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Monetising User Generated Content - Alicia Navaro/Skimbit

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Monetising user generated content whilst keeping the user (and the money makers) happy Alicia Navarro Joe Stepniewski
User Generated Content (UGC) is like the wind …
All around us ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
e.g. News & Comments on Digg
e.g. Photos on Flickr
e.g. Travel Knowledge on Wikitravel
e.g. Reviews on Reevoo
but UGC can sweep you away … ,[object Object],[object Object],[object Object]
UGC can be harnessed ,[object Object],[object Object],[object Object]
Momlogic added a community via Ning
Mydeco added a custom room planner
Wedding TV added a decision tool via Skimbit
AWHosts added reviews via wordpress plugin
Additional benefits of UGC ,[object Object],[object Object],[object Object],[object Object]
And it will actually make you money ,[object Object],[object Object],“ 79% of online UK retailers surveyed reported that the main benefit of consumer-generated rating and reviews was that they improved site conversion rates.” (eMarketer, 2007)
History of UGC in the buying decision ,[object Object],[object Object],[object Object]
History of UGC in the buying decision ,[object Object],[object Object],[object Object],“ A consumer survey ranked consumer content as the #1 aid to a buying decision, cited by 91% of respondents.” (JC Williams Group, 2006)
This all sounds great – lets make some cash! ,[object Object],[object Object],[object Object]
Why do I need to do it ethically? ,[object Object],Unethical monetisation methods mean in the long term users are unhappy, and long term revenues decrease
[object Object],[object Object]
Lets consider both perspectives ,[object Object],[object Object],[object Object]
Users perspective ,[object Object],[object Object],[object Object]
Commercials Perspective ,[object Object],[object Object],[object Object],[object Object]
Real world commerce example ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Vs online commerce ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Real world value chain Online value chain ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Monetisation Methods ,[object Object],[object Object],[object Object],[object Object]
CPM / CPC
CPM / CPC ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
UGC Monetisation Rule #1 ,[object Object]
Content Rewriters / Ad Injectors
Content Rewriters / Ad Injectors ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
UGC Monetisation Rule #2-3 ,[object Object],[object Object]
User Profiling / Sale of Data ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Facebook Beacon ,[object Object],[object Object]
UGC Monetisation Rule #4 ,[object Object]
Affiliate Marketing
Affiliate Marketing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Affiliates - Coupons
Affiliates - Coupons ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Affiliates - Cashback
Affiliates - Cashback ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Affiliates – Cookie Rewriters
Affiliates – Cookie Rewriters ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Affiliates – Post Impression Cookie Dropping ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
UGC Monetisation Rule #5 ,[object Object]
How to monetise UGC with affiliate marketing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
How to monetise UGC with affiliate marketing?
Youtube just launched affiliate links
Spout Movies
Skimbit.com’s social decision-making tool
Offered to sites to add community & revenue ,[object Object],[object Object]
5 rules for ethical UGC monetisation ,[object Object],[object Object],[object Object],[object Object],[object Object]
Skimbit’s philosophy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Monetisation methods summarised Method Users Commercials Display / CPC Link Injectors User Profiling Affiliate Marketing - Cashback - Coupons - Post Impression Cookies - MUGIC
Conclusion ,[object Object],[object Object]
Thankyou ,[object Object],[object Object],[object Object]

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