its all about value
DESCRIPTION
A presentation given at the 2009 Digital Media Measurement & Pricing Summit in New York City on the topic: How best to utilize and measure user generated content.TRANSCRIPT
It’s all about valueMeasurement in a user generated world
DEAN MCROBIEExecutive Director, Technology @ Organic
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HOW BEST TO UTILIZE AND MEASURE USER GENERATED CONTENT?
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How much is this How much is this worth to Nike?worth to Nike?
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Is user generated content valuable to your brand?Is user generated content valuable to your brand?
What is value?What is value?
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to the audience?to the audience?
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to the brands partners?to the brands partners?
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to the creator?to the creator?
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to show off?to show off?
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trying to connect?trying to connect?
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to send a message?to send a message?
ASK!ASK!
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YOU HAVE TO LISTENYOU HAVE TO LISTEN
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3MM FRIENDS IN ONE 3MM FRIENDS IN ONE MONTH!MONTH!
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POTENTIAL LOSS OF $1.38MM POTENTIAL LOSS OF $1.38MM WORTH OF FRIENDSWORTH OF FRIENDS
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MEASUREMENT ≠ INSIGHT
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IQ ≠ EQ
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EQ = IQ
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INSIGHT MEASUREMENT
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americascheer.com
Rich media
OLA & search
TVEvent @The Rock PR
MobileTour
Retail
TimesSquare
WHAT ABOUTWHAT ABOUTLONG TERM VALUE?LONG TERM VALUE?
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EQ = IQ
Thanks!
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Thanks toStephen MurrayRuss HopkinsMarta StricklandJason HarperVisible Measures
Photos courtesy ofistockphoto.com
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