MEDIA INDUSTRY D 3 Week 24 User Generated

What is UGC? Media produced by consumers or end-users

Examples of UGC l l l News Sites Social Networking Sites Wikis Blogs Discussion

Engineered Content – in contrast to UGC is generated by “authorities/experts” – often validated

l UGC – no holds barred (except if monitored and edited) likely to be

WWW Implications Political Change – ability to influence/counter authority/establishment or views of the status

Economic ability to better understand consumers and business better knowledge of the market Opportunities

Social – more extensive networks of people Who will get together? What new networks

Future Potential? Importance over-stated: - Likely to remain supportive rather than dominate engineered content

PEST Analysis – the future 10 years l l l l News Sites Social

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MEDIA INDUSTRY D 3 Week 24 User Generated Content

What is UGC? Media produced by consumers or end-users

Examples of UGC l l l News Sites Social Networking Sites Wikis Blogs Discussion Boards Trip planners Mobile Photos & Videos - Youtube Customer Review sites Experience or photo sharing sites Any other website that offers the opportunity for the consumer to share their knowledge and familiarity with a product or experience Audio Sharing etc Twitter

Engineered Content – in contrast to UGC is generated by “authorities/experts” – often validated through formal review to achieve credibility and trust. But who decides who is an expert? l

l UGC – no holds barred (except if monitored and edited) likely to be untrustworthy, biased, personal, subjective etc l Can the public perception of UGC on the Internet change ? How?

WWW Implications Political Change – ability to influence/counter authority/establishment or views of the status quo. Need to respond by government/VIs What new political groupd might emerge? Political parties, pressure groups etc

Economic ability to better understand consumers and business better knowledge of the market Opportunities to mislead, commit fraud? Need for regulation of content?

Social – more extensive networks of people Who will get together? What new networks will form? What power or influence will they wield What potential exists for exploitation?

Future Potential? Importance over-stated: - Likely to remain supportive rather than dominate engineered content - Under-estimates potential for regulation, tax etc - Dependence on USA to make viral marketing effective – cultural limitations

PEST Analysis – the future 10 years l l l l News Sites Social Networking Sites Wikis Blogs Discussion Boards Trip planners Mobile Photos & Videos - Youtube Customer Review sites Experience or photo sharing sites Any other website that offers the opportunity for the consumer to share their knowledge and familiarity with a product or experience Audio Sharing etc Twitter Is this all there is? What is to come? What is being planned?