Navigating User Generated Content Social Media Week, Toronto Natasha D’Souza www.virtualeyesee.com http://lochieg.wordpres...
Once Upon a time ……
 
 
 
User Generated Content (UGC) <ul><li>aka   Consumer Generated Media  ( CGM ) </li></ul><ul><li>refers to various kinds of ...
http://www.cbsnews.com/video/watch/?id=6149438n Controlling the message
http://www.bittenandbound.com/2009/11/27/katie-couric-dancing-pictures-from-facebook/ You can’t control the message
Social Bookmarking Social Networks Video/Photo sharing Microblogs Wikis Forums
Social Bookmarks http://digg.com/search?s=haiti
http://www.blackberryforums.com/ Forums
Blogs http://socialmediaweek.org/toronto/blog/
http://www.dogster.com/ Social Networks
 
 
http://www.wikipedia.org/ Wikis
Micro Blogs http://twitter.com/#search?q=%23smwto
Advantages <ul><li>creates a knowledge base </li></ul><ul><li>encourages people to move from being spectators to participa...
Disadvantages <ul><li>challenge to organize and structure </li></ul><ul><li>duplication of content </li></ul><ul><li>relev...
joiners   join and participate a little In actives   login but do nothing after spectators   observe on the sidelines   6 ...
collectors   just add friends links etc. creators   publish the videos for contest, write blogs, upload video, photos etc....
UGC Strategy
Policy <ul><li>In plain English </li></ul><ul><li>Be clear as to what the rules are </li></ul><ul><li>Community guidelines...
Coaching <ul><li>Team approach </li></ul><ul><li>Training on the tools, how to communicate </li></ul><ul><li>Guidelines </...
Keep the community live <ul><li>If we build it they will come does not work </li></ul><ul><li>Respond to the community </l...
Paul Chin Intranet Journal <ul><li>Cut the red tape, let people share their ideas freely </li></ul><ul><li>Content must be...
Negative  comments  are  points  for  discussion http://www.flickr.com/photos/farfarm/2475523710/
http://www.flickr.com/photos/aknacer/3026920104/ Now What?
http://www.buzzmachine.com/2005/08/17/dear-mr-dell/
<ul><ul><li>Jeff Jarvis from Buzz Machine  </li></ul></ul><ul><ul><li>Not happy with customer service from Dell </li></ul>...
<ul><ul><li>April 2006, Michael Dell “find dissatisfied customers in the blogosphere </li></ul></ul><ul><ul><li>Connect th...
<ul><ul><li>Negative comments have gone down </li></ul></ul><ul><ul><li>90% on conversations with customers </li></ul></ul...
Dell’s Social Media Goals <ul><ul><li>Enter into conversations with customers everyday in every major language </li></ul><...
Posting Policy <ul><ul><li>content/ideas from Dell’s cadre of bloggers  </li></ul></ul><ul><ul><li>comments from Direct2De...
Blog moderation policy <ul><ul><li>No profanity </li></ul></ul><ul><ul><li>No direct attacks on Direct2Dell readers </li><...
Mindset change <ul><ul><li>Not comfortable with participating in conversations </li></ul></ul><ul><ul><li>Now understand t...
Lessons Learnt <ul><ul><li>Changed the corporate culture from bad customer service to listening to the customer </li></ul>...
Dell social spaces <ul><ul><li>Dell Laptops- Mini, Inspiron, Studio, XPS and Gaming: http://www.dell.com/home/laptops Dell...
Dell social spaces <ul><ul><li>Facebook: http://www.facebook.com/delldeals http://www.facebook.com/alienware Find more Del...
http://www.youtube.com/watch?v=wFcKhv5O4zM&feature=related
http://www.youtube.com/watch?v=wFcKhv5O4zM&feature=related
There's a plane in the Hudson. I'm on the ferry going to pick up the people. Crazy.
 
 
 
http://www.facebook.com/generalmotors?v=wall&viewas=513597044#/video/video.php?comments&v=82349317685
http://www.gmreinvention.com/index.php <ul><li>Video player </li></ul><ul><li>Conversations </li></ul><ul><li>News </li></...
Politics
 
Live Open Town Hall
http://www.facebook.com/MichaelIgnatieff http://www.coveritlive.com/index.php?option=com_altcaster&task=siteviewaltcast&al...
 
