User Generated Content In India A c2w Report –Aug 2008
Contests2Win Today <ul><li>c2w is India’s only web 2.0 contesting portal leveraging a platform based on User Generated Con...
c2w Contesting Engines   Users can choose from among the following Contest Engines Guess across and down clues to solve   ...
How are users are encouraged to Create Content? <ul><li>c2w rewards creators on the site in various ways – </li></ul><ul><...
<ul><li>Creation Campaigns Challenges –   </li></ul><ul><li>Users are asked to create as many contests as they can on a pa...
Text Ads on Play Page Text Ads on contests created by users – via Adsense – Google then directly pays the users their reve...
Growth in Contest Creations  07 07 07 08 08 08 08 08 08 08
Contests2Win Creators Profile 2.5% of all Contests2Win visitors are active creators of content 5 40 + 4 35 to 40 10 31 to ...
The Content Consumer vs The Content Creator Plays Creations Creation is more youth centric.  50% of creation is seen in th...
Where do creators come from? Creation is prevalent across the country with a lot of smaller cities contributing to content...
What contests types do users create? Quizzes and Hangmans are easy to create and also receive maximum plays. Creators opt ...
What kind of content do users Create? Bollywood (10%) Sports (9%) Cricket (5%) Naughty (3%) Gadgets & Gaming (3%) Auto & V...
How popular is Cricket & Bollywood content? <ul><li>Cricket and Bollywood were introduced as categories in May 2008. </li>...
Gender break up (Category) <ul><li>Most created categories have are created by an almost equal number of men </li></ul><ul...
Do users prefer creating image or video based contests? Image based contests are popular as images are easy to find and qu...
The c2w Creators Survey <ul><li>Through this survey we were able to gauge : </li></ul><ul><li>Usage – How creators navigat...
How do users navigate a UGC site like c2w? <ul><li>Featured List  - 30.9 %  </li></ul><ul><li>Feature Lists on the  Homepa...
How many contests do users create each month? <ul><li>1 to 5  -  47.4% of users say they create between 1 and 5 contests e...
Contest types – how easy is it to create? <ul><li>*  User were allowed to choose more than one contest type hence total ≠ ...
How do users respond to Creation Campaigns? <ul><li>Creation Campaigns are theme based and live for a limited period of ti...
How do users share contests? * Users were allowed to select multiple options hence the total  ≠ 100 With approximately 70%...
Why do Users Create? Contests created by consumers provide a unique platform which brands can use to their advantage - Use...
Final Word <ul><li>With 90% of content on c2w being contributed by users, creation is gaining momentum among users </li></...
Participate & Connect <ul><li>Talking To The Consumer rather than Talking At The Consumer – </li></ul><ul><li>The future o...
<ul><li>About Contests2Win </li></ul><ul><li>www.contests2win.com  (c2w) is one of the oldest and most well known online b...
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UGC (User Generated Content) in India - A Contests2win.com Report

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An insight into UGC in India. What are people creating? Why are they creating the content? Does incentivization work? Do women create more content than men? Images vs Videos?

How can brands leverage UGC in India? Does Social Media make sense in a developing country?

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UGC (User Generated Content) in India - A Contests2win.com Report

