This article by Bambi Francisco in MarketWatch recaps 2006 and sets the stage for 2007 in terms of the impact of user-generated content:
“Given our obsession with users, and ourselves, I’ve highlighted what will be in demand or wanted in 2007 as the audience is increasingly relied upon as the voice, the experts, the supporting actors and/or virtual stars of tomorrow. These bottoms-up celebrities combined with traditional top-down stars will increasingly dominate the new media landscape of 2007.
Wanted: Your contribution
The concept of a wiki — a site that essentially enables egalitarian editing and collaboration of everyone from experts to novices — has been around for many years. The best-known example is Wikipedia, an encyclopedia that anyone can edit. Today, Wikipedia has 725 million page views per month, up more than 400% from last year, according to Nielsen//NetRatings. And, the beauty of Wikipedia is that it has about 6 employees. This year, the wiki model exploded to the point that now a book is being written in wiki style. Barry Libert is spearheading the first book project to be written in such a manner. (…)
Wanted: Your expertise
“Everyone is an expert [in something],” according to Richard Rosenblatt, who was the former chairman of MySpace and who sold the social network to News Corp last year for $580 million. Today, Rosenblatt is heading up Demand Media, which he calls a new media site. Demand Media is looking for professional, expert content on any topic since the core of its strategy is to start with trusted, professional content and then provide the tools to let people contribute related content or opinions. Some of Demand Media’s sites that use expert commentary include eHow, trails.com, gardenguides.com and golflink.com.
Yahoo Answers is probably the most popular of services that rely on volunteer experts to give people answers to their questions. (…) Yahoo Answers, which now has 60 million users and 160 million answers, marked its one-year anniversary in early December. Those answers helped drive Yahoo Answers traffic from practically zero in November 2005 to 14.5 million this November, according to Nielsen//NetRatings. In a survey conducted by Yahoo Answers and Harris Interactive, a third of online adults have used a Q&A site. (…)
Wanted: Your opinions and comments
About 30% of online news site Topix.net
comes from user-generated or reader comments. That’s expected to jump to about 50% next year, Topix.net’s CEO Rich Skrenta tells me. Take a look across the blogosphere and you’ll note that comments make up a large part of the content.
Wanted: Your history
User-generated content can come in the form of a users’ history. As long as people can know your history, it can help form recommendations that drive sales of products, movie rentals, or news articles. In the past, roughly 5% of Amazon
ook sales came from recommendations, as estimated by analysts. According to Netflix
members select approximately 60 percent of their movies based on movie recommendations tailored to their individual tastes.
Wanted: Your reviews, ratings
It all started with ePinions
back in the late ’90s. It was a site that thrived on users giving their opinions about sundry topics. Now, reviews and ratings are not only everywhere, they’re essential in influencing what we buy, where we eat, and what we read. They’ve become a great filtering process. They’re the reason sellers are trusted on eBay
. They’re the reason local restaurants which are reviewed by users on Yelp.com
get new clients. They’re the reason we read certain articles from across the Web, thanks to Digg.com
, which relies on users to vote for articles they like by submitting it.
Wanted: Your profiles and journals
We live in an age where what we do, and who we are, is the news. That became clearer to me after Facebook
decided to make any update on a users’ profile become a news feed. While the service wasn’t very popular when announced, I think the millennial generation will get used to it. Profiles of every day people make up the social network sites — the fastest-growing sites — on the Web. News Corp’s MySpace, with 115 million members creating the content with their own profiles, saw page views and unique visitors more than double in November. Microsoft’s Windows Live Spaces
, which has 70 million members creating profiles, also saw its unique visitors and page views more than double last month.
Wanted: Your video creations
NBC is integrating user-submitted videos
, such as favorite pets and wedding woes. They’ll be videos that are family-oriented, said Mark Moore, founder and CEO of One True Media
, the technology company hosting the user-submitted videos. Mixing user-submitted video and traditional content will become a bigger deal in 2007.
What it means: this is a great summary of the major pillars of user-generated content. Still looking for a good New Year’s resolution? Make sure you open the conversation with your users. They want to tell you something!