user generated media and online creative consumer communities
DESCRIPTION
Here is my presentation for my Social Media class at Schulich School of Business. I hope you enjoy it! Reach me on Twitter: @cansu_akalinTRANSCRIPT
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BY: CANSU AKALIN
User Generated Media & Online Creative Consumer
Communities
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Tools for form of expression and communication of an idea or emotion
Executed through different mediumsTraditional and newer channels
What is Media?
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Relevancy
How do online consumer communities use user-generated media?
ExamplesBusiness Implications
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Collective Innovation Matrix
OrientationCommuno-ludic: Lifestyles, interests, hobbies,
pursuit of general consumption interestsTelo-specific: Goal oriented focus
ConcentrationLow: Many consumers, contribution is dispersedHigh: Few consumers, contribution is
concentrated
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Typology of Online Creative Consumer Communities
Swarms Mobs
Crowds Hives
Commuo-ludic(interests)
Telo-specific(goal)
Low(many)
High(few)
Collective Innovation Matrix
Orientation
Concentration
Kozinets, Hemetsberger, Schau / The Wisdom of Consumer Crowds, 2008
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Swarms
Communo-ludic communities with Low Concentration
Large group of consumers making small individual contributions
Complexity theory When diverse individuals with different expertise come together, they can construct complex solutions
Activities: Rating, tagging, posting, commenting, adding
feedback, creating message threads, posting or blog
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Swarm: Red Dead Wikia
Red Dead:Large group of consumers of the Red Dead
community form media such as walkthroughs and even achievement guides. http://reddead.wikia.com/wiki/Red_Dead_Wiki
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Mobs
Communi-ludic communities with High Concentration
There are few “experts” in this group who share their insights about a particular topic
Mobs create their own user generated media, which is an alternate to mass media
Has been featured in “Netnography” studies by Professor Kozinets
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Mobs: Mashable & SMM Facebook Group
Mashable:Focused on news in social and digital media,
technology and web cultureFeatures contributors who make postings oriented
around Pete Cashmore, CEO & Founder http://mashable.com/
SMM Facebook Group256 consumers sharing insights around SMM but
focused around the what Professor Kozinets has constructed for our class
http://www.facebook.com/home.php?sk=group_136516809740820
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Crowds
Telo-specific communities with Low Concentration
Large, organized groups who gather to plan, manage to complete projects
Centered on the achievement of an objective
Crowdsourcing – Company or institution outsourcing a task to a network of consumers
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Crowds: Coca-Cola/Maroon 5 - 24 Hour Session
Consumers gather together in a medium created by Coca-Cola to help Maroon 5 to create an original song, from start to finish, in just 24 hours. http://www.coca-cola.com/music/en_US/24hrsession/
html/index.html
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Hives
Telo-specific communities with High Concentration
Communities of “bobos” (bohemian bourgeoisie) who possess a diversity of knowledge and expertise
Gather together to complete projects or achieve different goals
“Nerds”
Source of alternate innovation in society
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Hives: The Station YouTube Group
Variety of YouTube celebrities gather from time to time to create funny sketches of current culture icons http://www.youtube.com/user/TheStation
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Online Creative Consumer Community
Online Creative Consumer Communities are fluid
Elicitation-Evaluation: Evolution of communities from one type to the other
Crash the Superbowl: www.crashthesuperbowl.com1) Mob: Submissions2) Swarm: Rate, choose, etc.
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Business Implications
Consumers often develop new ideas through collective innovation
Internet breaks the barrier of global crossings and provides us with a playground with such diversified consumers
Encourage consumer user generated ideas for your business to increase engagement and fandom for your brand
Cheap!
JOIN THE MOVEMENT!
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THANK YOU
The End