user generated content.pdf

Transcript

1. User Generated Content Introduction to UGC
2. User Generated Content 800 million active users 2011 250 million photos are uploaded per day
3. User Generated Content 200 million tweers per day
4. User Generated Content During the Asian Tsunami in 2004, personal blogs from tourists who survived the earthquake have been able to inform citizens around the world about the happenings, faster and with more details than the websites of CNN or BBC.
5. User Generated Content A definition by OECD: 1. Publication requirement. UGC has to be published in some context (e.g. on a website or on a social networking site). 2. Creative effort. A “certain amount of creative effort has to be put into creating the work”. It is particularly important that “users add their own value to the work”. 3. Creation outside of professional routines and practices.
6. User Generated Content Incentives 1. Creativity. 2. A form of self-expression. 3. Be a part “of communities and collaborative projects”. 4. Lower costs and increased availability of tools for the creation of UGC.
7. User Generated Content Forms of user-generated content difficult as different people could group the many UGC websites into different groups depending on their own interests. 1. Media websites 2. Chat interfaces 3. Platforms to share personal information 4. Ecommerce platforms 5. Share common and specific interests 6. News blogs 7. Voices
8. User Generated Content Year 2008 2009 2010 2011 2012 2013 Video 36% 40% 42.5% 45% 47% 49% Social Networking 41% 44% 46% 49% 50.5% 52% Blogs 54% 58% 61& 64% 67% 69% Wikis 34% 37% 39% 41% 42% 44% UGC consumers 60% 62% 64% 66% 68% 70% User-Generated Content Consumers 2008-2013 (% of Internet users)
9. User Generated Content Drivers of user-generated content 1. Social drivers 2. Economical drivers 3. Legal drivers 4. Technological drivers
10. User Generated Content Economic drivers emotional connection with consumers
11. User Generated Content
12. User Generated Content Legal and institutional drivers Common Creative Standard
13. User Generated Content
14. User Generated Content attribution noncommercial no derivative works share alike
15. User Generated Content What are the Risks with User-Generated Content 1. Intellectual property infringement. 2. Defamation 3. Obscenity and Child Pornography
16. User Generated Content How Can I Reduce the Risks? 1. create an easily understood set of concise guidelines for the posting of UGC. 2. moderate content before or after publication. 3. detect duplicate submissions. 4. flag inappropriate content 5. most important have a plan in the event that the worst happens
17. User Generated Content Forum Building
18. User Generated Content Comments
19. User Generated Content Social bookmarking
20. User Generated Content Blogs
21. User Generated Content Wiki
22. User Generated Content Video
23. User Generated Content Recommendations. 1. Decide the best approach for taking advantage of UGC 2. Put in place controls appropriate for your site 3. Publicise a simple set of guidelines for posting of UGC 4. Have a plan