User Generated Content Tapping into your Audience

Agenda User generated content overview and examples What it is Why it’s important How it works User generated content in the context of your brand Broad framework for identifying what makes sense

User generated content overview and examples

What it is

Why it’s important

How it works

User generated content in the context of your brand

Broad framework for identifying what makes sense

Definition Various kinds of [media] content that are produced by end-users , (as opposed to traditional media producers such as professional writers, publishers, journalists, licensed broadcasters and production companies) What is User Generated Content? - Wikipedia

Definition

Various kinds of [media] content that are produced by end-users , (as opposed to traditional media producers such as professional writers, publishers, journalists, licensed broadcasters and production companies)

Examples of User Generated Content Reality TV Blogs, vlogs, moblogs, microblogs, wikis Video Opinions & reviews Social networking Social book-marking sites Personalized pages

Reality TV

Blogs, vlogs, moblogs, microblogs, wikis

Video

Opinions & reviews

Social networking

Social book-marking sites

Personalized pages

Examples of User Generated Content Reality TV Blogs, vlogs, moblogs, microblogs, wikis Video Opinions & reviews Social networking Social book-marking sites Personalized pages Why all the fuss?

Reality TV

Blogs, vlogs, moblogs, microblogs, wikis

Video

Opinions & reviews

Social networking

Social book-marking sites

Personalized pages

1. UGC is Part of a Larger, Macro Trend Last December, Time recognized “You” as the Person of the Year Consumers are in control Brand democratization Citizen journalism Peer production

Last December, Time recognized “You” as the Person of the Year

Consumers are in control

Brand democratization

Citizen journalism

Peer production

Brand Democratization: Blog Power

News Spreads Fast June 13 (Vincent’s Blog) June 13 June 15 60k+ views June 21 June 21 July 2 July 14 Oct 4

June 13 (Vincent’s Blog)

June 13

June 15 60k+ views

June 21

June 21

July 2

July 14

Oct 4

Citizen Journalism

Citizen Journalism

Citizen Journalism

“Customer-Made” Consumers created Doritos ads for the Super Bowl 1,000 ads submitted Hundreds of thousands of microsite visits to vote 2 ads created and ran “ We want young people to be part of the brand’s DNA” Ann Mukherjee, VP Marketing, Frito Lay User generated name: X-13D cheeseburger chips Prototype packaging invites users to name the latest flavor of Doritos

Consumers created Doritos ads for the Super Bowl

1,000 ads submitted

Hundreds of thousands of microsite visits to vote

2 ads created and ran

“ We want young people to be part of the brand’s DNA”

Ann Mukherjee, VP Marketing, Frito Lay

User generated name: X-13D cheeseburger chips

Prototype packaging invites users to name the latest flavor of Doritos

User Control Everything personalized, customized and on demand

Everything personalized, customized and on demand

User Control Everything personalized, customized and on demand

Everything personalized, customized and on demand

User Control Everything personalized, customized and on demand

Everything personalized, customized and on demand

2. UGC is Not a New Idea Pre-Web Betty Crocker Recipe Contests 1990 America’s Funniest Videos 1997 Panasonic Toughbook: How Did Your Notebook Die? 1980s UseNet 2001 Blogs

America’s Funniest Videos Second longest running entertainment program on ABC

Second longest running entertainment program on ABC

Creation generation, peer production, customer-made Consumers have power and won’t give it up Technology and bandwidth advances are lowering barriers to entry New tools make creation easier every day 3. UGC Is Not Going Away

Creation generation, peer production, customer-made

Consumers have power and won’t give it up

Technology and bandwidth advances are lowering barriers to entry

New tools make creation easier every day

UGC Consumption in the US Source : eMarketer , June 2007 75M 101M

UGC Creation in the US 40% of respondents have created their own content Source: Deloitte & Touche, “State of the Media Democracy” April 16, 2007

40% of respondents have created their own content

Source: Deloitte & Touche, “State of the Media Democracy” April 16, 2007

UGC Participation Source: Forrester’s North American Consumer Technology Adoption Study

UGC vs. Corporate Content UGC is getting an increasing share of eyeballs and interaction One third of all online content is now user-generated UGC consumption is higher among younger audiences However, 48% of YouTube viewers are 35-64; 62% earn $60k+* Source: Hitwise as cited by Pew Internet & American Life Project, June 2006

