User GeneratedContent InIndia

A c2w Report –Aug 2008

Contests2Win Today

• c2w is India’s only web 2.0 contesting portal leveraging a platform based on User Generated Contests.

• Users can create their own contests using any of the c2w contesting formats.

• Contests can be image or video based.

• In July 2008 – User Created contests on c2w average 200 a day.

• There are currently 17000 contests live on Contests2Win.com – 99% of them generated by users

c2w Contesting Engines

Decode jumbled words to get the right answer

 

Rate images or videos on a scale of 1 to 10

 

Guess across and down clues to solve

Pick the right answer to multiple choice questions.

 

Generate Public opinion by finding out what majority

of the users think

 

Guess the missing letters of the alphabet to fill in the blanks and get the right

answer.

Two opponents. One preferred. Users pick their favourite and win points on agreeing with the majority 

Users can choose from among the following Contest Engines

Contests sponsored by and specific to a brand's

communication/content 

How are users are encouraged to Create Content?

c2w rewards creators on the site in various ways –

• Creator of the Month - The three most active and creative creators on c2w are rewarded each month.

• Allotting Prizes and Loyalty Points– The best contests created are chosen every day and Prizes and Loyalty Points are allotted to these contests. This ensures that the contest receives a high number of plays.

• Creation Campaigns Challenges – Users are asked to create as many contests as they can on a particular topic/event/show. The most active, creative and popular creators win prizes at the end of the campaign.Example: Adidas/ America’s Next Top Model

• Helping Creators earn Money thru Google Adsense on their Contests Created – (snapshot)Active Creators on c2w are allowed to have Google Text Ads displayed next to the contests they Create via their Adsense Accounts. Creators earn per click - Users click on these ads while playing contests

How are users are encouraged to Create Content?

Growth in Contest Creations

07 07 07 08 08 08 08 08 08 08

Age Band %

5 to 15 5

16 to 18 8

19 to 21 24

22 to 25 26

26 to 30 18

31 to 35 10

35 to 40 4

40 + 5Total 100

Gender break up %

Male 79

Female 21

Contests2Win Creators Profile

2.5% of all Contests2Win visitors are active creators of content

The Content Consumer vs The Content Creator

Age Band % plays

5 to 15 2

16 to 18 4

19 to 21 16

22 to 25 23

26 to 30 22

31 to 35 13

35 to 40 7

40 + 13

Age Band % creations

5 to 15 5

16 to 18 8

19 to 21 24

22 to 25 26

26 to 30 18

31 to 35 10

35 to 40 4

40 + 5Total 100

Plays Creations

Creation is more youth centric. 50% of creation is seen in the 19 to 25 age band

Where do creators come from?

Cities % creators

Metros (Mumbai, Delhi, Bangalore, Chennai, Kolkatta)

41

Second Tier Cities (Poona, Ahmedabad, Chandigarh, Hyderabad)

10

Smaller Cities (Rest of India) 49

Total 100

Creation is prevalent across the country with a lot of smaller cities contributing to content generation.

What contests types do users create?

Contest Type % Creations

Quiz 24

Hangman 19

Poll 13

Crossword 9

Face-Off 9

Twister 9

Rate Me 6

Quizzes and Hangmans are easy to create and also receive maximum plays. Creators opt for these formats due to their high playability and interactivity.

What kind of content do users Create?

Bollywood (10%) Sports (9%) Cricket (5%)

Naughty (3%) Gadgets & Gaming (3%) Auto & Vehicles (2%)

General (34%) Art & Entertainment(19%) People & Lifestyles (15%)

How popular is Cricket & Bollywood content?

• Cricket and Bollywood were introduced as categories in May 2008.

• In less than 3 months, Bollywood is one of the most created categories

• Cricket is also fast climbing towards becoming one of the Most Created and Most Popular categories on the site.

* Surveyed users stated that they enjoyed creating Bollywood contests the most.

CategoryMost Created

Category - Rank

Bollywood 4

Cricket 6

In India, Cricket and Bollywood rule the content space. On c2w 35% of contests created each day

belong to these categories.

Gender break up (Category)Most created categories have are created by an almost equal number of menand women.

Contest Category% of contests

created by MALE users

% of contests created by

FEMALE users

General 51 49

Art & Entertainment 50.5 49.5

People and Lifestyles 53 47

Bollywood 52 48

Sports 59 41

Cricket 61 39

Naughty 64 36

Gadgets & Gaming 70 30

Auto & Vehicles 65 35

• 21% of creators are female users. This 21% contributes to almost 40% of contests created.

Do users prefer creating image or video based contests?

Type % Created

Image 76.8

Video 23.2

Image based contests are popular as images are easy to find and quick to uploadHowever, videos are steadily gaining popularity. Videos prove more interactive, fun to watch and play. With c2w allowing users to add videos simply by providing a YouTube url, the use of videos in contests is also made extremely easy.

