Posted on Brightcove's Blog on March 25th, 2013. Written by Brenna Fitzgerald.
Boston, MA. User-generated content is a relatively new phenomenon--originating in the mid-2000s and surging in popularity ever since. Media companies and brands alike have embraced the knowledge, thought leadership and creativity that citizen journalists and consumers bring to their owned online properties. Major household names (i.e. Ford, Doritos) have taken user-generated content one step further by embarking on advertising campaigns driven solely by brand enthusiasts. It's truly fascinating how the medium has evolved in only a short time. And, the increasingly growing prominence of online video--which really took root in the last decade--combined with the proliferation of smartphones has had a direct influence on the prevalence and influence of "citizen content."
Brightcove technology partner Filemobile provides its broad array of customers with the software necessary to help them to publish and manage user-generated content for optimal visitor engagement. Several of our joint customers are using Filemobile and Brightcove Video Cloud together to enhance and deliver their user-generated video materials. The examples below are all different--and also highly effective--implementations of user-generated video content:
Life is Good: This Boston-based apparel maker emphasizes positivity and an optimistic view on life--sentiments it seeks to promote through both its products (which benefit children in need) and marketing initiatives. Through its "Good Vibes" portal, Life is Good encourages its online community to share photos and video that highlight good cheer, humor and inspiration. Because user response to Good Vibes has been so strong, Life is Good is taking advantage of both Filemobile and Video Cloud to host, manage and maintain all of the user-generated content it receives--ensuring long-term organization and thoughtful presentation of its positive messaging.
FOX News: FOX News' uReport is the network's citizen journalism news hub. Through a mobile app and a Web interface, FOX News recruits written and video stories from citizen reporters. The network then moderates and curates the material. The best of the best is then selected for repurposing on FoxNews.com, or for airing on the network. FOX News needed a sophisticated, integrated social platform--including video management capabilities--to ensure its viewer reports were appropriately organized and prominently displayed, leading to its reliance on Video Cloud and Filemobile.
Disney/ABC Unstoppable Moms: LIVE with Kelly and Michael, presented by Disney/ABC, initiated a search for "unstoppable moms" from across North America. The show encouraged viewers to submit written or video descriptions explaining why their mom is "dedicated, caring, confident, loving, determined and ready for anything,"and then selected a series of semi-finalists. On March 14th, finalists were announced and viewers were asked to visit the microsite to vote for what they considered to be the most compelling video or essay. The worst part? How can anyone possibly choose one story amongst all of the wonderful, inspiring ones? The best part? One incredibly deserving mom won the grand prize of $100,000! With a prize of that magnitude at stake, LIVE needed to ensure that the content it showcased was appropriately hosted and easily maintained and organized. We're so excited to be a part of recognizing moms, who everyday embark upon the hardest job around.
These are all creative examples of embracing user-generated content--and it's only the beginning. User-generated content will continue to be the norm, and major brands and media companies will increasingly require sophisticated social media and online video platforms to ensure heightened engagement and content optimization.
May 18th, 2011, Toronto - Filemobile will be attending Brightcove's Play 2011 Global Customer Conference in Boston May 23rd - 25th. Brightcove, is the leading online video platform, and Play is their first annual global customer conference. More than 400 attendees will gather in Boston for three action-packed days of all star keynote sessions, 30 expert-lead breakout sessions, product demonstrations and fun-filled networking events. Keynote sessions will include guest speakers David Kenny, president of Akamai, Ben Forta, director of platform evangelism at Adobe, and Samuel Chang, general manager at LG Electronics, among others to be announced. Attendees will also have access to the Brightcove PLAY exhibitor pavilion, with flagship sponsors including Akamai, Adobe, LG Electronics, KnowledgeVision, Ektron, TubeMogul, Tremor Media, LeanIn, Twin Technologies, Roundarch, Filemobile, 3Play Media, Telestream, Brainshark, Fig Leaf Software, PLYmedia and Accedo Broadband.
Filemobile will have a booth and will be running a photo/video contest using our contest white label application that is integrated with the Brightcove platform. All videos uploaded into the contest will be pushed to Brightcove and served via the Brightcove video player. This is an exciting new product Filemobile and Brightcove will be selling in the market this year.
Filemobile's Chief Creative Officer Steve Hulford will be speaking at Play about User Generated Content and how to implement successful programs.
If you are planning to attend Brighcove Play 2011 please come see us!
May 27, 2010 – Toronto, ON | We hear a lot about social media every day in blog posts, Twitter, traditional media and the like. It’s “the” method of communication for many people, surpassing speaking on the phone, even if it’s mobile. It has become an accepted, effective and growing method of marketing and interacting with customers. So what about within your business?
