Leveraging User Generated Content


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10 Guidelines for leveraging user generated content across all marketing efforts.

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  • Leveraging User Generated Content

    1. 2. User Generated Content Tapping into your Audience
    2. 3. Agenda <ul><li>User generated content overview and examples </li></ul><ul><ul><li>What it is </li></ul></ul><ul><ul><li>Why it’s important </li></ul></ul><ul><ul><li>How it works </li></ul></ul><ul><li>User generated content in the context of your brand </li></ul><ul><ul><li>Broad framework for identifying what makes sense </li></ul></ul>
    3. 4. <ul><li>Definition </li></ul><ul><ul><li>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) </li></ul></ul>What is User Generated Content? - Wikipedia
    4. 5. Examples of User Generated Content <ul><li>Reality TV </li></ul><ul><li>Blogs, vlogs, moblogs, microblogs, wikis </li></ul><ul><li>Video </li></ul><ul><li>Opinions & reviews </li></ul><ul><li>Social networking </li></ul><ul><li>Social book-marking sites </li></ul><ul><li>Personalized pages </li></ul>
    5. 6. Examples of User Generated Content <ul><li>Reality TV </li></ul><ul><li>Blogs, vlogs, moblogs, microblogs, wikis </li></ul><ul><li>Video </li></ul><ul><li>Opinions & reviews </li></ul><ul><li>Social networking </li></ul><ul><li>Social book-marking sites </li></ul><ul><li>Personalized pages </li></ul>Why all the fuss?
    6. 7. 1. UGC is Part of a Larger, Macro Trend <ul><li>Last December, Time recognized “You” as the Person of the Year </li></ul><ul><li>Consumers are in control </li></ul><ul><ul><li>Brand democratization </li></ul></ul><ul><ul><li>Citizen journalism </li></ul></ul><ul><ul><li>Peer production </li></ul></ul>
    7. 8. Brand Democratization: Blog Power
    8. 9. News Spreads Fast <ul><li>June 13 (Vincent’s Blog) </li></ul><ul><li>June 13 </li></ul><ul><li>June 15 60k+ views </li></ul><ul><li>June 21 </li></ul><ul><li>June 21 </li></ul><ul><li>July 2 </li></ul><ul><li>July 14 </li></ul><ul><li>Oct 4 </li></ul>
    9. 10. Citizen Journalism
    10. 11. Citizen Journalism
    11. 12. Citizen Journalism
    12. 13. “Customer-Made” <ul><li>Consumers created Doritos ads for the Super Bowl </li></ul><ul><ul><li>1,000 ads submitted </li></ul></ul><ul><ul><li>Hundreds of thousands of microsite visits to vote </li></ul></ul><ul><ul><li>2 ads created and ran </li></ul></ul><ul><li>“ We want young people to be part of the brand’s DNA” </li></ul><ul><ul><li>Ann Mukherjee, VP Marketing, Frito Lay </li></ul></ul><ul><li>User generated name: X-13D cheeseburger chips </li></ul><ul><ul><li>Prototype packaging invites users to name the latest flavor of Doritos </li></ul></ul>
    13. 14. User Control <ul><li>Everything personalized, customized and on demand </li></ul>
    14. 15. User Control <ul><li>Everything personalized, customized and on demand </li></ul>
    15. 16. User Control <ul><li>Everything personalized, customized and on demand </li></ul>
    16. 17. 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
    17. 18. America’s Funniest Videos <ul><li>Second longest running entertainment program on ABC </li></ul>
    18. 19. <ul><li>Creation generation, peer production, customer-made </li></ul><ul><ul><li>Consumers have power and won’t give it up </li></ul></ul><ul><li>Technology and bandwidth advances are lowering barriers to entry </li></ul><ul><ul><li>New tools make creation easier every day </li></ul></ul>3. UGC Is Not Going Away
    19. 20. UGC Consumption in the US Source : eMarketer , June 2007 75M 101M
    20. 21. UGC Creation in the US <ul><li>40% of respondents have created their own content </li></ul><ul><li>Source: Deloitte & Touche, “State of the Media Democracy” April 16, 2007 </li></ul>
    21. 22. UGC Participation Source: Forrester’s North American Consumer Technology Adoption Study
