User generated content

Professional and College Football

What is User generated content(ugc)?

• UGC is a form of content on the internet that has to be published in some context

WebsiteSocial networking site

In order to be classified as UGC a certain amount of crestive effort must be involved in creating the work

It is also a creation outside the realm of professional routines and practices

Purpose

• UGC has become very popular on the internet and is essential to many of todays most well known websites• Facebook• Twitter • Youtube

According to Adweek, by 2013, nearly 155 million US internet users will consume some form of user generated content, from 116 million in 2008. This number is only expected to grow further.

http://www.adweek.com/news/advertising-branding/emarketer-user-generated-content-difficult-monetize-111223

UGC Usage

• Over 80 million people create content on the internet which is expected to continue growing

Research objectives

• To analyze how the amount of User Generated Content on a football team website

• To determine the effect it has on “stickiness” and “bounce rate”

• Compare these attributes among Pacific 12 Conference and NFL Websites

Pacific 12 conference

• Our focus was on the 12 collegiate teams located in the western region of the United States that participate in NCAA’s Division I

National Football League teams

• The 12 collegiate teams were then compared to the 32 football teams that make up the NFL.

Measuring ugc

• Each team homepage and their first sublinks were analyzed for any possible form of user generated content.

• Additionaly each homepage was analyzed through the website Alexa in order to better understand each site analytics. Particular attention was paid to bounce rate and time spent on site for a period of 3 months.

Effort rate of ugc Applications

High Effort UGC Low Effort UGC

Message Board/ForumPhoto/Video SharingBlogsReviews/CommentsPersonal Page

Survey/PollsLink to offsite UGCLikes

How Ugc benefits Customer Relationship management

• Customer Relationship Management (CRM): a company-wide business strategy designed to reduce costs and increase profitability by solidifying customer satisfaction, loyalty, and advocacy.

• UGC provides more power to the consumer. Allowing them to be the masters of the content they consume. This provides much stronger connections between the business and the consumer.

UGC and CRM

•The goal is to engage the user

Brands and UGC

• Popular culture and reality TV has shown that people enjoy having their names in the spotlight.

• Brands are now focusing on creating home pages that are meeting places or portals for interaction.

• “the larger point is that offiline marketing and branding is about getting attention– but online marketing and branding is about giving attention. Great home pages are active; you can do something on them.”• -Gerry Mcgovern

“Stickiness” a key metric

• The goal is not just to simply have more people view the page.

• Other metrics aside from unique visitors and page views are playing a greater role.

• Stickiness or the amount of time spent on the site is essential to further engagement with the user.

Sticky Sites

Top five teams based on time spent on site

Based on information retrieved from Alexa.com

Direct Relationship: Time spent and UGC

• NFL teams that had high user time spent on site also had high recorded amounts of UGC

The top 5 NFL teams with highest time spent and their UGC

AnalysisAfter studying all 32 NFL teams, the top 5 teams with the highest time on site site are the following:

Philadelphia Eagles Jacksonville JaguarsBuffalo Bills Cincinnati Bengals Baltimore Ravens

These teams also share the top numbers in UGC sources.

ConclusionUsers will remain on the site of NFL teams with a large amount of UGC longer than teams with less.

College Vs. Professional

• College football sites have fewer instances of UGC on their website. This results in less time spent on the sites.

Importance of bounce rate and time spent on site

• Depth rather than reach is of greater importance in capturing audiences on the internet.

• Bounce rate and time spent on site have an inverse relationship

Effect of blogs on time on site: NFL

Mobile Uploads

• “Submit your photo” is an effective form of user generated content which is beneficial for a number of reasons:• Helps brands learn about consumers• Cheap and easy to stage • Results in an increase in both first-time visits and return

traffic.

The following teams have used this with success:

Washington Redskins

One of the top NFL teams for

time spent on site

Philadelphia Eagles

One of the five lowest bounce rates

Highest time spent on site

2 minute margin above the second ranking team