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User Generated Content Revolution

Page history last edited by PBworks 16 years, 8 months ago

Six trends: The Drivers of This Revolution

1. The emergence of Communitainment

2. Increase of popularity of Usites

3. Maintstream of the internet

4. Declining use of traditional media

5. Fragmentation of media consumption

6. Brands are being generated by consumers

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1. The emergence of communitainment

Advertisers must leverage the community aspect of communitainment

Over the next ten years, more than half of internet usage will be communtainment

2. Emergence of User Generated Sites -- Usites

Usites are not just creating content, they are creating community

Taking time away from other

3. The internet is becoming a mainstream channel

Internet has expanded massively, from less than 20% to over 60% in 2006

In a recent survey, 40% of respondents would choose to keep the internet and eliminate the television

The regular use of the internet has caused the web to become the second most used media at home, and #1 channel at work!

4. Traditional media usage is declining

5. Media is being highly fragmented

30 different media channels, from TV to text messaging, all these activities competing for your attention

Bottomline: Less time for traditional media

and multi-tasking! Harder to get their attention!

6. The advance of user generated brands

Need to let go of our brands, consumers and taking over whether we like it or not.

Consumers are beginning tin a very real sense to own our brands and participate in their creation... We need to learn to begin to let go.