The c2w Creators Survey

Through this survey we were able to gauge :

• Usage – How creators navigate the site

• Contest Creation patterns and habits- Volume of Content Creation- Contest Type preferences- Response to incentivized creation

• Reasons for Creating

• Reasons for Sharing

* 10% of c2w creators were surveyed. An equal mix of creators from different age groups and gender were considered

• Featured List - 30.9 % Feature Lists on the Homepage showcase contests with prizes and the most creative, popular and unique contests on the site.

• Listing Pages – 26.8% All recently created contests are listed here. Via the ‘Play’ page users can search for contests via category, contest type and time of creation.

• Related Content -15.5% This list is thrown up contextually with every contest that is being played

• Profile Page Messages - 7.2% Users surveyed check out contests created by fellow users via messages left on their profile pages and message boards

• 63.9% consume contests in ALL of the ABOVE ways

How do users navigate a UGC site like c2w?

With users actively using their profiles to communicate with each other and share content – c2w takes on the avatar of a Contesting

Social Network

How many contests do users create each month?

• 1 to 5 - 47.4% of users say they create between 1 and 5 contests each month

• 6 to 10 – 21.6% of users say they create between 6 and 10 contests each month

• 11 to 20 – 9.3% of users say they create between 11 and 20 contests each month

• 20 + - 21.6% users say they create above 20 contests each month

Of the users, By the users and For the users - Creators contributing content on a regular basis has lead to loyalty, personalization and an identity among fellow users on c2w.

Contest types – how easy is it to create?

* User were allowed to choose more than one contest type hence total ≠ 100

Contest Type Ease %

Quiz 78.4

Hangman 53.6

Poll 48.5

Crossword 41.2

Rate Me 36.1

Twister 36.1

Face Off 29.9

The contest types that users find easiest to create are also the highest created contest types. Easier the creation

process, higher the number of creations.

How do users respond to Creation Campaigns?

• Creation Campaigns are theme based and live for a limited period of time

• Users create contests based on the theme and are rewarded based on creativity and popularity of the contests they create

Do you Create for Creation Campaigns?

% Users

Yes 47.4

No 17.5

Depends on the Theme 28.9

Not aware of c2w creation campaigns

6.2

Incentivizing and ‘pushing’ creation results in higher user participation. This leads to higher interaction with events, brands

and products due to research put into creating contests.

How do users share contests?

Method of Sharing % Users

Copy Pasting Contest URL and mailing friends

52.1

Posting Contest Links on SNSs (Orkut, Facebook)

34.4

Embedding on Personal Blogs 31.3

Using c2w’s ‘Share’ Feature 29.2

Do not actively share contests 29.2

* Users were allowed to select multiple options hence the total ≠ 100

With approximately 70% of creators sharing contests, the content travels to external users and portals, thus increasing

consumption.Users are inclined to share contests to gain appreciation and

showcase their creativity.

Why do Users Create?

Why Create % Users

Fun, Knowledge, Entertainment 74

Platform to Showcase Talent 56.3

Platform to Earn via Adsense 53.1

Prizes 50

All of the Above 15.6

Contests created by consumers provide a unique platform which brands can use to their advantage - Users actively

participate and interact with the brand rather than passively view communication

* Users were allowed to select multiple options hence the total ≠ 100

Final Word• With 90% of content on c2w being contributed by users, creation is gaining

momentum among users

• Creation is youth centric with 50% of creation seen in the 19 to 25 age band

• Creation is prevalent across the country with a lot of smaller cities contributing to content generation.

• In India, Cricket and Bollywood dominate the content space.

• Women are active creators of content - Female creators (21% of the total visitors to the site) create 40% of all content on c2w.

• Image based contests are easy to create and hence popular. Video based contests, due to their high level of interactivity, are quickly gaining popularity too.

• Creators actively communicate with fellow creators and share content with friends – therefore viewing creation as a platform to ‘show off’ their creativity.

• Users create for entertainment & knowledge, to win prizes and to earn revenue

• Allowing users to create for a brand leads to increased loyalty and interaction with brands and products.

Participate & Connect

Talking To The Consumer rather than Talking At The Consumer –

The future of marketing is about acting the part of how you want to be perceived.

UGC platforms like Contests2win are ideal social media platforms where you can distribute branded content AND allow consumers to interact with your brand.

Use social media and User Generated Content to create a dialogue with consumers. Entertainment sites are where consumers spend most time and where the greatest opportunities for engagement exist.

About Contests2Winwww.contests2win.com (c2w) is one of the oldest and most well known online brands in India. Founded by Alok Kejriwal in 1998, c2w is destination where users can “hang out” and have fun entertaining themselves playing from thousands of contests and winning from hundreds of prizes.

c2w is a site driven by user generated content where users can create image and video based contests across popular formats. c2w has created over 2000 interactive solutions for most of the Fortune 500 brands, enabling voluntary, highly involved, one-on-one brand-consumer interactions.

Any Questions & Comments, Please Contact –Pallavi Jaishankar – Business Analystpallavi@c2w.com

Ekalavya Bhattacharya – Brand Managerekalavya@c2w.com

Raj Menon – COOraj@c2w.com