Its All About Value

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A presentation given at the 2009 Digital Media Measurement & Pricing Summit in New York City on the topic: How best to utilize and measure user generated content.

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  • Its All About Value

    1. 1. It’s all about value Measurement in a user generated world
    2. 2. DEAN MCROBIE <ul><li>Executive Director, Technology @ Organic </li></ul>
    3. 3. HOW BEST TO UTILIZE AND MEASURE USER GENERATED CONTENT?
    4. 4. <ul><li>? </li></ul>
    5. 5.
    6. 6. How much is this worth to Nike?
    7. 7. <ul><li>Is user generated content valuable to your brand? </li></ul>
    8. 8. What is value?
    9. 9. <ul><li>to the audience? </li></ul>
    10. 10. to the brands partners?
    11. 11. to the creator?
    12. 12. to show off?
    13. 13. trying to connect?
    14. 14. to send a message?
    15. 15. ASK!
    16. 16. YOU HAVE TO LISTEN
    17. 17. 3MM FRIENDS IN ONE MONTH!
    18. 18. POTENTIAL LOSS OF $1.38MM WORTH OF FRIENDS
    19. 19. MEASUREMENT ≠ INSIGHT
    20. 20. IQ ≠ EQ
    21. 21. EQ = IQ
    22. 22. INSIGHT  MEASUREMENT
    23. 23.
    24. 24. americascheer.com Rich media OLA & search TV Event @ The Rock PR Mobile Tour Retail Times Square
    25. 25. WHAT ABOUT LONG TERM VALUE?
    26. 26. EQ = IQ
    27. 27. Thanks! <ul><li>Thanks to </li></ul><ul><li>Stephen Murray </li></ul><ul><li>Russ Hopkins </li></ul><ul><li>Marta Strickland </li></ul><ul><li>Jason Harper </li></ul><ul><li>Visible Measures </li></ul><ul><li>Photos courtesy of </li></ul><ul><li>istockphoto.com </li></ul><ul><li>flickr.com/photos/leonski/ </li></ul><ul><li>flickr.com/photos/striatic/ </li></ul><ul><li>flickr.com/photos/poolie/ </li></ul><ul><li>flickr.com/photos/23065375@N05/ </li></ul><ul><li>flickr.com/ photos /earlg </li></ul><ul><li>flickr.com/photos/sveinhal/ </li></ul>

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