Consumer Generated
Content In Your
Marketing Mix
Matt Dickman
Marketing Strategist, Technology Evangelist

We are witnessing a
fundamental shift in
marketing

Marketers
Users

“If you don’t like change,
you’re going to like
irrelevance even less.”
- General Eric Shineski,
retired Chief of Staff, U.S. Army

“The times, they are
a-changin’ ”
- Bob Dylan
Songwriter

Traditional model

Your Message

New model

Why is this happening?

The Internet

Web 2.0

What it’s not

So what is it?

Beyond the browser

Consumer generated

15 megabytes is the
new 15 seconds

Blogs, podcasts,
wikis, photos, video,
ratings, comments

MySpace,YouTube,
Blogger, Flickr, Wikipedia,
iTunes, Amazon

51.6% of MySpace
users are 35+
Source: comScore

Fastest growing group
online?

Boomers

Let’s get some perspective

60,000
source: YouTube.com

75,000
source: Technorati.com

75,000 source: Technorati.com
(close to one every second)

1,200,000
source: Technorati.com

1,200,000 source: Technorati.com
(50,000 per hour)

240,000
source: Technorati.com

240,000 source: Technorati.com
(close to three every second)

75,000,000
source: Techcrunch.com

75,000,000 source: Techcrunch.com
(and counting)

Big numbers = Big deal

What are people saying
about your clients?

Marketing challenge...

UGC can be great...

Or really bad...

Hurricane Kohls

Wal-Mart flog

Either way, it spreads quick

They don’t call it
viral for nothing

So what spreads?

More real world examples

Just do it

In conclusion

Questions or Comments?
Matt Dickman
Marketing Strategist, Technology Evangelist

thank you
Questions or Comments?
Matt Dickman
Marketing Strategist, Technology Evangelist