Historically, technology was developed in the business world, government or academia first, and then later adapted for consumer opportunities. Examples include the desktop computer, email and the Internet itself. Today, what we’re often seeing is the opposite, with consumer products later finding business application, such as desktop search, podcasts, broadband video and mobile applications.
It’s also normal to see consumer software used by employees in the workplace before being formally adopted by IT departments. Want your people to be more productive and lower IT costs at the same time? Find out what your employees like to use and involve them in determining what tools the business can benefit from. Like it or not, changes are occurring in how people think, learn, process information, communicate and collaborate.
Social media is now becoming more widely accepted within businesses to enable people to communicate, collaborate and share knowledge in a more productive manner. LinkedIn and Twitter are two public sites that can be used effectively for specific business purposes such as recruitment or customer support. While management often debates the pros and cons of allowing employees access to popular, public social networks such as Facebook, YouTube and MySpace, they are starting to see the value of these types of tools and functionality within the organization. You can now have functionality similar to the public social networks inside your organization – to share information in a safe and controlled environment, without the worry of exposing sensitive corporate information to others outside the company.
A few factors contribute to the value social media can play for business. Humans are social and visual creatures by nature. There is a strong move online toward images and video, for management communications, product information, presentations, blog posts and training (see Video Opportunities article for more examples). We are continuing to see communication go towards shorter, searchable and contextual “sound bites”.
Social media can aid in one other business challenge. The loss of corporate knowledge is a growing issue, with an aging population and significant numbers close to retirement, regular employee turnover and the high cost of training new people. When people leave your business, they walk out the door with some of your most valuable assets: applied knowledge and experience. Making it easier for people to share knowledge in a safe and controlled manner and wrapping social activities such as commenting, rating and tagging around online information and dialogues, helps draw out this experience and convert it from individual to organizational value. Capturing just a small percentage of this day-to-day experience and making it searchable within your organization unlocks a knowledge base that was previously inaccessible.
Your younger employees expect to have tools in the workplace that they already use daily. Providing similar, easy-to-use tools within the organization helps break down the traditional cultural resistance to knowledge sharing that many businesses struggle with.
“Social business” opportunities to share what’s important and interesting include:
Through the use of video and interactive applications, you help attract, engage, interact and retain your people. You also reduce the time of onboarding, making employees more valuable, more quickly.
Additional benefits of making your business social are:
By building true organizational knowledge, these tools help strengthen brand and corporate loyalty within an organization, thereby increasing external brand value.
Feb 1, 2010 – New York, NY
The implications of the growth and interactivity of video is a major challenge for the media industry and is part of debate about the future of media. While digital media is experiencing health growth and provides promising opportunities for content producers, marketers and brands, it is unclear how broadcasters and publishers will capitalize on these changes.
For business in general, the opportunities are more clear. From a competitive standpoint, any business interested in increasing effectiveness, improving efficiency or lowering costs needs to seriously look at video given the changes in the market place, capabilities of technology, and everyone’s expectations, knowledge and use of video.
The power of video to address one or more business challenges is compelling. Imagine if:
For most businesses, almost every business function can be looked at from the perspective of how video can improve service delivery, customer feedback, knowledge management, marketing, sales, communications, public relations, training … the list goes on and on. A more detailed and longer list of applications for video can be found in “42 ways to use video to grow your business”. This article catalogues many ways to use video to grow business, including a rating of the popularity and growth potential of each idea.
Here are some examples of innovative and new ways to interact with video:
As the old saying goes: “A picture is worth a thousand words.” Well, If a picture is worth a thousand words, then a video is worth at least a million.
Check out Part 1 | Evolution: Video, Not Just for TV Anymore.
CEO – Filemobile Inc.
EMarketer recently published research into interactive ROI, and concluded that the primary objectives of online marketers are to aquire and retain new customers. Now it's the fall and little has changed.
There are a number of projects, technologies and tactics that can be deployed to drive customer aquisition and retention, and I will be focusing on how publishers and brands can apply their online community platform for this purpose.
While the explicit definition of the terms 'customer', 'acquired' and 'retained' vary across organizations, I consider a new registered website user to be acquired, and a returning registered website participant to be retained.
“For online marketers", says David Hallerman, eMarketer senior analyst, "search is the most effective tactic for customer acquisition, and e-mail is the most effective for customer retention.”
Below is a breakdown of interactive marketing tactics. Email is still the weapon of choice, and many of the other tactics are methods to add to the email database.
Niche communities should also be included on this list of tactics for several reasons.
First, they can provide value to existing and potential clients via support forums and knowledge exchange.
Second, these communities, if seeded, supported and nurtured by a community manager, can also reenforce the primary tactics of SEO for acquisition and email for retention.
