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User Generated Content – Motivation

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When it comes to user generated content in social networks, video sites, blogs, wiki’s podcasts etc.

I have often made the comment that motivation is probably the most important, and least understood aspect of the whole social media phenomenon.

Often sites roll out features to try and keep up with the 2.0 Joneses without looking at their entire eco-system and understanding why people will be motivated to contribute or not. Wether it’s tagging on flickr, or adding bookmarks to delicious, or writing reviews on yelp the users are doing it because they get a benefit, and the companies get a huge benefit as well, in the form of free intellectual capital.

On a side note that hidden intellectual capital is probably one of the most undervalued assets in the web2.0 world, which is again why “audience” doesn’t matter as much as the relatively small number of creators, the 1 percenters.

mckinseymotivation

Anyway, McKinsey the renowned strategy consultancy recently posted an article called “How companies can make the most of user-generated content” (free registration) and i’m extremely pleased to see that they have also discovered that motivation is the secret sauce of User Generated Content.

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User Generated Content – Motivation
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About Karl Long
Karl Long believes the experience is the marketing and social media is how customers share experience and has been blogging about it for several years. Karl's primary blog Experiencecurve lives at the intersection of marketing, social media, social software and remarkable customer experience. Karl holds an MBA in Design Management from the University of Westminster and is currently the Web/Social Media Integration Manger for the video game group at Nokia. Karl also writes about t-shirts at tcritic.com WebProNews Writer
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