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We’ve all learned by now – or certainly should have - that communication is a two-way street. The former audience isno longer content to passively absorb your stuff; instead, people want to interact, have their say, be involved. And soit’s almost a knee-jerk reaction to include ‘user-generated content’ when developing a project.But is it always appropriate? Is UGC means to an end or an end in itself? Perhaps it’s time for a reality check.If and when it IS smart to incorporate UGC in the mix, what are the best tools, how do you best use them, and howdo you balance the integrity of your projects when everybody’s a participant and a critic?http://blethermedia.com
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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
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