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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!

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