Users creating and sharing their creative content, is an extremely popular activity. While ‘User Generated Content’ or UGC has been with us since the days of home movies, thanks to Youtube and Facebook it easier than ever to get involved. Almost everyone is snapping pictures, recording videos and sharing them online. Find out how you can engage your audience and tap into the UGC pipeline. This discussion will include real experience from the trenches, including UGC best practises, how to maximize submissions, how to increase site traffic and time spent on site, methods to curate and get the most from UGC and more. We will also explore some case studies of top UGC programs that show the diversity of options and potential of this powerful channel.

1. USER GENERATED CONTENT
THE AUDIENCE DELIVERS
SPEAKER : STEVE HULFORD | FOUNDER OF FILEMOBILE, CHIEF CREATIVE OFFICER
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2. HI! I AM
STEVE HULFORD
FOUNDER OF FILEMOBILE
CHIEF CREATIVE OFFICER
@filemobile
@hulford
FILEMOBILE HAS LAUNCHED OVER
1,000 UGC PROGRAMS SINCE 2005
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3. COLLECTING YOUR UGC
www.stevehulford.com
Email your photos / videos to:
nxne@projects.fm
See the posts at:
www.stevehulford.com
I will donate $1 per photo/video
to this man.
(more on this later in the presentation)
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4. UGC HAS TAKEN OFF
AND EVOLVED
USER GENERATED CONTENT FILLS SOCIAL NETWORKS
WITH CONTENT AND DRIVES MUCH
OF THE CONVERSATION ON THE WEB TODAY
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5. UGC PRODUCTION TOOL OF CHOICE
THE SMART PHONE - DEVICES MATTER A LOT
YouTube Mobile Uploads Up 400% Since iPhone 3GS Launch*
6 days after the launch in 2009
HD Video
GPS
High Speed delivery
Robust processing power
5 MP + photos
Email
Unlimited Data
Apps
IMOVIE for the IPHONE
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6. SMART PHONE GROWTH
THIS IS JUST THE BEGINNING
NORTH AMERICA 33%
EUROPE 28%
ASIA 9%
WORLD WIDE 10%
SMART PHONE USE WILL DOUBLE
IN 5 YEARS
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7. UGC STATS
YOUTUBE EXCEEDS 2 BILLION VIEWS A DAY
100,000,000 VIDEOS VIEWED PER DAY ON YOUTUBE
24 HOURS OF VIDEO UPLOADED EVERY MINUTE
AN AUTO-SHARE TWEET RESULTS IN 7 YOUTUBE.COM SESSIONS
20% OF MILLENNIALS HAVE POSTED A VIDEO OF THEMSELVES ONLINE
46 YEARS OF YOUTUBE VIDEO WATCHED A DAY ON FACEBOOK
412.3 YEARS - THE LENGTH OF TIME IT TAKES TO VIEW EVERY YOUTUBE VIDEO
3 OUT OF 4 AMERICAN USE SOCIAL TECHNOLOGY
2/3 OF THE GLOBAL INTERNET POPULATION VISIT SOCIAL NETWORKS
1 BILLION ITEMS SHARED EACH WEEK ON FACEBOOK EACH WEEK
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8. CONTROL IS SHIFTING
ONE WISE MAN SAID
“Technology has shifted the
power away from the editors, the
publishers, the establishment, the
media elite. Now it’s the people
who are in control.”
Rupert Murdoch, Global Media
Entrepreneur
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9. IT’S A PARTY AND YOU ARE THE HOST
YOUR STAGE
YOU NEED TO GIVE THE AUDIENCE
A PLACE TO PLAY AND THINGS TO DO...
Text
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10. THE PARTY: THE HUB AND SPOKES
BUILD THE HUB AND LEVERAGE THE SPOKES FOR TRAFFIC
By growing your presence on Twitter and
Facebook you are building a communication
Twitter/ Facebook
channel with your brands.
You tell 200 friends
Television Then 35 read it
Property 5 click...
