4. Agenda
• UGC?
• Crowdsourcing?
• FLIRT?
• Case Sonera
Friday, December 14, 2007 3
5. “...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
6. UGC =
New Phenomenon?
5
Friday, December 14, 2007 5
15. 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
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 34
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 35
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 36
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 37
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 38
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 39
42. 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
43. 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
44. Crowdsourcing on
pre-existing web communities
Friday, December 14, 2007 42
52. 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
53. “Itekki Tekisin”
User Generated Advertising Campaign
Aug - Sep 2007
Friday, December 14, 2007 51
54. 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
55. 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
66. 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
67. Some of the works...
Friday, December 14, 2007 63
