UGC is soo 2007

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We gave This presentation on Stichting Marketing's student conference in a full BOZAR. The conference's theme was User Generated Content and with our provocative title we tried to make a point about the limited scope when UGC is mentioned in the marketing sphere.

3.
Looking back on a year off typical (ie "ask the consumer to make a commercial') UGC, it's sriking to the unpredictable level of quality.

8. Tom Coates of Plasticbag currently leads the revolt against marketeers who are determined to exploit the online creative class. His movement signal the flaws of the mainstream definition of UGC. UGC that exploits the 1% creators is bound to hit the bottom soon and to experience a backlash (which is happening as we speak).

20. "pervasiveness of the web" is about how digital communication isn't any longer limited to the computer screen. with applications like dodgeball or twitter, we see the emergence of "interreality" a new space that originates on the edge of the virtual and real world. through twitter's mobile and web interface i get a sense of belonging to my group of peers, independent from my physical location.

23. The Dutch association of advertising agencies organised this year a poll to elect the best Dutch ad slogan ever. Everybody expected Heineken's "Biertje" or Centraal Beheer's "Even Apeldoorn bellen" to win the evergreen award. But then one of Holland's most popular blogs geenstijl.nl decided to propose the equally well known but totally absurd "we from WC eend recommend WC eend" and mobilised their readers to vote for it.

24. "Begonia" is our inhouse conversation tracker tool that aggregates the data from 20 conversation platforms (youtube, flickr, technorati and the like). This gives us an ideo of the metadata (or associations people give) to a given search term. Quite predictably online conversations about hotel brand "Hilton" aren't necessarily about hotels.

27. We concluded our presentation with 4 routes that go beyond the conventional definition of user generated content (being : "ask the consumer to make an ad"). We plotted these 4 strategies on 2 axes. The vertical one is about the focus of your strategy. Do you want to invite people to do "something" with your brand, or do you want your brand do "something" inspiring with what consumers were already doing before your brand came in. The horizontal axis is more straightforward and determines whether you engage with a niche or mainstream audience.

28. This strategy is about collaborating with consumers on a deeper level than advertising. It can be business or marketing, but most of the time you invite people to co-create new products. This typically attracts a small audience of vocal consumers, but because the collaboration goes deeper, chances are that you attract people that are after more than only 5 minutes of fame.

31. Here the brand will create a powerful statement, which strikes an emotional chord, which will lead consumers to talk about the brand. The conventional approach is to create a shocking viral but the two examples given here illustrate that a well designed branded conversation starter can start a chain reaction of conversations that goes deeper than "have you seen that commercial"

32. The first case is Stormhoek who sent personalised samples of its wines to influential bloggers. The difference with conventional blog marketing is that wine is a conversation starter on its own. Most of the time it sits on a table along with food and people.

34. Dove "evolution" is an example of "customer fortified content" where the conversations add meaning to the original piece of content. Read Pete Blackshaw's article here : www.clickz.com/showPage.html?page=3623811

38. "Brand your consumers' content" is the other way round of UGC. Observe what consumers are already doing and try to enhance one of their current activities through your brand's offering.

39. There are hundreds of printing services for digital pict

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  • Awesome presentation, thank you for your efforts!
    http://www.furniture101.net/
    http://www.furniture101.net/category/modern-furniture/
    http://www.furniture101.net/category/office-furniture/
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  • Interesting presentation!<br /><br/>
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  • This strategy is about collaborating with consumers on a deeper level than advertising. It can be business or marketing, but most of the time you invite people to co-create new products. This typically attracts a small audience of vocal consumers, but because the collaboration goes deeper, chances are that you attract people that are after more than only 5 minutes of fame.
    <br /><br/>
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  • Nike Plus is probably the ultimate example of user generated content. As a consumer you generate content by simply running. This content has usage value for you but also becomes currency for a wider community of fellow runners. Nike Plus is a platform that is constantly evolving but its main characteristic is that it exists on the edge of online and offline world where people provide content that is enhanced by the brand's services.<br /><br/>
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  • The Yellow Arrow project is not a brand but an art project but stil is a very interesting example of a project that comes to life though the massive participation of people on- and offline. Go to the site to learn more about the project.<br /><br/>
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UGC is soo 2007

  1. UGC is so 2007 SM Studentencongres 5/11/2007
  2. an overview of UGC in 2007
  3. the good doritos super bowl ad http://www.youtube.com/watch?v=3YJbbA_4TfQ
  4. the bad heinz - the kissable ketchup http://www.youtube.com/watch?v=GocSVh58TEE
  5. the ugly chevy tahoe adbusts http://www.youtube.com/watch?v=foR3sfWu5IQ
  6. traditional UGC • focus on the 30” commercial-format • brand remains untouchable • only involves “creative” consumers
  7. http://www.plasticbag.org/archives/2007/08/this_is_not_a_brothel/
  8. TRUTH the best content is created when the hand isn’t forced
  9. most branded content is made without (the help of) brands
  10. People talk back to brands
  11. People criticise brands
  12. People organise around brands
  13. People organise around brands
  14. People get creative with brands
  15. People get creative with brands cillit bang techno mix http://www.youtube.com/watch?v=WGooQ8yYC0c
  16. TRUTH without asking for it, brands already are conversation topics among people
  17. today’s web amplifies conversations about brands
  18. reason #1 : the ubiquity of reporting tools
  19. reason #2 : the pervasiveness of the web
  20. reason #3 : the knowledge of networked people
  21. reason #3 : the knowledge of networked people
  22. reason #4 : the mobilising force of networked people WC eend slogan elected as best dutch ad-slogan ever http://www.youtube.com/watch?v=dVy3veVVjMc
  23. reason #5 : conversations become tangible
  24. TRUTH “people” have become a medium for brands
  25. smart ways to leverage people as a medium
  26. brand focus many few consumer focus
  27. brand focus skip the commercial break many few consumer focus
  28. Dell Idea Storm
  29. Haägen Dazs Flavor Seach
  30. brand focus the brand as a conversation starter many few consumer focus
  31. Stormhoek
  32. Dove dove evolution http://www.youtube.com/watch?v=iYhCn0jf46U
  33. success by numbers
  34. success by engagement
  35. parody : slob evolution http://www.youtube.com/watch?v=I0u0wWOMIsE
  36. brand focus many few brand your consumers’ content consumer focus
  37. MOO moo.com
  38. HP hypegallery.com
  39. Person of the year
  40. brand focus many few mix offline context with online content consumer focus
  41. Bemin je SysAdmin
  42. yellow arrow
  43. www.yellowarrow.org Text
  44. Nike+
  45. nike+ demo http://www.youtube.com/watch?v=qOr5_GaGnPc
  46. about us
  47. www.boondoggle.eu blog.boondoggle.eu
  48. jesse.wynants@ boondoggle.eu dominique.poncin@ boondoggle.eu

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