0
Maryam Munir
Agenda•   Definition•   Consumer Perspective•   Corporation Perspective•   Good Example•   Bad Example•   Recommendations
Definition“Content that is produced by consumers rather than corporations themselves.”
Consumer Perspective:         WhyNeeds and Gratification Theory• cognitive needs: knowledge• affective needs: emotional• p...
Consumer Perspective:         How4 Types of Participation• Produce• Consume• Participate• Respond
Corporation Perspective:              Why•   Dismissal of corporate content•   Engagement•   New insights and ideas•   Gen...
Corporation Perspective:              How•   Online Communities•   Forums•   Contests•   Q&A
Success: HarperCollins
Success: HarperCollins
Success: HarperCollins4 Types of Participation• Produce - writers W• Consume - readers• Participate - talent spotters• Res...
Success: HarperCollinsCommunity Development Process:• Incentives    W• Engagement• Loyalty
Failure: Wal-Mart
Failure: Wal-Mart•   Imitated existing ideas•   Inhibited self-expression                        W•   Limited freedom and ...
Recommendations•   Do your research•   Speak their language•   Give specific guidelines•   Allow creative freedom•   Monit...
Thank You!
User generated media
User generated media
Upcoming SlideShare
Loading in...5
×

User generated media

84

Published on

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
84
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
2
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Transcript of "User generated media"

  1. 1. Maryam Munir
  2. 2. Agenda• Definition• Consumer Perspective• Corporation Perspective• Good Example• Bad Example• Recommendations
  3. 3. Definition“Content that is produced by consumers rather than corporations themselves.”
  4. 4. Consumer Perspective: WhyNeeds and Gratification Theory• cognitive needs: knowledge• affective needs: emotional• personal integrative needs: status• social integrative needs: relationships• tension release needs: escape
  5. 5. Consumer Perspective: How4 Types of Participation• Produce• Consume• Participate• Respond
  6. 6. Corporation Perspective: Why• Dismissal of corporate content• Engagement• New insights and ideas• Genuine/real/trustworthy • word of mouth marketing• Brand conversations• Critical feedback• Brand loyalty• Cost effective
  7. 7. Corporation Perspective: How• Online Communities• Forums• Contests• Q&A
  8. 8. Success: HarperCollins
  9. 9. Success: HarperCollins
  10. 10. Success: HarperCollins4 Types of Participation• Produce - writers W• Consume - readers• Participate - talent spotters• Respond - reviewers
  11. 11. Success: HarperCollinsCommunity Development Process:• Incentives W• Engagement• Loyalty
  12. 12. Failure: Wal-Mart
  13. 13. Failure: Wal-Mart• Imitated existing ideas• Inhibited self-expression W• Limited freedom and interactivity• Did not speak their language• Bad incentives
  14. 14. Recommendations• Do your research• Speak their language• Give specific guidelines• Allow creative freedom• Monitor and respond• Build engagement• Encourage interactivity• Be smart with incentives
  15. 15. Thank You!
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×