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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
Consumer Generated Content in Your Marketing Mix
Why is this happening?
The Internet
Web 2.0
Consumer Generated Content in Your Marketing Mix
What it’s not
Consumer Generated Content in Your Marketing Mix
Consumer Generated Content in Your Marketing Mix
So what is it?
Consumer Generated Content in Your Marketing Mix
Consumer Generated Content in Your Marketing Mix
Consumer Generated Content in Your Marketing Mix
Beyond the browser
Consumer Generated Content in Your Marketing Mix
Consumer Generated Content in Your Marketing Mix
Consumer Generated Content in Your Marketing Mix
Consumer Generated Content in Your Marketing Mix
Consumer Generated Content in Your Marketing Mix
Consumer generated
15 megabytes is the
 new 15 seconds
Consumer Generated Content in Your Marketing Mix
Blogs, podcasts,
wikis, photos, video,
ratings, comments
MySpace,YouTube,
Blogger, Flickr, Wikipedia,
    iTunes, Amazon
Consumer Generated Content in Your Marketing Mix
Consumer Generated Content in Your Marketing Mix
51.6% of MySpace
  users are 35+


                   Source: comScore
Fastest growing group
        online?
Boomers
Consumer Generated Content in Your Marketing Mix
Let’s get some perspective
Consumer Generated Content in Your Marketing Mix
Consumer Generated Content in Your Marketing Mix
Consumer Generated Content in Your Marketing Mix
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...
Consumer Generated Content in Your Marketing Mix
Consumer Generated Content in Your Marketing Mix
UGC can be great...
Consumer Generated Content in Your Marketing Mix
Or really bad...
Hurricane Kohls
Consumer Generated Content in Your Marketing Mix
Wal-Mart flog
Consumer Generated Content in Your Marketing Mix
Either way, it spreads quick
They don’t call it
viral for nothing
Consumer Generated Content in Your Marketing Mix
Consumer Generated Content in Your Marketing Mix
So what spreads?
Consumer Generated Content in Your Marketing Mix
Consumer Generated Content in Your Marketing Mix
Consumer Generated Content in Your Marketing Mix
Consumer Generated Content in Your Marketing Mix
More real world examples
Consumer Generated Content in Your Marketing Mix
Consumer Generated Content in Your Marketing Mix
Consumer Generated Content in Your Marketing Mix
Consumer Generated Content in Your Marketing Mix
Consumer Generated Content in Your Marketing Mix
Consumer Generated Content in Your Marketing Mix
Consumer Generated Content in Your Marketing Mix
Consumer Generated Content in Your Marketing Mix
Consumer Generated Content in Your Marketing Mix
Consumer Generated Content in Your Marketing Mix
Consumer Generated Content in Your Marketing Mix
Just do it
Consumer Generated Content in Your Marketing Mix
In conclusion
Consumer Generated Content in Your Marketing Mix
Consumer Generated Content in Your Marketing Mix
Questions or Comments?



          Matt Dickman
Marketing Strategist, Technology Evangelist
thank you

     Questions or Comments?



          Matt Dickman
Marketing Strategist, Technology Evangelist

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Consumer Generated Content in Your Marketing Mix