slide1 n.
Download
Skip this Video
Loading SlideShow in 5 Seconds..
Annalisa Bove, Noemi Munoz, Catherine Nolli, Zach Parrish, Michelle Sanchez, Torrean Slaughter PowerPoint Presentation
Download Presentation
Annalisa Bove, Noemi Munoz, Catherine Nolli, Zach Parrish, Michelle Sanchez, Torrean Slaughter

Loading in 2 Seconds...

play fullscreen
1 / 24

Annalisa Bove, Noemi Munoz, Catherine Nolli, Zach Parrish, Michelle Sanchez, Torrean Slaughter - PowerPoint PPT Presentation


  • 133 Views
  • Uploaded on

Annalisa Bove, Noemi Munoz, Catherine Nolli, Zach Parrish, Michelle Sanchez, Torrean Slaughter. Consumers are interacting on the web.

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

PowerPoint Slideshow about 'Annalisa Bove, Noemi Munoz, Catherine Nolli, Zach Parrish, Michelle Sanchez, Torrean Slaughter' - ghada


An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript
consumers are interacting on the web
Consumers are interacting on the web.

One million users join MySpace every day. One hundred million videos are downloaded on YouTube every day. Forty-eight million Americans have posted social content on the Internet. Facebook and MySpace each have over 100 million members.1 If these statistics are over three years old, can you imagine how much user generated content has increased since then?

In today’s society the average consumer spends more time responding to information from user generated content regardless of how credible the sources are. Once a consumer takes a part in a public discussion via the internet, the topic becomes conversational and more appealing as opposed to reading a corporate blog. Consumers often times trust word of mouth over what is posted on company websites. Ultimately, social networking is the ultimate manifestation of user generated content, and as such, holds more potential for growth than any other form of content on the Web today.2

1 Sipper, Bill. “The social media evolution; social media offers new marketing options, but requires delicate touch.” Popular Magazines (March 2009). http://go.galegroup.com.rlib.pace.edu/ps/i.do?id=GALE%7CA203270763&v=2.1&u=nysl_me_pace&it=r&p=PPPM&sw=w

2 “User Generated Content, Social Media, and Advertising-An Overview”.” Interactive Advertising Bureau, April 2008, http://www.iab.net/media/file/2008_ugc_platform.pdf

Catherine Nolli, Michelle Sanchez

what is user generated content
What is user generated content?

User generated content refers to any material created and uploaded to the Internet by non-media professionals, whether it’s a comment left on Amazon.com, a professional-quality video uploaded to YouTube, or a student’s profile on Facebook.User generated content sites are creating new viewing patterns and social interactions, empowering users to be more creative and developing new business opportunities. It is currently one of the fastest growing forms of content on the Internet.3Consumers no longer want to be sold. They want to be told and they want to be told by their peers.4

If you look at the impact that user generated content has had in the past five years, blogs and social networking are at the top of the chain. Blogs are also rising in popularity because there are tons of sports blogs that fans follow to get up to date information about their favorite teams.

3 “User Generated Content, Social Media, and Advertising-An Overview”.” Interactive Advertising Bureau, April 2008, http://www.iab.net/media/file/2008_ugc_platform.pdf

4 Sipper, Bill. “The social media evolution; social media offers new marketing options, but requires delicate touch.” Popular Magazines (March 2009). http://go.galegroup.com.rlib.pace.edu/ps/i.do?id=GALE%7CA203270763&v=2.1&u=nysl_me_pace&it=r&p=PPPM&sw=w

Catherine Nolli, Michelle Sanchez

u s user generated content consumers by content type 2008 2013 of internet users
U.S. User Generated Content Consumers by Content Type, 2008-2013 (% of internet users)

2008 2009 2010 2011 2012 2013

User generated video36% 39.8% 42.5% 44.8% 47.2% 49.2%

Social networking41.2% 44.2% 46.9% 49.1% 50.5% 51.8%

Blogs54% 58% 61% 64% 67% 69%

Wikis33.9% 36.6% 39% 41% 42.6% 43.9%

User generated 60% 62% 64% 66% 68% 70%5

Content consumers

Social media platforms such as Facebook, Twitter and Instagram are major social networking sites where consumers spend a lot of their time. A recent app that is only available on android devices and iPhone’s and iPad’s, is called Sports Yapper. This app was designed to focus conversations solely on sports unlike other social media sites such as Facebook or Twitter. Users chat with other fans during games and they can share anything that they post to their Facebook or Twitter accounts.

