Care in the Community: from new media to social media?
It kicks off with a video speech from Celia Taylor at Trouble, Challenge talking about UGC. A year ago Trouble commissioned three half hours of UGC content as a trial. From there it’s grown and they now have a virtually live UGC show called My Shout that runs in-between normal programming. This has only been running for a few weeks and is still in experimental stage but they remain ‘very positive’.
Taylor tells the audience that UGC gives a strategy to be creatively inventive whilst being able to communicate and interact directly with audience is great. The company recognizes that this was and perhaps still is risky but editorially and maybe financially rewarding.
First and foremost those looking at UGC must be creative. Monetising must come second. In essence, you must have a community before you try and make money from them. All fairly common snese but can be missed. Television allows for straight advertising funding which has stacked up for this specific. Trouble sees that advertisers now understand UGC more and have started seeing the benefits.
“UGC is not a huge pot of gold,” the financing enables it but at the moment; doesn’t go much further.
But, UGC makes money directly from the user content, should this profit be passed on? No-one quite wants to answer that.
Trouble insists that consumers hand over all copyrights when something is sent in. They believe that it’s an effective strategy and it’s more about getting the ‘fifteen minutes of fame’ than getting paid. The company has seen that users are thrilled about getting their own content on TV. There has been a significant amount of TV out of UGC with very few problems. They have a policy that if someone complains, it’s taken down instantly.
As the conversation moves towards copyright, the panelist from Google, Patrick Walker is drawn into the Viacom debate. He says of YouTube (which is now Google owned), “it is important to realize that it’s an open media platform. You Tube is meant for sharing and enjoying video. There are clear guidelines for content upload. We are very proud of platform and we fulfill legal obligations so it’s a shame Viacom feels the need to act in this way”
He talks about the laws that require rapid removal of content and says that Google see this lawsuit as a direct attack on the laws in this area.
It’s early days for video platforms – everyone is at an experimenting stage including the content and the users. It is perhaps too early therefore to talk of sustainable revenue models.
“YouTube was built on ease of use and trust of use as a place to express themselves” not as a money maker. Some content owners have used YouTube to their benefit. Walker cites an example of broadcaster CBS posting enticing clips in advance of evening shows. They believe audience has increased by up to 5-7%. The BBC is now experimenting with similar ideas to boost viewership.
Lastly the topic turns to
Kevin Anderson, Guardian Blogger turns the conversation to audience and communities. He says a lot of companies simply don’t have a community to monetise. He warns - don’t confuse an audience with a community. Many news organisation are in denial – they haven’t got to the level of interaction to call their audience a community.
Whilst technology is important, the belief that you build it and they will come just doesn’t work. What was accepted as ‘state of the art’ a year ago now looks tired. Blogging is a good way to get people to participate but social networking has now over taken this.
Anderson notes that companies have to be as nimble as a start up which doesn’t describe too many news organizations. This then proves quite a challenge. He gives two basic rules:
1. One of the biggest mistakes is not looking at what provides the actual community for their audience. It’s not news, the opportunities lie in other areas. News organizations have to do news, it’s their core business but it’s other ares that create the community. For example an engaging blogger trumps celebrity every time – it’s more important having engagement and interaction than it is to have a big name attached to an online column.
2. Listen to readers, the sites that are most successful use the feedback on the social sites to steer their journalism.
Virgin Media talk about the difference between entertainment and news. Those that start with entertainment tend to attract more engagement.
So, can any audience be turned into a community? We are seeing a move away from passive audiences towards engagement. People don’t respond to flat content any more so it’s important to give users various ways to interact.
Source: Guardian Changing Media Summit
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