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Sami Viitamäki gave a presentation on user-generated content and crowdsourcing. He defined user-generated content as media content produced by end-users rather than traditional media producers. Crowdsourcing involves companies initiating organizational activities where customers actively participate through digital channels on a wide scale. As an example, he discussed Sonera's "Itekki Tekisin" campaign which allowed over 200 users to generate advertisements for the brand using an online tool, gathering over 34,000 unique visitors.

Business News & Politics

FLIRTing with the Crowds
User-Generated Content & Crowdsourcing

Sami Viitamäki
TeliaSonera Finland

1
Friday, December 14, 2007 1

Sami Viitamäki?

Friday, December 14, 2007 2

Agenda

• UGC?
• Crowdsourcing?
• FLIRT?
• Case Sonera

Friday, December 14, 2007 3

“...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

UGC =
New Phenomenon?

5
Friday, December 14, 2007 5

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

Crowdsourcing?

15
Friday, December 14, 2007 15

Crowdsourcing?

• Company Initiated
• Goal Oriented
• Active customer participation in
organizational activities
• Digital Channels
• Wide scale

16
Friday, December 14, 2007 16

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

Crowdsourcing on
pre-existing web communities

Friday, December 14, 2007 42

Crowdsourcing by
immigrant companies

Friday, December 14, 2007 46

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

“Itekki Tekisin”
User Generated Advertising Campaign
Aug - Sep 2007

Friday, December 14, 2007 51

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

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

Some of the works...

Friday, December 14, 2007 63

Thanks!
Sami Viitamäki
sami.viitamaki@teliasonera.com

Friday, December 14, 2007 65

The document discusses user-generated content (UGC) and crowdsourcing. It provides examples of UGC on different platforms over time and defines crowdsourcing as company-initiated, goal-oriented activities that engage customers through digital channels on a wide scale. The presentation then focuses on a UGC advertising campaign called "Itekki Tekisin" run by TeliaSonera Finland where they provided a tool for people to create their own ads and saw over 34,000 unique visitors and nearly 4,000 user-generated ads submitted.

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Presentation Creawell

1. FLIRTing with the Crowds User-Generated Content & Crowdsourcing Sami Viitamäki TeliaSonera Finland 1 Friday, December 14, 2007 1

2. Sami Viitamäki? Friday, December 14, 2007 2

3. Agenda • UGC? • Crowdsourcing? • FLIRT? • Case Sonera Friday, December 14, 2007 3

4. “...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

5. UGC = New Phenomenon? 5 Friday, December 14, 2007 5

6. 6 Friday, December 14, 2007 6

7. 7 Friday, December 14, 2007 7

8. 8 Friday, December 14, 2007 8

9. UGC? Friday, December 14, 2007 9

10. 10 Friday, December 14, 2007 10

11. 2.0 11 Friday, December 14, 2007 11

12. 12 Friday, December 14, 2007 12

13. 13 Friday, December 14, 2007 13

14. 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

15. Crowdsourcing? 15 Friday, December 14, 2007 15

16. Crowdsourcing? • Company Initiated • Goal Oriented • Active customer participation in organizational activities • Digital Channels • Wide scale 16 Friday, December 14, 2007 16

17. Friday, December 14, 2007 17

18. Friday, December 14, 2007 18

19. 19 Friday, December 14, 2007 19

20. 20 Friday, December 14, 2007 20

21. 21 Friday, December 14, 2007 21

22. 22 Friday, December 14, 2007 22

23. 23 Friday, December 14, 2007 23

24. 24 Friday, December 14, 2007 24

25. 25 Friday, December 14, 2007 25

26. 26 Friday, December 14, 2007 26

27. 27 Friday, December 14, 2007 27

28. 28 Friday, December 14, 2007 28

29. 29 Friday, December 14, 2007 29

30. 30 Friday, December 14, 2007 30

31. 31 Friday, December 14, 2007 31

32. 32 Friday, December 14, 2007 32

33. Friday, December 14, 2007 33

34. 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

35. 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

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 36

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 37

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 38

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 39

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 40

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 41

42. Crowdsourcing on pre-existing web communities Friday, December 14, 2007 42

43. Friday, December 14, 2007 43

44. Friday, December 14, 2007 44

45. Friday, December 14, 2007 45

46. Crowdsourcing by immigrant companies Friday, December 14, 2007 46

47. Friday, December 14, 2007 47

48. Friday, December 14, 2007 48

49. Friday, December 14, 2007 49

50. 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

51. “Itekki Tekisin” User Generated Advertising Campaign Aug - Sep 2007 Friday, December 14, 2007 51

52. 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

53. 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

54. Friday, December 14, 2007 54

55. Friday, December 14, 2007 55

56. Friday, December 14, 2007 56

57. They’re taking our brand... http://www.ﬂickr.com/photos/nas-city/355756123/ Friday, December 14, 2007 57

58. Friday, December 14, 2007 58

59. Friday, December 14, 2007 59

60. Friday, December 14, 2007 60

61. Friday, December 14, 2007 61

62. 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

63. Some of the works... Friday, December 14, 2007 63

64. Friday, December 14, 2007 64

65. Thanks! Sami Viitamäki sami.viitamaki@teliasonera.com Friday, December 14, 2007 65

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