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



Mark Canon at JD Power and Associate Automotive Internet Roundtable

Mark Canon at JD Power and Associate Automotive Internet Roundtable



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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, ’ 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