Great Quotes on User Generated Content

January 17, 2007 at 10:25 pm 1 comment

If your a web developer that has ever worked with an agency, or even an organization with board approval, chances are you can relate to the phrase, “We don’t want anyone posting content to our site – it would have to be approved by [insert name of scared person] first, etc. etc….” Distributed authoring is terifying to them.  Larry Lieberman described a similar feeling of hesitation towards user generated content back when he worked a Viacom. He said (via Wonderland),

“Absolutely. I ran comedycentral.com when we launched Southpark. We used the web early on to let fans find each other, but I was doing it in a Viacom universe who was walking around with a sledgehammer for anyone who put a bit of fan content up on a site.. but now we do just the opposite.”

Now the tables have turned. People see the value in having conversations with fans and fanatics. If you are good, chances are people will talk about it. So – be good.

Here are some other great quotes from the panel at NATPE (National Association of Television Producers and Executives):

Jim Turner: We’ve launched a social networking system around The Sopranos. A&E Insider started out like a club, but we invite people in ahead of time, we give them sneak peeks… plus we poll them and get feedback. We’ve named shows this way, and made adjustments.. this also dramatically increases engagement from fans. Those in Insider visits are thru the roof compared to other properties. A&E is very show based.. and on the HIstory channel we have fans of shows *and* genres, or particular areas of history. We have a different set of engagements that we do with each…

Larry Lieberman: Virgin comics has been publishing since just July of last year, and already we’ve tracked 1100 websites talking about our comics in 12 different countries. That’s wild? How many TV shows can claim something like that? There aren’t many. Network programming needs to reach out and respect those people online talking about your stories. they talk about our stories, adn we don’t have to pay them!  the fan is happy talking because they like the product, and we’re fans of the fans.

Ilya Vedrashko: In marketing we have this concept of brand loyalists. Brand loyalists.. if you love iPods, say, but brand loyalists are attracted to the product .. fans are different. fans are attracted to the narrative. They don’t care what the product can do for them, they care about what they can do for the product. SOmetimes they take narratives down a path that doesn’t coincide with the strategy set by the advertisers, so we have ot figure out what to do with that.

Larry Lieberman: Let the fan take the story with them. We do the same thing as a mobile comic, and a retail comic.. the fan helps get the material out.

Lydia Loizides: If you fundamentally look at the organisational structure of myspace or youtube, there are niches and enclaves of fans of particular topics. We keep thinking mass, mass.. but the world is a group of tiny little parts that come together as a jigsaw puzzle. So i’d like to see apps built around social networks, and see something that lets you say you’re a fan of virgin, nissan, racing, all at once. You’re a multi-faceted person. We keep targeting demo, single-interest. they ignore everything else. Go to A&E, you’re a fan of Sopranos. Go to G4, you’re a fan of star trek. That’s all they know about you.

Wow, you get the idea… This would have been an awesome panel to see. Thanks Wonderland.

Entry filed under: Uncategorized.

Guerilla Marketing Global Warming Snowmen The Death of TV?

1 Comment Add your own

  • 1. katya  |  January 17, 2007 at 11:01 pm

    I like the idea of Web social apps evolving into communities that recognize me as a complete person – not just happykatie who likes Russian lit on a book site or katie who likes non profit technology on NetSquared.

    That’s why sites like thingsicando.com are very cool. Humans are very multi-faceted and it’ll be cool when the Web helps us explore those facets and connect in even stronger and more meaningful ways.

    Good post. 🙂

    Reply

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s

Trackback this post  |  Subscribe to the comments via RSS Feed


Flickr Photos

January 2007
M T W T F S S
1234567
891011121314
15161718192021
22232425262728
293031  

Feeds

Bloglines

Here is a link to my public bloglines account: bloglines for longstation

%d bloggers like this: