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Posts Tagged ‘Digitas’

What makes users create content? Wednesday, January 28th, 2009

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.”