Moving Beyond UGC

“What other roles can users fill within the communications value chain besides that of content producers?”

The value of users creating content is that your customers can be participants, and interact with your message instead of just being spectators. With a well-considered moderation plan, this user-generated content (UGC) can create brand credibility via public advocacy.

Case in point: CBC’s Hockey Night in Canada presents Bring Home the Stanley Cup.

Videos posted by hockey fans (particularly the finalists - currently posted from last year’s campaign) display passion for the game of hockey, the history of the NHL and Stanley Cup, family values and national unity. What better messages for Canada’s National broadcaster, a network for the people and of the people (via tax dollars), and the National Hockey League, striving to present family-friendly entertainment to an ever-fickle, globalized consumer? The winning videos are even shown during a HNIC broadcast.

Although this is a great example of brand-focused, successful UGC campaign, most user-generated content is just plain bad.

Sure we can get people to submit videos and even get those videos on broadcast, but most of it is unpalatable.

What other roles can users fill within the communications value chain besides that of content producers?

User-Generated Programming (UGP)

This is in the form of having users create their own playlists of “engineered content”. Joe or Jane Sixpack can create their own channels of content, whether it be highlights of her favourite sports team, his favourite heavy metal playlist, or news as she wants it: world, business then entertainment. Users will stay longer, consume more content and even watch ads, if they are getting what they want AND its easy to get it.

User-Distributed Programming (UDP)

This is more than letting users share items with friends, or even embedding your video on their MySpace or Facebook page. Once a user creates his custom programming, he should be able to watch it anywhere. Take for instance, a popular talent show on television. The user selects an “engineered playlist”, such as all content, the 5 most popular clips, last night’s highlights, etc; and places it on his iGoogle. Every time that show airs, he get his fix HOW he wants and WHERE he wants it. He is such a big fan that he filters a playlist by a particular contestant (or team, etc…) and places it on his Facebook to show everyone that he is a fan. Wrap a call to action around it, and you’ve got a tethered, programmable, interactive, advocated, customizable, traffic-driving super-widget that is hit-trackable back the source! How, you ask?

Note the difference between iGoogle and Facebook/MySpace. On iGoogle, I consume MY content. On Facebook/MySpace YOU consume MY content. Well, sort of. Here is a great quote from Family Guy’s Stewie Griffin, trying to impress a high school girl:

“I took a bunch of pictures, you can see them on my MySpace page along with my favourite songs and movies and things that other people have created that I use to express my individualism.”

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