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Making the Most of User-Generated Content

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This presentation tries to build a case against the typical, short-term ways in which user-generated content is used, and pleads for a more thoughtful and diverse approach to user-generated content. Four questions are crucial: why do you want to involve people, who do you want to involve, how will you do so, and what are you asking them.

Publié dans : Business, Technologie
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Making the Most of User-Generated Content

  1. 1. Making the Most of User-Generated Content Tom Himpe, June 2007
  2. 2. Here, I showed user-generated Heinz ad, with guy using Heinz as both shower gel, toothpaste and coffee See here http://www.youtube.com/watch?v=JGY-ubAJSyI
  3. 3. The Half Empty School
  4. 4. The Half Full School
  5. 7. <ul><li>Why do you need it? </li></ul><ul><li>Who do you want to involve? </li></ul><ul><li>How will you involve them? </li></ul><ul><li>What are you asking from them? </li></ul>
  6. 8. <ul><li>Why do you need it? </li></ul>
  7. 9. For the wrong reasons
  8. 10. For the right reasons <ul><li>Stimulate product development and innovation </li></ul><ul><li>Increase awareness around communication campaign </li></ul><ul><li>Stimulate positive consumer feedback </li></ul><ul><li>Creating a more transparent and open organisation </li></ul><ul><li>Engage specific target groups </li></ul><ul><li>Attract new talent </li></ul>
  9. 11. For the right reasons <ul><li>“ We are currently looking for ready-to-go products, packaging, technologies, processes and commercial connections that will result in game-changing innovation to address unmet consumer needs .” </li></ul>
  10. 12. <ul><li>Who do you want to involve? </li></ul>
  11. 13. Choose your audience
  12. 14. Choose your audience
  13. 15. Choose your audience
  14. 16. Choose your audience
  15. 17. <ul><li>How will you involve them? </li></ul>
  16. 18. How will you involve them? <ul><li>Community-building </li></ul><ul><li>Long term vs short term </li></ul><ul><li>Rewards </li></ul><ul><li>Partnerships </li></ul>
  17. 19. Community building <ul><li>Communities lead to quality over quantity, to commitment over opportunism, to group thinking over selfish individual impulses </li></ul>
  18. 20. Community building
  19. 21. Community building
  20. 22. Community building
  21. 23. Community building
  22. 24. Community building
  23. 25. Community building
  24. 26. Long term vs short term <ul><li>There’s not much sense in initiating a dialogue but not maintaining it. </li></ul>
  25. 27. Long term vs short term
  26. 28. Long term vs short term
  27. 29. Reward <ul><li>Money can attract lots of people, but not necessarily the right ones. </li></ul>
  28. 30. Reward
  29. 31. Reward 100 Geek Dinners 100 Nights 100 Conversations
  30. 32. Partnerships <ul><li>In order to attract the right crowd, it’s worth thinking about credible partners that give any user-generated content initiative some kind of quality label. </li></ul>
  31. 33. Partnerships
  32. 34. Partnerships
  33. 35. <ul><li>What are you asking from them? </li></ul>
  34. 36. Define the rules <ul><li>Be focused and specific. Let people know what you want them to do. And how. And why </li></ul>
  35. 37. Define the rules
  36. 38. Define the rules
  37. 39. Distributed Creativity <ul><li>Allow people to play with, repackage and personalise the original creative material </li></ul>
  38. 40. Distributed Creativity
  39. 41. Not all content is creative <ul><li>User-generated content is as much about people’s opinions, stories, reviews, feedback or comments </li></ul>
  40. 42. Not all content is creative <ul><li>JetBlue StoryBooth </li></ul>
  41. 43. Not all content is creative McDonald’s makeupyourownmind.co.uk
  42. 44. Not all content is creative Tate Britain - Write Your Own Label
  43. 45. Not all content is creative <ul><li>The power of reviews and ratings </li></ul>
  44. 46. Not all content is creative
  45. 47. Respond to and engage with existing UGC <ul><li>Every piece of content which relates to your brand or products can be the start of a conversation </li></ul>
  46. 48. Respond to and engage with existing UGC <ul><li>Stephen Voltz (lawyer) and Fritz Grobe (juggler) </li></ul>Here, I showed film on Mentos organising a world guinness book of record attempt around the famous Diet Coke - Mentos effect See here: http://www.youtube.com/watch?v=gkAnBTKwfao
  47. 49. Respond to and engage with existing UGC
  48. 50. Respond to and engage with existing UGC <ul><li>Fedexfurniture.com </li></ul>
  49. 51. Respond to and engage with existing UGC
  50. 55. <ul><li>Why do you need it? </li></ul><ul><li>Who do you want to involve? </li></ul><ul><li>How will you involve them? </li></ul><ul><li>What are you asking from them? </li></ul>
  51. 56. <ul><li>[email_address] </li></ul>

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