UGC is getting an increasing share of eyeballs and interaction

One third of all online content is now user-generated

UGC consumption is higher among younger audiences

However, 48% of YouTube viewers are 35-64; 62% earn $60k+*

Complement and extend key business practices and relationships Provide (useful) service to clients and prospects Examples Architectural Record Linked In 4. UGC Not Just For B2C

Complement and extend key business practices and relationships

Provide (useful) service to clients and prospects

Examples

Architectural Record

Linked In

B2B Example: Architectural Record Leveraged magazine’s key benefit online Benefit to architects Showcase work Implied endorsement Benefit to Architectural Record Offer dynamic, more valuable resource to readers

Leveraged magazine’s key benefit online

Benefit to architects

Showcase work

Implied endorsement

Benefit to Architectural Record

Offer dynamic, more valuable resource to readers

B2B: Architectural Record

B2B: Architectural Record

B2B: Architectural Record

B2B Example: Linked In B2B UGC offers opportunity for highly targeted advertising Influence customers and partners Recruiting “ In mail” IBM offered all CIOs access to their white paper library

B2B UGC offers opportunity for highly targeted advertising

Influence customers and partners

Recruiting

“ In mail”

IBM offered all CIOs access to their white paper library

Participation helps people feel invested in the brand Advisory boards (Intuit et al) Quickbooks online community Ad and label creation contests (Doritos, Jones Soda, Heinz) Brands can monitor reputation and do damage control by listening and providing a forum for conversations Columbia House JetBlue 5. UGC Can Drive Brand

Participation helps people feel invested in the brand

Advisory boards (Intuit et al)

Quickbooks online community

Ad and label creation contests (Doritos, Jones Soda, Heinz)

Brands can monitor reputation and do damage control by listening and providing a forum for conversations

Columbia House

JetBlue

Panasonic Share The Air

Panasonic Share The Air

Panasonic Share The Air

Jones Soda: Label Design Contest Jones Soda has developed a cult-like following by allowing consumers to design the labels on their bottles 725MM labels have been submitted

Jones Soda has developed a cult-like following by allowing consumers to design the labels on their bottles

725MM labels have been submitted

Intuit QuickBooks Community 100k+ members; 50 subject areas… Massive focus group

100k+ members; 50 subject areas… Massive focus group

Columbia House Listens Using DVDTalk Users created a forum that provides customer service Columbia House monitors for product ideas and loopholes

Users created a forum that provides customer service

Columbia House monitors for product ideas and loopholes

Columbia House Listens Using DVDTalk Users created a forum that provides customer service Columbia House monitors for product ideas and loopholes

Users created a forum that provides customer service

Columbia House monitors for product ideas and loopholes

JetBlue Apologizes Very quick response to bad PR with announcement of JetBlue bill of rights “ You can ignore problems or take steps to ensure that they never happen again”

Very quick response to bad PR with announcement of JetBlue bill of rights

“ You can ignore problems or take steps to ensure that they never happen again”

6. UGC Reviews Can Drive Sales

User Reviews Improve Key Metrics Improved retention, loyalty and search optimization

Improved retention, loyalty and search optimization

PetCo Reviews Drive Sales Users who sort by customer ratings spend 41% more Emails that feature customer review content receive 50% higher click through rates Source: Womma

Users who sort by customer ratings spend 41% more

Emails that feature customer review content receive 50% higher click through rates

Turning user reviews into a science Amazon.com User Comments

Turning user reviews into a science

7. UGC Drives Buzz: Mentos Geyser Sales increased 15% in ‘06* 10-20 million online viewers Online buzz valued at $10+MM *Source: BusinessWeek, January 2007

Sales increased 15% in ‘06*

10-20 million online viewers

Online buzz valued at $10+MM

Customization : full circle to the days of custom-made Nike, Converse, M&Ms Scion Empowerment : provide consumers with ability to express who they are through your brand Threadless Market research : provide a forum to hear about what consumers care about P&G says that 50% of innovation will come from outside company Take credit for listening/ having a dialog with consumers: Dell 8. UGC Can Drive Product

Customization : full circle to the days of custom-made

Nike, Converse, M&Ms

Scion

Empowerment : provide consumers with ability to express who they are through your brand

