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