Steve Hulford of Filemobile discusses strategies for using user generated content (UGC) in online video. UGC provides free content, drives social media engagement and search engine optimization. Popular uses of UGC include contests, communities, and citizen journalism. While commenting and voting have high participation rates, video has much lower participation at 3% but offers significant viewing time on sites. Case studies show how social activities from UGC can drive referral traffic and 34.5% of visits to one site. Tips for getting more user video include giving tasks, offering experiential prizes, curating Facebook networks, and promoting top content. Filemobile provides pre-built applications that facilitate UGC programs using Brightcove.

1. BLENDED DISTRIBUTION STRATEGIES FOR ONLINE VIDEOUSER GENERATED CONTENTTHE AUDIENCE DELIVERSSteve Hulford / Filemobile / Chief Creative Officer

2. Who we areFOUNDER OF FILEMOBILECHIEF CREATIVE OFFICER@filemobile@hulfordFilemobile has launched over 1,000 UGC programs Since 2006

3. Work with media companies, brands, agencies, enterprise and education

4. Located in Toronto and New YorkGo to play.filemobile.comOr email your photo/video to play@filemobile.com

5. User Generated Content is a HUGE value driverFree contentSocial activities drive earned mediaSEO boostBrand engagementFind brand ambassadorsGenerate Leads and Facebook FansVideo offers tremendous viewing minutes keeping people on your site

6. Popular use cases for UGCEmployee generated contentContestsCitizen JournalismUGC to TVCommunitiesKnowledge sharing

7. The barrier to participation graphCombine all of these popular activities for the best results% of audience engaged in activityVoting 60% +Commenting 20%Photo 10%Video 3%

8. How social activities drive traffic: case study“Readers who come through social are far different in their behaviors. They tend to view more articles on average and stick around the site longer.”VadimLavrusik, Community manager at Mashable

9. How social activities drive traffic: case studyMaxim MagazineSocial Activities drive referral trafficPublish voting, rating, comments, photo/video uploads to public social networks; Facebook, Twitter, LinkedIn, etc.Publish user upload and votes to Facebook Feed helped generate

10. How social activities drive traffic: case study

11. How social activities drive traffic: case study

12. How social activities drive traffic: case study34.5% of all traffic camefrom FacebookMore than Maxim.com

13. Tips on getting more user generated videoDO YOU KNOW WHO BEN SOUTHALL IS?Give them specific tasksExperiential prizeMine the Facebook social graphCommenting / rating / votingPut UGC video on TVSeed your contentPromote good contentUser Generated Content needs to be curated / moderated

14. Tips on getting more user generated videoTHE WINNER OF THE BEST JOBIN THE WORLD34,000 VIDEO ENTRIES, 54 COUNTRIESGive them specific tasksExperiential prizeMine the Facebook social graphCommenting / rating / votingPut UGC video on TVSeed your contentPromote good contentUser Generated Content needs to be curated / moderated

15. How to implement a great UGC program with Brightcove and FilemobilePre-Built Applications including:Upload WidgetPhoto / Video ContestCommenting / Rating / VotingCommunityFacebook AppsCitizen Journalism

16. Go to play.filemobile.comGo to play.filemobile.comOr email your photo/video to play@filemobile.com