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How companies make the most of User Generated Content
fuordigital
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6-10-2008 9:18 PM
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<div style="margin: 12px 0px; font-family: arial; color: #333333; background: #ffffff; border: solid 4px #e5e5e5; width: 100%; clear: left;"><div class="CM_CTB_Content_Wrap" style="margin: 0px; padding: 0px;background-color: #ffffff;"><div style="border-bottom: solid 1px #dcdcdc; white-space: nowrap; margin-bottom: 8px; background-color: #eeeeee ;background-image: url(http://www.clipmarks.com/images/source-bg.gif); background-repeat: repeat-x; height: 24px; line-height: 24px; vertical-align: middle; padding-bottom: 4px; color: #666666; font-size: 10px;" ><a href="http://clipmarks.com/clip-to-blog/" title="see clips that are hot right now"><img src="http://content.clipmarks.com/blog_embed/4cb9e39a-47ed-44f1-9189-90dce70fd578/39B95CD1-A6DC-4DC2-BA08-2ECB49FA3457/" alt="" width="19" height="19" border="0" style="vertical-align: middle; margin: 0px 4px; display: inline; border: none; float:none;" /></a>clipped from <a title="http://www.mckinseyquarterly.com/Marketing/Digital_Marketing/How_companies_can_make_the_most_of_user-generated_content_2041_abstract" href="http://www.mckinseyquarterly.com/Marketing/Digital_Marketing/How_companies_can_make_the_most_of_user-generated_content_2041_abstract" style="font-size: 11px;">www.mckinseyquarterly.com</a></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://www.mckinseyquarterly.com/Marketing/Digital_Marketing/How_companies_can_make_the_most_of_user-generated_content_2041_abstract"><li style="margin-left:16px;padding-left: 0px;">Executives looking to get the greatest possible value from corporate blogs and wikis can learn from the experiences of online video-sharing sites, which are growing fast—largely because of the contributions of a small percentage of their members.</LI></blockquote><div style="height: 2px; font-size: 2px; background: #dcdcdc; border-bottom: solid 1px #f5f5f5; margin: 2px 4px;"></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://www.mckinseyquarterly.com/Marketing/Digital_Marketing/How_companies_can_make_the_most_of_user-generated_content_2041_abstract"><li style="margin-left:16px;padding-left: 0px;">Corporate managers must learn how to identify and nurture their core contributors to generate enthusiasm for and interest in wikis and other collective-intelligence systems that rely on contributions from users.</LI></blockquote><div style="height: 2px; font-size: 2px; background: #dcdcdc; border-bottom: solid 1px #f5f5f5; margin: 2px 4px;"></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://www.mckinseyquarterly.com/Marketing/Digital_Marketing/How_companies_can_make_the_most_of_user-generated_content_2041_abstract"><li style="margin-left:16px;padding-left: 0px;">As these systems begin to take off, managers can give them further momentum by providing tools that make it easy for users to contribute and share. A quality-management scheme can make such efforts more sustainable by helping to ensure that the content is worthwhile.</LI></blockquote><div style="height: 2px; font-size: 2px; background: #dcdcdc; border-bottom: solid 1px #f5f5f5; margin: 2px 4px;"></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://www.mckinseyquarterly.com/Marketing/Digital_Marketing/How_companies_can_make_the_most_of_user-generated_content_2041_abstract"><li style="margin-left:16px;padding-left: 0px;">Exhibit 1: A desire for fame was one of several primary motives cited for uploading videos.</LI></blockquote><div style="height: 2px; font-size: 2px; background: #dcdcdc; border-bottom: solid 1px #f5f5f5; margin: 2px 4px;"></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://www.mckinseyquarterly.com/Marketing/Digital_Marketing/How_companies_can_make_the_most_of_user-generated_content_2041_abstract"><li style="margin-left:16px;padding-left: 0px;">Exhibit 2: For many participatory-media sites, a small percentage of the participants contribute more than half the content.</LI></blockquote></div><div style="margin: 0px 6px 6px 4px;"><table style="font-size: 11px;border-spacing: 0px;padding: 0px;" cellpadding="0" cellspacing="0" width="100%"><tr><td style="background:transparent;border-width:0px;padding:0px;"> </td><td align="right" style="background:transparent;border-width:0px;padding:0px;width:107px" width="107"><a href="http://clipmarks.com/share/39B95CD1-A6DC-4DC2-BA08-2ECB49FA3457/blog/" title="blog or email this clip"><img src="http://content7.clipmarks.com/images/c2b-foot.png" border="0" alt="blog it" width="107" height="17" style="border-width:0px;padding:0px;margin:0px;" /></a></td></tr></table></div></div>
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