5 “U.S. user-generated content consumers.” Popular Magazines (April 2009). http://go.galegroup.com.rlib.pace.edu/ps/i.do?id=GALE%7CA196964724&v=2.1&u=nysl_me_pace&it=r&p=PPPM

Catherine Nolli, Michelle Sanchez

user generated content works
User generated content works.

Consumers and viewers believe that by staying connected they have a stronger loyalty to companies or organizations that they “follow”. The power of the consumer’s voice has never been stronger, easier to express, or more frequently listened to. Retailers are taking advantage of the power of user generated content in the form of reviews on their products. Users can leave reviews that are made available to everyone on the internet, which then, can sometimes influence a consumer’s loyalty. If a user finds the information valuable and worthy, they will be more likely to buy more and stay connected.6

When thinking about making an expensive purchase, the first thing you’ll probably do is go online and read reviews to see what the best one out there is. You might even talk to your friends or family to see what they think about certain brands; or you might visit stores and speak to the staff to see what they recommend and what further knowledge about the product they can tell you. This research and investigating is part of the user generated content experience. This is what user generated content is all about; creating an experience both off and online that the consumer relate to.

6"Leading Retail Analyst Shows Retailers Can Gain Market Share Through Consumer-Generated Product Ratings & Reviews | Business Wire." Press Release Distribution, Financial Disclosure, Online Newsrooms, PR, Public Relations, Investor Relations, EDGAR filing, XBRL, Breaking News, Business News, Financial News | Business Wire. http://www.businesswire.com/news/home/20060815005868/en/Leading-Retail-Analyst-Shows-Retailers-Gain-Market (accessed February 11, 2013).

Catherine Nolli, Noemi Munoz

amazon understands their customers
Amazon understands their customers.

Another way that user generated content works is through its ability to understand the shopper or consumer. Knowing when and where consumers look for product or service reviews is important. Perhaps there is a specific time of day when more customers log on to the internet and start their search. Knowing what the consumer is interested in will help in suggesting similar items. Amazon does a great job of using user generated content. When a user types in a product in the search bar, at the bottom of the Amazon page there is a list of products that are similar to the one they are currently searching for. This list contains products that other buyers are currently looking at.7

7 Goldenberg, Jacob, Gal Oestreicher-Singer, and ShacharReichman. "The Quest for Content:How User-Generated Links can Facilitate Online Exploration." Journal of Marketing Research XLIX (2012): 452-468.

Catherine Nolli, Noemi Munoz

facebook has become a key component for company growth opportunities
Facebook has become a key component for company growth opportunities.

When Facebook began implementing the new “like” feature, companies knew that they could use that to their advantage. They began creating Facebook pages for brands and products. When someone would “like” the page, that person’s friends were also able to see the information posted by these, brands and products, in their own newsfeed and be able to go check out the page. This made people more aware of the brands and products that existed. Facebook has been such a huge part of the user generated content era. With Facebook having over one billion active users, news really can spread far and wide.8

8 Jonsson, Anna Maria, and HenrikOrnebring. "User Generated Content and The News." Journalism practise 5, no. 2 (2011): 127-144. http://web.ebscohost.com/ehost/pdfviewer/pdfviewer?vid=3&sid=a15dedee-6498-4a64-8156-86153a0581bf%40sessionmgr14&hid=14 (accessed February 11, 2013).

Catherine Nolli, Noemi Munoz

fans can remain loyal to their favorite players on twitter
Fans can remain loyal to their favorite players on Twitter.

Twitter is also another dominant place for user generated content. Users can tweet directly with celebrities or athletes. In this case, we are more concerned with the athletes because sports is our market. So many athletes have their own Twitter accounts and are always tweeting before and after games. During games, fans can use specific hash tags that may get their comments viewed on screen.

