UGCX Conference 2009 Marketing 2.0
UGC + SEM + SEO + Social Media Innovation + New Executive
Management Organizational Leadership Structures
= Elite Profitable Future Branding
David Dalka
Online Marketing Management Strategy Innovation
daviddalka.com/createvalue/
@dalka
February 9, 2009
(520)223-4808

Examples: Nowpublic & Associatedcontent
 Exists where traditional media can’t be with
hyper-local aspects & rapid publishing
 Strong social systems allow diverse viewpoints
to co-exist & create community strength
Let us wash our hands of legacy structures!

UGC Innovator : Avvo
Guiding Principles:
 Focus on the needs of
regular people.
 Provide information, as
well as guidance.
 Empowering consumer to have control/guidance
 Proprietary rating algorithm considering dozens of
editorial and UGC factors
 Lawyers are not marketers, consumers need
relevant lawyers, it’s win-win for both parties
Brilliant data, SEO & revenue models designed
by management team PRIOR to writing code!!!

UGC Innovator : Socialcast
 Troubleshoot & converse via Twitter for
customer service and to humanize Socialcast
 Creating prospects via conversation monitoring
 UGC enabling research, innovation and
improved analytics and tools!
NASAsphere pilot “It’s nice to connect with
people on content regardless of their
position, organization or location.”

Social Media / PR Engagement Is Not Enough -
Use UGC To Innovate Customer Experience
 = Dell 2.0
“My plea is simple. Empower your customer service people to simply replace things
that don't work rather than making them jump through whatever procedures you
have in place that clearly don't work.”
 UGCSullivan on daggle.comtwo-way conversations
has created
- Danny
requiring listening & reaction.
 How you react is now your brand definition.
Gifted marketers need executive management to
wash our hands of barriers to enable success!

Consumers Now Expect Pull Marketing / Actions
From UGC and Community Create The Brand
“Search engines and user generated content
are creating focus on a brand’s niche
attributes and user experiences when
interacting with the brand. Embrace this
by adapting your business strategy to pull
Wash our hands of top down communication!
(search) marketing, listening and innovating”

User Generated Content / Chicago /
Who is David Dalka?
UGC Pioneer
43211 Flickr photos UGC President
Pat Hanks
 Employee #80 to #800 phase at
 Music, Internet & Finance startups & Fortune 500
Search Marketing & UGC creating innovation
and organizational change opportunities!!!

Can We Rapidly and Directly Innovate from UGC?
Legacy budgets, silos &
5 year plans prevent customer
focus & stifle innovation. Be
nimble.
“Businesses are not paid to reform customers. They are paid to satisfy
customers.”
- Peter Drucker
“An organization’s ability to learn, and translate that learning into action
rapidly, is the ultimate competitive advantage.”

Modify Legacy Organizational Structures –
Embrace User Generated Content
 Past decades have automated manual work
 Create bottom up executive management structure
 Seek passionate, broad skilled, lifelong learners
 Hire competencies & innovation skills, not job titles

5 Rules For Transformational UGC & Online
Marketing Strategy Success
 Create rapid cycle time improvement culture
 Empowering customer satisfaction is vital
 Recruit passionate, Internet savvy generalists
 Always see abundance, there is no downside
 Experience is the brand, create positive WOM

Is this really new?
Or the overdue return of great customer service?
Search Marketing & UGC creating innovation
opportunities and organizational change!!!
Chicago Tribune graphic, February, 2009

Thank You!!! Time For Questions!!!
 This conversation is just starting
 Please tell me your UGC marketing innovation success stories!
David Dalka
Online Marketing Management Strategy Innovation
daviddalka.com/createvalue/
@dalka
(520)223-4808
Search Engine Marketing & Social Media
creating an urgent need for a new breed of
executive management leaders qualified to
lead complex organizational change/redesign!