This document discusses user generated media and provides examples. It describes conversational media as two-way interactions that encourage user content and comments, unlike packaged goods media. It also outlines different types of online social change communities, including locally-based, support-based, and issue-based. The document discusses motivations for user participation, including implicit incentives like feeling part of a community, and explicit incentives like rewards. It provides Domino's Pizza's embrace of social media feedback as a good example that led to increased sales, and McDonald's #McDStories campaign as a bad example that backfired with negative customer stories.

1. User Generated Media

2. AGENDA
• What is User Generated Media
• Examples of UGM
• Conversational Media Vs. Packages
Goods Media
• Types of Online Social Change
Communities (OSCC)
• Motivations and Incentives
• Good Example – Bad Example

3. What Is User Generated Media
• Widely known as ‘user generated
content’
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4. Examples of UGM

5. Conversational Media
• ‘Conversational Media’ as opposed
to the ‘Packaged Goods Media’
• Conversational media: two-way process
– Key characteristic of Web 2.0 which encourages the
publishing of one’s content and commenting on other
people’s
• Packages goods media: one-way
distribution

6. Types of Online Social Change
Communities (OSCC)
• Locally-based OSCC
 Coordinate social projects for
constituents who are present at a
particular local level
• Support-based OSCC
 Allow those with specific informational and
emotional needs to easily find one another,
communicate and offer social support
• Issue-based OSCC
 Focused and organized to inform particular
social issues, related idea, and related
projects pertaining to the community

7. Motivation and Incentives
• Implicit incentives
 Intangible
 User feels good as an active member of the
community
 Facebook friends, Twitter followers
• Explicit incentives
 Tangible rewards
 Financial payment, entry into
contest, voucher, coupons, air miles

8. Good Example
• Domino’s
looked at
what people
were saying,
admitted
their faults,
and improved
their recipes
which lead to
increased
sales

9. #newpizza
• Changes ingredients for all pizzas
• Worked hard to get the word out on social
media
• PizzaTurnaround.com
– Social micro-site
documenting the
company’s efforts
• Embraced twitter
– #newpizza

10. Bad Example

11. #McDStories
• Twitter campaign backfired
• People using #McDStories to highlight
their worst experience
• Animal rights activists claimed the
chicken was mechanically separated

12. #McDStories Backfires
• “Within an hour, we saw that it
wasn’t going as planned. It was
negative enough that we set abotu a
change of course.” Rick Wion
(company social media director)