This document discusses how user-generated content (UGC) improves traffic and reduces costs for multimedia publishers. It defines UGC and provides examples like blogs, reviews, photos and videos. The document outlines how UGC has evolved due to technology allowing for easy sharing. It describes benefits like engaging users and feedback, but also risks like lack of control and distraction. Finally, it explores how UGC is changing publishers and a move towards mobile, trust-based and community-focused models.
Exploring the Future Potential of AI-Enabled Smartphone Processors
UGC-Optimized Title for Document on Impact of User-Generated Content
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Impact of user-generated content to
multi-media publishing: How it improves traffic
and reduces costs, recession or not.
Andrew Duck
June 2008
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What did you signup for?
User generated content is a very broad topic
We will focus on it’s impact to publishers and
the multi-media industry
We will also look at the underlying catalyst for
UGC and how it can benefit your business
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What is UGC (User Generated Content?)
“User-generated content (UGC), also known as consumer-
generated media (CGM) or user-created content (UCC), refers
to various kinds of media content, publicly available, that are
produced by end-users.” - Wikipedia, June 2009.
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Example types of UGC
Discussion boards
Mobile photos and videos
Blogs
Customer review sites
Wikis
Experience or photo sharing sites
Social networking sites
Audio / Video
News sites
Any website that offers the opportunity to
Trip planners
contribute or publish content as an end-user.
Memories
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Media fragmentation in the 1960s
Radio
Newspaper
Magazine Long Play
Cinema Tape
Theatre Satellite
Poster
TV
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Media fragmentation in the 1980s
Radio Long Play
Newspaper Tape
Magazine Satellite VCR
Cinema CD Mobile Phone
Theatre Walkman Laserdisc
Poster Video Game
TV Personal Computer
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Media fragmentation in the 1990s
Radio Long Play VCR
Newspaper Tape Mobile Phone
Webcam
Magazine Satellite Laserdisc
TiVo
Cinema CD DVD
PDA
Theatre Walkman Quicktime
Smartphone
Poster Video Game Internet
TV Personal Computer Email
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Media fragmentation in the 2000s
Radio Tape Laserdisc Smartphone
Newspaper Satellite DVD Satellite RSS
Magazine CD Quicktime Radio Flickr
Cinema Walkman Internet HDTV BitTorrent
Theatre Video Game Email BluRay YouTube
Poster PC Webcam iTunes Wikipedia
TV VCR TiVo Podcasting Joost
Long Play Mobile Phone PDA Blogging
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Media fragmentation in 2009
Everything we already mentioned.... PLUS
Twitter
FriendFeed
Facebook Scribd
LinkedIn
iReport
Dell IdeaStation
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UGC Economy
Supply: users publishing their content
Demand: users viewing content from others
Currency: attention
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How did UGC come about?
UGC is not a new concept.
UGC has existed in many formats for a long
period of time.
The current fascination/obsession represents a
large improvement in the technological barriers
to successful mass UGC.
Now, technology allows us to quickly provision,
maintain and engage with this content.
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What happened to the tether?
Consumers no longer want to be tethered to
their media.
They want to consume, on-demand, on their
terms, on their devices, on their time.
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The Age of Convergence
Convergent devices
Convergent media sources
Disparate, untrusted?? sources
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“The discarnate TV user lives in a world between
fantasy and dream and is in a typically hypnotic state,
which is the ultimate form and level of participation.” -
Marshall McLuhan (1911 - 1980)
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Traditional PR Changes
You can involve end-users in your campaigns
You cannot control the flow of information (although you never could)
There is no average user
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Benefits
It’s cheap
It’s abundant
It’s trustworthy?
Engages users on their own terms
Fosters community growth
Provides valuable feedback at a rate unattainable through traditional methods
Can be articulated into a positive ROI when successfully managed
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The Right Reasons
Stimulate product development and innovation
Increase awareness around communication campaigns
Stimulate positive consumer feedback
Creating a more transparent and open organisation
Engage specific target groups
Attract new talent
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Incorrect Usage
Don’t adopt UGC without a strategy
UGC is not a short-term solution or program
UGC implementations should be measurable
and quantifiable
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Legal Risks & Exposure
Contact your legal team
YouTube was sued US$1 billion for copyright
infringement related to UGC
Liability
Copyright infringement
Recent ACMA case (blacklists)
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Lack of Control
Lack of control over your brand, image, public
relations
Lack of control over content being submitted
This requires both a change of mindset and
business culture
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Distraction
UGC can lead to distraction
Users are finding it hard to cope with the vast amounts of
data available in newer mediums.
Don’t abuse user trust
Don’t distract
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“All over the place, from the popular culture to the propaganda
system, there is constant pressure to make people feel that
they are helpless, that the only role they can have is to ratify
decisions and to consume” - Noam Chomsky (1928-)
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Will print die?
No, print will not die.
But it will change.
It’s usefulness as a medium in today’s society has been changing for awhile.
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“The medium is the message.”
- Marshall McLuhan (1911 - 1980)
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The Message is the Message
If the medium is no longer viable as a business
model then it needs to change.
Newspapers are going bankrupt through lack of
innovation
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Mobile Benefits
Access to data anywhere
Users can contribute anywhere
On their terms
iReport from CNN
Twitter
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Interruption marketing is out
Interruption marketing is on the way out
UGC offers a new approach for connecting with
consumers
Passive, permission based marketing
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What can you do?
Comments
Forums
Build a community
Competitions
The strong communities grow through
Design/name a product/service/logo
cohesion and interactivity (conversation)
Rating, tagging, sharing
It takes time to build
Republishing
Citizen journalism
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Thoughts
Trust is online gold dust
People will give back without a kickback
Perception is reality
Advertising & content working in harmony
Long tail lifts the little guy
Times are changing
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“Success is dangerous. One begins to copy oneself, and to
copy oneself is more dangerous than to copy others. It leads
to sterility.” - Pablo Picasso (1881 - 1973)