Catherine Nolli, Annalisa Bove

when does user generated content not work
When does user generated content not work?

While most of the time social media outlets such as Instagram, Facebook, Sports Yapper and Twitter consistently raise awareness for the New York Knicks reputation and sales, there are some instances where they would work against our favor.

Catherine Nolli, Annalisa Bove

user generated content can become negative on applications such as instagram and sports yapper
User generated content can become negative on applications such as Instagram and Sports Yapper.

Instagram is a photo based application where people post pictures and can receive “likes” or comments on their pictures. Most sports players have an Instagram account and at times, the photos they post are frowned upon by fans or anyone else who sees them. When a photo is controversial, fans that follow the players have the option of commenting on it. Comments can come from people who either love the photo and want to leave positive feedback, or from people who don’t like it, in which comments become very negative. Situations like this can turn into problems.

Unlike Instagram, Sports Yapper is a mobile app that focuses specifically on people having live conversation about sports games. Sports Yapper attracts sports fans, fans that are super passionate about the team. Sports Yapper also has its downfall; fans using this app sometimes make unkind comments to other fans who are trying to have conversations about the latest games.

Catherine Nolli, Annalisa Bove

players should be cautious of what they include in their tweets
Players should be cautious of what they include in their “tweets.”

Almost every player on the Knicks team has a Twitter account. Twitter being one of the most popular social media platforms, has always caused disputes. For example J.R. Smith a popular Knicks player has over 280,000 followers and “tweets” things such as “I’m a good-looking guy,” Smith says, smiling. “They’ve got to follow me.”9 Tweets like these can portray J.R. Smith as an overconfident athlete that may give some fans and other people the wrong impression about him and the team. That is just one example some players tweet about players of other teams and about athlete trades.

Anytime a player of a sports team begins to form a bad reputation it reflects on the whole team and the “brand” of that team. Therefore, while social media has become a growing epidemic it can sometimes negatively impact a team’s reputation.

9Isola, Frank. “NY Knicks' J.R. Smith a real character on Twitter.” Daily News, February 9, 2013

http://www.nydailynews.com/sports/basketball/knicks/social-media-knicks-turns-tweet-article-1.1259773

Catherine Nolli, Annalisa Bove

how can the new york knicks make better use of the internet
How can the New York Knicks make better use of the internet?

It is without a doubt that sport fans are constantly connecting with each other on various social media platforms. Iman Shumpert started a movement for the team which is referred to as the Knickstape. This sums up the diversity of all the team’s players.

Play video.10

Fans quickly caught on to this and in support they keep the movement going by adding hash tags to their “tweets”, Instagram and Facebook. It is very common to see loyal Knicks fans posting pictures and status updates during game time. You can even follow Knickstape on Twitter and many other social media platforms. Another reason fans continue to spread their opinions on Knicks games and players especially is because often times players like J.R. Smith and Chris Copeland “retweet” to their followers. It is a growing form of communication and with so many different social media platforms; fans can talk about sports whenever they want.

10 YouTube. http://www.youtube.com/watch?v=b8r03x51RuY&playnext=1&list=PL1vUh-CSQ7pwH7TcoRPPYaf3YkJo_fyo7&feature=results_video

Catherine Nolli, Michelle Sanchez

hash tags keep fans connected on social networking platforms
Hash tags keep fans connected on social networking platforms.

Hash tags refer to placing a # at the end of a tweet to help categorize what a tweet is about. You can use hash tags to create a stream about a certain topic. If someone wants to follow a chat, he or she can just click on the hash tag and only see the content that contains that specific hash tag. This helps filter content and make searches more specific. 11

Hash tags were created in 2007. Hash tags are the quickest and easiest way to search for something and find out about the latest topics people are discussing on Twitter. Today 11% of tweets include hash tags and over 190million tweets are posted a day. To find out the most popular hash tags of the day and what might be trending in certain areas hashtags.com provides that information. 12

11 Berger, Lauren. “All Work, No Pay.” Crown Publishing Group, 2012.

12 "Social Networking Statistics." Statistic Brain RSS. N.p., n.d. Web. 23 Feb. 2013.

