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!