{"id":680,"date":"2015-01-05T04:06:01","date_gmt":"2015-01-05T04:06:01","guid":{"rendered":"https:\/\/courses.candelalearning.com\/principlesmktg1x2kscope\/?post_type=chapter&p=680"},"modified":"2019-06-25T12:20:41","modified_gmt":"2019-06-25T12:20:41","slug":"content-sharing-create-and-share","status":"publish","type":"chapter","link":"https:\/\/courses.lumenlearning.com\/oakwood-principlesofmarketing\/chapter\/content-sharing-create-and-share\/","title":{"raw":"Content Sharing: Create and Share","rendered":"Content Sharing: Create and Share"},"content":{"raw":"
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LEARNING OBJECTIVE<\/h3>\r\n
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  1. Learn how creating content and sharing content work together.<\/li>\r\n<\/ol>\r\n<\/div>\r\n

    YouTube (http:\/\/www.youtube.com<\/a>) may be the first content-sharing site that comes to mind, but users share images, audio, and information as well as video. If it can be created, then it can be shared. There are many sites that facilitate free sharing of videos, images, and audio, and they are exceptionally popular. From Flickr to YouTube, they have all tapped into the fact that we love to create content for others to view.<\/p>\r\n

    The key word here is \u201cfree\u201d: there are no fees for joining, whether you are uploading content or viewing content (although premium paid-for memberships can allow access to further features). This means that these sites attract an enormous audience. In fact, according to Alexa rankings, YouTube is the fourth most visited site in the world!<\/p>\r\n

    Many of these services also encourage distribution of their content. YouTube allows videos to be embedded easily into other Web sites, and Flickr has generated a number of applications and widgets that allows the images to be shown all over the Web (and even printed onto cards and stickers viahttp:\/\/www.moo.com<\/a>).<\/p>\r\n

    Most of these Web sites rely on advertising to support the free services they offer, and some have a premium paid-for membership version, which is without advertisements.<\/p>\r\n\r\n

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    Video Sharing<\/h2>\r\n

    YouTube (http:\/\/www.youtube.com<\/a>) is essentially a Web site that, by using Flash technology, allows users to upload, view, and share videos with the rest of the connected world. These videos can range from music, movie, and television clips to homemade amateur videos and vlogs<\/a><\/span>, or video blogs.<\/p>\r\n

    YouTube has 60 percent of all online video viewers with over one hundred million viewers in an evening and over twenty hours of video uploaded every minute.\u201cYouTube Traffic Exceeds 100 Million Unique Visitors for First Time in January 2009,\u201d LawyerCasting, March 20, 2009,http:\/\/www.lawyercasting.com\/2009\/03\/youtube-gets-100-million-unique-visitors-in-january.html<\/a>(accessed May 10, 2010).<\/span> This makes it both the premier online video site and social video-sharing site. This implies that most video consumption on the Web is already based on social media and that there are over 130 million online viewers of videos overall.\u201cMarch Video Streaming Soars Nearly 40% Compared to Last Year,\u201d NielsenWire, April 13, 2009,http:\/\/blog.nielsen.com\/nielsenwire\/online_mobile\/march-video -streaming-soars-nearly-40-compared-to-last-year<\/a> (accessed June 22, 2010).<\/span> YouTube was acquired by Google in 2006 for $1.65 billion. In fact, according to comScore data, the number of searches on YouTube makes it the second largest search engine.\u201cYouTube.com Accounted for 1 Out of Every 3 U.S. Online Videos Viewed in January,\u201d press release, comScore, March 14, 2008, http:\/\/www.comscore.com\/press\/release.asp?press=2111<\/a> (accessed May 27, 2008).<\/span><\/p>\r\n

    YouTube is a complex site offering numerous features, yet it is simple to use. While it is possible for unregistered users to watch most of the publicly available videos, a quick, straightforward registration process allows members to upload an unlimited number of clips, comment on and add video responses to them, and subscribe to content feeds that catch their attention and interest. Frequently enhanced functionality and clever features on YouTube continually push this site to deliver bigger and better services to its ever-increasing user base.<\/p>\r\n