Catherine Nolli, Annalisa Bove

knickstape was created by number 21
#Knickstape was created by number 21…

#Knickstape was created by number 21 Iman Shumpert . Iman Shumpert explains this new and widespread hash tag’s meaning by saying it is “a mix tape of personalities.”13 In his explanation to Knicks Journal he describes how he came up with this name because so many different types of personalities tweet about the Knicks and watch the Knicks. He compares it to a musical music tape where many different artists’ music is combined. Today during games many fans “tweet” about their feelings toward a game or player and hash tag #knickstape. Since the #knickstape hash tag has been created many more fans have been hash tagging the team.

Not only is it a great way to promote the team but it allows people to be a part of something created by a player that most younger fans would look up to. Most importantly when more and more people see this hash tag and use it, it could “trend.” When a hash tag is “trending” it will display on Twitter’s “trending” newsfeed.

13 “Knicks Journal | New York Knicks Blog: Iman Shumpert Explains Meaning of the "Knickstape"" Knicks Journal | New York Knicks Blog: Iman Shumpert Explains Meaning of the "Knickstape" N.p., n.d. Web. 23 Feb. 2013.

Catherine Nolli, Annalisa Bove

as of february 2011 there were over 156 000 000 blogs in existence
As of February 2011, there were over 156,000,000 blogs in existence.

Blogs are no longer just for personal use as they are now being used by major businesses, universities, and sports teams to help keep customers, students, and fans up-to-date with content ,building a more social relationship among their followers.14

In 2012, blogs were the highest among popularity at 69% when compared to social networking sites at 52%, and wikis at 44%. Blogs have been rated the most popular since 2008.15

It is estimated that 46% of people read blogs multiple times a day, at least 32% read blogs once a day and on average ,companies see 55% more visitors when they have a blog then those that do not. These statistics express the importance in companies having a blogs and how valuable even the fan created blogs can be to a company.16

14 Lim, S. Ronald. “Beyond Blogging,” Manilla Bulletin Publishing Corporation. http://www.mb.com.ph/node/332247/beyond-blogging#.USllpKVVhhB

15 “U.S. user-generated content consumers.” Popular Magazines (April 2009). http://go.galegroup.com.rlib.pace.edu/ps/i.do?id=GALE%7CA196964724&v=2.1&u=nysl_me_pace&it=r&p=PPPM

16 Fields, Matthew. “Does Blogging Work? Infographic on Benefits of Blogging for Businesses,” Social Media Chimps. https://socialmediachimps.com/infographics/blogging-benefits-businesses/

Catherine Nolli, Zach Parrish

v isit the knicks on tumblr
Visit the Knicks on Tumblr.

On Tumblr, users can either tag a photo, video, or text (such as “Knickstape”) and have it appear on their personal page. An example of this can be seen on Knickstape.net, which is one of the many blogs dedicated to the New York Knicks. This specific blog, however, is more elaborate than an average Tumblr blog as it contains a 2012 - 2013 game schedule, team roster, game recaps, and team news. With the creation of these blogs the New York Knicks get the ultimate exposure through user generated content. Team photos and videos posted on these blogs also link back to nba.com/knicks which increases traffic to the New York Knicks home website.

17 Tumblr. http://www.tumblr.com/

Catherine Nolli, Zach Parrish

the media has gone mobile what does this mean for consumers
The media has gone mobile. What does this mean for consumers?

