Monetising User Generated Content - Alicia Navaro/Skimbit

Monetising user generated content whilst keeping the user (and the money makers) happy Alicia Navarro Joe Stepniewski

User Generated Content (UGC) is like the wind …

All around us ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

e.g. Travel Knowledge on Wikitravel

but UGC can sweep you away … ,[object Object],[object Object],[object Object]

UGC can be harnessed ,[object Object],[object Object],[object Object]

Momlogic added a community via Ning

Mydeco added a custom room planner

Wedding TV added a decision tool via Skimbit

AWHosts added reviews via wordpress plugin

Additional benefits of UGC ,[object Object],[object Object],[object Object],[object Object]

And it will actually make you money ,[object Object],[object Object],“ 79% of online UK retailers surveyed reported that the main benefit of consumer-generated rating and reviews was that they improved site conversion rates.” (eMarketer, 2007)

History of UGC in the buying decision ,[object Object],[object Object],[object Object]

History of UGC in the buying decision ,[object Object],[object Object],[object Object],“ A consumer survey ranked consumer content as the #1 aid to a buying decision, cited by 91% of respondents.” (JC Williams Group, 2006)

This all sounds great – lets make some cash! ,[object Object],[object Object],[object Object]

Why do I need to do it ethically? ,[object Object],Unethical monetisation methods mean in the long term users are unhappy, and long term revenues decrease

[object Object],[object Object]

Lets consider both perspectives ,[object Object],[object Object],[object Object]

Users perspective ,[object Object],[object Object],[object Object]

Commercials Perspective ,[object Object],[object Object],[object Object],[object Object]

Real world commerce example ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Vs online commerce ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Real world value chain Online value chain ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Monetisation Methods ,[object Object],[object Object],[object Object],[object Object]

CPM / CPC ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

UGC Monetisation Rule #1 ,[object Object]

Content Rewriters / Ad Injectors

Content Rewriters / Ad Injectors ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

UGC Monetisation Rule #2-3 ,[object Object],[object Object]

User Profiling / Sale of Data ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Facebook Beacon ,[object Object],[object Object]

Affiliate Marketing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Affiliates - Coupons ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Affiliates - Cashback ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Affiliates – Cookie Rewriters

Affiliates – Cookie Rewriters ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Affiliates – Post Impression Cookie Dropping ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

How to monetise UGC with affiliate marketing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

How to monetise UGC with affiliate marketing?

Youtube just launched affiliate links

Skimbit.com’s social decision-making tool

Offered to sites to add community & revenue ,[object Object],[object Object]

5 rules for ethical UGC monetisation ,[object Object],[object Object],[object Object],[object Object],[object Object]

Skimbit’s philosophy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Monetisation methods summarised Method Users Commercials Display / CPC Link Injectors User Profiling Affiliate Marketing - Cashback - Coupons - Post Impression Cookies - MUGIC

Conclusion ,[object Object],[object Object]

Thankyou ,[object Object],[object Object],[object Object]

Monetising User Generated Content - Alicia Navaro/Skimbit

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Monetising User Generated Content - Alicia Navaro/Skimbit