Download - August 13, 2008
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August 13, 2008
User-Generated ContentBenefits and Client Fears
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User-Generated Content isn’t New
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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
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Who Cares?
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One Opinion Has Always Mattered…
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…but today it matters more than ever.
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Size of Networks
Image by Sam Lawrence, CMO at Jive Software
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Connected in More Places
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The Skinny
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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
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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
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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
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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
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Five Benefits for Brands
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The First Benefit
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The New Water Cooler
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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
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The Second Benefit
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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
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• Channeling a shared passion
• Converting skeptics into advocates
Focus on the Right Neighborhoods
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The Third Benefit
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Humanize Your Brand
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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
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The Fourth Benefit
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We’re Engaged!
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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”
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User-Generated Content is Engaging
10000cents.com
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The Fifth Benefit
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Extend Your Reach
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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
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Extend Your Reach
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Client Fears
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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
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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.
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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.
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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?”
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Four Things to Think About Before Jumping
In
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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?
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August 13, 2008
User-Generated ContentBenefits and Client Fears