    22. 23. UGC vs. Corporate Content <ul><li>UGC is getting an increasing share of eyeballs and interaction </li></ul><ul><ul><li>One third of all online content is now user-generated </li></ul></ul><ul><ul><li>UGC consumption is higher among younger audiences </li></ul></ul><ul><ul><li>However, 48% of YouTube viewers are 35-64; 62% earn $60k+* </li></ul></ul>Source: Hitwise as cited by Pew Internet & American Life Project, June 2006
    23. 24. <ul><li>Complement and extend key business practices and relationships </li></ul><ul><ul><li>Provide (useful) service to clients and prospects </li></ul></ul><ul><li>Examples </li></ul><ul><ul><li>Architectural Record </li></ul></ul><ul><ul><li>Linked In </li></ul></ul>4. UGC Not Just For B2C
    24. 25. B2B Example: Architectural Record <ul><li>Leveraged magazine’s key benefit online </li></ul><ul><li>Benefit to architects </li></ul><ul><ul><li>Showcase work </li></ul></ul><ul><ul><li>Implied endorsement </li></ul></ul><ul><li>Benefit to Architectural Record </li></ul><ul><ul><li>Offer dynamic, more valuable resource to readers </li></ul></ul>
    25. 26. B2B: Architectural Record
    26. 27. B2B: Architectural Record
    27. 28. B2B: Architectural Record
    28. 29. B2B Example: Linked In <ul><li>B2B UGC offers opportunity for highly targeted advertising </li></ul><ul><ul><li>Influence customers and partners </li></ul></ul><ul><ul><li>Recruiting </li></ul></ul><ul><li>“ In mail” </li></ul><ul><ul><li>IBM offered all CIOs access to their white paper library </li></ul></ul>
    29. 30. <ul><li>Participation helps people feel invested in the brand </li></ul><ul><ul><li>Advisory boards (Intuit et al) </li></ul></ul><ul><ul><li>Quickbooks online community </li></ul></ul><ul><ul><li>Ad and label creation contests (Doritos, Jones Soda, Heinz) </li></ul></ul><ul><li>Brands can monitor reputation and do damage control by listening and providing a forum for conversations </li></ul><ul><ul><li>Columbia House </li></ul></ul><ul><ul><li>JetBlue </li></ul></ul>5. UGC Can Drive Brand
    30. 31. Panasonic Share The Air
    31. 32. Panasonic Share The Air
    32. 33. Panasonic Share The Air
    33. 34. Jones Soda: Label Design Contest <ul><li>Jones Soda has developed a cult-like following by allowing consumers to design the labels on their bottles </li></ul><ul><ul><li>725MM labels have been submitted </li></ul></ul>
    34. 35. Intuit QuickBooks Community <ul><li>100k+ members; 50 subject areas… Massive focus group </li></ul>
    35. 36. Columbia House Listens Using DVDTalk <ul><li>Users created a forum that provides customer service </li></ul><ul><ul><li>Columbia House monitors for product ideas and loopholes </li></ul></ul>
    36. 37. Columbia House Listens Using DVDTalk <ul><li>Users created a forum that provides customer service </li></ul><ul><ul><li>Columbia House monitors for product ideas and loopholes </li></ul></ul>
    37. 38. JetBlue Apologizes <ul><li>Very quick response to bad PR with announcement of JetBlue bill of rights </li></ul><ul><li>“ You can ignore problems or take steps to ensure that they never happen again” </li></ul>
    38. 39. 6. UGC Reviews Can Drive Sales
    39. 40. User Reviews Improve Key Metrics <ul><li>Improved retention, loyalty and search optimization </li></ul>
    40. 41. PetCo Reviews Drive Sales <ul><li>Users who sort by customer ratings spend 41% more </li></ul><ul><li>Emails that feature customer review content receive 50% higher click through rates </li></ul>Source: Womma
    41. 42. <ul><li>Turning user reviews into a science </li></ul>Amazon.com User Comments
    42. 43. 7. UGC Drives Buzz: Mentos Geyser <ul><li>Sales increased 15% in ‘06* </li></ul><ul><li>10-20 million online viewers </li></ul><ul><li>Online buzz valued at $10+MM </li></ul>*Source: BusinessWeek, January 2007
