BY: CANSU AKALIN User Generated Media & Online Creative Consumer Communities
May 12, 2015
BY: CANSU AKALIN
User Generated Media & Online Creative Consumer
Communities
Tools for form of expression and communication of an idea or emotion
Executed through different mediumsTraditional and newer channels
What is Media?
Relevancy
How do online consumer communities use user-generated media?
ExamplesBusiness Implications
Collective Innovation Matrix
OrientationCommuno-ludic: Lifestyles, interests, hobbies,
pursuit of general consumption interestsTelo-specific: Goal oriented focus
ConcentrationLow: Many consumers, contribution is dispersedHigh: Few consumers, contribution is
concentrated
Typology of Online Creative Consumer Communities
Swarms Mobs
Crowds Hives
Commuo-ludic(interests)
Telo-specific(goal)
Low(many)
High(few)
Collective Innovation Matrix
Orientation
Concentration
Kozinets, Hemetsberger, Schau / The Wisdom of Consumer Crowds, 2008
Swarms
Communo-ludic communities with Low Concentration
Large group of consumers making small individual contributions
Complexity theory When diverse individuals with different expertise come together, they can construct complex solutions
Activities: Rating, tagging, posting, commenting, adding
feedback, creating message threads, posting or blog
Swarm: Red Dead Wikia
Red Dead:Large group of consumers of the Red Dead
community form media such as walkthroughs and even achievement guides. http://reddead.wikia.com/wiki/Red_Dead_Wiki
Mobs
Communi-ludic communities with High Concentration
There are few “experts” in this group who share their insights about a particular topic
Mobs create their own user generated media, which is an alternate to mass media
Has been featured in “Netnography” studies by Professor Kozinets
Mobs: Mashable & SMM Facebook Group
Mashable:Focused on news in social and digital media,
technology and web cultureFeatures contributors who make postings oriented
around Pete Cashmore, CEO & Founder http://mashable.com/
SMM Facebook Group256 consumers sharing insights around SMM but
focused around the what Professor Kozinets has constructed for our class
http://www.facebook.com/home.php?sk=group_136516809740820
Crowds
Telo-specific communities with Low Concentration
Large, organized groups who gather to plan, manage to complete projects
Centered on the achievement of an objective
Crowdsourcing – Company or institution outsourcing a task to a network of consumers
Crowds: Coca-Cola/Maroon 5 - 24 Hour Session
Consumers gather together in a medium created by Coca-Cola to help Maroon 5 to create an original song, from start to finish, in just 24 hours. http://www.coca-cola.com/music/en_US/24hrsession/
html/index.html
Hives
Telo-specific communities with High Concentration
Communities of “bobos” (bohemian bourgeoisie) who possess a diversity of knowledge and expertise
Gather together to complete projects or achieve different goals
“Nerds”
Source of alternate innovation in society
Hives: The Station YouTube Group
Variety of YouTube celebrities gather from time to time to create funny sketches of current culture icons http://www.youtube.com/user/TheStation
Online Creative Consumer Community
Online Creative Consumer Communities are fluid
Elicitation-Evaluation: Evolution of communities from one type to the other
Crash the Superbowl: www.crashthesuperbowl.com1) Mob: Submissions2) Swarm: Rate, choose, etc.
Business Implications
Consumers often develop new ideas through collective innovation
Internet breaks the barrier of global crossings and provides us with a playground with such diversified consumers
Encourage consumer user generated ideas for your business to increase engagement and fandom for your brand
Cheap!
JOIN THE MOVEMENT!
THANK YOU
The End