  1. 1. User Generated Content In India A c2w Report –Aug 2008
  2. 2. Contests2Win Today <ul><li>c2w is India’s only web 2.0 contesting portal leveraging a platform based on User Generated Contests. </li></ul><ul><li>Users can create their own contests using any of the c2w contesting formats. </li></ul><ul><li>Contests can be image or video based. </li></ul><ul><li>In July 2008 – User Created contests on c2w average 200 a day. </li></ul><ul><li>There are currently 17000 contests live on Contests2Win.com – 99% of them generated by users </li></ul>
  3. 3. c2w Contesting Engines Users can choose from among the following Contest Engines Guess across and down clues to solve   Rate images or videos on a scale of 1 to 10   Decode jumbled words to get the right answer Guess the missing letters of the alphabet to fill in the blanks and get the right answer.   Generate Public opinion by finding out what majority of the users think   Pick the right answer to multiple choice questions. Two opponents. One preferred. Users pick their favourite and win points on agreeing with the majority   Contests sponsored by and specific to a brand's communication/content  
  4. 4. How are users are encouraged to Create Content? <ul><li>c2w rewards creators on the site in various ways – </li></ul><ul><li>Creator of the Month - The three most active and creative creators on c2w are rewarded each month. </li></ul><ul><li>Allotting Prizes and Loyalty Points– The best contests created are chosen every day and Prizes and Loyalty Points are allotted to these contests. This ensures that the contest receives a high number of plays. </li></ul>
  5. 5. <ul><li>Creation Campaigns Challenges – </li></ul><ul><li>Users are asked to create as many contests as they can on a particular topic/event/show. The most active, creative and popular creators win prizes at the end of the campaign. </li></ul><ul><li>Example: Adidas / America’s Next Top Model </li></ul><ul><li>Helping Creators earn Money thru Google Adsense on their Contests Created – ( snapshot ) </li></ul><ul><li>Active Creators on c2w are allowed to have Google Text Ads displayed next to the contests they Create via their Adsense Accounts. </li></ul><ul><li>Creators earn per click - Users click on these ads while playing contests </li></ul>How are users are encouraged to Create Content?
  6. 6. Text Ads on Play Page Text Ads on contests created by users – via Adsense – Google then directly pays the users their revenues
  7. 7. Growth in Contest Creations 07 07 07 08 08 08 08 08 08 08
  8. 8. Contests2Win Creators Profile 2.5% of all Contests2Win visitors are active creators of content 5 40 + 4 35 to 40 10 31 to 35 18 26 to 30 26 22 to 25 24 19 to 21 8 16 to 18 5 5 to 15 % Age Band 100 Total 21 Female 79 Male % Gender break up
  9. 9. The Content Consumer vs The Content Creator Plays Creations Creation is more youth centric. 50% of creation is seen in the 19 to 25 age band 13 40 + 7 35 to 40 13 31 to 35 22 26 to 30 23 22 to 25 16 19 to 21 4 16 to 18 2 5 to 15 % plays Age Band 5 40 + 4 35 to 40 10 31 to 35 18 26 to 30 26 22 to 25 24 19 to 21 8 16 to 18 5 5 to 15 % creations Age Band 100 Total
  10. 10. Where do creators come from? Creation is prevalent across the country with a lot of smaller cities contributing to content generation. 49 Smaller Cities (Rest of India) 10 Second Tier Cities (Poona, Ahmedabad, Chandigarh, Hyderabad) 41 Metros (Mumbai, Delhi, Bangalore, Chennai, Kolkatta) % creators Cities 100 Total
  11. 11. What contests types do users create? Quizzes and Hangmans are easy to create and also receive maximum plays. Creators opt for these formats due to their high playability and interactivity. 6 Rate Me 9 Twister 9 Face-Off 9 Crossword 13 Poll 19 Hangman 24 Quiz % Creations Contest Type
  12. 12. What kind of content do users Create? Bollywood (10%) Sports (9%) Cricket (5%) Naughty (3%) Gadgets & Gaming (3%) Auto & Vehicles (2%) General (34%) Art & Entertainment(19%) People & Lifestyles (15%)
  13. 13. How popular is Cricket & Bollywood content? <ul><li>Cricket and Bollywood were introduced as categories in May 2008. </li></ul><ul><li>In less than 3 months, Bollywood is one of the most created categories </li></ul><ul><li>Cricket is also fast climbing towards becoming one of the Most Created and Most Popular categories on the site. </li></ul><ul><li>* Surveyed users stated that they enjoyed creating Bollywood contests the most. </li></ul>In India, Cricket and Bollywood rule the content space. On c2w 35% of contests created each day belong to these categories. Cricket Bollywood Category 4 6 Most Created Category - Rank
  14. 14. Gender break up (Category) <ul><li>Most created categories have are created by an almost equal number of men </li></ul><ul><li>and women. </li></ul><ul><li>21% of creators are female users. This 21% contributes to almost 40% of contests created. </li></ul>30 70 Gadgets & Gaming 36 64 Naughty 39 61 Cricket 41 59 Sports 48 52 Bollywood 35 65 Auto & Vehicles 47 53 People and Lifestyles 49.5 50.5 Art & Entertainment 49 51 General % of contests created by FEMALE users % of contests created by MALE users Contest Category
  15. 15. Do users prefer creating image or video based contests? Image based contests are popular as images are easy to find and quick to upload However, v ideos are steadily gaining popularity. Videos prove more interactive, fun to watch and play. With c2w allowing users to add videos simply by providing a YouTube url, the use of videos in contests is also made extremely easy. % Created Type 23.2 Video 76.8 Image
  16. 16. The c2w Creators Survey <ul><li>Through this survey we were able to gauge : </li></ul><ul><li>Usage – How creators navigate the site </li></ul><ul><li>Contest Creation patterns and habits </li></ul><ul><li>- Volume of Content Creation </li></ul><ul><li>- Contest Type preferences </li></ul><ul><li>- Response to incentivized creation </li></ul><ul><li>Reasons for Creating </li></ul><ul><li>Reasons for Sharing </li></ul><ul><li>* 10% of c2w creators were surveyed. An equal mix of creators from different age groups and gender were considered </li></ul>