 
 
 
http://www.flickr.com/photos/kanda/3196646800/
Discussion
2 Apps. 500 Groups over 23 over 8000 over 824 59 Pages 118 groups 12400  employees
Connect Blog   www.virtualeyesee.com/blog Facebook   http://www.facebook.com/VirtualEyeSee @VirtualEyeSee LinkedIn  http:/...
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Navigating User Generated Content

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Navigating User Generated Content, a presentation at Social Media Week, Toronto Feb. 3rd 2010

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Navigating User Generated Content

  1. 1. Navigating User Generated Content Social Media Week, Toronto Natasha D’Souza www.virtualeyesee.com http://lochieg.wordpress.com/2007/09/04/singapores-new-stomping-ground/
  2. 2. Once Upon a time ……
  3. 6. User Generated Content (UGC) <ul><li>aka Consumer Generated Media ( CGM ) </li></ul><ul><li>refers to various kinds of media content that </li></ul><ul><li>are produced by end-users as opposed to </li></ul><ul><li>traditional media producers such as </li></ul><ul><li>professional writers, publishers, journalists, </li></ul><ul><li>licensed broadcasters andproduction </li></ul><ul><li>companies </li></ul>
  4. 7. http://www.cbsnews.com/video/watch/?id=6149438n Controlling the message
  5. 8. http://www.bittenandbound.com/2009/11/27/katie-couric-dancing-pictures-from-facebook/ You can’t control the message
  6. 9. Social Bookmarking Social Networks Video/Photo sharing Microblogs Wikis Forums
  7. 10. Social Bookmarks http://digg.com/search?s=haiti
  8. 11. http://www.blackberryforums.com/ Forums
  9. 12. Blogs http://socialmediaweek.org/toronto/blog/
  10. 13. http://www.dogster.com/ Social Networks
  11. 16. http://www.wikipedia.org/ Wikis
  12. 17. Micro Blogs http://twitter.com/#search?q=%23smwto
  13. 18. Advantages <ul><li>creates a knowledge base </li></ul><ul><li>encourages people to move from being spectators to participants </li></ul><ul><li>don't need people physically present to provide an opinion </li></ul><ul><li>shortens the gap between heads of organizations and employees </li></ul>
  14. 19. Disadvantages <ul><li>challenge to organize and structure </li></ul><ul><li>duplication of content </li></ul><ul><li>relevance, credibility, quality of the submission might be questionable </li></ul>
  15. 20. joiners join and participate a little In actives login but do nothing after spectators observe on the sidelines 6 personas online
  16. 21. collectors just add friends links etc. creators publish the videos for contest, write blogs, upload video, photos etc. critics will comment on blogs, post ratings, reviews
  17. 22. UGC Strategy
  18. 23. Policy <ul><li>In plain English </li></ul><ul><li>Be clear as to what the rules are </li></ul><ul><li>Community guidelines </li></ul><ul><li>Moderation policy </li></ul>http://www.clickz.com/3635182
  19. 24. Coaching <ul><li>Team approach </li></ul><ul><li>Training on the tools, how to communicate </li></ul><ul><li>Guidelines </li></ul><ul><li>Moderation policy </li></ul>
  20. 25. Keep the community live <ul><li>If we build it they will come does not work </li></ul><ul><li>Respond to the community </li></ul><ul><li>It does not have to be yes, if no say why </li></ul><ul><li>Give credit to the contributors whose ideas you implement </li></ul>
  21. 26. Paul Chin Intranet Journal <ul><li>Cut the red tape, let people share their ideas freely </li></ul><ul><li>Content must be relevant, or at least of some interest, to users </li></ul><ul><li>Show respect for other users' UGC’ as it provides multiple knowledge experts </li></ul><ul><li>Avoid starting or participating in &quot;flame wars&quot; </li></ul><ul><li>Be transparent, state the purpose of your blog, your role in the company, and your backgroung </li></ul><ul><li>If statistics, quotations, or any other hard facts always state the original sources of the research material </li></ul><ul><li>Writing well is always a bonus </li></ul><ul><li>be part of the community, report inappropriate </li></ul>Etiquette
  22. 27. Negative comments are points for discussion http://www.flickr.com/photos/farfarm/2475523710/
  23. 28. http://www.flickr.com/photos/aknacer/3026920104/ Now What?
  24. 29. http://www.buzzmachine.com/2005/08/17/dear-mr-dell/
  25. 30. <ul><ul><li>Jeff Jarvis from Buzz Machine </li></ul></ul><ul><ul><li>Not happy with customer service from Dell </li></ul></ul><ul><ul><li>Blogged about his struggles with Dell customer service </li></ul></ul><ul><ul><li>Dell's refusal to replace or fix his broken computer </li></ul></ul><ul><ul><li>Published an open letter to Dell Chairman Michael Dell and Chief Marketing Officer Michael George </li></ul></ul><ul><ul><li>3 rd most linked to post in blogosphere </li></ul></ul>
