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August 13, 2008

User-Generated Content Benefits and Client Fears. August 13, 2008. User-Generated Content isn’t New. What is User-Generated Content?. Social Networking. Micro-blogs. Blogs. Consumer Contests. Tuition Tales. Online Auctions. Social Bookmarking. Multi-media. Message Boards.

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August 13, 2008

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  1. User-Generated Content Benefits and Client Fears August 13, 2008

  2. User-Generated Content isn’t New

  3. What is User-Generated Content? Social Networking Micro-blogs Blogs Consumer Contests Tuition Tales Online Auctions Social Bookmarking Multi-media Message Boards User Reviews/Comments

  4. Who Cares?

  5. One Opinion Has Always Mattered…

  6. …but today it matters more than ever.

  7. Size of Networks Image by Sam Lawrence, CMO at Jive Software

  8. Connected in More Places

  9. The Skinny

  10. The Influence of User-Generated Content Percentage of consumers who look to and trust their peers when it comes to product advice 68% Word of Mouth Marketing Association

  11. The Influence of User-Generated Content Percentage of consumers who use user-generated content to research a company’s reputation 72% Society for New Communications Research

  12. The Influence of User-Generated Content Percentage of consumers who choose to do business with companies based on the customer care experiences others share online 74% Society for New Communications Research

  13. The Influence of User-Generated Content Percentage of journalists who say they read blogs to help develop story ideas 84% Center for Media Research, 2007

  14. Five Benefits for Brands

  15. The First Benefit

  16. The New Water Cooler

  17. Brands Are Invited to the Water Cooler • Monitor what consumers are saying about your brand, its products and its industry. • Participate in and shape those conversations • Identify influencers and reward loyalists • Keep more customers, win over competitors’ customers • Meet Frank

  18. The Second Benefit

  19. Focus on the Right Neighborhoods • Those who gather around the water cooler share something in common • Passionate conversations are taking place • Brands can choose networks that connect them with those passionate people who share the same interests • Show up in relevant ways that stick • Be a good neighbor • There also is a real opportunity to convert skeptics to advocates and empower them to share your brand with others

  20. Focus on the Right Neighborhoods • Channeling a shared passion • Converting skeptics into advocates

  21. The Third Benefit

  22. Humanize Your Brand

  23. Humanize Your Brand • People want to do business with people • People want to do business with people they like • As much about WHO you are as it is about WHAT you do • Interacting in social media puts a face on your brand • Goodwill toward employees transfers to the brand • Employees as powerful, personal, individual brands

  24. Humanize Your Brand

  25. The Fourth Benefit

  26. We’re Engaged!

  27. User-Generated Content is Engaging • Level of engagement exceeds traditional marketing channels • Invites consumers to participate with the brand • Gives consumers some ownership in the brand • Engaging consumers can lead to more positive reviews and stronger advocates • “You cared enough about me and my input to involve me”

  28. User-Generated Content is Engaging 10000cents.com

  29. The Fifth Benefit

  30. Extend Your Reach

  31. Extend Your Reach • Create easy ways for advocates to share your news and messages • Take advantage of platforms within social media that allow consumers to share your brand with their connections • Develop content that is worthy of consumers’ passing it along

  32. Extend Your Reach

  33. Client Fears

  34. Client Fears “I don’t want people to say bad things about my brand.” • The conversations are happening with or without you • Celebrate the positives • Don’t become a censor within your own efforts • See negative feedback as opportunities

  35. Client Fears “I don’t want my brand to be associated with some people.” • Some steps can limit negative associations. • Beyond that, you need to be comfortable with the possibility.

  36. Client Fears “I don’t trust consumers to create certain elements for my brand.” • Your brand is defined by: • What you promise to deliver • What you actually deliver • What consumers believe you delivered • The brand is co-owned by you and consumers • My perception of your brand is shaped by what your brand means to my connections • Provide them with the resources they need to share the company’s brand in positive ways.

  37. Client Fears “How will we measure ROI on efforts in this space?” • Some efforts offer concrete, measurable outcomes • Average time the consumer spends with the brand • Click-thru • Video views • # of blog posts/message threads/Facebook fans and friends • Tone of conversations • Some efforts offer less measurable, but equally valuable outcomes • What dollar value do you put on: • Favorable reviews? • Ongoing, direct conversations with your consumers? • Dispelling rumors before they take off? • 2,000 people being reminded your brand “cares” every time you “tweet?”

  38. Four Things to Think About Before Jumping In

  39. Let’s Think About This • Should you show up in user-generated content? • Where should you show up? • How do you plan to communicate with the communities? • Participate inthe conversation. Don’t dictate the conversation. • Can you dedicate the resources to actively participate?

  40. User-Generated Content Benefits and Client Fears August 13, 2008

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