The Wall Street Journal recently profiled calculator hobbyists who hack calculators to do weird (but ostensibly fun) things like making an Etch A Sketch, or a Tetris game, or synthesized music. The WSJ article also relates how a calculator company that was the target of some of these hacks sent cease and desist emails and letters to members of the calculator hack community for violations of intellectual property rights.
First, it’s understandable why the calculator company sought to protect its intellectual property. But there’s also an opportunity for the calculator company to foster a user community from this hack community, and the LEGO MINDSTORMS community offers an intriguing parable.
Product directors at LEGO MINDSTORMS first reacted negatively to a budding hobbyist community centered around their product, according to this MIT lecture, but have now embraced this community to drive product sales and innovation. Similarly, IBM has a developer community. And this research paper details how individuals update Google’s mapping system to make it more accurate, while this New York Times article discusses how a community of volunteer cartographers are logging details of neighorhoods.
Razorfish points out keen ways to leverage user-generated content (UGC). In the midst of all this social media mania marketers can leverage UGC to gain insight and develop relationships. A poignant take-away from the Razorfish blog post: UGC is not problematic in it’s own right, rather it’s filtering UGC to gain actionable intelligence that will make for meaningful engagement with customers and clients to build long-term relationships with them. Best quotes from the article:
The problem isn’t with UGC, it is with the filtering, sorting and prioritization and that’s where the technology, the semantic web and also the ability to filter through the lens of a social graph is going to make a big difference.
Leveraging user-generated content are the same ones that marketers and sales people have been preaching for decades: 1) build relationships, and 2) provide value that fills consumers’ needs/wants.
Companies (and individuals) have long espoused transparency, of course, but the economic and viral advantages of tapping and responding to user-generated content are nudging us into arenas of more authentic rather than staged transparency.
The future of UGC global rights management will lie in solutions that strike a perfect balance between the goals of the copyright holder and that of the user.
Photo credit: jelene