ugc is soo 2007
DESCRIPTION
1 We gave This presentation on Stichting Marketing's student conference in a full BOZAR. The conference's theme was User Generated Content and with our provocative title we tried to make a point about the limited scope when UGC is mentioned in the marketing sphere. 3. Looking back on a year off typical (ie "ask the consumer to make a commercial') UGC, it's sriking to the unpredictable level of quality. 8. Tom Coates of Plasticbag currently leads the revolt against marketeers who are determined to exploit the online creative class. His movement signal the flaws of the mainstream definition of UGC. UGC that exploits the 1% creators is bound to hit the bottom soon and to experience a backlash (which is happening as we speak). 20. "pervasiveness of the web" is about how digital communication isn't any longer limited to the computer screen. with applications like dodgeball or twitter, we see the emergence of "interreality" a new space that originates on the edge of the virtual and real world. through twitter's mobile and web interface i get a sense of belonging to my group of peers, independent from my physical location. 23. The Dutch association of advertising agencies organised this year a poll to elect the best Dutch ad slogan ever. Everybody expected Heineken's "Biertje" or Centraal Beheer's "Even Apeldoorn bellen" to win the evergreen award. But then one of Holland's most popular blogs geenstijl.nl decided to propose the equally well known but totally absurd "we from WC eend recommend WC eend" and mobilised their readers to vote for it. 24. "Begonia" is our inhouse conversation tracker tool that aggregates the data from 20 conversation platforms (youtube, flickr, technorati and the like). This gives us an ideo of the metadata (or associations people give) to a given search term. Quite predictably online conversations about hotel brand "Hilton" aren't necessarily about hotels. 27. We concluded our presentation with 4 routes that go beyond the conventional definition of user generated content (being : "ask the consumer to make an ad"). We plotted these 4 strategies on 2 axes. The vertical one is about the focus of your strategy. Do you want to invite people to do "something" with your brand, or do you want your brand do "something" inspiring with what consumers were already doing before your brand came in. The horizontal axis is more straightforward and determines whether you engage with a niche or mainstream audience. 28. This strategy is about collaborating with consumers on a deeper level than advertising. It can be business or marketing, but most of the time you invite people to co-create new products. This typically attracts a small audience of vocal consumers, but because the collaboration goes deeper, chances are that you attract people that are after more than only 5 minutes of fame. 31. Here the brand will create a powerful statement, which strikes an emotional chord, which will lead consumers to talk about the brand. The conventional approach is to create a shocking viral but the two examples given here illustrate that a well designed branded conversation starter can start a chain reaction of conversations that goes deeper than "have you seen that commercial" 32. The first case is Stormhoek who sent personalised samples of its wines to influential bloggers. The difference with conventional blog marketing is that wine is a conversation starter on its own. Most of the time it sits on a table along with food and people. 34. Dove "evolution" is an example of "customer fortified content" where the conversations add meaning to the original piece of content. Read Pete Blackshaw's article here : www.clickz.com/showPage.html?page=3623811 38. "Brand your consumers' content" is the other way round of UGC. Observe what consumers are already doing and try to enhance one of their current activities through your brand's offering. 39. There are hundreds of printing services for digital pictTRANSCRIPT
UGC is so 2007SM Studentencongres 5/11/2007
an overview of UGC in 2007
the good
doritos super bowl adhttp://www.youtube.com/watch?v=3YJbbA_4TfQ
the bad
heinz - the kissable ketchuphttp://www.youtube.com/watch?v=GocSVh58TEE
the ugly
chevy tahoe adbustshttp://www.youtube.com/watch?v=foR3sfWu5IQ
traditional UGC
• focus on the 30” commercial-format
• brand remains untouchable
• only involves “creative” consumers
http://www.plasticbag.org/archives/2007/08/this_is_not_a_brothel/
TRUTH
the best content is created when the hand isn’t forced
most branded content is made
without (the help of) brands
People talk back tobrands
People criticisebrands
People organise around brands
People organise around brands
People get creative with
brands
People get creative with
brands
cillit bang techno mixhttp://www.youtube.com/watch?v=WGooQ8yYC0c
TRUTH
without asking for it, brands already are conversation topics
among people
today’s web amplifies
conversations about brands
reason #1 :the ubiquity of reporting tools
reason #2 :the pervasiveness
of the web
reason #3 :the knowledge of networked
people
reason #3 :the knowledge of networked
people
reason #4 :the mobilising
force of networked
people
WC eend slogan elected as best dutch ad-slogan everhttp://www.youtube.com/watch?v=dVy3veVVjMc
reason #5 :conversations
become tangible
TRUTH
“people” have become a medium for brands
smart ways to leverage people as a
medium
brand focus
consumer focus
fewmany
skip the commercial break
brand focus
consumer focus
fewmany
Dell Idea
Storm
Haägen Dazs
Flavor Seach
brand focus
consumer focus
fewmany
the brand as a conversation starter
Stormhoek
Dove
dove evolutionhttp://www.youtube.com/watch?v=iYhCn0jf46U
success by numbers
success by engagement
parody : slob evolutionhttp://www.youtube.com/watch?v=I0u0wWOMIsE
brand your consumers’ content
brand focus
consumer focus
fewmany
MOOmoo.com
HPhypegallery.com
Person of the year
mix offline context with online content
brand focus
consumer focus
fewmany
Bemin je SysAdmin
yellow arrow
Text
www.yellowarrow.org
Nike+
nike+ demohttp://www.youtube.com/watch?v=qOr5_GaGnPc
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