User Generated Content (UGC) is a growing strategy for increasing the content of websites. But how can you measure it and decide if it works for you? Learn about three important categories of analysis: content quantity (increased food for spiders), content linkability (for increased engagement), and content strength (targeted keywords to improve SEO). Adding content is not enough—it is essential to analyze how it influences SEO, site engagement, and brand awareness. This presentation will show different applications of UGC, its consequences, audience, and financial aspects. Two case studies will be presented on how to measure UGC using text mining tools. (This presentation was delivered on eMetrics Washingtong D.C. 2007).
3. Daniel Waisberg Washington DC, 2007
Agenda
User Generated Content: Overview
Different forms of UGC
UGC Audience
Financial Aspects
UGC Benefits and Challenges
Measuring UGC Effects: Cases
Conclusion
4. Overview Daniel Waisberg Washington DC, 2007
Defining UGC
“
User Generated Content (UGC) refers
to various kinds of media content,
publicly available, that are produced
“
by end-users.
Wikipedia, Oct 2007
5. The Basics Daniel Waisberg Washington DC, 2007
Not all UGCs are Created Equal
Complete
Advertisement: YouTube, Facebook, eSnips, Flickr
E-commerce: eBay, Kasamba
6. The Basics Daniel Waisberg Washington DC, 2007
Not all UGCs are Created Equal
Complete
Advertisement: YouTube, Facebook, eSnips, Flickr
E-commerce: eBay, Kasamba
Partial
Strong: Amazon, iVillage
Touch: O’Reilly, Babies “R” us, BBC, WAA
7. The Basics Daniel Waisberg Washington DC, 2007
Not all UGCs are Created Equal: Complete
8. The Basics Daniel Waisberg Washington DC, 2007
Not all UGCs are Created Equal: Partial
9. The Basics Daniel Waisberg Washington DC, 2007
UGC Has No Age
US Internet Users Who Are Increasingly Creating
Their Own User-Generated Content*, by Age,
February-March 2007 (% of respondents)
Millennials (13-24) 56%
Generation X (25-41) 46%
Baby Boomers (42-60) 31%
Matures (61-75) 25%
All respondents 40%
Note: *creating own entertainment through editing own photos, movies and/or
music. Source: Deloitte & Touche USA LLP, “State of the Media Democracy” conducted by
Harrison Group, provided to eMarketer, April 16, 2007
10. The Basics Daniel Waisberg Washington DC, 2007
Motivations to Create UGC
Extend a dialogue
Influence others
Have fun
Preserve memories
Share our joy
Challenge ourselves
11. The Basics Daniel Waisberg Washington DC, 2007
Motivations to Create UGC
Extend a dialogue
Influence others
STATUS
Have fun
Preserve memories
Share our joy
Challenge ourselves
12. The Basics Daniel Waisberg Washington DC, 2007
Motivations to Create UGC
Why do you upload videos?
I seek fame; I want the world to see my videos 65%
It is fun 59%
I want do share my experiences with friends 41%
I want others to benefit from my videos 29%
Other reasons 12%
Source: McKinsey survey of 573 users of 4 leading online video sharing in Germany
13. The Basics Daniel Waisberg Washington DC, 2007
Financial Aspects
Customers get status and a space
Websites get content, traffic, and revenue
US User-Generated Content US Users os User-Generated
Advertising Revenues, Content,
2006-2011 (millions) 2006-2011 (millions)
2006 $450 69.1
2007 $1,042 75.2
2008 $1,748 81.4
2009 $2,477 88.0
2010 $3,292 94.9
2011 $4,303 101.4
Note: includes ad revenues at user-generated video sites (eg Youtube), Note: includes video, audio, photo sharing, blogs, wikis, podcasts and online
photo-sharing sites (eg Photobucket) and social networking sites (eg MySpace, Facebook). bulletin boards. Source: eMarketer, June 2007
Source: eMarketer, June 2007
14. The Basics Daniel Waisberg Washington DC, 2007
Meet the Robin Hood of online video!
Metacafe’s Top Earners
1 Kipkay $ 55,802
2 massagenerd $ 29,821
3 Reel Stunts $ 27,528
1,000 views = US$ 5 4 maverick99 $ 24,267
5 spacepaintings $ 19,120
Payment starts after reaching 20,000 views
6 shootingeggs $ 16,726
7 ZackScott $ 15,083
8 magicroy $ 15,081
9 fishin4daze $ 13,545
10 shanuea $ 13,041
15. The Basics Daniel Waisberg Washington DC, 2007
Children play… and get royalties!
16. The Basics Daniel Waisberg Washington DC, 2007
Benefits of UGC
SEO: More content for search engines
More information sources for users
Variety of opinions
Credibility
Conversations with marketplace
Educates the customer (fewer returns)
Sense of community
17. The Basics Daniel Waisberg Washington DC, 2007
Challenges of UGC
(Ab)Users
Outdated info
Negative information about your brand
Moderation
Content ownership
Structure can be challenging
18. Measuring UGC Effects Daniel Waisberg Washington DC, 2007
Measuring UGC Effects
What is there to measure?
Content Quantity
Content Linkability
Content Strenght
Brand Awareness or Conversation
with marketplace
19. Measuring UGC Effects Daniel Waisberg Washington DC, 2007
Measuring UGC Effects
Cases Studies
SEO and Brand Awareness:
Text Mining eSnips
Text Mining Occam’s Razor
20. Measuring UGC Effects Daniel Waisberg Washington DC, 2007
Measuring UGC Effects
Cases Studies
SEO and Brand Awareness:
Text Mining eSnips
Text Mining Occam’s Razor
Measurement Tools
Leximancer
Google Webmaster tool
31. Measuring UGC Effects Daniel Waisberg Washington DC, 2007
Text Mining Occam’s Razor
Searched on September 2007
32. Measuring UGC Effects Daniel Waisberg Washington DC, 2007
Text Mining Occam’s Razor
Searched on September 2007
33. Daniel Waisberg Washington DC, 2007
Conclusions
Understand the customers’ voice!
Conversation with marketplace
Block inappropriate content
Partial vs. Complete UGC conclusions
Promote the Long Tail of Search
Engagement/Loyalty through UGC
34. Thank you very much
send feedback, ideas, or questions to
danielwaisberg@yahoo.com
Daniel Waisberg Washington, 2007