Making the Most of User-Generated Content

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+ Tom Himpe 3 years ago
And my brother’s response to that. Fishing for a discount of course…
+ Tom Himpe 3 years ago
Drop me an email if you have anything to comment / say / add
+ Tom Himpe 3 years ago
For the first video, they were on our own, without any brand involvement. For the second video Perfetti van Melle (the makers of Mentos) approached very quickly -- within the first week or two -- but wasn’t quite sure what kind of relationship it wanted. Eventually, they decided that they wanted to sponsor the next video, which they did. They also asked the makers to work with them and with Blue Man Group to create a special piece for Blue Man’s 'How to Be a Megastar' Tour, which the makers also did.

The Coca-Cola Company took a little longer, but once they contacted us they were great, and have been wonderful to work with in every way ever since. In retrospect, it isn’t surprising that Coke took a more considered approach. They didn’t become the strongest brand in the world by making hasty decisions.
+ Tom Himpe 3 years ago
This was the comment from a Dell customer advocate
+ Tom Himpe 3 years ago
And finally the response from the Dell guy.

This was a genuine conversation between a user of Dell and another person working at Dell, initiated by the user and then picked up by the Dell person. An example of a clever, personal, genuine way of starting and maintaining conversations with people
+ Tom Himpe 3 years ago
This is the website of my youngest brother, who wrote an article on how his Dell laptop broke down. All go to his site, he needs traffic to boost his already huge ego. This is the post in question: http://pieter-in-paris.blogspot.com/2007/05/dell-disaster.html
+ Tom Himpe 3 years ago
MySpace is doing both with its MovieMashUp, an initiative which boldly states it aims to create, produce and distribute the world’s first user-generated feature film. In order to gain credibility within the film community and attract the best talent, it’s partnering with Vertigo and Film4, as well as setting up a panel of film professionals, among which actors (ao Sienna Miller), producers (ao Andrew Macdonald) and writer/directors (ao Michael Caton-Jones). Although MySpace can already rely on its enormous community, these film-related partners give this specific initiative the required visibility and credibility.
+ Tom Himpe 3 years ago
Aka user-generated advertising

Chevy Tahoe, Nike Second Coming, Sony Bravia and Guinness Hands were all online initiatives allowing people to repackage existing advertising material and create their own version through the choice of editing, music and titles.
+ Tom Himpe 3 years ago
JetBlue invited customers to share their stories about and experiences with the airline, through a StoryBooth which traveled American cities.
+ Tom Himpe 3 years ago
User-generated content is not just about handing over creativity, and passively watching how consumers do your job. It’s about handing over your assets to a wider group of people and allowing them to interpret, play with, mash up, personalise and repackage whatever you give them. For that reason, ‘distributed creativity’ is a much more appropriate term than user-generated content. It highlights that there is still a need for a central author, a centrally conceived concept, but its distribution happens much easier and much quicker by giving people the right to make it their own.

Rather than just asking people to ‘do stuff’ for you, or make any random content, asking them to work within specific boundaries, within a clearly defined framework or from a detailed briefing, can prove much more rewarding. It also allows a more mainstream crowd to join in, and not just the creative elite.

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Making the Most of User-Generated Content - Presentation Transcript

Making the Most of User-Generated Content Tom Himpe, June 2007
Here, I showed user-generated Heinz ad, with guy using Heinz as both shower gel, toothpaste and coffee See here http://www.youtube.com/watch?v=JGY-ubAJSyI
The Half Empty School
The Half Full School
- Why do you need it?
- Who do you want to involve?
- How will you involve them?
- What are you asking from them?
- Why do you need it?
For the wrong reasons
For the right reasons
- Stimulate product development and innovation
- Increase awareness around communication campaign
- Stimulate positive consumer feedback
- Creating a more transparent and open organisation
- Engage specific target groups
- Attract new talent
For the right reasons
- “ We are currently looking for ready-to-go products, packaging, technologies, processes and commercial connections that will result in game-changing innovation to address unmet consumer needs .”
- Who do you want to involve?
Choose your audience
Choose your audience
Choose your audience
Choose your audience
- How will you involve them?
How will you involve them?
- Community-building
- Long term vs short term
- Rewards
- Partnerships
Community building
- Communities lead to quality over quantity, to commitment over opportunism, to group thinking over selfish individual impulses
Community building
Community building
Community building
Community building
Community building
Community building
Long term vs short term
- There’s not much sense in initiating a dialogue but not maintaining it.
Long term vs short term
Long term vs short term
Reward
- Money can attract lots of people, but not necessarily the right ones.
Reward
Reward 100 Geek Dinners 100 Nights 100 Conversations
Partnerships
- In order to attract the right crowd, it’s worth thinking about credible partners that give any user-generated content initiative some kind of quality label.
Partnerships
Partnerships
- What are you asking from them?
Define the rules
- Be focused and specific. Let people know what you want them to do. And how. And why
Define the rules
Define the rules
Distributed Creativity
- Allow people to play with, repackage and personalise the original creative material
Distributed Creativity
Not all content is creative
- User-generated content is as much about people’s opinions, stories, reviews, feedback or comments
Not all content is creative
- JetBlue StoryBooth
Not all content is creative McDonald’s makeupyourownmind.co.uk
Not all content is creative Tate Britain - Write Your Own Label
Not all content is creative
- The power of reviews and ratings
Not all content is creative
Respond to and engage with existing UGC
- Every piece of content which relates to your brand or products can be the start of a conversation
Respond to and engage with existing UGC
- Stephen Voltz (lawyer) and Fritz Grobe (juggler)
Here, I showed film on Mentos organising a world guinness book of record attempt around the famous Diet Coke - Mentos effect See here: http://www.youtube.com/watch?v=gkAnBTKwfao
Respond to and engage with existing UGC
Respond to and engage with existing UGC
- Fedexfurniture.com
Respond to and engage with existing UGC
- Why do you need it?
- Who do you want to involve?
- How will you involve them?
- What are you asking from them?
- [email_address]