Karl Long Presentation Topic
Exploring The Motivation Behind Co-Creation
Physics tells us that there is no such thing as a free ride, energy is not created without expending energy somewhere else in a system. Consumer generated content on the other hand is often viewed and discussed as some kind of free by-product that advertisers, marketers and companies just have to “capture” and monetize.
Well I have some bad news and some good news, the bad news is that consumer generated content is not spontaneously created for free, it is created for purpose, to fulfill a need, and is done to reward the creator in some way. The good news is that companies that do a better job of understanding the real needs that creators are fulfilling, have an opportunity to enable, encourage, and reward these activities, and then of course exploit it for fun and profit.
