23 September 2006

User-generated content uncovered: power to the people [Digital Bulletin]

Be the first to share
Media
Business
Services
Social Issues

The future of user-generated content
User-generated content is driving the next stage in the growth of the internet. Larissa Bannister examines the opportunities for brands and agencies in Digital Bulletin, the daily digital newsletter of Brand Republic.

Most of the current buzz-words in digital marketing (blogging, podcasting, social networking) and most of the websites being fought over by the big media conglomerates have one thing in common: they are built on user-generated content. […] The web is stuffed full of video and text uploaded by people who want to share what they’re doing with the world.

It’s a shift that is behind the growth of what people are calling Web 2.0 – the second phase of the internet. This time around, it’s not only about the amount of time people are spending online (significant though that is), it’s also about what they’re doing online. And what they’re doing is creating content and sharing it with each other.

According to Nigel Morris, the chief executive of the Aegis-owned digital network Isobar, this change means the media market itself is moving from an old and inflexible model to an environment of infinite flexibility, where content from anywhere can be viewed by anyone.

This might sound scary to a market built around a traditional broadcasting model. But, in fact, it’s also an opportunity for media owners, advertisers and agencies alike. By getting involved in user-generated content, you can get people more involved in your brand than they ever have been before, increase their loyalty, even make them your brand advocates. And you can find out exactly what they think about your product.

For brands, this means a change from traditional marketing methods such as advertising to getting involved in dialogues with consumers. “It’s not about your message any more,” Morris says. “Now, it’s all about whose consumers are telling the best stories about them.”

Read full story

Be the first to share
24 August 2019
[Book] Behavioural macroeconomics
Behavioural Macroeconomics: Theory and Policy Paul De Grauwe and Yuemei Ji Oxford University Press October 2019, 256 pages Modern macroeconomics has been based on the paradigm of the rational individual capable of understanding the complexity of the world. This …
4 April 2019
When ethnography becomes a joke
For a number of years, we have witnessed a diminishing appetite for ethnographic work among commercial clients, writes Patricia Sunderland, PhD and founder of Cultural Research and Analysis, on the site of the Qualitative Research …
20 January 2019
[Book] The Age of Surveillance Capitalism
The Age of Surveillance Capitalism: The Fight for the Future at the New Frontier of Power Shoshana Zuboff Profile Books, 31 January 2019 704 pages The challenges to humanity posed by the digital future, the first detailed examination of …
20 November 2018
Journal of Business Anthropology devoted to design anthropology
The Journal of Business Anthropology is an Open Access journal which publishes the results of anthropological research in business organizations and business situations of all kinds. The theme of the latest issue - Vol 7, …
17 November 2018
[Book] Uberland: How Algorithms Are Rewriting The Rules Of Work
Uberland: How Algorithms Are Rewriting The Rules Of Work by Alex Rosenblat University of California Press October 2018, 296 pages Silicon Valley technology is transforming the way we work, and Uber is leading the charge. An American startup that …
24 October 2018
How do we make smart cities civic?
Engagement Lab, an applied research and design lab associated with Emerson College that investigates and creates media and technology to reduce disparities in civic participation, announced via a twitter thread the launch of Making a …
24 October 2018
[Book] Challenging the City Scale
Challenging The City Scale: Journeys in People-Centred Design Ed. by Cité du Design (Saint-Etienne) and Clear Village (London) Birkhäuser, 2018, 176 pages (free ebook) This 176 pages book is released by the famous international publisher Birkhäuser, and co-edited …
10 October 2018
How SAP’s SuccessFactors used anthropology to understand its customers
As part of a new approach to user interfaces, Amy Wilson, Head of Product at SAP SuccessFactors, pulled designers together with behavioral scientists with backgrounds in cultural anthropology. The goal was to help the designers …

We are an international experience design consultancy helping companies and organisations to innovate their products, services and processes by putting people and their experiences first.

5 July 2019
Experientia on addressing vaccine hesitancy

Vaccine hesitancy is a top10 global health threat. Dealing with it successfully requires understanding it as a behaviour and generating a holistic view of people’s perspectives & ecosystems. This way we can identify the best opportunities for intervention. Here is Experientia’s position on vaccine hesitancy and our tailor-made support for the vaccine industry.

2 May 2019
MacArthur Foundation’s “100&Change” competition now calling for applications

100&Change is a MacArthur Foundation competition for a $100 million grant to fund a single proposal that will make measurable progress toward solving a significant problem. 100&Change will select a bold proposal that promises real progress toward solving a critical problem of our time. And it will award a $100 million grant to help make […]

19 March 2019
Interested in a career with us?

Then we are interested in hearing from you. We have several positions available for talented UX/UI and service designers who are passionate about creating world-class user experiences. Please see the job descriptions on our website for more information, and send us your CV with a cover letter statement about yourself, your experience, and what UX […]

22 December 2018
Our very best wishes for 2019! / Auguri da Experientia!
4 October 2018
Bringing​ ​patients into focus at the Roche Innovation Summit

Experientia is proud to have been a key participant at the Roche Innovation Summit, held at Roche headquarters in Basel Switzerland on 19 June 2018. Themed “​Transforming the Healthcare Experience Together​”, the summit aimed to galvanize the Roche community around the future transformation of healthcare and diagnostics. With 800 attendees from Roche and Genentech global […]

13 June 2018
Invito: DesAlps design thinking workshop per la tua startup

Hai una startup? Hai mai pensato ai benefici che potrebbe trarre dal Design Thinking? Questa è l’opportunità per scoprirlo! DesAlps Workshop #2: Il Design Thinking per la tua startup! Giovedì 28 giugno 2018 – dalle 9:30 alle 17:00 @ I3P | Corso Castelfidardo 30/a, Torino —– Nell’ambito del progetto europeo DesAlps, un team di esperti […]

See all articles