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Making the Most of User-Generated Content

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This presentation tries to build a case against the typical, short-term ways in which user-generated content is used, and pleads for a more thoughtful and diverse approach to user-generated content. ...

This presentation tries to build a case against the typical, short-term ways in which user-generated content is used, and pleads for a more thoughtful and diverse approach to user-generated content. Four questions are crucial: why do you want to involve people, who do you want to involve, how will you do so, and what are you asking them.

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  • hey there,could you please mail this across to me,it will truly help me for my function.thank you really much.
    Teisha
    http://dashinghealth.com http://healthimplants.com
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  • And my brother’s response to that. Fishing for a discount of course…
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  • 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.
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Making the Most of User-Generated Content Presentation Transcript

  • 1. Making the Most of User-Generated Content Tom Himpe, June 2007
  • 2. 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
  • 3. The Half Empty School
  • 4. The Half Full School
  • 5.  
  • 6.  
  • 7.
    • Why do you need it?
    • Who do you want to involve?
    • How will you involve them?
    • What are you asking from them?
  • 8.
    • Why do you need it?
  • 9. For the wrong reasons
  • 10. 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
  • 11. 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 .”
  • 12.
    • Who do you want to involve?
  • 13. Choose your audience
  • 14. Choose your audience
  • 15. Choose your audience
  • 16. Choose your audience
  • 17.
    • How will you involve them?
  • 18. How will you involve them?
    • Community-building
    • Long term vs short term
    • Rewards
    • Partnerships
  • 19. Community building
    • Communities lead to quality over quantity, to commitment over opportunism, to group thinking over selfish individual impulses
  • 20. Community building
  • 21. Community building
  • 22. Community building
  • 23. Community building
  • 24. Community building
  • 25. Community building
  • 26. Long term vs short term
    • There’s not much sense in initiating a dialogue but not maintaining it.
  • 27. Long term vs short term
  • 28. Long term vs short term
  • 29. Reward
    • Money can attract lots of people, but not necessarily the right ones.
  • 30. Reward
  • 31. Reward 100 Geek Dinners 100 Nights 100 Conversations
  • 32. 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.
  • 33. Partnerships
  • 34. Partnerships
  • 35.
    • What are you asking from them?
  • 36. Define the rules
    • Be focused and specific. Let people know what you want them to do. And how. And why
  • 37. Define the rules
  • 38. Define the rules
  • 39. Distributed Creativity
    • Allow people to play with, repackage and personalise the original creative material
  • 40. Distributed Creativity
  • 41. Not all content is creative
    • User-generated content is as much about people’s opinions, stories, reviews, feedback or comments
  • 42. Not all content is creative
    • JetBlue StoryBooth
  • 43. Not all content is creative McDonald’s makeupyourownmind.co.uk
  • 44. Not all content is creative Tate Britain - Write Your Own Label
  • 45. Not all content is creative
    • The power of reviews and ratings
  • 46. Not all content is creative
  • 47. 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
  • 48. 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
  • 49. Respond to and engage with existing UGC
  • 50. Respond to and engage with existing UGC
    • Fedexfurniture.com
  • 51. Respond to and engage with existing UGC
  • 52.  
  • 53.  
  • 54.  
  • 55.
    • Why do you need it?
    • Who do you want to involve?
    • How will you involve them?
    • What are you asking from them?
  • 56.
    • [email_address]