Vertical
YOU OWN THE TERMS OF USE
THE PRIVACY POLICY
SEO THE CONTENT
THE USER DATA
THE LOOK AND FEEL
THE DOMAIN NAME
YOU HOST THE PARTY
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11. THE PARTY: PROGRAM YOUR UGC
HOW TO LEVERAGE SOCIAL MEDIA MARKETING AND UGC
Content is still king...
now everyone is a creator.
now everyone is a network.
now everyone is a distributor.
BUT!
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12. ON THE HUB: PROGRAM YOUR UGC
HOW TO LEVERAGE SOCIAL MEDIA MARKETING AND UGC
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13. ON THE HUB: PROGRAM YOUR UGC
HOW TO LEVERAGE SOCIAL MEDIA MARKETING AND UGC
User generated content needs to be programmed
Find the good content, and promote it
Moderate content to weed out offensive, copyright
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14. BEST PRACTISE
SOME EXAMPLES
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15. MUSIC UGC
GUITAR COVERS
OVER 140,000 GUITAR COVERS ON YOUTUBE
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16. MUSIC UGC
SONG COVERS
GREYSON CHANCE - 12 YEARS OLD - 26,000,000 HITS
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17. BREAKING NEWS
CTV MYNEWS
Mark Vincent of Toronto, shot the
propane explosion with his mobile
phone at 4:02am, Aug 10th, 2008.
CTV aired it 30 minutes later.
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18. BREAKING NEWS
CTV MYNEWS
Mark Vincent of Toronto, shot the
propane explosion with his mobile
phone at 4:02am, Aug 10th, 2008.
CTV aired it 30 minutes later.
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19. BREAKING NEWS
CTV MYNEWS
Chantal Quagliara of Vaughn, shot
this video of a twister and posted
it at 6:39pm, August 20th, 2009. It
aired on CP24.
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20. BREAKING NEWS
CTV MYNEWS
Chantal Quagliara of Vaughn, shot
this video of a twister and posted
it at 6:39pm, August 20th, 2009. It
aired on CP24.
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21. VIDEO MASHUPS
CBC & ROGERS VIDEO MASHUP
Liam Cavanagh from Halifax made
“Cavanaugh Mix Up” and has had
,
92 comments, and 1,313
recommendations on his mashup.
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22. VIDEO MASHUPS
CBC & ROGERS VIDEO MASHUP
Liam Cavanagh from Halifax made
“Cavanaugh Mix Up” and has had
,
92 comments, and 1,313
recommendations on his mashup.
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23. SONG CONTESTS
CBC HNIC ANTHEM CHALLENGE
Colin Oberst from Beaumont, AB,
received over 100,000 views, 800
comments and the 100k prize.
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24. SONG CONTESTS
CBC HNIC ANTHEM CHALLENGE
Colin Oberst from Beaumont, AB,
received over 100,000 views, 800
comments and the 100k prize.
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25. SONG CONTESTS
FOLGERS COFFEE JINGLE
Ethan Thompson Band won the 25,000 grand prize.
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26. SPORTS COMMENTARY
CTV OLYMPICS YOU CALL THE PLAY
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27. UGC TV
FROM WEB TO TV SHOW - UPLOAD YOURS
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28. JOB SEARCH
DO YOU KNOW WHO BEN SOUTHALL IS?
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29. JOB SEARCH
THE WINNER OF THE BEST JOB IN THE WORLD CONTEST
34,000 ENTRIES FROM 54 COUNTRIES
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30. JOB SEARCH
THE WINNER OF THE BEST JOB IN THE WORLD CONTEST
34,000 ENTRIES FROM 54 COUNTRIES
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31. CONTEST PROMOTION
LOOKING FOR CANADAS MOST VALUABLE COACH
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32. CONTEST PROMOTION
LOOKING FOR CANADAS MOST VALUABLE COACH
FACEBOOK SOCIAL GRAPH =
EARNED MEDIA
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33. TOP 10 MOST POPULAR MUSICANS ON FACEBOOK
LOOKING FOR CANADAS MOST VALUABLE COACH
Michael Jackson 12,719,526
Lady Gaga 8,449,581
Linkin Park 5,827,900
Lil Wayne 5,296,323
Taylor Swift 5,194,920
Justin Bieber 4,989,011
Bob Marley 4,573,842
Metallica 4,495,721
Coldplay 4,352,955
Rhianna 4,307,194
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34. UGC IN A FAN PAGE
LOOKING AT BOB MARLEY’S FAN PAGE
DESIGN THE BANNER CONTEST, COVER FRIDAY’S
CURATED BY MARLEY’S CHILDREN
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35. CHANGING THE WORLD
WITNESS TRAINING PEOPLE TO REPORT HUMAN RIGHTS ABUSES
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36. UGC IN SPACE
NASA IS SENDING YOUR PHOTOS ON THE LAST 2 SHUTTLE MISSIONS
NASA LETS USERS SEND THEIR PHOTOS INTO SPACE. OVER 300,000 SUBMIT PHOTOS AND
GET ENGAGED IN THE LAST SHUTTLE LAUNCHES. LETS SEND TONY HAYWARD TO SPACE!
