According to the study recently published by McKinsey, the primarty driver of online contribution is the desire for fame and recognition:
Many companies are wrestling with the attempt to bring users into their brand by creating spaces for UGC. Dead forums, unreviewed products, spammed-out
wikis, and other failed attempts to build user-created sites stand as testiment to the fact that the motivations and incentives for users to contribute are still largely misunderstood.
There are increasing numbers of failed competitions for the best UGC offering prize money, trips abroad and other fiscal and material carrots. Roger Dooley, who writes about this on today's Futurelab puts it best:
In short, spend less time creating complex compensation schemes and more time on the human factors of community building.
Why Users Create Content
McKinsey Quaterley: How companies can make the most of UGC
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