Creators, not Content

Paul Isakson blogged yesterday about advertising that does, rather than dictates. The conversation inspired me to post some ideas I've been kicking around about brand ambassadors that create content on their own vs. the content created for brand-driven contests.

Paul is an authority on natural brand ambassadors--after all, he was @don_draper, the original Mad Man on Twitter. AMC didn't have to ask viewers to come up with user-generated content; for a minute, they shied away from it because it was so new to them. Instead, Mad Men inspired a few passionate individuals so much that they gave their free time to the brand. And the Mad Men were so fun to interact with! If brands focused on nurturing relationships with these existing brand ambassadors, the content they create would overshadow any user-created video contest submission.

Natural Brand Ambassadors: Creators

• Natural brand ambassadors are already blogging and creating compelling content.
  
• They are viewed as authentic, not a marketing gimmick, because they are initiating the conversation.
• Brand ambassadors will keep creating long after any submission deadline has passed.
• By acknowledging the work of these creators, the brand comes across as responsive and appreciative. Social media makes it simple and cost-effective for brands to seek out and respond to their content.

User-Generated Contests: Content

• Don't get me wrong, contests and content-focused strategies have different value. A one-time call for submissions will generate PR and word of mouth spike instead of the steady low buzz of loyalists. But will that spike hold up in the long run?
  
• Spoofs and parodies can outnumber the valid entries. Remember the Tahoe ads? Eek...
• Everyone and their puppy has held a video/design/remixing contest at this point. Until marketers come up with something revolutionary, they're playing copycat.

First example: Obama and McCain. John McCain's campaign was so infatuated with Joe the Plumber that they invited supporters to explain on YouTube why they were Joe the Plumber. Sure, some diehard Repubs uploaded their American dream story, but another flood of Obama supporters filled the "I am Joe the Plumber" search results with parodies. Those on the fence may have been turned off by the blatant marketing gimmick.

Meanwhile, Barack Obama didn't ask for content; he nurtured his creators. Through social media, Obama gave his supporters opportunities to connect and create. He interacted one-on-one and let his supporters own a piece of his brand through text message updates and volunteer opportunities. Two of my favorite things that he got back in return:

Next up: Apple and Microsoft. I know Softwear isn't user-generated, but it's still content-focused instead of ambassador-focused. But check out the Apple t-shirts that fans have already naturally created. More authentic--and more interesting designs. Microsoft's bid for users to explain why they're a PC also seems flat and boring to me. Wouldn't that have happened on YouTube anyway without them demanding it? Some great parody came out of that, too: here's a fun one.

I'd like to hear your thoughts, including how Twitter is playing into this idea. Also, are there UGC contests that do work better than a strictly creator-focused strategy? Ideas, please!