    Many marketers have adopted the opportunities afforded by YouTube. There are two aspects of marketing through YouTube: self-promotion of people and products, such as music videos, movie previews, interviews, video advertisements, and sponsored advertisements, supplied by Google AdWords.<\/p>\r\n

    YouTube has changed the way we view video advertisements. Marketers such as BMW have shown that if an advertisement is good enough, then many people will choose to watch it. BMW has created a BMW South Africa channel on YouTube and has uploaded many of their advertisements. One of them (http:\/\/www.youtube.com\/user\/BMWSouthAfrica#p\/a\/u\/6\/a7Ny5BYc-Fs<\/a>) has been viewed over 2.9 million times since August 2006.<\/p>\r\n

    \"Screen<\/a><\/p>\r\n

    Figure 8.3 BMW South Africa's YouTube Success<\/p>\r\n

    These people have chosen to watch this advertisement at a media cost of zero. Other advertisers have realized that longer advertisements can be created and uploaded. As long as the content is good, there will be viewers. Time constraints are not the same as they are for television networks.<\/p>\r\n

    Savvy marketers also realize the potential of watching for organic mentions of their brand and then capitalizing on this. An unknown teenage girl, with the YouTube account name Bowiechick, made a seventy-five-second video clip about her breakup with a boyfriend. While making the clip, she played with some of the effects on her new Webcam, like putting ears on her head and a moustache on her face with its facial tracking software. Three days after uploading the video, 178,000 people had seen this video and 900 had commented on it. The comments had nothing to do with the breakup but with the Logitech Webcam she had used in the video. Following this, the camera broke into Amazon\u2019s Top 100 best-selling-products list. Logitech were obviously listening and made the most of the opportunity by becoming YouTube\u2019s official partner.Greg Sandoval, \u201cYouTube\u2019s \u2018Bowiechick\u2019 and the Spiders from Marketing,\u201d ZDNet, April 4, 2006, http:\/\/www.zdnet.com\/news\/youtubes-bowiechick-and-the -spiders-from-marketing\/147526<\/a> (accessed May 27, 2008).<\/span><\/p>\r\n

    The medium of online video sharing also means that conferences are able to generate a far larger audience than ever before. The companies that sponsor or run these conferences are able to engage with a larger audience by making freely available videos of the various sessions held. TED (Technology, Entertainment, Design; http:\/\/www.ted.com<\/a>) and Nokia\u2019s Nokia World are excellent examples of organizations that increase interest by making their remarkable presentations available for free.<\/p>\r\n\r\n<\/div>\r\n

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    Knowledge Sharing: The Wiki<\/h2>\r\n

    Howard G. \u201cWard\u201d Cunningham, pioneer of the wiki<\/a><\/span>, began programming the WikiWikiWeb software in 1994 and installed it on the Web site of his software consultancy in 1995. Back then he described a wiki as \u201cthe simplest online database that could possibly work.\u201d\u201cWhat Is Wiki,\u201d Wiki, June 27, 2002, http:\/\/wiki.org\/wiki.cgi?WhatIsWiki<\/a> (accessed June 23, 2010).<\/span> Thirteen years later, this is probably still the most accurate description.<\/p>\r\n\r\n

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    Note<\/h3>\r\n

    \u201cWiki wiki\u201d means \u201crapidly\u201d in the Hawaiian language.<\/p>\r\n\r\n<\/div>\r\n

    Essentially, a wiki is a piece of software that users can create and edit online, using simple markup language via a Web browser. They support hyperlinks and have a simple text syntax for creating new pages and links between internal pages. In its most basic form, a wiki is a Web site that supports user collaboration through a variety of functions.<\/p>\r\n

    There are numerous types of wiki software available that share the following characteristics:<\/p>\r\n\r\n