"SportsYapper will change the way people watch sports,”- Mark Teixeira, First baseman for the NY Yankees

  • Users spend 82% of the time they spend on their phones in apps and only 18% in the web browser.
  • 83% of fans check social media while watching sports on TV
  • Apps will dominate traditional ads simply because consumers don’t perceive them as advertising but actually view them as less intrusive.19
  • 18“In 2013, Mobile Social Lead Shift From Media to Digital,” eMarketer, Accessed, February 19, 2013, http://www.emarketer.com/Articles/Print.aspx?R=1009677
  • 19 Sunil Gupta, “For Mobile Devices, Think Apps, Not Ads,” The Harvard Business Review (March 2013): 71-75.
  • Catherine Nolli, Torrean Slaughter
knicksnow app
KnicksNow App

The New York Knicks Official App includes the following features:

  • Exclusive, behind the scenes Knicks coverage from the MSG Training Center, The Garden, and on the road
  • Video of one-on-one player interviews, press conferences, off-court events, practice footage, exclusive player videos, and links to game highlights on KnicksNow.com
  • Photo galleries from practices, games, and off the court
  • Knicks Facebook and Twitter feeds
  • Interactive Knicks schedule and player cards
  • Live game scores and stats
  • Ticket information and links to purchase 20

20 National Basket Association , "The Official Site of the New York Knicks." Last modified 2013. Accessed February 15, 2013.

http://www.nba.com/knicks/.

Catherine Nolli, Torrean Slaughter

bring the sports action to your phone
Bring the Sports Action to Your Phone.
  • SportsYapper- an app that unites sports fans, but more specifically, sports fans who share interests in the same teams, allowing them to discuss sports topics.
  • GameOn- an in app experience for SportsYapper
    • Invite friends to “Yapp” about live games.
    • Receive notifications from friends about live plays.
    • Talk to other team fans live, during the game.
  • Why not Twitter or FB?
    • Too much unrelated content.
    • SportsYapper is a community of people dedicated to talking about sports and only sports. 21
    • 21 SportsYapper, "Frequently Asked Questions." Last modified 2012. Accessed February 15, 2013. http://sportsyapper.com/faq.

Catherine Nolli, Torrean Slaughter

recommendations
Recommendations

With the mass amount of user content that is generated on social media sites such as Facebook and Twitter, its harder for sports fans to connect with other sports fans during games and in general without getting lost in posts about popular TV shows such as Pretty Little Liars or The X Factor.

How can this benefit us?

  • By separating those interested from those less interested in sports, SportsYapper presents us with a platform to reach our specific target audience without the intrusion of the irrelevant content created by non-sports fans.
  • The average person on Facebook has 245 amount of friends.
  • With numerous amounts of friends and posts, there is a very high chance that the consumer may not see the post, or if they do, it may not be as quick as it could be. With SportsYapper, everyone user is a sports fan, and more specifically all they talk about is sports, which will create more sports user generated content that we can make better use of.22

22 "SportsYapper, a Free App That Connects Friends and Fans While Watching Sports, Officially Launches." PR Newswire . no. June 21 (2012). http://m.prnewswire.com/news-releases/sportsyapper-a-free-app-that-connects-friends-and-fans-while-watching-sports-officially-launches-159845725.html (accessed February 17, 2013).

Catherine Nolli, Torrean Slaughter

you talk they listen
You talk, they listen.

Social Media platforms such as: Twitter, Facebook, and Mobile Apps are imperative elements to a successful marketing campaign because they are easy to use, visited frequently by consumers, and allow dialogue between the professionals creating a product and their target audience. The amount of users on Facebook (as well as many other social media websites) is growing rapidly each day, with 794,564,900 million and a projected 900 million members by the end of 2012 (How Many Facebook Users Are There 2012).23 Utilization of these marketing platforms is not only wise, but necessary, for a company to maximize its advertising potential and profit-making ability.

23 "How Many Facebook Users Are There 2012." How Many Are There. 15 Feb. 2012. Web. 1 Apr. 2012. http://www.howmanyarethere.org/how-many-facebook-users-are-there-2012/

Catherine Nolli, Michelle Sanchez

bibliography
Bibliography

Books

Berger, Lauren. “All Work, No Pay.” Crown Publishing Group, 2012.

Databases

Goldenberg, Jacob, Gal Oestreicher-Singer, and ShacharReichman. "The Quest for Content:How User-Generated Links can Facilitate Online Exploration." Journal of Marketing Research XLIX (2012): 452-468.

