It’s all about valueMeasurement in a user generated world

DEAN MCROBIEExecutive Director, Technology @ Organic

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HOW BEST TO UTILIZE AND MEASURE USER GENERATED CONTENT?

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??

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How much is this How much is this worth to Nike?worth to Nike?

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Is user generated content valuable to your brand?Is user generated content valuable to your brand?

What is value?What is value?

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to the audience?to the audience?

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to the brands partners?to the brands partners?

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to the creator?to the creator?

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to show off?to show off?

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trying to connect?trying to connect?

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to send a message?to send a message?

ASK!ASK!

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YOU HAVE TO LISTENYOU HAVE TO LISTEN

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3MM FRIENDS IN ONE 3MM FRIENDS IN ONE MONTH!MONTH!

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POTENTIAL LOSS OF $1.38MM POTENTIAL LOSS OF $1.38MM WORTH OF FRIENDSWORTH OF FRIENDS

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MEASUREMENT ≠ INSIGHT

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IQ ≠ EQ

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EQ = IQ

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INSIGHT MEASUREMENT

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americascheer.com

Rich media

OLA & search

TVEvent @The Rock PR

MobileTour

Retail

TimesSquare

WHAT ABOUTWHAT ABOUTLONG TERM VALUE?LONG TERM VALUE?

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EQ = IQ

Thanks!

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Thanks toStephen MurrayRuss HopkinsMarta StricklandJason HarperVisible Measures

Photos courtesy ofistockphoto.com

flickr.com/photos/leonski/flickr.com/photos/striatic/flickr.com/photos/poolie/

flickr.com/photos/23065375@N05/flickr.com/photos/earlg

flickr.com/photos/sveinhal/