1. Maryam Munir

2. Agenda
• Definition
• Consumer Perspective
• Corporation Perspective
• Good Example
• Bad Example
• Recommendations

3. Definition
“Content that is produced by consumers
rather than corporations themselves.”

6. 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

7. Consumer Perspective:
How
4 Types of Participation
• Produce
• Consume
• Participate
• Respond

8. 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

9. Corporation Perspective:
How
• Online Communities
• Forums
• Contests
• Q&A

10. Success: HarperCollins

11. Success: HarperCollins

12. Success: HarperCollins
4 Types of Participation
• Produce - writers W
• Consume - readers
• Participate - talent spotters
• Respond - reviewers

13. Success: HarperCollins
Community Development Process:
• Incentives W
• Engagement
• Loyalty

14. Failure: Wal-Mart

15. Failure: Wal-Mart
• Imitated existing ideas
• Inhibited self-expression
W
• Limited freedom and interactivity
• Did not speak their language
• Bad incentives

16. Recommendations
• Do your research
• Speak their language
• Give specific guidelines
• Allow creative freedom
• Monitor and respond
• Build engagement
• Encourage interactivity
• Be smart with incentives

17. Thank You!