user-generated content

just because you can?

Kyle MacRaeBlether Media

we like to talk

we like to talk back

xkcd.com

and you can’t stop us

two-way traffic

if you make friends…

friends become fans…

and fans become evangelists

fluffy upside

• involvement and engagement• trust and loyalty • social buzz• word of mouth marketing

• data capture (if useful)• revenue (maybe)

plenty of tools

but it’s not about the tools

it’s about relationships

is this part of your mix?

hmm…

media does ugc because it must

not because it wants to

it really doesn’t

do you?

sometimes ugc IS the project

incentive + tools

incentive + tools

= engagement

incentive + tools

incentive + tools

but sometimes it’s just daft

so, you need a ugc strategy

1 - manage the risks

does anyone care?

does anyone like you?

you can’t control the message

really, you can’t

you can try…

…but you can’t

so they’d better like you!

2 - engage, encourage, ignore?

style mile

hmm…

oh dear

but… better in than out

3 – you need policies

4 - and an objective

5 - and resources

6 - and the right tools

7 – and the right approach

8 – and an roi

or else (at best)

make it easy

make it fun

we love feeling special

we’re suckers for a gimmick

we appreciate added value

track everything…

and engage

er, engage!

that’s better

what else?

• track, filter and publish the buzz

• capture enthusiasm – interview the audience

• add value – video, pix, livestream, share stories

• extend the experience – what happens next?

• build a community – reward your members

• help people get involved (if they want to)

and remember to ask…

and answer…

what’s in it for them?

user-generated content

only when you should

Kyle MacRaeBlether Media