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AGENDA• What is User Generated Media• Examples of UGM• Conversational Media Vs. Packages Goods Media• Types of Online Social Change Communities (OSCC)• Motivations and Incentives• Good Example – Bad Example
What Is User Generated Media• Widely known as ‘user generated content’ This is an example text. Go ahead and replace it with your own text. It is meant to give you a feeling of how the designs looks including text.
Conversational Media• ‘Conversational Media’ as opposed to the ‘Packaged Goods Media’• Conversational media: two-way process – Key characteristic of Web 2.0 which encourages the publishing of one’s content and commenting on other people’s• Packages goods media: one-way distribution
Types of Online Social Change Communities (OSCC)• Locally-based OSCC Coordinate social projects for constituents who are present at a particular local level• Support-based OSCC Allow those with specific informational and emotional needs to easily find one another, communicate and offer social support• Issue-based OSCC Focused and organized to inform particular social issues, related idea, and related projects pertaining to the community
Motivation and Incentives• Implicit incentives Intangible User feels good as an active member of the community Facebook friends, Twitter followers• Explicit incentives Tangible rewards Financial payment, entry into contest, voucher, coupons, air miles
Good Example• Domino’s looked at what people were saying, admitted their faults, and improved their recipes which lead to increased sales
#newpizza• Changes ingredients for all pizzas• Worked hard to get the word out on social media• PizzaTurnaround.com – Social micro-site documenting the company’s efforts• Embraced twitter – #newpizza
#McDStories• Twitter campaign backfired• People using #McDStories to highlight their worst experience• Animal rights activists claimed the chicken was mechanically separated
#McDStories Backfires• “Within an hour, we saw that it wasn’t going as planned. It was negative enough that we set abotu a change of course.” Rick Wion (company social media director)