  26. 31. <ul><ul><li>April 2006, Michael Dell “find dissatisfied customers in the blogosphere </li></ul></ul><ul><ul><li>Connect them to someone at Dell </li></ul></ul><ul><ul><li>Direct2Dell was launched </li></ul></ul><ul><ul><li>Started by listening to feedback on how to improve </li></ul></ul><ul><ul><li>Apologized in some cases </li></ul></ul><ul><ul><li>50% of the conversation online was negative!! </li></ul></ul>Blogging
  27. 32. <ul><ul><li>Negative comments have gone down </li></ul></ul><ul><ul><li>90% on conversations with customers </li></ul></ul><ul><ul><li>Thank them for their opinions </li></ul></ul>Successes
  28. 33. Dell’s Social Media Goals <ul><ul><li>Enter into conversations with customers everyday in every major language </li></ul></ul><ul><ul><li>Address any form of customer dissatisfaction head-on knowing that not everything will be solved and some of Dell’s weaknesses will be exposed </li></ul></ul><ul><ul><li>Encourage crowd sourcing as the next step in listening to customers </li></ul></ul><ul><ul><li>Use video to personalize the Dell story </li></ul></ul>
  29. 34. Posting Policy <ul><ul><li>content/ideas from Dell’s cadre of bloggers </li></ul></ul><ul><ul><li>comments from Direct2Dell readers … if a topic emerges from readers, then Dell knows it needs to blog about that topic </li></ul></ul><ul><ul><li>the need to add Dell’s voice to an online conversation that directly or indirectly impacts Dell </li></ul></ul>
  30. 35. Blog moderation policy <ul><ul><li>No profanity </li></ul></ul><ul><ul><li>No direct attacks on Direct2Dell readers </li></ul></ul><ul><ul><li>Anything addressing legal issues are not posted </li></ul></ul>
  31. 36. Mindset change <ul><ul><li>Not comfortable with participating in conversations </li></ul></ul><ul><ul><li>Now understand the importance of these conversations </li></ul></ul><ul><ul><li>Crowdsourcing </li></ul></ul><ul><ul><li>2007 IdeaStorm – online suggestion box </li></ul></ul><ul><ul><li>Do close the loop with their customers – via posts, comments </li></ul></ul><ul><ul><li>35 ideas have been put into action e.g. pre-installed linux on dell computers </li></ul></ul>
  32. 37. Lessons Learnt <ul><ul><li>Changed the corporate culture from bad customer service to listening to the customer </li></ul></ul><ul><ul><li>Being more transparent </li></ul></ul><ul><ul><li>Sharing information </li></ul></ul><ul><ul><li>Being open </li></ul></ul><ul><ul><li>Launched Employee Storm </li></ul></ul>
  33. 38. Dell social spaces <ul><ul><li>Dell Laptops- Mini, Inspiron, Studio, XPS and Gaming: http://www.dell.com/home/laptops Dell Desktops- Inspiron, Studio, Studio XPS and Gaming: http://www.dell.com/home/desktops Alienware- Gaming http://alienware.com/ Dell (PRODUCT) RED http://www.dell.com/joinred http://www.delllounge.com http://www.dell.com http://www.dell.com/joinred http://www.alienware.com </li></ul></ul>
  34. 39. Dell social spaces <ul><ul><li>Facebook: http://www.facebook.com/delldeals http://www.facebook.com/alienware Find more Dell Facebook pages, visit: http://www.dell.com/facebook MySpace: http://www.myspace.com/dell http://www.myspace.com/alienware Twitter: http://www.twitter.com/dellhomeoffers http://www.twitter.com/delllounge Find more Dell Twitter accounts: http://www.dell.com/Twitter YouTube: Dell YouTube: http://www.youtube.com/user/dellvlog Dell Lounge YouTube: http://www.youtube.com/user/DellLounge Alienware YouTube: http://www.youtube.com/user/AlienwareChannel Flickr: Dell Flickr: http://www.dell.com/flickr Dell Lounge Flickr: http://www.flickr.com/photos/35242118@N06/ </li></ul></ul>
  35. 40. http://www.youtube.com/watch?v=wFcKhv5O4zM&feature=related
  36. 41. http://www.youtube.com/watch?v=wFcKhv5O4zM&feature=related
  37. 42. There's a plane in the Hudson. I'm on the ferry going to pick up the people. Crazy.
  38. 46. http://www.facebook.com/generalmotors?v=wall&viewas=513597044#/video/video.php?comments&v=82349317685
  39. 47. http://www.gmreinvention.com/index.php <ul><li>Video player </li></ul><ul><li>Conversations </li></ul><ul><li>News </li></ul><ul><li>Contributors </li></ul><ul><li>Progress </li></ul><ul><li>Tell Us </li></ul><ul><li>See </li></ul><ul><li>Follow </li></ul><ul><li>Join </li></ul>
  40. 48. Politics
  41. 50. Live Open Town Hall
  42. 51. http://www.facebook.com/MichaelIgnatieff http://www.coveritlive.com/index.php?option=com_altcaster&task=siteviewaltcast&altcast_code=a3fedb8fce
  43. 56. http://www.flickr.com/photos/kanda/3196646800/
  44. 57. Discussion
  45. 58. 2 Apps. 500 Groups over 23 over 8000 over 824 59 Pages 118 groups 12400 employees
  46. 59. Connect Blog www.virtualeyesee.com/blog Facebook http://www.facebook.com/VirtualEyeSee @VirtualEyeSee LinkedIn http://www.linkedin.com/in/natashadsouzadotcom

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