innovative content generation
Beyond company / user dichotomy in enterprise communication

Milan, IULM University, 20.01.2...
crowd
    +outsourcing
crowd
    +outsourcing
a way of crafting
ideas
ideas
ideas
communication campaigns
products
development projects
brand
                    news
and much more   entertainment
                   support
                      ...
?
how is “crowdsourced” content created?
from branded initiatives
from branded initiatives
and from “user generated” content
and from “user generated” content
© 2009 - Stefano Maggi - http://digitalingredients.co.uk
?
is it really about aggregating content?
aggregating is the last phase of the process
“giving” is fundamental before “receiving”
recognize value




                  http://www.flickr.com/photos/garryknight/2565937494/
build roles




              http://www.flickr.com/photos/tomsaint/3741010510/
inform




         http://www.flickr.com/photos/threephin/2199226160/
stimulate mutual support




                           http://www.flickr.com/photos/wwworks/1384952210/
surprise




           http://www.flickr.com/photos/dist0rtedwave/249591602/
make it fun




              http://www.flickr.com/photos/mandyxclear/3591427076/
involving influencer is an opportunity
focusing on reach and affinity
© 2009 - Stefano Maggi - http://digitalingredients.co.uk
looking for different kinds of influencer
© 2009 - Stefano Maggi - http://digitalingredients.co.uk
the brand’s editorial role is crucial
© 2009 - Stefano Maggi - http://digitalingredients.co.uk
agencies can support brands
creativity
                        planning
at different levels     managing
                      collaboration
         ...
some agencies can help build value
together with brands and consumer
through social media
© 2009 - Stefano Maggi - http://digitalingredients.co.uk
“The more you give your idea away, the more your company is going to be
worth.”
                                          ...
thanks.

                                               http://j.mp/crowdiulm



Stefano Maggi
Digital Ingredients http://...
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Crowdsourcing Experience - Innovative Content Generation - English

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My presentation given on January 20th, 2010 at IULM University about crowdsourcing, social media and collaboration.

"Beyond company / user dichotomy in enterprise communication"

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Crowdsourcing Experience - Innovative Content Generation - English

  1. 1. innovative content generation Beyond company / user dichotomy in enterprise communication Milan, IULM University, 20.01.2010 Stefano Maggi Digital Ingredients http://digitalingredients.co.uk / Twitter @stefanomaggi
  2. 2. crowd +outsourcing
  3. 3. crowd +outsourcing
  4. 4. a way of crafting
  5. 5. ideas
  6. 6. ideas
  7. 7. ideas
  8. 8. communication campaigns
  9. 9. products
  10. 10. development projects
  11. 11. brand news and much more entertainment support ...
  12. 12. ? how is “crowdsourced” content created?
  13. 13. from branded initiatives
  14. 14. from branded initiatives
  15. 15. and from “user generated” content
  16. 16. and from “user generated” content
  17. 17. © 2009 - Stefano Maggi - http://digitalingredients.co.uk
  18. 18. ? is it really about aggregating content?
  19. 19. aggregating is the last phase of the process
  20. 20. “giving” is fundamental before “receiving”
  21. 21. recognize value http://www.flickr.com/photos/garryknight/2565937494/
  22. 22. build roles http://www.flickr.com/photos/tomsaint/3741010510/
  23. 23. inform http://www.flickr.com/photos/threephin/2199226160/
  24. 24. stimulate mutual support http://www.flickr.com/photos/wwworks/1384952210/
  25. 25. surprise http://www.flickr.com/photos/dist0rtedwave/249591602/
  26. 26. make it fun http://www.flickr.com/photos/mandyxclear/3591427076/
  27. 27. involving influencer is an opportunity
  28. 28. focusing on reach and affinity
  29. 29. © 2009 - Stefano Maggi - http://digitalingredients.co.uk
  30. 30. looking for different kinds of influencer
  31. 31. © 2009 - Stefano Maggi - http://digitalingredients.co.uk
  32. 32. the brand’s editorial role is crucial
  33. 33. © 2009 - Stefano Maggi - http://digitalingredients.co.uk
  34. 34. agencies can support brands
  35. 35. creativity planning at different levels managing collaboration execution
  36. 36. some agencies can help build value
  37. 37. together with brands and consumer
  38. 38. through social media
  39. 39. © 2009 - Stefano Maggi - http://digitalingredients.co.uk
  40. 40. “The more you give your idea away, the more your company is going to be worth.” Seth Godin
  41. 41. thanks. http://j.mp/crowdiulm Stefano Maggi Digital Ingredients http://digitalingredients.co.uk / Twitter @stefanomaggi
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