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User-Generated Content and Brands - François Pétavy, Eyeka


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User-Generated Content and Brands - François Pétavy, Eyeka

  1. User-Generated Content and Brands Closing the Gap François Pétavy, VP Marketing & content, Eyeka francois.petavy[at]
  2. Media usage patterns Living in an age of Revolutions <ul><li>15-25 y.o. Europeans spend more time on the Internet than watching TV </li></ul>Channel shift Multitasking Internet video User generated content Youtube attracts 56% of the total US Internet TV audience (Jan08) 2/3 of US adult internet users often surf the Web while watching TV In Jan08, US video sites attracted more than 115m visitors viewing 6 billion streams Source : European Interactive Advertising Association, Harris Interactive, Nielsen Online Videocensus
  3. User-generated content – is it a fad? Source : The end of advertising as we know it, IBM Institute for Business Value By 2011, almost 15% of TV time and 25% of PC time of consumed content will be user-generated Content production « Everyone is an author » 10% have already contributed Community aggregation New communities centered around creation Attention influence 32% of Youtube viewers follow friends recommendations
  4. The Marketers’ challenge for 2010 <ul><li>How do I maintain relationship with my audience as it moves away from TV? </li></ul><ul><li>Traditional communication formats & codes are becoming obsolete </li></ul><ul><li>Reach your audience on new channels (web/mobile) </li></ul>Get endorsed by your consumers Harness the power of User-Generated Content Media consumptions patterns are shifting Consumer trust in brands is endangered
  5. A few words about Eyeka Your audience Your content Your 2.0 destination Video & mobile portals Web TV solutions Calls for submissions Platform solutions Content solutions Author marketplace Contributions by community Powered by
  6. Eyeka’ solution to quality & impactful UGC Creative brief Content moderation & editoriali-zation Your audience AND 15.000+ authors Get it clear from the start Stimulate the right talent mix Control the content Web TVs Video Portals Select and Viralize 1 2 3 4 Powered by
  7. Example: enabling Canon to recruit & engage customers <ul><li>A Call for submissions   on Eyeka </li></ul><ul><li>Authors read the brief and accept Canon’s Term & Conditions to participate </li></ul><ul><li>Authors submit their contributions on Eyeka </li></ul><ul><li>Canon moderates the content and chooses the winners </li></ul>
  8. Example: enabling CANAL+ to engage their creative community <ul><li>A video portal dedicated to aggregating the CANAL+ author community </li></ul><ul><li>CANAL+ users can watch and upload home-made videos </li></ul><ul><li>Selected contributions are featured in the « Home Made Movies » TV show </li></ul><ul><li>Full integration into the CANAL+ information systems (SSO, front-office) </li></ul>
  9. The future for Brands Mass marketing Direct marketing Loyalty schemes 50s and 60s 70s and 80s 90s 2000s CRM 2010s Customer engagement marketing Rise of brand products and advertising agencies Focus: mass communication Beginning of direct marketing Focus: identification of the target group Rise of loyalty programs Focus: databases, analysis systems Evolution of dynamic product marketing Focus: customer relationship Endorsement and enhancement of brands by consumers New focus: net promoter score
  10. Contact: francois.petavy[at] About Eyeka Eyeka is an online platform that enables brands, media, content owners and mobile operators to seize opportunities in new media by operating their own contributive internet and mobile TVs. Eyeka provides its corporate clients with comprehensive solutions that include platforms, hosting and content services. Eyeka also helps its clients to source quality, contributive content through a vibrant community of authors. For authors, Eyeka is a leading marketplace that stimulates their creativity through calls for submissions and allows them to be recognized and rewarded. Learn more about Eyeka: