Mark Canon at JD Power and Associate Automotive Internet Roundtable

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Mark Canon at JD Power and Associate Automotive Internet Roundtable

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Mark Canon at JD Power and Associate Automotive Internet Roundtable

  1. 1. The Rise of Social and Consumer Generated Media
  2. 2. <ul><li>How Did We Get Here? </li></ul>
  3. 3. In The Beginning... Word of Mouth and Social Networks Already Existed Influence Transmission Awareness
  4. 4. <ul><li>Word of mouth was local – corner store, barbershop, affinity organizations (VFW, Lions etc) </li></ul><ul><li>Influence and opinion about products was established in social not transactional contexts </li></ul><ul><li>Social networks revolved around real world institutions and events – clubs, politics etc </li></ul>In The Beginning ...
  5. 5. Then We All Moved … WOM and Social Networks Were Diluted and Displaced Influence Transmission Awareness
  6. 6. <ul><li>Neighborhoods became suburbs which became exurbs decreasing the physical context for word of mouth </li></ul><ul><li>Broadcast and directional media displaced word of mouth as purchase influencers and information sources </li></ul><ul><li>Social networks were fragmented by distance, time and the social mechanics of suburban life </li></ul>Then We All Moved
  7. 7. Then We Moved Again And The Physical World Went Away… Influence Transmission Awareness
  8. 8. <ul><li>UGC blogs, forums, review sites, and embedded review features are the new source for WOM </li></ul><ul><ul><li>WOM context is increasingly driven by transactional context </li></ul></ul><ul><ul><li>Manufacturers and merchants can participate as ‘peers’ </li></ul></ul><ul><ul><li>Advertising while important is diluted as an influencer </li></ul></ul><ul><li>Social networks become the new neighborhoods decreasing the physical context for word of mouth </li></ul><ul><ul><li>Networks become focal points for social issues – NGOs </li></ul></ul><ul><ul><li>Large social issues attract large audiences locally, and globally </li></ul></ul><ul><ul><li>Members are in control and manufacturers/merchants need an invitation to play </li></ul></ul>Then We Moved Again
  9. 9. Social Network/UGC Ecology <ul><li>Group vs personal focus </li></ul><ul><li>Broad vs narrow issues </li></ul><ul><li>Ideology vs experience </li></ul><ul><li>Global/regional vs local orientation </li></ul><ul><li>Personal vs group focus </li></ul><ul><li>Narrow vs broad issues </li></ul><ul><li>Experience vs ideology </li></ul><ul><li>Local/virtual vs global/regional orientation </li></ul>
  10. 10. <ul><li>Where Do We Go From Here ? </li></ul>In The Beginning ...
  11. 11. <ul><li>Background </li></ul><ul><ul><li>Co-founder and CEO of PowerReviews </li></ul></ul><ul><ul><li>Co-founder Fogdog </li></ul></ul><ul><ul><li>Yahoo Shopping </li></ul></ul><ul><li>Company Profile </li></ul><ul><ul><li>Customer review and social merchandising tools for online marketers </li></ul></ul><ul><ul><li>Clients - Staples, ToysRus, Wine Enthusiast, NetShops, REI, Ritz Camera and many others </li></ul></ul>Andy Chen – Power Reviews
  12. 12. <ul><li>Background </li></ul><ul><ul><li>Founder and CEO CarGurus </li></ul></ul><ul><ul><li>Co- Founder and Chairman of TripAdvisor </li></ul></ul><ul><li>Company Profile </li></ul><ul><ul><li>Pure play social network site for car enthusiasts </li></ul></ul><ul><ul><li>Broad range of participatory and UGC content features including reviews & ratings, groups, photo sharing </li></ul></ul>Langley Steinart – CarGurus
  13. 13. <ul><li>Background </li></ul><ul><ul><li>VP and GM Yahoo Autos </li></ul></ul><ul><ul><li>GM Yahoo Realestate </li></ul></ul><ul><li>Company Profile </li></ul><ul><ul><li>Leading third party automotive research site reaching over 6M monthly unique users.  </li></ul></ul><ul><ul><li>Wide range of consumer-focused products ranging from New and Used Cars, to Car Finder, to Green Center </li></ul></ul><ul><ul><li>Diverse social media products from user-generated ratings, reviews and lists, Flickr photos, Yahoo! Answers, del.icio.us ’ social bookmarking, Yahoo! Groups     </li></ul></ul>Michael Yang - Yahoo
  14. 14. <ul><li>Background </li></ul><ul><ul><li>Director, Global Communications Technology, GM </li></ul></ul><ul><ul><li>Previously led IBM’s blogging/social media efforts </li></ul></ul><ul><li>Role </li></ul><ul><ul><li>Oversee GM’s contributions to the online conversation (GM blogs, GM content to social sites, etc.) </li></ul></ul><ul><ul><li>Develop and lead the execution of GM’s strategy for social media outreach – including blogs, podcasters, YouTube influencers, and leaders within social networks </li></ul></ul><ul><ul><li>Serve as GM’s expert on social media – keeping current on trends and “what’s next” in online communities  </li></ul></ul>Christopher Barger – General Motors

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