Internet has become ubiquitous and of an important wish to human social life, individuals are fond of participating in virtual groups much more frequently than ever. As the Internet shift from Web 1. 0 to Web 2. 0, the concept of UCC User Created Content was introduced, as a result of users expect to create contents that they prefer rather than consuming media contents passively Hsu and Hsu, 2008.
Since then, Internet agencies provide quite a lot of UCC services for assembly users’ demand, and these amenities have already ruled the net site visitors. For instance, Facebook, Twitter, Instagram, Youtube and Wikipedia are systems that users are able to share their information and get engage with others. Despite the different characteristic, they all have something in common that users are the producers. Taking Facebook as the example, which is the most accepted SNS, used by about 1. 8 billion users, where people could generate their own media contents. Facebook is just a platform and does not post any data, but assemble a group for users to specific very own ideas.
It is an unalterable tendency that users are no longer just patrons but in addition creators. In the reading of Participation and User Created Content Hinton and Hjorth, 2013, authors at the start narrate the emergence of social media and emphasize the media ‘participation’ for introducing the subject of UCC. They current the background of the idea of UCC and make a difference from UGC. Then, they state that users as manufacturers are capable to create on the Internet due to the Web 2. 0 and explain it with sorts of examples. After that, a specific clarification of UCC was given in addition to the understanding to this concept.
In right here parts, what factors that drive the UCC are being mentioned with the example of citizen journalism. According to Rhie, Kim and Lee 2010, UCC is representative of Web 2. 0, also diagnosed as the User Generated Content UGC. However, Hinton and Hjorth 2013 pointed out that there’s a slight change among UCC and UGC. UCC is content entirely created by users while UGC is users ahead something it’s not created by themselves. For instance, people upload some videos that are filmed by themselves to the Youtube, it identified as the UCC.
On the opposite, UGC is the video shared from other internet sites instead of filmed by the uploader. This difference has been confirmed by many scholars that UGC is not 100 % of UGC. In the last decade, the Internet users have witnessed the blossom of the digital group. The Internet is an international scale community where users are in a position to make contacts with users from various nations, it is far beyond the actual social circle. Mass of contents are stored on the Internet, these contents are uploaded by electronic verbal exchange where created by users Shim and Lee, 2009 and fed on by the users Kim, Moon and Kim, 2012. Therefore, users play full of life roles and engage on the Internet in preference to it is premier by community businesses.
Basically, there are three standards to be fulfilled to define UCC: 1. Content is available in public over the Internet; 2. Reflects a “bound amount of creative effort,”; 3. “created outside of expert exercises and practices” Kaplan and Haenlein, 2010. Most UCC sites are non industrial at the stage of begin, while it has become an fiscal phenomenon recently Vickery and Wunsch Vincent, 2007. For instance, Wechat is the key mobile social network site in China.
In the birth, it only provides interactional function and users could share life by posting photos with descriptions. After years, Wechat exchange the QQ a computer SNS like MSN to be the most used one in China because of it may be used on mobile phones. Due to the fact that a huge inhabitants of users, Wechat decided to generate profit by providing promoting facilities to anything large or small scale enterprises and even people. In addition, users so far could play mobile games on Wechat that’s not belittled component of their income. Red Bull is a form of energy drinks sold by Red Bull GmbH, identify since 1987.
It ranked 76th on the Forbes Most Powerful Brand List in 2015, and their drinks sold in over 170 international locations. Red Bull tried to drive concentration of the extension of the brand and to sale their tropical flavoured “Summer Edition” energy drink for the Australian market, in order that they stared a social media campaign on Instagram Quigley, 2016. In order to get attention of audiences on the hot look of the cans, they painting summer days by posting images and videos that are using the yellow filters with the thissummer hashtag . Red Bull had achieved a great good fortune to engage audiences to create their contents in the campaign. The results of the campaign led to 9 point lift in favourablility of their brand and 1.
2 million buyers have been reached. In our crusade, we apply UCC into our crusade enormously. Both two activities that are growing memes of performers and Guessing the music that others buzzing have meditated the theorem. For the first one, the professional account would post a few memes of performers for the existing week and invite others to create memes of these performers with their innovation see Figure 1. In this pastime, users are introduced a chance to take part in creating their particular person content material. For the latter event, it is amazingly appealing that one person may protecting a portrait of a musician and movie a short video of humming a music clip see Figure 2.
The video are looking to be uploaded to the Youtube and post a status with the link of the video to invite at the least three pals to guess what song he/she is buzzing in the video. Our aim is going to inspire more people to take part the campaign and feature intrigued by the classic music. Using UCC may be a possible method to interact more young people. In addition, contents we predict users to create have chuffed the three situations of UCC that those contents are puplic avaliable, creativity and the users are all common audiences neither professionals nor practices. Hi, Vince. I am interested in your topic: UCC and Digital Marketing.
It is a trend that users are playing a more and more important role in social media and electronic advertising. UCC is enormous complement to online platforms and is used for a whole lot of social media purposes today in addition to a consultant example of Web 2. 0. Wechat is a good instance of UCC. Based on my Wechat article writing journey, I can see the industrial features and advantages brought by UCC on Wechat, the most usual program in China. UCC merits customer orientated company most because the agencies can know the emotions of their customers and target clients.
What they love can be seen as the potential trend. People are more likely to accept as true with in thoughts from the customers in preference to the advertisements from the businesses. However, there is some negative effect brought by UCC. More fake news is founded on social media structures. This is why I think you could talk more concerning the disadvantage of UCC. The most gorgeous part is How UCC apply to the Campaign “The Con”.
I can see a clear notion using UCC and a goal of the crusade. You have done a good jobI agree that UCC is superb to achieve traction to a subject, product or provider. When we talk about comments, we can examine it from the users’ or the agency’s attitude. The user wants authentic and entertaining content material. Assuming an organization would want to encourage feedback from private users, but is not frequent enough or has a lot of competitors. How can they persuade people to interact in posting publicly for every person to see a couple of product, carrier or brand in common?The everyday solution could be economic or fabric incentives.
We would risk biased reports, which harm the first-rate of the comments and the company’s credibility. The only thing that seems to work is being genuinly good at what you’re doing as an organization. No matter how many Instagram or Twitter follower and Facebook likes are being bought, they can never change the hype of an actual trend. This leaves us with the end, that agencies who would want to use UCC have to hand the torch to the users. Only then they’ll have an opportunity of creating a true trend. The idea of creating a buzzing problem is fun, exciting and straightforward to make.
It could be great, if the con could in some way award the funniest or best video at an event. This could be a very good opportunity to catch up with to their potential viewers.