  17. 17. How do users navigate a UGC site like c2w? <ul><li>Featured List - 30.9 % </li></ul><ul><li>Feature Lists on the Homepage showcase contests with prizes and the most creative, popular and unique contests on the site. </li></ul><ul><li>Listing Pages – 26.8% </li></ul><ul><li>All recently created contests are listed here. Via the ‘Play’ page users can search for contests via category, contest type and time of creation. </li></ul><ul><li>Related Content - 15.5% </li></ul><ul><li>This list is thrown up contextually with every contest that is being played </li></ul><ul><li>Profile Page Messages - 7.2% </li></ul><ul><li>Users surveyed check out contests created by fellow users via messages left on their profile pages and message boards </li></ul><ul><li>63.9% consume contests in ALL of the ABOVE ways </li></ul>With users actively using their profiles to communicate with each other and share content – c2w takes on the avatar of a Contesting Social Network
  18. 18. How many contests do users create each month? <ul><li>1 to 5 - 47.4% of users say they create between 1 and 5 contests each month </li></ul><ul><li>6 to 10 – 21.6% of users say they create between 6 and 10 contests each month </li></ul><ul><li>11 to 20 – 9.3% of users say they create between 11 and 20 contests each month </li></ul><ul><li>20 + - 21.6% users say they create above 20 contests each month </li></ul>Of the users, By the users and For the users - Creators contributing content on a regular basis has lead to loyalty, personalization and an identity among fellow users on c2w.
  19. 19. Contest types – how easy is it to create? <ul><li>* User were allowed to choose more than one contest type hence total ≠ 100 </li></ul>The contest types that users find easiest to create are also the highest created contest types. Easier the creation process, higher the number of creations. 29.9 Face Off 36.1 Twister 36.1 Rate Me 41.2 Crossword 48.5 Poll 53.6 Hangman 78.4 Quiz Ease % Contest Type
  20. 20. How do users respond to Creation Campaigns? <ul><li>Creation Campaigns are theme based and live for a limited period of time </li></ul><ul><li>Users create contests based on the theme and are rewarded based on creativity and popularity of the contests they create </li></ul>Incentivizing and ‘pushing’ creation results in higher user participation. This leads to higher interaction with events, brands and products due to research put into creating contests. 28.9 Depends on the Theme % Users Do you Create for Creation Campaigns? 6.2 Not aware of c2w creation campaigns 17.5 No 47.4 Yes
  21. 21. How do users share contests? * Users were allowed to select multiple options hence the total ≠ 100 With approximately 70% of creators sharing contests, the content travels to external users and portals, thus increasing consumption. Users are inclined to share contests to gain appreciation and showcase their creativity. 29.2 Using c2w’s ‘Share’ Feature 31.3 Embedding on Personal Blogs % Users Method of Sharing 29.2 Do not actively share contests 34.4 Posting Contest Links on SNSs (Orkut, Facebook) 52.1 Copy Pasting Contest URL and mailing friends
  22. 22. Why do Users Create? Contests created by consumers provide a unique platform which brands can use to their advantage - Users actively participate and interact with the brand rather than passively view communication * Users were allowed to select multiple options hence the total ≠ 100 50 Prizes 53.1 Platform to Earn via Adsense % Users Why Create 15.6 All of the Above 56.3 Platform to Showcase Talent 74 Fun, Knowledge, Entertainment
  23. 23. Final Word <ul><li>With 90% of content on c2w being contributed by users, creation is gaining momentum among users </li></ul><ul><li>Creation is youth centric with 50% of creation seen in the 19 to 25 age band </li></ul><ul><li>Creation is prevalent across the country with a lot of smaller cities contributing to content generation. </li></ul><ul><li>In India, Cricket and Bollywood dominate the content space. </li></ul><ul><li>Women are active creators of content - Female creators (21% of the total visitors to the site) create 40% of all content on c2w. </li></ul><ul><li>Image based contests are easy to create and hence popular. Video based contests, due to their high level of interactivity, are quickly gaining popularity too. </li></ul><ul><li>Creators actively communicate with fellow creators and share content with friends – therefore viewing creation as a platform to ‘show off’ their creativity. </li></ul><ul><li>Users create for entertainment & knowledge, to win prizes and to earn revenue </li></ul><ul><li>Allowing users to create for a brand leads to increased loyalty and interaction with brands and products. </li></ul>
  24. 24. Participate & Connect <ul><li>Talking To The Consumer rather than Talking At The Consumer – </li></ul><ul><li>The future of marketing is about acting the part of how you want to be perceived. </li></ul><ul><li>UGC platforms like Contests2win are ideal social media platforms where you can distribute branded content AND allow consumers to interact with your brand. </li></ul><ul><li>Use social media and User Generated Content to create a dialogue with consumers. Entertainment sites are where consumers spend most time and where the greatest opportunities for engagement exist. </li></ul>
  25. 25. <ul><li>About Contests2Win </li></ul><ul><li>www.contests2win.com (c2w) is one of the oldest and most well known online brands in India. Founded by Alok Kejriwal in 1998, c2w is destination where users can “hang out” and have fun entertaining themselves playing from thousands of contests and winning from hundreds of prizes. </li></ul><ul><li>c2w is a site driven by user generated content where users can create image and video based contests across popular formats. c2w has created over 2000 interactive solutions for most of the Fortune 500 brands, enabling voluntary, highly involved, one-on-one brand-consumer interactions. </li></ul>Any Questions & Comments, Please Contact – Pallavi Jaishankar – Business Analyst [email_address] Ekalavya Bhattacharya – Brand Manager [email_address] Raj Menon – COO [email_address]

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