is a community dedicated to brands & people who want to co-create content and ideas together <br />
1% of internet user create, 9% contribute, 89% view. The 1% help drive the digital content economy.<br />
Brands can co-create with the 1% to great benefit, but there are some guidelines…<br />
Outreach should be ~2/3rds of overall budget<br />
Build your creative community across multiple projects<br />
Engage power users<br />Become part of their conversations<br />
Direct participants, give a clear message with examples, be supportive<br />
1% do, <br />10% comment, <br />89% view.Your creative community is in the 1%Your target is the 99% who watch<br />
Your creative community, may not be in the same demographic as your viewers (and that’s OK)<br />
Treat your creative community as filmmakers<br />Offer prizes appropriate to filmmakers<br />Provide access to industry executives and celebrities<br />Don’t under-value their effort<br />
Filmmakers want people to see their films<br />Ensure distribution<br />Communicate your distribution strategy<br />E.g. Featured on YouTube, Vimeo, TV ad slot, Mobile download, Festival distribution<br />