who’s afraid of the conversation?
It’s all about the buzzwords baby... Social media - User Generated Content Social Software -  Web2.0  - UGC Consumer Gener...
<ul><li>Tools & technology   Content Revolution Little Neccessary Knowledge  </li></ul><ul><li>Easy Content Creation </li>...
* Generation C C ontent  ( C onnected –  C reativity –  C ollaboration –  C ontextual) ≠   AGE ( tia denora )
* Content is King, Contact his Queen The Network Effect > easily spreading content Cfr Panini stickers
* Generation C People vs experts Active vs passive consumption Open vs controlled distribution Unconstrained vs hierarchic...
* Media TOY – MIRROR –  ART (levinson)
ART-phase > Gen C >   Tools & techno Creativity > Genuine Content > Network Effect Link  -  Link  -  Link   -   Link
ART-phase > Gen C >   Tools & techno Howard Dean
ART-phase > Gen C >   Tools & techno Citizen Journalism
Consumer Generated Content Conversations on your brand
Consumer Generated Content (Creative) personal expressions of  your Passion – Engagement – Commitment for a brand Link Link
Consumer Generated Content   (Creative) personal expressions of  your hate – disgust for a brand Link
Consumer Generated Content Why is it so important?  I TRUST YOU ( nielsen )
How to use Consumer Generated Content Monitor the conversation on your brand   Marketingfacts
How to use Consumer Generated Content Do not forget to join the conversation
How to use Consumer Generated Content Stimulate to make the conversation ‘interesting’
Consumer Generated Content Basic “conversation” Tips 1. Monitor! & join the conversation 2. “Dialogue, not broadcast Human...
CGC > Oops Leef Nu-blog > fake the conversation ≠  HUMAN ≠ Get to know your audience & talk their language ( +  previous s...
CGC > Oops FedEx Guy Jose > no €  > makes furniture out of fedEx-boxes
CGC > Oops Kryptonite Locks > monitor & join
CGC > Oops Chevy Tahoe > make your own commercial  Chevy: “we will not shut down anti-ads”
Sources & inspiration <ul><li>I-wisdom </li></ul><ul><li>Bnox.be </li></ul><ul><li>Marketingfacts </li></ul><ul><li>Cymfon...
Consumer Generated Content is Heaven,  but it’s hell when you fail to do the conversation right. Thanks [email_address] ht...
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Stichting Marketing - Niels Hendriks - Consumer Generated Content: Who’S Afraid Of The Conversation

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Presentation on the origin & future of Consumer Generated Marketing, set in a Web2.0-context.

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  • Stichting Marketing - Niels Hendriks - Consumer Generated Content: Who’S Afraid Of The Conversation

    1. 1. who’s afraid of the conversation?
    2. 2. It’s all about the buzzwords baby... Social media - User Generated Content Social Software - Web2.0 - UGC Consumer Generated Content – Folksonomy Cooperation – Network Effects -... “ Catch-all terms for participatory online environments ”
    3. 3. <ul><li>Tools & technology Content Revolution Little Neccessary Knowledge </li></ul><ul><li>Easy Content Creation </li></ul><ul><li>Easy accessible Low cost/free </li></ul><ul><li>Mobile > always on ! </li></ul>
    4. 4. * Generation C C ontent ( C onnected – C reativity – C ollaboration – C ontextual) ≠ AGE ( tia denora )
    5. 5. * Content is King, Contact his Queen The Network Effect > easily spreading content Cfr Panini stickers
    6. 6. * Generation C People vs experts Active vs passive consumption Open vs controlled distribution Unconstrained vs hierarchic, conventional Personal expression vs mere info & entertainment (Cymfony)
    7. 7. * Media TOY – MIRROR – ART (levinson)
    8. 8. ART-phase > Gen C > Tools & techno Creativity > Genuine Content > Network Effect Link - Link - Link - Link
    9. 9. ART-phase > Gen C > Tools & techno Howard Dean
    10. 10. ART-phase > Gen C > Tools & techno Citizen Journalism
    11. 11. Consumer Generated Content Conversations on your brand
    12. 12. Consumer Generated Content (Creative) personal expressions of your Passion – Engagement – Commitment for a brand Link Link
    13. 13. Consumer Generated Content (Creative) personal expressions of your hate – disgust for a brand Link
    14. 14. Consumer Generated Content Why is it so important? I TRUST YOU ( nielsen )
    15. 15. How to use Consumer Generated Content Monitor the conversation on your brand Marketingfacts
    16. 16. How to use Consumer Generated Content Do not forget to join the conversation
    17. 17. How to use Consumer Generated Content Stimulate to make the conversation ‘interesting’
    18. 18. Consumer Generated Content Basic “conversation” Tips 1. Monitor! & join the conversation 2. “Dialogue, not broadcast Human, not corporate Listen, not just talk Confident, not arrogant Discourse, not argument Authentic, not marketing speak Action, not only communication Honest in relationship, opinion, identity” Try to be human (or as human as possible) ( cymfony )
    19. 19. CGC > Oops Leef Nu-blog > fake the conversation ≠ HUMAN ≠ Get to know your audience & talk their language ( + previous slide)
    20. 20. CGC > Oops FedEx Guy Jose > no € > makes furniture out of fedEx-boxes
    21. 21. CGC > Oops Kryptonite Locks > monitor & join
    22. 22. CGC > Oops Chevy Tahoe > make your own commercial Chevy: “we will not shut down anti-ads”
    23. 23. Sources & inspiration <ul><li>I-wisdom </li></ul><ul><li>Bnox.be </li></ul><ul><li>Marketingfacts </li></ul><ul><li>Cymfony </li></ul><ul><li>Burningbird.net </li></ul><ul><li>Trendwatching.com </li></ul><ul><li>Micro Persuasion </li></ul><ul><li>BuzzMachine </li></ul><ul><li>Jaffejuice </li></ul><ul><li>... </li></ul>
    24. 24. Consumer Generated Content is Heaven, but it’s hell when you fail to do the conversation right. Thanks [email_address] http ://del.icio.us/nielshendriks http://www.linkedin.com/in/nielshendriks

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