Upload
mmunir91
View
64
Download
2
Embed Size (px)
DESCRIPTION
Citation preview
Maryam Munir
User Generated Media
Agenda
• Definition• Consumer Perspective• Corporation Perspective• Good Example• Bad Example• Recommendations
Definition
“Content that is produced by consumers rather than corporations themselves.”
Consumer Perspective:Why
Needs and Gratification Theory• cognitive needs: knowledge• affective needs: emotional• personal integrative needs: status• social integrative needs: relationships• tension release needs: escape
Consumer Perspective:How
4 Types of Participation• Produce • Consume• Participate• Respond
Corporation Perspective: Why
• Dismissal of corporate content• Engagement• New insights and ideas• Genuine/real/trustworthy
• word of mouth marketing• Brand conversations• Critical feedback• Brand loyalty• Cost effective
Corporation Perspective: How
• Online Communities• Forums• Contests• Q&A
Success: HarperCollins
Success: HarperCollins
W
4 Types of Participation• Produce - writers • Consume - readers• Participate - talent spotters• Respond - reviewers
Success: HarperCollins
W
Community Development Process:• Incentives• Engagement • Loyalty
Success: HarperCollins
Failure: Wal-Mart
W
• Imitated existing ideas• Inhibited self-expression • Limited freedom and interactivity• Did not speak their language• Bad incentives
Failure: Wal-Mart
Recommendations• Do your research• Speak their language• Give specific guidelines• Allow creative freedom• Monitor and respond• Build engagement • Encourage interactivity• Be smart with incentives
Thank You!