Presentation Creawell

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Presentation Creawell

  1. 1. FLIRTing with the Crowds User-Generated Content & Crowdsourcing Sami Viitamäki TeliaSonera Finland 1 Friday, December 14, 2007 1
  2. 2. Sami Viitamäki? Friday, December 14, 2007 2
  3. 3. Sami Viitamäki? Friday, December 14, 2007 2
  4. 4. Agenda • UGC? • Crowdsourcing? • FLIRT? • Case Sonera Friday, December 14, 2007 3
  5. 5. “...various kinds of media content that are produced by end-users, (as opposed to traditional media producers such as professional writers, publishers, journalists, licensed broadcasters and production companies).” - Wikipedia 4 Friday, December 14, 2007 4
  6. 6. UGC = New Phenomenon? 5 Friday, December 14, 2007 5
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  10. 10. UGC? Friday, December 14, 2007 9
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  12. 12. 2.0 11 Friday, December 14, 2007 11
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  15. 15. UGC is evolutionary rather than revolutionary Mobile (Content, Portal and User Generated Content Social Networking UGC) UGC Internet Internet Distribution (Content, Portal and (Content, Portal and Channels Social Networking UGC) Social Networking UGC) TV TV TV (Video) (Video) (Video, Music, Chat) Pre-1995 1995-2005 2006 - Examples 14 Friday, December 14, 2007 14
  16. 16. Crowdsourcing? 15 Friday, December 14, 2007 15
  17. 17. Crowdsourcing? • Company Initiated • Goal Oriented • Active customer participation in organizational activities • Digital Channels • Wide scale 16 Friday, December 14, 2007 16
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  36. 36. Activity areas Innovations Product development new existing Content generation Decision making Funding Marketing Advertising w-o-m Recommendations Distribution Sales Friday, December 14, 2007 34
  37. 37. Activity areas Innovations Product development new existing Content generation Decision making Funding Marketing Advertising w-o-m Recommendations Distribution Sales Friday, December 14, 2007 35
  38. 38. Activity areas Innovations Product development new existing Content generation Decision making Funding Marketing Advertising w-o-m Recommendations Distribution Sales Friday, December 14, 2007 36
  39. 39. Activity areas Innovations Product development new existing Content generation Decision making Funding Marketing Advertising w-o-m Recommendations Distribution Sales Friday, December 14, 2007 37
  40. 40. Activity areas Innovations Product development new existing Content generation Decision making Funding Marketing Advertising w-o-m Recommendations Distribution Sales Friday, December 14, 2007 38
  41. 41. Activity areas Innovations Product development new existing Content generation Decision making Funding Marketing Advertising w-o-m Recommendations Distribution Sales Friday, December 14, 2007 39
  42. 42. Activity areas Innovations Product development new existing Content generation Decision making Funding Marketing Advertising w-o-m Recommendations Distribution Sales Friday, December 14, 2007 40
  43. 43. Activity areas Innovations Product development new existing Content generation Decision making Funding Marketing Advertising w-o-m Recommendations Distribution Sales Friday, December 14, 2007 41
  44. 44. Crowdsourcing on pre-existing web communities Friday, December 14, 2007 42
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  48. 48. Crowdsourcing by immigrant companies Friday, December 14, 2007 46
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  52. 52. Creators Own/ Creation & IP transfer Tools of 3rd party/ Interaction & Legal Creation Hybrid Tools for Business Initiation RULES TOOLS the Area needs Company Organization FOCUS Scale Critics Connectors Capabilities Social Customer Extrinsic LANGUAGE Depth INCENTIVES Objects environment Objective Organization Nature of Extrinsic Intrinsic Presence Interaction Subjective Crowds Friday, December 14, 2007 50
  53. 53. “Itekki Tekisin” User Generated Advertising Campaign Aug - Sep 2007 Friday, December 14, 2007 51
  54. 54. Focus • Lift the brand’s relevance & flexibility and raise interest among young target groups • Gain street cred among the youth • Go to the people where they spend time - the web • Facilitate a fun form of communication • Deliver ‘My Sonera’ brand message - “Exactly the kind you want” • 20000+ visitors in a month • 200+ user generated ads Friday, December 14, 2007 52
  55. 55. Tools • A web-based ad creating tool • Open for anyone to use • Own pictures • Freely created copy text • MAX ‘ease of use’ * ‘freedom of expression’ Friday, December 14, 2007 53
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  60. 60. They’re taking our brand... http://www.flickr.com/photos/nas-city/355756123/ Friday, December 14, 2007 57
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  66. 66. Numbers • 34135 unique visitors • 3295 consumer artists • ~10% created something of their own • 3907 published works • 417 left unpublished • Average time spent on the site ~ 10 min. Friday, December 14, 2007 62
  67. 67. Some of the works... Friday, December 14, 2007 63
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  96. 96. Thanks! Sami Viitamäki sami.viitamaki@teliasonera.com Friday, December 14, 2007 65

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