august 13, 2008

August 13, 2008

User-Generated ContentBenefits and Client Fears

User-Generated Content isn’t New

Blogs

What is User-Generated Content?

Micro-blogs

Social Networking

Message Boards

Social Bookmarking

Multi-media

Consumer Contests

Tuition Tales

Online Auctions

User Reviews/Comments

Who Cares?

One Opinion Has Always Mattered…

…but today it matters more than ever.

Size of Networks

Image by Sam Lawrence, CMO at Jive Software

Connected in More Places

The Skinny

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

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

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

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

Five Benefits for Brands

The First Benefit

The New Water Cooler

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

The Second Benefit

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

• Channeling a shared passion

• Converting skeptics into advocates

Focus on the Right Neighborhoods

The Third Benefit

Humanize Your Brand

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

Humanize Your Brand

The Fourth Benefit

We’re Engaged!

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”

User-Generated Content is Engaging

10000cents.com

The Fifth Benefit

Extend Your Reach

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

Extend Your Reach

Client Fears

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

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.

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.

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?”

Four Things to Think About Before Jumping

In

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 in the conversation. Don’t dictate the

conversation.

• Can you dedicate the resources to actively participate?

August 13, 2008

User-Generated ContentBenefits and Client Fears