1 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

1. UGC is so 2007
SM Studentencongres 5/11/2007

2. an overview of
UGC in 2007

4. the
good
doritos super bowl ad
http://www.youtube.com/watch?v=3YJbbA_4TfQ

5. the bad
heinz - the kissable ketchup
http://www.youtube.com/watch?v=GocSVh58TEE

6. the ugly
chevy tahoe adbusts
http://www.youtube.com/watch?v=foR3sfWu5IQ

7. traditional UGC
• focus on the 30” commercial-format
• brand remains untouchable
• only involves “creative” consumers

8. http://www.plasticbag.org/archives/2007/08/this_is_not_a_brothel/

9. TRUTH
the best content is created when the
hand isn’t forced

10. most branded
content is made
without (the help
of) brands

11. People talk
back to
brands

12. People
criticise
brands

13. People organise
around brands

14. People organise
around brands

15. People get
creative with
brands

16. People get
creative with
brands
cillit bang techno mix
http://www.youtube.com/watch?v=WGooQ8yYC0c

17. TRUTH
without asking for it,
brands already are conversation topics
among people

18. today’s web
amplifies
conversations
about brands

19. reason #1 :
the ubiquity of
reporting tools

20. reason #2 :
the pervasiveness
of the web

21. reason #3 :
the knowledge
of networked
people

22. reason #3 :
the knowledge
of networked
people

23. 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

24. reason #5 :
conversations
become
tangible

25. TRUTH
“people” have become a medium for
brands

26. smart ways to
leverage people as a
medium

27. brand focus
many few
consumer focus

28. brand focus
skip the commercial
break
many few
consumer focus

29. Dell
Idea
Storm

30. Haägen
Dazs
Flavor
Seach

31. brand focus
the brand as a
conversation starter
many few
consumer focus

32. Stormhoek

34. Dove
dove evolution
http://www.youtube.com/watch?v=iYhCn0jf46U

35. success by numbers

36. success by engagement

37. parody : slob evolution
http://www.youtube.com/watch?v=I0u0wWOMIsE

38. brand focus
many few
brand your
consumers’ content
consumer focus

39. MOO
moo.com

40. HP
hypegallery.com

43. Person
of the
year

45. brand focus
many few
mix offline context
with online content
consumer focus

46. Bemin je
SysAdmin

48. yellow
arrow

50. www.yellowarrow.org
Text

51. Nike+

52. nike+ demo
http://www.youtube.com/watch?v=qOr5_GaGnPc

53. about us

54. www.boondoggle.eu
blog.boondoggle.eu

55. jesse.wynants@
boondoggle.eu
dominique.poncin@
boondoggle.eu