At the recently held Internet Retailer Conference and Exhibition (IRCE) in Chicago, Daniel Burstein, Director of Editorial Content, and Allison Banko, Reporter, both of MECLABS, interviewed event speakers and attendees in the MarketingSherpa Media Center.
In this 11-minute video, watch as Daniel spoke with Wikipedia CEO and Founder Jimmy Wales on how to encourage user-generated content – a powerful element within an overall content marketing strategy. Jimmy also discussed why Wikipedia is the only top 50 website in a Wall Street Journal study covering companies that do not engage in any visitor tracking.
Empower people to provide the content they want to provide
Jimmy explained that user-generated content is not free labor for marketers, and that he dislikes the term “crowdsourcing” for that reason.
Retailers think, “I want people to do this work – I want them to write reviews for me.”
He explained, “Instead, they should turn it around and say, ‘What do my customers want to accomplish? What is it they are trying to express, and how can I help them express that?’”
Jimmy continued to say this mindset might lead you in new and different ways. Maybe reviewing products is boring for your customers, but what they are really interested in is discussing your products or services in a more general way in which they can add their expertise to a community.
“That’s the first idea I would give – flip it on its head,” Jimmy said. “Don’t think about the work you would like people to do; think about what it is people want to do and how you can empower them to do that.”