Using search engine optimized web applications that include blogs, commenting, forums and Q&A can build many more pages of relevant content. By enabling and encouraging sharing of that content, and setting up complimentary external social networking pages, you can greatly increase the number of quality, relevant inbound links. Inbound linking is critical for SEO.
Inside Facebook also provides an excellent guide to optimizing your actual Facebook fan page for search engines.
Community Managers should actively participate in the conversation, answering questions, and adding additional topical links. They should quote and link industry blogs, and share community discussions in the comments of those blogs.
Focus on adding value for your audience, and you will grow your community.
Community platforms generate branded, direct communications from fellow community members. Because these messages originate with others in the community, they tend to represent trusted advocacy sources and are less likely to be ignored.
Branded email can be generated by a number of activities:
Niche communities can also have any number of custom message triggers such as, "UserBob thinks you are funny" or "HandyHardware is interested in building your house".
Each of these emails could be HTML emails with image branding, commercial calls to action or even banner ads, all in addition to the actual message linking back to the site.
"Personalizing the message itself is associated with higher click rates. It is also correlated with higher open rates, though open rates are generally more influenced by the subject line, sender name, and subscribers’ relationship with the sender."
Community-generated email perfectly provides these elements because the subject is timely and relevant to the user and the sender name can be the familiar community or a fellow member name.
If you have ever received an email from YouTube or Facebook stating that someone has commented on your content, you understand that opening it is irresistible.
This depends on a wide range of factors including the number of members, nature of the community and level of engagement.
An example is the wildly successful CBC's Hockey Night in Canada Anthem Challenge that was built and run by Filemobile on the Media Factory platform. The website logged 90,000 registered users, 80,000 comments, and 35,000 content shares.
That is 205,000 branded messages generated by the community in 90 days (and this assumes only one person saw a social network share message!)
This was not a permanent community, but shows how many messages can be generated by a great campaign.
This point is worth restating. Active community management is key to acquiring and retaining customers online.
The content created by this cycle draws people in via search and keeps them coming back with personal email.
Banff, Canada | Sunday, Jun 7, 2009 | Day 3 started with a session on web trends with Bryan Segal of Comscore. Some of the points:
Next was the panel discussion on 'Twitter, Facebook, Linkedin: Anyone Else Having Trouble Keeping Up?' ... and being one of the panelists I was anxious to meet-up with the group: Maggie Fox from Social Media Group, Dario Meli from Invoke and Kris Krug our moderator. We'd been sending emails back and forth but the online discussions didn't become real-world meet-ups until about 45 minutes before the session. With the conference attendees being media and tech savvy, this panel was a chance to get past the basics of social media and talk about some practical and effective ideas for how to make the most of all the new ways to interact. Kris took a very active approach with the audience, soliciting questions from anyone right from the start, and embedding himself at various sites in the theatre ... it was a great way to drive the discussion. Here are some of the main points that were discussed from my point of view:
Thanks to all my colleagues on the panel for a great discussion. I really enjoyed meeting everyone.
Next up was the 'Think Tank Luncheon – Why Mobile, Why Now?' which was being facilitated by a few colleagues including Dale Fallon from The Score, Mark Thompson from The Weather Network and Mark Ruddock from Viigo. The group was divided by table and asked to discuss various topics related to the mobile space including monetization, trends and adoption. My table discussed ideas for what we thought the mobile space would look like in 2012. Some of the points made included:
After lunch, I went back to the main convention area to watch 'Build Your Business with Mobile Applications' presented by John Saydam from Blackberry. Up next was the 'Branded Entertainment: In the Trenches with the Experts' panel. Panelists included Dayton Pereira, Co-Founder and Chief Creative Officer of Indusblue. Dayton was joined by a group of panelists which included Matt DiPaola | Proximity/BBDO, Sean Embury | Fjord Interactive/Cossette, Jesse Albert | ICM Talent, Jeffery Dickstein | Ubisoft as well as the moderator Andrew Lane | *nitch. Each had a great case study. Darren presented the CBC/Rogers - Hockey Mashup campaign. Others included CapriSun 'Respect the Pouch' and Alka Seltzer 'speedroadtrip.com'. Jesse made an interesting point that he thought the recent writer's strike in Hollywood was an important catalyst in driving creativity into other parts of the industry including performers. One common themes at the center of these campaigns was the focus on the 'prosumer' or 'user generated talent' which often brought an element of energy, fresh content and product knowledge to the projects.