“In 2013, Mobile Social Lead Shift From Media to Digital,” eMarketer, Accessed, February 19, 2013, http://www.emarketer.com/Articles/Print.aspx?R=1009677

Jonsson, Anna Maria, and HenrikOrnebring. "User Generated Content and The News." Journalism practise 5, no. 2 (2011): 127-144. http://web.ebscohost.com/ehost/pdfviewer/pdfviewer?vid=3&sid=a15dedee-6498-4a64-8156-86153a0581bf%40sessionmgr14&hid=14 (accessed February 11, 2013).

Sipper, Bill. “The social media evolution; social media offers new marketing options, but requires delicate touch.” Popular Magazines (March 2009). http://go.galegroup.com.rlib.pace.edu/ps/i.do?id=GALE%7CA203270763&v=2.1&u=nysl_me_pace&it=r&p=PPPM&sw=w

"Social Networking Statistics." Statistic Brain RSS. N.p., n.d. Web. 23 Feb. 2013.

Sunil Gupta, “For Mobile Devices, Think Apps, Not Ads,” The Harvard Business Review (March 2013): 71-75.

“User Generated Content, Social Media, and Advertising-An Overview”.” Interactive Advertising Bureau, April 2008, http://www.iab.net/media/file/2008_ugc_platform.pdf

“U.S. user-generated content consumers.” Popular Magazines (April 2009). http://go.galegroup.com.rlib.pace.edu/ps/i.do?id=GALE%7CA196964724&v=2.1&u=nysl_me_pace&it=r&p=PPPM

Catherine Nolli

bibliography1
Bibliography

Websites

Fields, Matthew. “Does Blogging Work? Infographic on Benefits of Blogging for Businesses,” Social Media Chimps. https://socialmediachimps.com/infographics/blogging-benefits-businesses/

"How Many Facebook Users Are There 2012." How Many Are There. 15 Feb. 2012. Web. 1 Apr. 2012. http://www.howmanyarethere.org/how-many-facebook-users-are-there-2012/

Isola, Frank. “NY Knicks' J.R. Smith a real character on Twitter.” Daily News, February 9, 2013

http://www.nydailynews.com/sports/basketball/knicks/social-media-knicks-turns-tweet-article-1.1259773

"Knicks Journal | New York Knicks Blog: Iman Shumpert Explains Meaning of the "Knickstape"" Knicks Journal | New York Knicks Blog: Iman Shumpert Explains Meaning of the "Knickstape" N.p., n.d. Web. 23 Feb. 2013.

“Knickstape: Iman Shumpert explaining what Knickstape really mean,” YouTube. http://www.youtube.com/watch?v=b8r03x51RuY&playnext=1&list=PL1vUh-CSQ7pwH7TcoRPPYaf3YkJo_fyo7&feature=results_video

"Leading Retail Analyst Shows Retailers Can Gain Market Share Through Consumer-Generated Product Ratings & Reviews | Business Wire." Press Release Distribution, Financial Disclosure, Online Newsrooms, PR, Public Relations, Investor Relations, EDGAR filing, XBRL, Breaking News, Business News, Financial News | Business Wire. http://www.businesswire.com/news/home/20060815005868/en/Leading-Retail-Analyst-Shows-Retailers-Gain-Market (accessed February 11, 2013).

Lim, S. Ronald. “Beyond Blogging,” Manilla Bulletin Publishing Corporation. http://www.mb.com.ph/node/332247/beyond-blogging#.USllpKVVhhB

Catherine Nolli

bibliography2
Bibliography

Websites (continued)

National Basket Association , "The Official Site of the New York Knicks." Last modified 2013. Accessed February 15, 2013.

http://www.nba.com/knicks/.

SportsYapper, "Frequently Asked Questions." Last modified 2012. Accessed February 15, 2013. http://sportsyapper.com/faq.

"SportsYapper, a Free App That Connects Friends and Fans While Watching Sports, Officially Launches." PR Newswire . no. June 21 (2012). http://m.prnewswire.com/news-releases/sportsyapper-a-free-app-that-connects-friends-and-fans-while-watching-sports-officially-launches-159845725.html (accessed February 17, 2013).

Tumblr. http://www.tumblr.com/

YouTube. http://youtube.com/

Catherine Nolli