Whirlpool EMEA presents: Digital School, Lesson 5: What is a UGC? In this lesson, we explain how the methods of use and the production of content has completely changed over the last few years. People as passive spectators have become producers of content: everyone has access to a camera and software for the in-house development of multimedia content.The explosion of platforms such as YouTube, Flickr and Instagram, etc. ... has enabled everyone to become a content maker. The contents of the web are often remixed or characterized by fads that follow an unstoppable collective stream. This stream produces new content out of old, which inevitably impacts on the life of the brands.

1. LESSON 5
WHAT IS A
UGC?

2. Introduction
In this lesson, we explain how the methods of
use and the production of content has
completely changed over the last few years.
People as passive spectators have become producers of
content: everyone has access to a camera and software for the
in-house development of multimedia content.The explosion of
platforms such as YouTube, Flickr and Instagram, etc. ... has
enabled everyone to become a content maker.
The contents of the web are often remixed or characterized by
fads that follow an unstoppable collective stream. This stream
produces new content out of old, which inevitably impacts on
the life of the brands.
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3. DEFINITION
User-generated content (UGC) covers a range of media content available
via a number of modern communications technologies.
It entered mainstream usage during 2005, having arose in web publishing and new media
content production circles. It is used for a wide range of applications, including problem
processing, news, gossip and research. It reflects the expansion of media production through
new technologies that are accessible and affordable to the general public. All digital media
technologies are included, such as question-answer databases, digital video, blogging,
podcasting, forums, review-sites, social networking, social media, mobile phone photography
and wikis.
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4. PEOPLE TALK BACK TO BRANDS
Most UGC (user generated content) is
made without the help or support of
brands.
FIAT ADVERTISEMENT:
“If it were a lady, it would get its bottom pinched.”
GRAFFITI BENEATH:
“If this lady was a car she’d run you down.”
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5. USER GENERATED CONTENT
Brands can have problems with
UGC, because people also criticize
brands.
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6. USER GENERATED CONTENT
People get organized
around brands
Sometimes people use the brand
in a creative way, creating a
community of enthusiasts that
promote the values and passion
for the brand.
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7. USER GENERATED CONTENT
People get creative with
brands
Other web users like to joke
around and distort the brand to
create more entertaining content.
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8. USER GENERATED CONTENT
People get creative with brands
This is a funny video - a remix of a
commercial video with dance music.
http://goo.gl/f1qsM
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9. THE TRUTH
Without asking for it, brands are already
conversational topics among people...
...and today’s web amplifies conversations
about brands.
Why?
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10. REASON ONE
The ubiquity of
reporting tools:
Everybody is a
broadcaster.
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11. REASON TWO
The pervasiveness
of the web:
Twitter is an example
of a flow of collective
consciousness.
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12. REASON THREE
The knowledge of
people networking:
in this example Ikea
fans share their
projects
http://www.ikeahackers.net/
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13. THE NEXT FUTURE
Power is moving away
from the old elite
(Rupert Murdoch, CEO
NewsCorp.)
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14. THE NEXT FUTURE
Our industry is
facing a profound
challenge from
home-made content
(Tom Glocer, CEO
Reuters)
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15. Some examples of ugc
YouTube Orchestra
The YouTube Symphony Orchestra (YTSO) is an
orchestra assembled by open auditions hosted by
YouTube, the London Symphony Orchestra and several
other worldwide partners. Launched on December 1,
2008,[1] it is the first-ever online collaborative orchestra.
The culmination of the YouTube Symphony Orchestra 2011
saw the Grand Finale Concert at Sydney Opera House
brought to life through extraordinary, real-time projections on
the interior of the Concert Hall and the exterior of the iconic
sails of the Sydney Opera House, and streamed live on
YouTube around the world.
http://www.youtube.com/user/symphony
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16. Some examples of ugc
Life in a day
On July 24, 2010, thousands of people around the
world uploaded videos of their lives to YouTube to take
part in ‘Life in a Day’, a historic cinematic experiment to
create a documentary film about a single day on earth.
Now, is the time to watch their story unfold on the big
screen.
Directed by Oscar winner Kevin Macdonald, Life in a Day
wowed audiences at the Sundance, Berlin and SXSW film
festivals and during its YouTube world premiere in January.
This summer, you'll be able to watch the movie in a theater
near you.
http://www.youtube.com/user/lifeinaday
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17. Some examples of ugc
Zooppa
Zooppa is a global social network for creative talent that
partners with companies to launch user-generated
advertising campaigns. Inspired by the principles of
crowdsourcing, Zooppa’s website hosts brand
sponsored advertising competitions for cash prizes.
The members submit their original ads in response to a
company's creative brief. These ads can take various
formats including video, print, banners, concepts, and
radio.
http://www.zooppa.com
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18. Some examples of ugc
Memes
An Internet meme ( /ˈmiːm/ meem) is a concept that
spreads via the Internet. The word meme was coined by
Richard Dawkins for his 1976 book The Selfish Gene,
although his concept refers to a much broader category
of cultural information.
An Internet meme may take the form of an image, hyperlink,
video, picture, website, or hashtag. It may be just a word or
phrase, including intentional misspelling of words such as
“more” as “moar” or “the” as “teh.” These small movements
tend to spread from person to person via social networks,
blogs, direct email, or news sources. They may relate to
various existing Internet cultures or subcultures, often based
on sites like 4chan, tumblr, and numerous others.
Visit 4chan or http://imgur.com/ now to discover how
teenagers and young web users remix and create thousand of
new memes every day!
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19. THANK YOU
Don’t miss out! Our next lesson
is all about the diversity of
content marketing; and we
reveal P.O.E
For questions or suggestions
please write to:
whirlpool_emea@whirlpool.com
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