Description (in Dutch) of how cultural heritage could be part of an on-line social media ecosystem which allows communities as well as institutions to find and interact
22. Naar een ecosysteem?
Organisaties met behoefte
User
Reguliere media aanbod CE materiaal Generated
Content
áthentieke’content
Nationale Regionale Flickr Youtube
omroep omroep
Wikipedia Lokale Special Interest
community community
TV Internet Mobiel Evenementen
Enthousiast Semi
Consument Liefhebber
elingen professional
mption
Consu
23. De markt? In de “Long tail”
eerder
ontsloten
professioneel
materiaal
niche Materiaal van
collecties enthousiaste
(‘special amateur historici
regionale interest’) oude
collecties amateur
# viewers
niet eerder
ontsloten filmpjes
professioneel ‘user
archiefmateriaal generated
content’
Original professional Mix of professional and Original user
content user generated content generated content
24. Conclusies
• Ontsluiten op Flickr maakt content niet heel veel meer
vindbaar
• Succesvolle initiatieven werken in een ecosysteem
van partners zoals omroepen, evenementen, retail
partijen en on-line communities
• Dialoog tussen professionals en gebruikers kan
verschillende vormen aannemen
27. Revenue model Description Typical service
Micro Advertising Non-obtrusive ads: banners, short Youtube
bumper spots LiveLeak
Affiliate marketing “Brick and mortar’ service providers Zizone
(banks, recruitment agency, retailer) Tubantia-Haaksbergen
get access to UGC setting to create
extra outlet
Sell ‘Best of’ Identifying ‘quality’ content and sell Revver, MIMOA
to b2b and b2c
Premium Services Inviting members to buy high quality Habbo Hotel
content or get privileges Hyves
Donation Inviting members to donate or invest Wikipedia
Sellaband
Sponsoring Advertiser sponsors platform to ‘Nationale burendag’
create brand awareness/customer
loyalty
Talent Spotting Communities offering enthusiastic or So you wanna be a
(no direct revenue) talented people a chance to fame popstar, Islandoo, Sloggi
Customer Loyalty Getting people to interact with your Viacom
(no revenue) brand Kentucky FriedChicken