The document discusses embracing transparency in marketing. It provides examples of companies that were more transparent and engaged with user generated content, which led to growth. These include Yelp, which saw large growth from user reviews, and Digg before it lost control of its platform. The document also discusses how companies like Sheraton, JetBlue, and Upromise benefited from being transparent during incidents and incorporating user feedback and reviews on their sites and platforms. Marketers are encouraged to thoughtfully balance transparency, exposure to user content, and maintaining some control.

1. Embracing transparency in marketing OPEN UP! IAB Leadership Forum User-Generated Content & Social Networking June 4, 2007 Stephen DiMarco Chief Marketing Officer [email_address]

4. Significantly more transparent Significantly less transparent Neutral Compared to other companies in your market, how transparent are you in dealing with your customers, employees and/or partners? 1 2 3 4 5

5. Significantly more transparent Significantly less transparent Neutral Compared to other companies in your market, how transparent are you in dealing with your customers, employees and/or partners? 1 2 3 4 5 1’s and 2’s raise your hands

6. In the next 90 days 1’s and 2’s, how long will it take for you to be considered “more transparent” than half the companies in your market? Before the end of this year Before the end of next year The internal debate rages on It will never, ever happen

7. In the next 90 days 1’s and 2’s, how long will it take for you to be considered “more transparent” than half the companies in your market? Before the end of this year Before the end of next year The internal debate rages on It will never, ever happen keep your hands up

8. So, how long it will take customers to find out something you don’t want them to know ?

9. Transparency is more than just a buzzword

10. Consumers: why do you engage in social networking? Meet people Be entertained Learn something Influence others 78% join to communicate with existing colleagues or develop new acquaintances 47% join in order to find entertaining content such as photos, music or videos 38% join to get information from other people about topics that hold particular interest to them 23% join to express their opinions in a forum where their ideas can be discussed or acted upon

11. How much control should I maintain over CGC? How much CGC exposure should I seek to create among target consumers? Mini-Sites, Promotions, & Events Integration Into Your eCommerce Platform Brand Management on Third Party Sites CGC starting point Marketers: how can you balance exposure and control?

19. JetBlue used a Customer Bill of Rights to win confidence

25. The more we’re transparent, the more we grow

26. Are you ready for more transparency?