    43. 44. <ul><li>Customization : full circle to the days of custom-made </li></ul><ul><ul><li>Nike, Converse, M&Ms </li></ul></ul><ul><ul><li>Scion </li></ul></ul><ul><li>Empowerment : provide consumers with ability to express who they are through your brand </li></ul><ul><ul><li>Threadless </li></ul></ul><ul><li>Market research : provide a forum to hear about what consumers care about </li></ul><ul><ul><li>P&G says that 50% of innovation will come from outside company </li></ul></ul><ul><ul><li>Take credit for listening/ having a dialog with consumers: Dell </li></ul></ul>8. UGC Can Drive Product
    44. 45. Customization: Build Your Scion <ul><li>Extensive customization options </li></ul>
    45. 46. Customization: Build Your Scion <ul><li>Extensive customization options </li></ul>
    46. 47. Customization: Build Your Scion <ul><li>Extensive customization options </li></ul>
    47. 48. Customization: Build Your Scion <ul><li>Extensive customization options </li></ul>
    48. 49. Customization: Build Your Scion <ul><li>Extensive customization options </li></ul>
    49. 50. Empowerment: Threadless T-Shirts
    50. 51. Research: Dell IdeaStorm
    51. 52. Dell IdeaStorm Inspires New Product <ul><li>Dell IdeaStorm launches February 16, 2007 </li></ul><ul><ul><li>“ 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. </li></ul></ul><ul><li>Dell Ubuntu for Europe announced August 7, 2007 </li></ul><ul><ul><li>This move is a direct result of your ideas and votes here on IdeaStorm! </li></ul></ul>
    52. 53. 9. UGC Can Backfire <ul><li>Chevy Tahoe contest </li></ul><ul><ul><li>Failed to quickly engage environmentalists </li></ul></ul>
    53. 54. 10. UGC Keeps Evolving: iLike <ul><li>Widget that leverages UGC to help users discover and share play lists, new music and concerts </li></ul><ul><ul><li>>10MM registered users </li></ul></ul>
    54. 55. UGC Keeps Evolving: Slide <ul><li>Slide widgets allow people to post slide shows, guest books and video on their social network or blog </li></ul><ul><ul><li>134MM+ unique viewers/month </li></ul></ul><ul><ul><li>1MM+ new Flash apps/day </li></ul></ul><ul><ul><li>Biggest app provider on Facebook (45MM+ apps) </li></ul></ul>
    55. 56. <ul><li>Faking builds disdain, not loyalty </li></ul><ul><ul><li>Walmart and Sony exposed for fake “citizen marketer” blogs </li></ul></ul><ul><li>Successful UGC helps users “do stuff”-- many have built business models around the idea </li></ul><ul><ul><li>Classifieds - Craigslist </li></ul></ul><ul><ul><li>Photo albums - Flickr, Photobucket </li></ul></ul><ul><ul><li>Bookmarks - Delicious, reddit, Digg </li></ul></ul>11. UGC Needs to be Authentic
    56. 57. UGC Summary <ul><li>Part of a much bigger trend </li></ul><ul><li>Been around for a while </li></ul><ul><li>Growing quickly </li></ul><ul><li>Not just for B2C </li></ul><ul><li>Drives brand </li></ul>EMPOWERMENT ENGAGEMENT
    57. 58. UGC Summary <ul><li>Grows sales </li></ul><ul><li>Builds buzz </li></ul><ul><li>Shapes product </li></ul><ul><li>Can backfire </li></ul><ul><li>Keeps evolving </li></ul><ul><li>Must be authentic </li></ul>EMPOWERMENT ENGAGEMENT
    58. 59. How Can Your Consumers Help You? <ul><li>Know yourself </li></ul><ul><ul><li>What are the top 5 issues/opportunities that keep you up at night? </li></ul></ul><ul><li>Know your consumers </li></ul><ul><ul><li>Where are they talking? </li></ul></ul><ul><ul><li>What are they talking about? </li></ul></ul><ul><ul><li>What do they want? </li></ul></ul><ul><li>What is your sweet spot (where you and your consumers overlap? </li></ul><ul><li>How do you engage? </li></ul>Sweet Spot Consumers Brand
    59. 60. Guidelines For Engagement <ul><li>Understand what motivates participation </li></ul><ul><li>Recognize people’s passions </li></ul><ul><li>Pick the best format for the demographic </li></ul><ul><li>Maintain realistic expectations </li></ul>
    60. 61. Litmus Test <ul><li>Is there dialog? </li></ul><ul><li>Is there a value exchange? </li></ul><ul><li>Is it authentic? </li></ul>