Mark Canon at JD Power and Associate Automotive Internet Roundtable
Upcoming SlideShare
Loading in...5
×
 

Mark Canon at JD Power and Associate Automotive Internet Roundtable

on

  • 485 views

Mark Canon at JD Power and Associate Automotive Internet Roundtable

Mark Canon at JD Power and Associate Automotive Internet Roundtable

Statistics

Views

Total Views
485
Views on SlideShare
479
Embed Views
6

Actions

Likes
0
Downloads
5
Comments
0

2 Embeds 6

http://www.worldautoforum.com 5
http://www.slideshare.net 1

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Mark Canon at JD Power and Associate Automotive Internet Roundtable Mark Canon at JD Power and Associate Automotive Internet Roundtable Presentation Transcript

  • The Rise of Social and Consumer Generated Media
    • How Did We Get Here?
  • In The Beginning... Word of Mouth and Social Networks Already Existed Influence Transmission Awareness
    • Word of mouth was local – corner store, barbershop, affinity organizations (VFW, Lions etc)
    • Influence and opinion about products was established in social not transactional contexts
    • Social networks revolved around real world institutions and events – clubs, politics etc
    In The Beginning ...
  • Then We All Moved … WOM and Social Networks Were Diluted and Displaced Influence Transmission Awareness
    • Neighborhoods became suburbs which became exurbs decreasing the physical context for word of mouth
    • Broadcast and directional media displaced word of mouth as purchase influencers and information sources
    • Social networks were fragmented by distance, time and the social mechanics of suburban life
    Then We All Moved
  • Then We Moved Again And The Physical World Went Away… Influence Transmission Awareness
    • UGC blogs, forums, review sites, and embedded review features are the new source for WOM
      • WOM context is increasingly driven by transactional context
      • Manufacturers and merchants can participate as ‘peers’
      • Advertising while important is diluted as an influencer
    • Social networks become the new neighborhoods decreasing the physical context for word of mouth
      • Networks become focal points for social issues – NGOs
      • Large social issues attract large audiences locally, and globally
      • Members are in control and manufacturers/merchants need an invitation to play
    Then We Moved Again
  • Social Network/UGC Ecology
    • Group vs personal focus
    • Broad vs narrow issues
    • Ideology vs experience
    • Global/regional vs local orientation
    • Personal vs group focus
    • Narrow vs broad issues
    • Experience vs ideology
    • Local/virtual vs global/regional orientation
    • Where Do We Go From Here ?
    In The Beginning ...
    • Background
      • Co-founder and CEO of PowerReviews
      • Co-founder Fogdog
      • Yahoo Shopping
    • Company Profile
      • Customer review and social merchandising tools for online marketers
      • Clients - Staples, ToysRus, Wine Enthusiast, NetShops, REI, Ritz Camera and many others
    Andy Chen – Power Reviews
    • Background
      • Founder and CEO CarGurus
      • Co- Founder and Chairman of TripAdvisor
    • Company Profile
      • Pure play social network site for car enthusiasts
      • Broad range of participatory and UGC content features including reviews & ratings, groups, photo sharing
    Langley Steinart – CarGurus
    • Background
      • VP and GM Yahoo Autos
      • GM Yahoo Realestate
    • Company Profile
      • Leading third party automotive research site reaching over 6M monthly unique users. 
      • Wide range of consumer-focused products ranging from New and Used Cars, to Car Finder, to Green Center
      • Diverse social media products from user-generated ratings, reviews and lists, Flickr photos, Yahoo! Answers, del.icio.us ’ social bookmarking, Yahoo! Groups    
    Michael Yang - Yahoo
    • Background
      • Director, Global Communications Technology, GM
      • Previously led IBM’s blogging/social media efforts
    • Role
      • Oversee GM’s contributions to the online conversation (GM blogs, GM content to social sites, etc.)
      • Develop and lead the execution of GM’s strategy for social media outreach – including blogs, podcasters, YouTube influencers, and leaders within social networks
      • Serve as GM’s expert on social media – keeping current on trends and “what’s next” in online communities 
    Christopher Barger – General Motors