This presentation tries to build a case against the typical, short-term ways in which user-generated content is used, and pleads for a more thoughtful and diverse approach to user-generated content. Four questions are crucial: why do you want to involve people, who do you want to involve, how will you do so, and what are you asking them.

1. Making the Most of User-Generated Content Tom Himpe, June 2007

2. Here, I showed user-generated Heinz ad, with guy using Heinz as both shower gel, toothpaste and coffee See here http://www.youtube.com/watch?v=JGY-ubAJSyI

3. The Half Empty School

4. The Half Full School

9. For the wrong reasons

13. Choose your audience

14. Choose your audience

15. Choose your audience

16. Choose your audience

20. Community building

21. Community building

22. Community building

23. Community building

24. Community building

25. Community building

27. Long term vs short term

28. Long term vs short term

30. Reward

31. Reward 100 Geek Dinners 100 Nights 100 Conversations

33. Partnerships

34. Partnerships

37. Define the rules

38. Define the rules

40. Distributed Creativity

43. Not all content is creative McDonald’s makeupyourownmind.co.uk

44. Not all content is creative Tate Britain - Write Your Own Label

46. Not all content is creative

49. Respond to and engage with existing UGC

51. Respond to and engage with existing UGC