Media User Generated Content

Media User Generated Content

Media User Generated Content

More and more companies ask for their customers/consumers to play a part in their communication. Furthermore, they could even ask them to find their brand name and to produce their promotional video.

Where stands the limit in terms of User Generated Content (UGC)? Should the media take a step aside to let the members of the audience take the lead in terms of news editing? I did try to answer that particular question during my last chronicle on Canal Argent [FR].

UGC: no new marketing concept

My first observation is that people are already turning the brands away. For example, you may refer to vodka Absolut, Adidas or the very popular video with Tigers Woods who chats with his father from beyond the grave.

The web surfers learned to become their own media, thanks to the fast and easy access to publishing tools, such as WordPress and social networks like Facebook, Twitter or MySpace. They can easily influence certain market niches.

The brainwave from marketing geniuses – Yes I am one too – is to take the credit for consumers’ creativity to the benefit of their brands. That is how the user generated content was made and began to work in the name of advertising. Ask Loic Lemeur what he thinks about it.

Doritos is an expert in the promotion of UGC contests. The American company did so during the Super Bowl and in Canada during the Doritos Guru. The company asked consumers to pick the flavour for their new product.

News information is worth a lot. Why shouldn’t we ask members of the audience to direct it?

The media took advantage of the fact that it is easy to have consumers over to do all the work. For example, Radio Canada invited 32 people to blog about the 2010 World Cup, with an invitee to represent every country. For now, only Japan and Korea are missing a ‘‘representative’’. CRTC recently moved forward with the Génération V channel which content will be entirely generated by users.

I seriously think that we reached the limit of ‘‘free of charge’’ user generated content. Just like the Sorel-Tracy video contest, it became a must to consider and recognize the work done for the benefit of a brand or a company. Otherwise, I consider that as an act of volunteering and I rather keep on doing it with Île sans fil.

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Laurent Maisonnave

CEO @ Seevibes — leading Provider of Performance Marketing for Social Media Advertising. I'm a geek entrepreneur who lives his passion.

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