LESSON 5

WHAT IS A

UGC?

Introduction

In this lesson, we explain how the methods of use and the production of content has completely changed over the last few years.

People as passive spectators have become producers of content: everyone has access to a camera and software for the in-house development of multimedia content.The explosion of platforms such as YouTube, Flickr and Instagram, etc. ... has enabled everyone to become a content maker.

The contents of the web are often remixed or characterized by fads that follow an unstoppable collective stream. This stream produces new content out of old, which inevitably impacts on the life of the brands.

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DEFINITION

User-generated content (UGC) covers a range of media content available via a number of modern communications technologies.

It entered mainstream usage during 2005, having arose in web publishing and new media content production circles. It is used for a wide range of applications, including problem processing, news, gossip and research. It reflects the expansion of media production through new technologies that are accessible and affordable to the general public. All digital media technologies are included, such as question-answer databases, digital video, blogging, podcasting, forums, review-sites, social networking, social media, mobile phone photography and wikis.

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PEOPLE TALK BACK TO BRANDS

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Most UGC (user generated content) is made without the help or support of brands.

FIAT ADVERTISEMENT:“If it were a lady, it would get its bottom pinched.”

GRAFFITI BENEATH:“If this lady was a car she’d run you down.”

USER GENERATED CONTENT

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Brands can have problems with UGC, because people also criticize brands.

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USER GENERATED CONTENT

People get organized around brands

Sometimes people use the brand in a creative way, creating a community of enthusiasts that promote the values and passion for the brand.

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USER GENERATED CONTENT

People get creative with brands

Other web users like to joke around and distort the brand to create more entertaining content.

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http://goo.gl/f1qsM

People get creative with brands

This is a funny video - a remix of a commercial video with dance music.

USER GENERATED CONTENT

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THE TRUTH

Without asking for it, brands are already conversational topics among people...

...and today’s web amplifies conversations about brands.

Why?

REASON ONE

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The ubiquity of reporting tools:

Everybody is a broadcaster.

REASON TWO

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The pervasiveness of the web:

Twitter is an example of a flow of collective consciousness.

REASON THREE

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The knowledge of people networking:

in this example Ikea fans share their projects

http://www.ikeahackers.net/

THE NEXT FUTURE

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Power is moving away from the old elite

(Rupert Murdoch, CEO NewsCorp.)

THE NEXT FUTURE

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Our industry is facing a profound challenge from home-made content

(Tom Glocer, CEO Reuters)

Some examples of ugc

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YouTube Orchestra

The YouTube Symphony Orchestra (YTSO) is an orchestra assembled by open auditions hosted by YouTube, the London Symphony Orchestra and several other worldwide partners. Launched on December 1, 2008,[1] it is the first-ever online collaborative orchestra.

The culmination of the YouTube Symphony Orchestra 2011 saw the Grand Finale Concert at Sydney Opera House brought to life through extraordinary, real-time projections on the interior of the Concert Hall and the exterior of the iconic sails of the Sydney Opera House, and streamed live on YouTube around the world.

http://www.youtube.com/user/symphony

Some examples of ugc

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Life in a day

On July 24, 2010, thousands of people around the world uploaded videos of their lives to YouTube to take part in ‘Life in a Day’, a historic cinematic experiment to create a documentary film about a single day on earth.

Now, is the time to watch their story unfold on the big screen.

Directed by Oscar winner Kevin Macdonald, Life in a Day wowed audiences at the Sundance, Berlin and SXSW film festivals and during its YouTube world premiere in January. This summer, you'll be able to watch the movie in a theater near you.

http://www.youtube.com/user/lifeinaday

Some examples of ugc

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Zooppa

Zooppa is a global social network for creative talent that partners with companies to launch user-generated advertising campaigns. Inspired by the principles of crowdsourcing, Zooppa’s website hosts brand sponsored advertising competitions for cash prizes.

The members submit their original ads in response to a company's creative brief. These ads can take various formats including video, print, banners, concepts, and radio.

http://www.zooppa.com

Some examples of ugc

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Memes

An Internet meme ( /ˈmiːm/ meem) is a concept that spreads via the Internet. The word meme was coined by Richard Dawkins for his 1976 book The Selfish Gene, although his concept refers to a much broader category of cultural information.

An Internet meme may take the form of an image, hyperlink, video, picture, website, or hashtag. It may be just a word or phrase, including intentional misspelling of words such as “more” as “moar” or “the” as “teh.” These small movements tend to spread from person to person via social networks, blogs, direct email, or news sources. They may relate to various existing Internet cultures or subcultures, often based on sites like 4chan, tumblr, and numerous others.

Visit 4chan or http://imgur.com/ now to discover how teenagers and young web users remix and create thousand of new memes every day!

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THANK YOU

Don’t miss out! Our next lesson

is all about the diversity of

content marketing; and we

reveal P.O.E

For questions or suggestions

please write to:

whirlpool_emea@whirlpool.com