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User generated media User generated media Presentation Transcript

  • 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• personal integrative needs: status• social integrative needs: relationships• tension release needs: escape
  • Consumer Perspective: How4 Types of Participation• Produce• Consume• Participate• Respond
  • 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
  • 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• Respond - reviewers
  • Success: HarperCollinsCommunity Development Process:• Incentives W• Engagement• Loyalty
  • Failure: Wal-Mart
  • Failure: Wal-Mart• Imitated existing ideas• Inhibited self-expression W• Limited freedom and interactivity• Did not speak their language• Bad incentives
  • Recommendations• Do your research• Speak their language• Give specific guidelines• Allow creative freedom• Monitor and respond• Build engagement• Encourage interactivity• Be smart with incentives
  • Thank You!