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37. BEST PRACTISE
EIGHT TIPS FOR GETTING MORE UGC
EXPERIENTIAL PRIZE
MAKE IT EASY
FACEBOOK SOCIAL GRAPH
MULTIMEDIA COMMENTING
COMMUNITY MANAGEMENT
PUT IT ON TV
SEED YOUR CONTENT
PROMOTE IT
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38. BEST PRACTISE
HOW TO GENERATE MORE TRAFFIC FOR YOUR UGC PROGRAM
TWEET YOUR BEST STUFF
MANAGE YOUR FACEBOOK FAN PAGE
MAKE YOUR CONTENT SOCIAL
VIDEO SEO
INTEGRATE FACEBOOK CONNECT
OWN THE HUB
USE IT IN TRADITIONAL MEDIA
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39. VALUE CREATION
HOW TO GENERATE VALUE
GREATER INTERACTION WITH YOUR AUDIENCE
ACCESS FREE CONTENT
GET PEOPLE ENGAGED WITH YOUR BRAND
FIND AMBASSADORS TO YOUR BRAND
EARNED MEDIA
ADD COOL FACTOR AND REJUVENATE YOUR BRAND
EXPAND YOUR CLIENT BASE
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40. ONE LAST STORY
INTRODUCING BROTHER LION
CAN UGC CHANGE A LIFE?
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41. INTRODUCING BROTHER LION
THE GANG IN THE BLUE MOUNTAINS, JAMAICA
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42. INTRODUCING BROTHER LION
REICH FALLS, JAMAICA
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43. INTRODUCING BROTHER LION
ACAPELLA VERSION “NOT BECAUSE I AM POOR”
www.brotherlion.com
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44. INTRODUCING BROTHER LION
ACAPELLA VERSION “NOT BECAUSE I AM POOR”
www.brotherlion.com
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45. INTRODUCING BROTHER LION
PRODUCED VERSION “NOT BECAUSE I AM POOR”
www.brotherlion.com
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46. INTRODUCING BROTHER LION
BROTHERLION.COM ON ITUNES ALL MUSIC GOES DIRECTLY INTO HIS BANK ACCOUNT
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47. INTRODUCING BROTHER LION
BROTHERLION.COM ON ITUNES ALL MUSIC GOES DIRECTLY INTO HIS BANK ACCOUNT
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48. INTRODUCING BROTHER LION
BROTHERLION.COM ON ITUNES ALL MUSIC GOES DIRECTLY INTO HIS BANK ACCOUNT
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49. INTRODUCING BROTHER LION
BROTHERLION.COM ON ITUNES ALL MUSIC GOES DIRECTLY INTO HIS BANK ACCOUNT
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Tuesday, July 6, 2010

50. INTRODUCING BROTHER LION
BROTHERLION.COM ON ITUNES ALL MUSIC GOES DIRECTLY INTO HIS BANK ACCOUNT
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51. INTRODUCING BROTHER LION
BACK TO KINGSTON
CHECK OUT HIS REACTION TO THE VIDEO
WWW.BROTHERLION.COM
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52. THANKS!
Steve Hulford
Filemobile
www.stevehulford.com
@hulford
@filemobile
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