Day 3 was now turning into 'all things mobile' with the next session: 'Mobile Apps that Work: Augmenting The Business Model By Innovating Utility' with Marina Mann. This was a great session with Marina talking about some of the most innovative mobile applications she'd seen ... some I didn't even think were possible so it was pretty exciting:
The next session was the funniest of the conference: 'Digitization and Disruption: 5 Rules of Survival (or more)'. This panel pitted the CEO of BitTorrent (and a retired Navy Seal), Eric Klinker against Dave Purdy, VP & GM, Television Products, Rogers Cable. These two personified the two extremes of the digital media IP debate. There was discussion of how IP owners and distributors could utilize technologies like BitTorrent to legally distribute content. It was news to me to hear that BitTorrent transfers more data in a day than Akamai does in a month, and that there are over 300,000 downloads of the BitTorrent client per day. Dave had a good catch phrase about the trends we are all living in being a shift from the 'tyranny of the corporations to the republic of users'. Dave pointed out that the carriers and broadcasters can't affect this trend, so we must figure out how to add value given the market demand of users watching what they want, when they want ... and given users have the ability to time-shift and place-shift content. Eric highlighted the inevitability of technological advance with his sound bite: 'Technology is like gravity - while you can try, you can't win an argument against gravity'. He also brought in a Civil War analogy (nice!) to illustrate the same idea, equating the inevitability of technological advance to the inevitability of the victory of the Union Army over the Rebels after 1863 - in both cases, the battle rages on, and there will be more casualties as a result, but the outcome has already been determined. The conversation included a description of Rogers move to enable customers to access the content they've subscribed to via any device or platform and the necessity to wrap this experience with an authentication layer ... opening up the potential to utilize peer-to-peer technologies within this layer. This is likely not as great a fit for Rogers given their cable business but other media companies need to continue to look for alternatives to effectively distribute increased volumes of content. The panel was moderated by Gavin McGarry of Jumpwire Media. Gavin recommended the book 'The Pirate's Dilemma' for those interested in delving deeper into the topic.
With the nextMEDIA conference drawing to a close, the TV people started arriving. The Banff Television Festival is a much bigger (and fancier) affair. The two conferences mixed together with a few 'cross-over' events. The centerpiece was a presentation by Ron Berryman, SVP & GM, Fox Interactive Media. A few gratuitous FOX plugs .. and with all the talk of Facebook and Twitter, Ron didn't forget to point out at the start that MySpace is out there as well. I was able to glean three interesting nuggets:
The last day ended with a reception for both the nextMEDIA and TV festival attendees. It was great to meet people from the various parts of the broadcast media world as well as see colleagues and spend time with friends and customers including Joan Prowse from CineFocus. Joan's television perspective mixed with her interest and knowledge of interactive made for great conversations. We talked about how the two conferences could be combined fully into a cross-platform media conference to further drive the discussion and innovation.
So, all in a all, a whirlwind of learning and networking. While the panels and presentations were thought provoking, the greatest part was meeting with groups from all walks of digital life and sharing ideas and opinions. Some of the 'trends' that seemed to be emerging as themes included:
Toronto, Canada, August 19, 2008 - Filemobile, a leading social media and networking platform provider, is pleased to announce the appointment of Marc Milgrom as President. He will be responsible for strategic planning, business development, sales expansion, and corporate affairs.
Milgrom brings considerable innovative and tactical planning experience to his new role. Prior to joining Filemobile, he held several senior positions at PricewaterhouseCoopers (PwC). In his most recent role at PwC, he was a member of the Canadian Leadership Team that developed the firm’s goal and strategy to achieve revenues of $1 billion. Milgrom also led the firm’s knowledge management, Internet, and Web 2.0 initiatives.
“Filemobile is rapidly expanding its business,” said Chris Becker, one of the Founders of Filemobile. “Marc is a dynamic senior executive with a proven track record of driving profitable revenue growth through strategic vision, leadership, and execution. We are now at the stage where Marc’s experience, expertise, and leadership will be vital to our continued growth.”
“The social media space is changing how businesses connect and interact with any audience. There is a tremendous opportunity to leverage Filemobile’s proprietary platform in that environment to drive greater customer engagement and business value,” said Marc Milgrom. “Moving from a large business to a newer company presents a great set of new challenges and I am excited about the possibilities in this market.”
Milgrom has a law degree from the University of Toronto. He is recognized in the marketplace as an innovative, lateral thinker with a broad understanding of business, technology, the marketplace and how these components are affected by change. Milgrom has also been appointed to the Canadian Who’s Who.
About Filemobile (Filemobile.net) - A leading social media and networking platform provider, Filemobile’s mission is to arm businesses with the technology and services to power the online revolution and engage with anyone ... anytime, anywhere. This includes powering multiple formats of campaigns for clients in areas such as broadband video, user-generated content and social networking, all from a single platform. Visit Filemobile at www.filemobile.net.