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UCG at Strategic

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Bogdana

This document discusses user-generated content (UGC) and how brands can encourage and benefit from it. UGC takes many forms like reviews, complaints, art, and information shared on websites, social media, blogs, and more. While brands can't fully control UGC, they can "provoke" positive UGC by giving customers great experiences and products to talk about. The document suggests brands can provoke UGC by tricking, bribing, or charming customers into sharing stories; becoming a useful tool for self-expression; and always ensuring customers have no reason to complain.

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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 birds 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 persons opinion Influences other peoples 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
Its impossible to control thus sometimes it may damage Its hard to provoke Its more believable Its 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 Trick them into it Bribe them into it Charm them into it
Become a tool Generally make your brand more readily available because its 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

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UCG at Strategic

  • 1. User Generated Content The old new story
  • 2. Bogdana SSP McCann Google: bogdana butnar
  • 3. David Verklin "The best brands are not those that tell the best stories, but those whose customers have the best stories to tell
  • 4. 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
  • 5. Depending on the recipient of the content, user generated messaging may appear in various media and take various forms
  • 6. 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
  • 7. Basically anything UGC or CGM can take various forms from reviews, to complaints, to confessions, to information, pieces of art
  • 8. To keep a birds eye view
  • 9. User generated content that makes use of brand assets and is not aimed at the brand owner itself
  • 10. Made by users of your brand Comment on your brand Makes use of your available brand elements Expressed a persons opinion Influences other peoples 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
  • 11. Its impossible to control thus sometimes it may damage Its hard to provoke Its more believable Its free
  • 12. 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
  • 13. If you do either wrong, the consumer will piss all over you
  • 14. HOW?
  • 15. I have three ways Trick them into it Bribe them into it Charm them into it
  • 16. Become a tool Generally make your brand more readily available because its about what they want, what they can do with it, you are a tool
  • 17. but make sure they have nothing to complain about
  • 18. iPods for everyone! Put the making of one project in the hands of your consumers
  • 19. but make sure they have nothing to complain about
  • 20. Branded utility Generally try to make a good job of running your brand and always give them something useful to play with
  • 21. but make sure they have nothing to complain about
  • 22. Me :-) No one can tell a good story about a brand unless that brand has given them a good reason to do so