UCC동영상과 유투브

소개글

UCC와 비디오공유 사이트 유투브에 대한 보고서입니다.

목차

1. Introduction
2. Literature Review
3. UGC Market Trend
3.1 What is UGC?
3.2 Characteristics and Development of UGC
4. YouTube
4.1 Company Introduction
4.2 Company History
4.3 YouTube in Social Networking Service Maret
4.4 YouTube’s success factors
4.5 YouTube’s Criticism
4.6 YouTube’s Challenge
5.Conclusion
6.References

본문내용

1. INTRODUCTION
In 2009, if you are not on a social networking site, you are not on the Internet. Social networking is the ultimate manifestation of user generated content, and holds more potential for growth than any other form of content on the Web today.

User Generated Content (UGC) and Social Networks are transforming the media ecosystem. Gone are the days when few content creators controlled the communication between advertisement and consumer. Today, consumer is the creator, consumer and distributor of content. There are a large number of content creators and distributors. The growth of technology and the popularity of social networking and UGC sites have changed the media landscape.

UGC enables marketers to reduce the costs of contents production and distribution. Recently, many global companies have sought new business opportunities in video sharing web sites so that they could achieve low cost and high efficiency through diversifying distribution channels. Video sharing web sites are expected to be the best innovative and promising business.

참고 자료

___ (2008), IAB Platform Status Report: User Generated Content, Social Media, and Advertising – An Overview, Interactive Advertising Bureau.
McQuail, Denis (2000), McQuail`s Mass Communication Theory, 4th ed. Thousand Oaks, CA: Sage Publications.
Severin, Werner J. and James W. Tankard Jr. (1992), Communication Theories: Origins, Methods, and Uses in the Mass Media, 3d ed. White Plains, NY: Longman Publishing Group.
Daugherty, Terry, Eastin, Matthew S. and Gright, Laura (2008), Exploring Consumer Motivations for Creating User-Generated Content, Journal of Interactive Advertising, Vol 8 No 2, pp16-25.
Verna, Paul (2007), "User-Generated Content: Will Web 2.0 Pay Its Way?" eMarketer, June 2007, 1-31.
Weber, Tim. “BBC strikes Google-YouTube deal (http://new.bbc.co.uk/1/hi/business/6411017.stm)”. BBC. http://new.bbc.co.uk/1/hi/business/6411017.stm. Retrieved 2009-01-17

Nielsen BuzzMetrics – CGM Overview (http://www.nielsen-online.com/resources.jsp?section=about_cgm)

Participative web: User-Created Content (http://www.oecd.org/dataoecd/57/14/38393115.pdf) (pdf), Organisation for Economic Co-operation and Development

User Generated Content: Is it Good for You? (http://emetrics.org/2007/washingtondc/track_web20_measurement.php#usergenerated), eMetrics Marketing Optimization Summit, Washington D.C. 2007

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