unleashing the power of the user
TRANSCRIPT
Unleashing thepower of the user
Exploiting mobile social networking and user-generated content to deliver
highly-targeted mobile advertising
First the bad news
350,000 users
28,000,000 page impressions
Eyevibe alone
They are targeting 18-24 year olds
Ubiquity firsttargeting second
Here comes ubiquity
Unleashing the power of the user• Exploiting Mobile Social Networking and User Generated
Content to Deliver Highly Targeted Mobile Advertising
Two kinds of UGC models
• UGC-powered broadcast models
• Total communities
Two kinds of UGC models
• UGC-powered broadcast models99% audiences in consumption mode• Total communities
(to take part you must create part)99% creators – ready to take part
Audiences consume
Total Communities
To take part you have to create
part
Give them something to do together
How viral succeeds
• Speak in an authentic voice (close the gap between creation and marketing)
• Lose the TV envy (relevance over quality)• Give people tools to make it their own
(that which we create, we embrace)• Don't bother with urls, links or 'brand
messages'. (We don't do spin)
What it takes
What it takes
1. A willingness to relinquish control.2. Toolkits users can play with.3. Creative users.
What it takes
1. A willingness to relinquish control.2. Toolkits users can play with.3. Creative users.
• 2 and 3 are readily available. • Number 1 is down to you.
Summary
• First we need ubiquity• UGC-powered broadcast models and
Total Community models require different approaches
• Viral is something we do together• Be ready to give up control
Thanks for your time!
David CushmanFasterFuture.blogspot.comdavidpcushman@gmail.comTwitter.com/davidcushman
All images shared by the flickr community