Christine Beardsell has produced a thoughtful piece on ClickZ looking at what motivates people to participate online in brand-related user-generated content campaigns. Although money is a great external motivator, she says it can be over-used and diminish internal motivation factors. Based on her experience observing user-generated content communities at interactive agency Digitas in the US, she outlines 10 different ways companies can most successfully motivate user-generated content:

• Make it easy
• Make it fun
• Give me cash
• Give me access
• Make me a star
• Create something useful
• Let me influence
• Give me a challenge
• Be altruistic
• Surprise me

The key question companies need to ask themselves when considering a user-generated content campaign, Beardsell writes, is “Why would anyone want to participate in a brand-developed experience when there are endless unbranded community outlets for people to be a part of?” The answer to that question is to create “a balance between both intrinsic and extrinsic motivations, passions and reward.”

Tags: Clickz, digital marketing, Digitas, e-marketing, online marketing, user-generated content

Posted on Wednesday, January 28th, 2009 at 4:33 am under Marketing, Technology, Video, e-marketing, social media.

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