Steve Hulford of Filemobile discusses strategies for using user generated content (UGC) in online video. UGC provides free content, drives social media engagement and search engine optimization. Popular uses of UGC include contests, communities, and citizen journalism. While commenting and voting have high participation rates, video has much lower participation at 3% but offers significant viewing time on sites. Case studies show how social activities from UGC can drive referral traffic and 34.5% of visits to one site. Tips for getting more user video include giving tasks, offering experiential prizes, curating Facebook networks, and promoting top content. Filemobile provides pre-built applications that facilitate UGC programs using Brightcove.

1. BLENDED DISTRIBUTION STRATEGIES FOR ONLINE VIDEO USER GENERATED CONTENT THE AUDIENCE DELIVERS Steve Hulford / Filemobile / Chief Creative Officer

3. Work with media companies, brands, agencies, enterprise and education

5. User Generated Content is a HUGE value driver Free content Social activities drive earned media SEO boost Brand engagement Find brand ambassadors Generate Leads and Facebook Fans Video offers tremendous viewing minutes keeping people on your site

6. Popular use cases for UGC Employee generated content Contests Citizen Journalism UGC to TV Communities Knowledge sharing

7. The barrier to participation graph Combine all of these popular activities for the best results % of audience engaged in activity Voting 60% + Commenting 20% Photo 10% Video 3%

8. How social activities drive traffic: case study “Readers who come through social are far different in their behaviors. They tend to view more articles on average and stick around the site longer.” VadimLavrusik, Community manager at Mashable

9. How social activities drive traffic: case study Maxim Magazine Social Activities drive referral traffic Publish voting, rating, comments, photo/video uploads to public social networks; Facebook, Twitter, LinkedIn, etc. Publish user upload and votes to Facebook Feed helped generate

10. How social activities drive traffic: case study

11. How social activities drive traffic: case study

12. How social activities drive traffic: case study 34.5% of all traffic came from Facebook More than Maxim.com

13. Tips on getting more user generated video DO YOU KNOW WHO BEN SOUTHALL IS? Give them specific tasks Experiential prize Mine the Facebook social graph Commenting / rating / voting Put UGC video on TV Seed your content Promote good content User Generated Content needs to be curated / moderated

14. Tips on getting more user generated video THE WINNER OF THE BEST JOBIN THE WORLD 34,000 VIDEO ENTRIES, 54 COUNTRIES Give them specific tasks Experiential prize Mine the Facebook social graph Commenting / rating / voting Put UGC video on TV Seed your content Promote good content User Generated Content needs to be curated / moderated

15. How to implement a great UGC program with Brightcove and Filemobile Pre-Built Applications including: Upload Widget Photo / Video Contest Commenting / Rating / Voting Community Facebook Apps Citizen Journalism

16. Go to play.filemobile.com Go to play.filemobile.com Or email your photo/video to play@filemobile.com

17. THANKS! Steve Hulford @hulford www.filemobile.com