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The CMO Club 11 11 08


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Managing and understanding UGC: presentation made to CMOs

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The CMO Club 11 11 08

  1. 1. Cesar Brea [email_address] Perry Hewitt [email_address] From Communications to Conversations Understanding, Managing, and Embracing User Generated Content 11.11.2008 Presented to
  2. 2. How many runners here tonight?
  3. 3. Nike + <ul><li>Integrated, collaborative performance tracking for runners </li></ul><ul><li>Nike / Apple partnership launched May 2006 </li></ul><ul><li>93 million miles logged by users to date </li></ul><ul><ul><li>August 2008: 800k runners run a 10k in 25 cities worldwide </li></ul></ul><ul><li>Nike running shoe market share: from 48% in 2006 to 61% in 2008 </li></ul>See How Nike’s Social Network Sells to Runners in BusinessWeek 11.06.08
  4. 4. Past as Prologue, Part I: GE CT Scanners
  5. 5. Past as Prologue, Part II: The Cyranose
  6. 6. Framework: Structured Collaboration <ul><li>What’s valuable to share? Fashion pairings, recipes, weight loss techniques, running logs, salary information, parenting tips, investment strategies </li></ul><ul><li>What’s the natural group to share it with? People sharing the same passion (numismatics), demographic (30ish SAHM, teens on Tagged), location (geographic AND mobile) </li></ul><ul><li>What’s the easiest way to contribute and consume it? Technological and cultural ease of use, or how Yelp strikes fear into the heart of Zagats </li></ul>
  7. 7. Next for Nike: Ballers Network <ul><li>Games I can join </li></ul><ul><li>Logical groups </li></ul><ul><li>Easy to find and add games; comes to me at FB </li></ul>
  8. 8. Structured Collaboration: Analytically Advantageous # Games # Wins # Friends Illustrative
  9. 9. Some Ideas Firm Structured Collaboration Opportunity Forrester Research Prediction markets (since you’re plugging them anyway); sales cycle benchmarking Jordan’s Furniture Used furniture exchange (Why let Craigslist and town dumps have all the fun?) Don’t change a thing! (local poster child for structured collaboration) Atlantis Weather Gear Trip advisor for ports of call ; international crew classifieds (partnerships with SAIL or Cruising World?) Payless Add feature-specific product reviews and enable bookmarking /feature on front page
  10. 10. And Today’s Relevant Anecdote
  11. 11. OK, that’s “how”. But how much?
  12. 12. UGC by the Numbers Percent of US Online Adults
  13. 13. Other examples? Shoppers @ Walmart <ul><li>Blogging </li></ul><ul><li>Social networks </li></ul><ul><li>Recipe widgets </li></ul><ul><li>Product reviews: biggest install of BazaarVoice? </li></ul>
  14. 14. Other examples? Recruiters @ E&Y <ul><li>Facebook recruiting application </li></ul><ul><li>Google, Apple, Disney, and … </li></ul>
  15. 15. Other examples? Steakhouse! <ul><li>Blog, Facebook fan page Twitter </li></ul><ul><li>27-32% increased sales month/month from 2007 </li></ul>
  16. 16. Five Tips to Take Away <ul><li>Understand where your consumers are: by domain and by device </li></ul><ul><li>Think enablement and curation as much as creation </li></ul><ul><li>Listening is vital – put out your antennae </li></ul><ul><li>Scaffolding: SEO for your UGC </li></ul><ul><li>Design structure for measurement </li></ul>
  17. 17. Cesar A. Brea deriving meaning from the universe of opinion Cesar is a founding partner of Force Five Partners, LLC, a marketing strategy consulting firm. Cesar has more than 20 years’ experience as a line executive, advisor, and entrepreneur.   Prior to organizing Force Five Partners, Cesar served as Global Practice Leader of Marketspace, Monitor Group’s new media and marketing consulting practice, from 2005-2008. In this role, Cesar developed and led engagements with Global 1000 clients in a variety of sectors to identify and apply digital technologies to their sales, marketing, and services functions. During Cesar’s tenure, the practice doubled in revenues. Previously, Cesar was founder and managing partner of ESM Partners, which focused on helping large organizations define and launch web-based, information-intensive businesses. During this time Cesar also acted as CEO of Contact Networks, a B2B social networking software startup, before its successful acquisition by Thomson Financial.   Formerly, Cesar was Senior Vice President for Sales and Marketing at Razorfish, a publicly-traded digital marketing agency. Prior to Razorfish, Cesar was Vice President for Marketing and Business Development at ArsDigita Corporation, an open-source web application software firm focused on e-commerce through online communities. He helped the firm grow profitably from $5M to $20M in less than two years and subsequently to sell the firm to Red Hat Corporation in 2002.   Earlier, he was a management consultant at Bain & Company. Cesar began his career as a banker with J.P. Morgan in New York.   Cesar holds an MBA from Dartmouth's Amos Tuck School, where he was named an Edward Tuck Scholar, and graduated with honors from Harvard College. He is a frequent writer and speaker on marketing and technology and publishes on e-business at his weblog at .   Cesar lives in Dover, Massachusetts with his wife and three children (triplets).
  18. 18. Perry Hewitt deriving meaning from the universe of opinion Perry is Vice President of Marketing at Crimson Hexagon, the only brand monitoring solution that lets major corporations clearly see people's opinions about their products, services and markets online. Prior to Crimson Hexagon, Perry was principal of Colechurch Consulting where she worked with corporations to define integrated marketing and content strategies. She was responsible for cooperating with C-level executives and marketing teams to conceive and develop web product and service models, user experience practices, content strategy / thought leadership programs, social networks, and online communities. Previously, Perry held senior marketing and editorial positions at Razorfish, ArsDigita Corporation, Harcourt Online, and Lotus Development Corporation. Perry is a frequent writer and speaker on interactive marketing, user experience, social media, and brand experiences online. Perry holds an AB in Slavic languages and literatures from Harvard University. She is currently based in the Boston area, but has also lived and worked in Switzerland, the United Kingdom, Russia, and Australia.
  19. 19. Confidential & Proprietary Confidential & Proprietary Thank you. © Crimson Hexagon | Confidential & Proprietary Cesar Brea [email_address] Perry Hewitt [email_address]