User-generated content
User -generated content (English "user -generated content (UGC ) " also " user generated content " or in English " user-driven content ") is available for media contents that are not created by the provider of a web offering, but of its users. Often UGC is a form of crowdsourcing. The content shall be sufficient according to the OECD following criteria:
Manifestations
The proportion of user generated content has risen sharply in recent years due to technological developments of the Internet. This was mainly falling prices for storage space, computer equipment and increasingly available broadband connections have contributed.
With user-generated content have different expectations are linked. Some want breitgefächertere deals that follow not only the mainstream. In business, for example in the media industry, it is hoped to increase the number of users and thus sales and profits by integrating free -generated content. Meanwhile, the companies attempt to develop viable business models based on UGC. So far, UGC platforms are in most cases for the operators but still a loss. Thus, in the well-known video platform " YouTube" are over $ 200 million per year advertising revenue significantly higher traffic costs.
Some online projects entice their users with opportunities for additional income through their created content. The approaches range from participation in advertising revenue up to the self- distribution of digital content in the form of an online marketplace or an author platform.
The increasing importance and public perception of UGC shows, among other things in the choice of TIME Magazine's Person of the Year for 2006. Instead of a significant individual chose the editorial " YOU", so each individual user and private producers of content.
That UGC now has a large social power, the example shows shitstorm. Triggered by UGC experienced companies such as Henkel and Nestlé large image damage.
Business models
The possible business models with UGC aim usually starting on different priorities. These include the network effects, in which an additional use activity is achieved by additional users in the form of, for example, word of mouth. Ideally, must be achieved in order to generate benefits for users and businesses in terms of a successful marketing communication, the so-called " Critical Mass ".
Reviews and recommendations of products to increase sales in online shops. This is a business model which is, for example, operated by the company Bazaarvoice.
Furthermore, lock-in effects play as barriers to change for users with high and existing investments (time, money, effort ) play a significant role. An advantage of the monetary development of UGC play the low marginal cost. While there are high first -copy costs, but at the same low reproductive costs due to the digital nature of all goods. Other business models include the specialization on individual services or products in order to develop the basis of precise and sharp target groups and core business definitions in niche markets. Understanding the new role of the customer ( " from consumer to prosumer " ) is also one of a on the business models.
User-Generated organization
In addition to user -generated production there are now user-based ways of organizing and allocation of content. Intermediaries platforms such as digg.com, delicious technorati or make use of the possibilities of taxonomy and folksonomy to attract users currents and forward to interesting content. The users ( not editors or link popularity algorithms - digital gatekeeper ) - decide on the popularity of the more popular content is a content, the more prominent it is placed on the platforms (English " user-generated filtering" ). The assignment of popularity is based on interest-based and qualitative standards.