It’s all about value Measurement in a user generated world

DEAN MCROBIE Executive Director, Technology @ Organic

Executive Director, Technology @ Organic

HOW BEST TO UTILIZE AND MEASURE USER GENERATED CONTENT?

?

?

How much is this worth to Nike?

Is user generated content valuable to your brand?

Is user generated content valuable to your brand?

What is value?

to the audience?

to the audience?

to the brands partners?

to the creator?

to show off?

trying to connect?

to send a message?

ASK!

YOU HAVE TO LISTEN

3MM FRIENDS IN ONE MONTH!

POTENTIAL LOSS OF $1.38MM WORTH OF FRIENDS

MEASUREMENT ≠ INSIGHT

IQ ≠ EQ

EQ = IQ

INSIGHT  MEASUREMENT

americascheer.com Rich media OLA & search TV Event @ The Rock PR Mobile Tour Retail Times Square

WHAT ABOUT LONG TERM VALUE?

EQ = IQ

Thanks! Thanks to Stephen Murray Russ Hopkins Marta Strickland Jason Harper Visible Measures Photos courtesy of istockphoto.com flickr.com/photos/leonski/ flickr.com/photos/striatic/ flickr.com/photos/poolie/ flickr.com/photos/23065375@N05/ flickr.com/ photos /earlg flickr.com/photos/sveinhal/

Thanks to

Stephen Murray

Russ Hopkins

Marta Strickland

Jason Harper

Visible Measures

Photos courtesy of

istockphoto.com

flickr.com/photos/leonski/

flickr.com/photos/striatic/

flickr.com/photos/poolie/

flickr.com/photos/23065375@N05/

flickr.com/ photos /earlg

flickr.com/photos/sveinhal/