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User-Generated Content and Running Communities

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Kendal Clarke
Kendal Clarke

This is a presentation on user-generated content/media for Schulich's Social Media Marketing Management MBA class. It covers both what UGC is, its value and the creative communities that generate UGC. Four running, social mediums are used to illustrate the concept of creative communities.

Education
1 of 9
User Generated Media Kendal Bradley
What is User Generated Media?
What is User Generated Media? Read Tag Post comments Blog Link Tweet Retweet Rate products Rate reviews Review Edit Like Share Post Pictures Respond Design products Podcasting Mapping There are countless ways to contribute to UGC
The social interactions Where does the Value Come From? Brainstorming Telephone Game Community collaboration leads to new ideas
UGC Creative Communities Communo-ludic Swarms Twitter Mobs Daily Mile Collective Innovation Orientation Hives MapMyRun.com Crowds Race Facebook Pages Telo-specific Collective Innovation Concentration Low (many) High (Low) Kozinets et al (2008)
Many small contributions Free-flowing Individually or aggregate posts and comments Typically: Hyperlinking Flocking to pages Rating or ranking Tagging 6 Swarms -Twitter
Contributions of specialists Collaborative postings and feedback Specific interests 7 Mobs –Daily Mile
Members contribute a greater amount to the community Innovations respond to particular challenges and goals Centres of skill and excellence 8 Hives –MapMyRun.com
Large, organized groups of independent people Work together to meet a well defined project Disperse post project 9 Crowds –Race Facebook Pages

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User-Generated Content and Running Communities

  • 1. User Generated Media Kendal Bradley
  • 2. What is User Generated Media?
  • 3. What is User Generated Media? Read Tag Post comments Blog Link Tweet Retweet Rate products Rate reviews Review Edit Like Share Post Pictures Respond Design products Podcasting Mapping There are countless ways to contribute to UGC
  • 4. The social interactions Where does the Value Come From? Brainstorming Telephone Game Community collaboration leads to new ideas
  • 5. UGC Creative Communities Communo-ludic Swarms Twitter Mobs Daily Mile Collective Innovation Orientation Hives MapMyRun.com Crowds Race Facebook Pages Telo-specific Collective Innovation Concentration Low (many) High (Low) Kozinets et al (2008)
  • 6. Many small contributions Free-flowing Individually or aggregate posts and comments Typically: Hyperlinking Flocking to pages Rating or ranking Tagging 6 Swarms -Twitter
  • 7. Contributions of specialists Collaborative postings and feedback Specific interests 7 Mobs –Daily Mile
  • 8. Members contribute a greater amount to the community Innovations respond to particular challenges and goals Centres of skill and excellence 8 Hives –MapMyRun.com
  • 9. Large, organized groups of independent people Work together to meet a well defined project Disperse post project 9 Crowds –Race Facebook Pages