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Corporate 2.0: McKinsey – How companies can make the most of user-generated content


I just HAD to add this in from despair,inc. You can make de-motivator posters.

The McKinsey Quarterly has a report out by Jacques R. Bughin. It extrapolates out behaviour on video sharing sites and looks at how a corporate collaborative media group might work. And you can save the .pdf for future reference!

Yes, I know these reports are as boring as boogers, but if you are advising a company as their internal Web 2.0 strategist, (or from externally i.e. a competitor of mine :P) you need to be able to quote McKinsey and similar. As in “A recent survey by *name of reputable firm* found the 200% of people upload porn to their social network” or whatever you need to say to get money to do stuff. From the public overview:

Article at a glance:

How companies can make the most of user-generated content

  • 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.
  • 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.
  • 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.

This article contains the following exhibits:
  • Exhibit 1: A desire for fame was one of several primary motives cited for uploading videos.
  • Exhibit 2: For many participatory-media sites, a small percentage of the participants contribute more than half the content.

If you register for free, you get to see statements that are very helpful to your cause, such as:

Visitors under 25 years of age made up the bulk of the video-viewing audience we measured, but members in the 25- to 44-year-old age group contributed equally to postings—suggesting that working-age people would be open to participation in enterprise settings.

Remember the 90:9:1 rule? 90% view a video, 9% comment, 1% create a video in response.

Other statements such as the closing paragraph…

Companies will have to look beyond video-sharing sites for approaches to maximize the quality of the content. Those sites are concerned primarily with popularity, whereas corporate wikis and content sites (such as Wikipedia) gain momentum when new visitors discover and contribute high-quality content, which in turn makes the sites worthwhile for yet more newcomers. To improve the quality of internal wikis, then, companies might look to the quality assurance practices of open-source coding projects, which rely on appointed and self-appointed guardians to police quality issues. Companies should also create transparent and enforceable guidelines to prohibit unethical or illegal behavior, such as the posting of copyrighted material or proprietary secrets. They can learn from the examples of YouTube (which attempts to review content for obscenity before posting) or Wikipedia (which has committees that review entries for quality) and adopt similar review procedures for their corporate content.

… are pretty simplistic. And I’m not sure aren’t hinting at stuff that would de-motivate contributors. After all Knowledge Management 1.0 was about appointed guardians of knowledge whereas Knowledge Management 2.0 is more open and community -regulated. (No, I’m not saying there are NO guardians).

Incidentally it doesn’t go into the 12 or so business revenue models around user generated content, as it’s really simply focussed on creating a social network within internal organisations.

So, did you have a good weekend?

Anyway I don’t find these reports boring – I prefer reading them to a good spy/mystery thriller or a bodice ripping Mills and Boon. But as always, Your Mileage May Vary (YMMV). )If you do go off and read the report (moving yourself from 90% who do sod-all, to the 9% who take a small action) come back here and tell me what your favourite quote is? Ditto if you move into the 1% and create a post in response… 🙂

Laurel Papworth

Named by Forbes™ Magazine in the Top 50 Social Media Influencers globally, named Head of Industry, Social Media (Marketing Magazine™) and in the Power150 Media bloggers (AdAge™). CERT IV Training and Assessment certified trainer (Diplomas and Certificates etc) Adult Education. Laurel has manager Facebook Pages for Junior Masterchef, Idol, Big Brother etc. and have consulted on private online communities for banks Westpac, not for profits UNHCR & governments in SE Asia. Lecturer, social media, University of Sydney for 10 years and Laurel has 11,000 online students. Laurel Papworth personally connects to 6 million followers online and has taught around 100,000 people in the last 10 years how to be social media managers.

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