Threadless

Market research : provide a forum to hear about what consumers care about

P&G says that 50% of innovation will come from outside company

Take credit for listening/ having a dialog with consumers: Dell

Customization: Build Your Scion Extensive customization options

Extensive customization options

Customization: Build Your Scion Extensive customization options

Extensive customization options

Customization: Build Your Scion Extensive customization options

Extensive customization options

Customization: Build Your Scion Extensive customization options

Extensive customization options

Customization: Build Your Scion Extensive customization options

Extensive customization options

Empowerment: Threadless T-Shirts

Research: Dell IdeaStorm

Dell IdeaStorm Inspires New Product Dell IdeaStorm launches February 16, 2007 “ Dell employees are monitoring IdeaStorm to gauge which ideas are most important and most relevant to you. And we'll share those ideas throughout our organization to trigger new thoughts about how we evolve as a company. As your ideas continue to pour in, we will use this page to provide updates on ideas that Dell is considering. We'll also show you how your ideas are being put into action at Dell over time. Dell Ubuntu for Europe announced August 7, 2007 This move is a direct result of your ideas and votes here on IdeaStorm!

Dell IdeaStorm launches February 16, 2007

“ Dell employees are monitoring IdeaStorm to gauge which ideas are most important and most relevant to you. And we'll share those ideas throughout our organization to trigger new thoughts about how we evolve as a company. As your ideas continue to pour in, we will use this page to provide updates on ideas that Dell is considering. We'll also show you how your ideas are being put into action at Dell over time.

Dell Ubuntu for Europe announced August 7, 2007

This move is a direct result of your ideas and votes here on IdeaStorm!

9. UGC Can Backfire Chevy Tahoe contest Failed to quickly engage environmentalists

Chevy Tahoe contest

Failed to quickly engage environmentalists

10. UGC Keeps Evolving: iLike Widget that leverages UGC to help users discover and share play lists, new music and concerts >10MM registered users

Widget that leverages UGC to help users discover and share play lists, new music and concerts

>10MM registered users

UGC Keeps Evolving: Slide Slide widgets allow people to post slide shows, guest books and video on their social network or blog 134MM+ unique viewers/month 1MM+ new Flash apps/day Biggest app provider on Facebook (45MM+ apps)

Slide widgets allow people to post slide shows, guest books and video on their social network or blog

134MM+ unique viewers/month

1MM+ new Flash apps/day

Biggest app provider on Facebook (45MM+ apps)

Faking builds disdain, not loyalty Walmart and Sony exposed for fake “citizen marketer” blogs Successful UGC helps users “do stuff”-- many have built business models around the idea Classifieds - Craigslist Photo albums - Flickr, Photobucket Bookmarks - Delicious, reddit, Digg 11. UGC Needs to be Authentic

Faking builds disdain, not loyalty

Walmart and Sony exposed for fake “citizen marketer” blogs

Successful UGC helps users “do stuff”-- many have built business models around the idea

Classifieds - Craigslist

Photo albums - Flickr, Photobucket

Bookmarks - Delicious, reddit, Digg

UGC Summary Part of a much bigger trend Been around for a while Growing quickly Not just for B2C Drives brand EMPOWERMENT ENGAGEMENT

Part of a much bigger trend

Been around for a while

Growing quickly

Not just for B2C

Drives brand

UGC Summary Grows sales Builds buzz Shapes product Can backfire Keeps evolving Must be authentic EMPOWERMENT ENGAGEMENT

Grows sales

Builds buzz

Shapes product

Can backfire

Keeps evolving

Must be authentic

How Can Your Consumers Help You? Know yourself What are the top 5 issues/opportunities that keep you up at night? Know your consumers Where are they talking? What are they talking about? What do they want? What is your sweet spot (where you and your consumers overlap? How do you engage? Sweet Spot Consumers Brand

Know yourself

What are the top 5 issues/opportunities that keep you up at night?

Know your consumers

Where are they talking?

What are they talking about?

What do they want?

What is your sweet spot (where you and your consumers overlap?

How do you engage?

Guidelines For Engagement Understand what motivates participation Recognize people’s passions Pick the best format for the demographic Maintain realistic expectations

Understand what motivates participation

Recognize people’s passions

Pick the best format for the demographic

Maintain realistic expectations

Litmus Test Is there dialog? Is there a value exchange? Is it authentic?

Is there dialog?

Is there a value exchange?

Is it authentic?