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Transcript

  • 1. Maryam Munir
  • 2. Agenda• Definition• Consumer Perspective• Corporation Perspective• Good Example• Bad Example• Recommendations
  • 3. Definition“Content that is produced by consumers rather than corporations themselves.”
  • 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. Consumer Perspective: How4 Types of Participation• Produce• Consume• Participate• Respond
  • 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. Corporation Perspective: How• Online Communities• Forums• Contests• Q&A
  • 8. Success: HarperCollins
  • 9. Success: HarperCollins
  • 10. Success: HarperCollins4 Types of Participation• Produce - writers W• Consume - readers• Participate - talent spotters• Respond - reviewers
  • 11. Success: HarperCollinsCommunity Development Process:• Incentives W• Engagement• Loyalty
  • 12. Failure: Wal-Mart
  • 13. Failure: Wal-Mart• Imitated existing ideas• Inhibited self-expression W• Limited freedom and interactivity• Did not speak their language• Bad incentives
  • 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. Thank You!