A very interesting discussion on the Dutch website of Adformatie: although a bit dated already, I stumbled upon it just a few days ago. In the comments on the article “How does User Generated Content (UGC) work exactly?”, people are trying to find out what the critical (success) factors are for advertiser instigated UGC-initiatives. In order to try to define UGC, they separate the different forms of UGC you can find online nowadays. First there are initiatives like Flickr, YouTube, MySpace and others that thrive and exist by UGC. This also includes the popular blogs that gain their popularity mainly because of the huge amount on comments they are able to generate (=UGC). These type of UGC-sites are the drivers that started the UGC-movement that made TIME Magazine put YOU on the cover of their “Person Of The Year”-issue. Then there are the UGC-initiatives that are in instigated by advertisers: the first being well thought of platforms that facilitate UGC in relation to the brand (or product). The second is the more opportunistic approach of bundling already existing UGC on the brand/product in order to (try to) channel this content in a favorable way.
Most important conclusion apart from this ‘fine-tuning’ discussion is the fact that UGC is considered more than a hype that it is often considered to be (still). In fact, the discussion tries to pinpoint the different forms of UGC in a commercial context in order to try to define the do’s-and-dont’s of ‘using’ UGC-concepts in a marketingcommunication-context. This is an effort that I think is sensible. The discussion on Adformatie ended before it really got going. Which is a pity. I’ll try to follow the discussion on other placed and will get in contact with the discussion starter (Jos van Liempd) is order to find out whether or not he succeeded in narrowing things down a bit. In the meantime, I’m really interested what you consider successful examples of UGC. Shoot!
Update September, 21st 2007: Thanks to Jos, I received this link that contains a ‘must-read’ for all the Dutch(speaking) folks out there. Also see the comments for this link.
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2 Responses to “What is UGC exactly?”
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Hi Wim,
The reason why the discussion on Adfoblog sort of “died” before it really got going, is maybe that I found my analysis and even more my intention to ‘matrix out’ different types or categories of UGC, were somehow hard to follow. Someone even brought up ‘the bible’ as an example of UGC. Great! And true, maybe. But it made me wonder if anyone could see what I was trying to do, and I started doubting myself (“Am I the only one here that sees the relevance of a distinction between different types of UGC?”)
I wanted to create some sort of theoretical matrix about UGC, in order to help the general discussion on the matter make some steps ahead.
I did this, not only to be able to separate the crap from the core, or better the hype from the hope, I was also searching for a system that the different categories of UGC could be described in, to hopefully arrive at something that would make the really successful UGC campaigns “reproducible” marketing tools.
If we all just continue to talk about UGC and everybody has his own ‘melting pot’ notion of it, then that would be impossible anyway, right?
I am glad you did see my point. Let’s give this some more thought, maybe together in the format of a discussion about the subject? I must admit I am kind of busy right now, but I’ll restart my thinking about it.
Thanks for your mention, and thanks for visiting Marketing•Review. Talk to you later.
-Jos
Dag Wim, ik weet niet of je dit al had gezien?
http://www.edwords.nl/2007/04/02/wat-is-een-business-model-voor-user-generated-content/
Groet, Jos