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User Generated
Content
The old new story
Bogdana
SSP McCann
Google: bogdana butnar
David Verklin
"The best brands are not those that tell the best stories, but those whose customers have the best stories to tell”
Someone with ownership of a medium was the sole producer of content for that medium; in time, the users of the medium begin to produce content as well and use the medium to disseminate it
Depending on the recipient of the content, user generated messaging may appear in various media and take
various forms…
• Consumer feedback via online letters and email• Video sharing (youtube.com, sharkle.com, reever.com) • Pictures (flickr.com) • Discussion boards• Blogs• Social networking sites (myspace.com, facebook)• News Sites• Trip planners• Customer review sites• Any other website that offers the opportunity for the
consumer to share their knowledge and familiarity with a product or experience
• Games
Basically anything…
UGC or CGM can take various forms from
reviews, to complaints, to confessions, to
information, pieces of art
To keep a bird’s eye view
User generated content that makes use of brand assets and is not aimed at the
brand owner itself
• Made by users of your brand• Comment on your brand• Makes use of your available brand elements• Expressed a person’s opinion• Influences other people’s opinions of your brands• Is not commercially meant• Palimpsestic• CGM is original (insofar as there can be originality) • Not aimed at the company but at other users
It’s impossible to control thus
sometimes it may damage
It’s hard to provoke
It’s more believable
It’s free
Control and/or provoke
• In theory once you do your job right you do not need to control it
• In theory if you do your brand right you do not need to provoke it
• In practice you should not try to control it, but you should do everything you can to provoke it
If you do either
wrong, the consumer will piss all over you
HOW?
I have three ways
1. Trick them into it2. Bribe them into it3. Charm them into it
Become a tool
Generally make your brand more readily available because it’s about what they want, what they can do with it, you are a tool
but make sure they have nothing to complain about
iPods for everyone!
Put the making of one project in the hands of your consumers…
but make sure they have nothing to complain about
Branded utility
Generally try to make a good job of running your brand and always give them something useful to play with
but make sure they have nothing to complain about
Me :-)
“No one can tell a good story about a brand unless that brand has given them a good reason to do so”