Social Media and User-Generated Content

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Cymphony's Jim Nail and Upstream Group's Doug Weaver lead a forum discussion at iMedia Summit on how brands can become part of participatory media without disrupting the user experience.

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Social Media and User-Generated Content

  1. 1. Topic Forum: Social Media & User Generated Content Jim Nail, Cymfony Moderated by Doug Weaver, Upstream Group
  2. 2. What you signed up for… “ Social networks, which are segmented for special interest groups, hit at the essence of behavioral targeting. How can brands participate in this highly engaging environment without disrupting the user experience? How can brands be assured that the user-generated content they are associated with is clean?” Social Media & User Generated Content
  3. 3. What we really want to look at… <ul><li>What the heck it really means and really encompasses and… </li></ul><ul><li>What the heck marketers are supposed to do and not do with it </li></ul>Social Media & User Generated Content
  4. 4. Social Media and user-generated content are catch-all descriptions for many different participatory online environments. How are they best segmented and understood? Social Media & User Generated Content
  5. 7. Specifically… Engagement Discovery Measurement Monitoring
  6. 11. Which parts of the Social Media and User-Generated Content landscape should marketers care about the most? When should marketers just stay away? Social Media & User Generated Content
  7. 13. Specifically… Engagement Discovery Measurement Monitoring
  8. 14. To be effective at engaging in Social Media, what core values and communication standards must a company possess? Social Media & User Generated Content
  9. 15. At what point should a company take a blogger or a discussion thread seriously? Is it ever too soon? When is it too late? Social Media & User Generated Content
  10. 16. Marketing has always been partly about creating and maintaining a positive company or brand storyline. Is that a thing of the past? Social Media & User Generated Content
  11. 17. Consumers talk about everything from breakfast cereal to cars to prescription drug reactions. Are there product categories that are more or less appropriate for marketer engagement? Social Media & User Generated Content
  12. 18. Creating profiles for products, movies and games on MySpace and other venues: Good idea? Bad idea? Social Media & User Generated Content
  13. 19. What’s the takeaway….?
  14. 21. Topic Forum: Social Media & User Generated Content Thank You for Joining Us!

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