navigating user generated content
DESCRIPTION
Navigating User Generated Content, a presentation at Social Media Week, Toronto Feb. 3rd 2010TRANSCRIPT
Navigating User Generated ContentSocial Media Week, Toronto
Natasha D’Souza www.virtualeyesee.com
http://lochieg.wordpress.com/2007/09/04/singapores-new-stomping-ground/
Once Upon a time ……
User Generated Content (UGC)
aka Consumer Generated Media (CGM)
refers to various kinds of media content that
are produced by end-users as opposed to
traditional media producers such as
professional writers, publishers, journalists,
licensed broadcasters and\production
companies
http://www.cbsnews.com/video/watch/?id=6149438n
Controlling the message
http://www.bittenandbound.com/2009/11/27/katie-couric-dancing-pictures-from-facebook/
You can’t control the message
Social Bookmarking
Social Networks
Video/Photo sharing
MicroblogsWikis
Forums
Social Bookmarks
http://digg.com/search?s=haiti
http://www.blackberryforums.com/
Forums
Blogs
http://socialmediaweek.org/toronto/blog/
Micro Blogs
http://twitter.com/#search?q=%23smwto
Advantages
creates a knowledge base
encourages people to move from being spectators to participants
don't need people physically present to provide an opinion
shortens the gap between heads of organizations and employees
Disadvantages
challenge to organize and structure
duplication of content
relevance, credibility, quality of the submission might be questionable
joiners join and participate a little
In actives login but do nothing after
spectators observe on the sidelines
6 personas online
collectors just add friends links etc.
creators publish the videos for contest, write blogs, upload video, photos etc.
critics will comment on blogs, post ratings, reviews
UGC Strategy
Policy
In plain English
Be clear as to what the rules are
Community guidelines
Moderation policy
http://www.clickz.com/3635182
Coaching
Team approach
Training on the tools, how to communicate
Guidelines
Moderation policy
Keep the community live
If we build it they will come does not work
Respond to the community
It does not have to be yes, if no say why
Give credit to the contributors whose ideas you implement
Paul Chin Intranet Journal
Cut the red tape, let people share their ideas freely
Content must be relevant, or at least of some interest, to users
Show respect for other users' UGC’ as it provides multiple knowledge experts
Avoid starting or participating in "flame wars"
Be transparent, state the purpose of your blog, your role in the company, and your backgroung
If statistics, quotations, or any other hard facts always state the original sources of the research material
Writing well is always a bonus
be part of the community, report inappropriate
Etiquette
Negative comments
are points
for discussion
http://www.flickr.com/photos/farfarm/2475523710/
http://www.flickr.com/photos/aknacer/3026920104/
Now What?
http://www.buzzmachine.com/2005/08/17/dear-mr-dell/
Jeff Jarvis from Buzz Machine Not happy with customer service from Dell Blogged about his struggles with Dell customer service Dell's refusal to replace or fix his broken computer Published an open letter to Dell Chairman Michael Dell and Chief
Marketing Officer Michael George 3rd most linked to post in blogosphere
April 2006, Michael Dell “find dissatisfied customers in the blogosphere
Connect them to someone at Dell Direct2Dell was launched Started by listening to feedback on how to improve Apologized in some cases 50% of the conversation online was negative!!
Blogging
Negative comments have gone down 90% on conversations with customers Thank them for their opinions
Successes
Dell’s Social Media Goals
Enter into conversations with customers everyday in every major language
Address any form of customer dissatisfaction head-on knowing that not everything will be solved and some of Dell’s weaknesses will be exposed
Encourage crowd sourcing as the next step in listening to customers Use video to personalize the Dell story
Posting Policy
content/ideas from Dell’s cadre of bloggers comments from Direct2Dell readers … if a topic emerges from
readers, then Dell knows it needs to blog about that topic the need to add Dell’s voice to an online conversation that directly or
indirectly impacts Dell
Blog moderation policy
No profanity No direct attacks on Direct2Dell readers Anything addressing legal issues are not posted
Mindset change
Not comfortable with participating in conversations Now understand the importance of these conversations Crowdsourcing 2007 IdeaStorm – online suggestion box Do close the loop with their customers – via posts, comments 35 ideas have been put into action e.g. pre-installed linux on dell
computers
Lessons Learnt
Changed the corporate culture from bad customer service to listening to the customer
Being more transparent Sharing information Being open Launched Employee Storm
Dell social spaces
Dell Laptops- Mini, Inspiron, Studio, XPS and Gaming:http://www.dell.com/home/laptops
Dell Desktops- Inspiron, Studio, Studio XPS and Gaming:http://www.dell.com/home/desktops
Alienware- Gaminghttp://alienware.com/
Dell (PRODUCT) REDhttp://www.dell.com/joinredhttp://www.delllounge.comhttp://www.dell.comhttp://www.dell.com/joinredhttp://www.alienware.com
Dell social spacesFacebook:http://www.facebook.com/delldealshttp://www.facebook.com/alienwareFind more Dell Facebook pages, visit: http://www.dell.com/facebook
MySpace:http://www.myspace.com/dellhttp://www.myspace.com/alienware
Twitter:http://www.twitter.com/dellhomeoffershttp://www.twitter.com/dellloungeFind more Dell Twitter accounts: http://www.dell.com/Twitter
YouTube:Dell YouTube: http://www.youtube.com/user/dellvlogDell Lounge YouTube: http://www.youtube.com/user/DellLoungeAlienware YouTube: http://www.youtube.com/user/AlienwareChannel
Flickr:Dell Flickr: http://www.dell.com/flickrDell Lounge Flickr: http://www.flickr.com/photos/35242118@N06/
http://www.youtube.com/watch?v=wFcKhv5O4zM&feature=related
http://www.youtube.com/watch?v=wFcKhv5O4zM&feature=related
There's a plane in the Hudson. I'm on the ferry going to pick up the people. Crazy.
http://www.facebook.com/generalmotors?v=wall&viewas=513597044#/video/video.php?comments&v=82349317685
http://www.gmreinvention.com/index.php
Video player
Conversations
News
Contributors
Progress
Tell Us
See
Follow
Join
Live Open Town Hall
http://www.facebook.com/MichaelIgnatieff http://www.coveritlive.com/index.php?option=com_altcaster&task=siteviewaltcast&altcast_code=a3fedb8fce
http://www.flickr.com/photos/kanda/3196646800/
Discussion
2 Apps.
500 Groups
over 23
over 8000over 824
59 Pages 118 groups
12400
employees
Connect
Blog www.virtualeyesee.com/blog
Facebook http://www.facebook.com/VirtualEyeSee
@VirtualEyeSee
LinkedIn http://www.linkedin.com/in/natashadsouzadotcom