In their article for Persuasive Computing, IEEE Journal Krumm, Davies & Narayanaswami (2008)  suggest that user generated content refers to information or media that is contributed to the internet and in many cases we may not be consciously aware that we even are supplying the content. For example, as recognised by Cook (2008) in his article for the Harvard Business Review, Skype runs an efficient business model by making use of the unused processing capacity of consumers’ computing devices to run its internet-based phone systems, thus aggregating users’ resources to incur minimal capital costs. User generated content supplies businesses with information, tools and helps firms to shape operations around consumer demands.

User behaviour is influenced by content in the form of blogs, vlogs, and videos of dogs, supplying us with tips, reviews, opinions and support. Strangers have become reputable sources of information for both businesses and consumers. 1/3 of the BodyShop UK online sales were a result of inbound links from beauty bloggers!

Cook (2008) noted that millions of people make voluntary contributions to the web every day, providing knowledgeable opinions that create exceptional value for the brand and its customers. Therefore, it could be argued that it is not uncommon for brands to seek out key opinion formers to promote their brand learn or engage in affiliate marketing initiatives.

Take Asda for example. Last year the UK grocery retailer made use of this trend and launched a YouTube channel named Mums Eye View which features content from some of the biggest bloggers and vloggers in the UK, including Zoella, a popular YouTube sensation. In an article for The Drum, Faull (2014) highlighted the success of Asda’s video channel which has tempted sponsorship opportunities from P&G and Unilever as consumers are flooding the YouTube page with views, likes and comments;- not only does Mums Eye View acts as a strategic resource, users are generating content that provides beneficial market research for Asda.

Figure 1: Mums Eye View YouTube Channel

Mums Eye View

YouTube, 2014

It’s apparent that marketers are able to make use of social influencers to increase brand awareness or exploit user generated content to add value to their brands. Cook (2008) introduced the User Contribution Systems  (below) which recognises two types of user and the type of data collected by organisations- content, stuff for sale, behavioural data and resources.

Figure 2: User Contribution Systems

User Generated ContentCook (2008)
The User Contribution Systems model is useful for businesses to understand where content is coming from and how to manage the data in order to turn it into a value opportunity. Depending on the type of business, they can capitalise on both active and passive content. As noted in the BodyShop example, even something as simple as link sharing can be beneficial to an organisation, with the additional advantage of higher rankings in Google’s search as Google relies on the quality of links (amongst other factors) to build reliable search results- an example of aggregating behavioural data.

Cook (2008) encourages brands to make use of different types of user content, however the management of information has not been recognised; organisations will need to invest in tools and human resources to manage and engage with content effectively.

Additionally, Cook (2008) fails to question the reliability of content and the risks around negative content. I would argue that these factors are important, especially as negative reviews have more impact on the consumer and their buying decision than positive ones (Hao et al, 2010). It is difficult for businesses to control the content user’s produce online and so must be aware that these risks occur.

Perhaps the alternative is to implement a ‘no bad review policy’ when it comes to negative reviews, just like a hotel in Blackpool had done last year to discourage any negative content online. Or, perhaps not?… In his article for The Telegraph, Perry (2014) reports that a couple provided a critical review about the hotel on TripAdvisor (a website built on user generated content) to which the hotel responded by charging the couple £100 for breaking hotel regulation around providing negative reviews. Shocking behaviour! After the story made headline news, the policy has since been revoked and the couple recovered their fine. Managing consumer relationships carefully is an imperative aspect of marketing, and so attempting to implement a policy to determine consumer behaviour is not the best way to endorse a brand.

Furthermore, as recognised by Faull (2014), when working with social influencers, campaigns must  appear accurate and authentic. It is likely that Asda have acknowledged this, which is why Mums Eye View is loaded with ‘How To:’ cooking demonstrations (see Zoella example above) to authentically and emotionally appeal to the consumer, adding value to the brand, instead of asking Zoella to unashamedly vlog about why Asda is her favourite supermarket. When I see key influencers endorsing products that I have would imagined they probably never use, it alters my perception and faith in both the brand and individual.

By utilising information or social influences, firms can encourage an online community of users to produce valuable content, further endorsing their brand (Palmer & Koenig-Lewis 2009). Nonetheless, brands are not necessarily able to control the internet, but if they are aware of the potential risks around user generated content they can monitor for information and implement contingency plans to rebuild relationships and the brand if necessary.

 

Aisha Merrick

#BBSDIGMARKET

 

Cook, S. (2008) ‘The Contribution Revolution: Letting Volunteers Build Your Business’ Harvard Business Review, October 2008 [Online] <https://hbr.org/2008/10/the-contribution-revolution-letting-volunteers-build-your-business> [accessed 29 March 2015]

Faull, J. (2014) ‘Asda’s YouTube gamble pays off as Mum’s Eye View reaches 2m views and P&G eyes commercial opportunities’ The Drum, 24th September 2014 [Online] <http://www.thedrum.com/news/2014/09/24/asda-s-youtube-gamble-pays-mums-eye-view-reaches-2m-views-and-pg-eyes-commercial> [accessed 29 March 2015]

Hao, Y. Y., Ye, Q., Li, Y. J., & Cheng, Z. (2010, January). ‘How does the valence of online consumer reviews matter in consumer decision making? Differences between search goods and experience goods’. System Sciences (HICSS), 2010 43rd Hawaii International Conference on, Jan 5-8 2010, Hawaii: IEEE, pp1-10

Krumm, J., Davies, N. & Narayanaswami, C. (2008) User-Generated Content. IEEE, Persausive Computing, Vol  7, No. 4, p10-11

Mums Eye View, (2014) ‘How To: Bake Cakes with Zoella’. [Video] <https://www.youtube.com/watch?v=9yv_c8ayf8s> [accessed 29 March 2015]

Palmer, A., & Koenig-Lewis, N. (2009) An experiential, social network-based approach to direct marketing. Direct Marketing: An International Journal, Vol 3, p162-176.

Perry, K. (2014) ‘Hotel guests ‘fined’ for leaving bad review on TripAdvisor’ The Telegraph, 18th November 2014 [Online] <http://www.telegraph.co.uk/travel/travelnews/11239413/Hotel-guests-fined-for-leaving-bad-online-review.html> [accessed 29th March]