This document proposes research on the impact of user-generated content (UGC) on retail businesses. The researcher hypothesizes that UGC heavily influences consumer purchasing behavior. Understanding this relationship could help companies increase positive UGC to boost sales and conversions. The research will include examining how UGC spreads on social media platforms and influences the consumer purchasing cycle. Case studies of retailers with strong positive UGC correlated with high sales will be compared to retailers with little UGC. The results aim to provide a roadmap for companies to effectively promote positive UGC online.
The following report contains statements that are forwardlooking, including expectations and predictions regarding future industry trends and developments. Actual results may differ materially from our expectations or projections. This report also contains opinions, estimates, and forwardlooking statements by industry leaders.
Leveraging Social Media to Optimize Sourcing-to-Shelf ProcessesPJ Walker
This document discusses how retailers can leverage social media to improve their "source-to-shelf" processes of product development, buying, and promotions. It outlines challenges with traditional methods, including lack of current consumer data and inability to react quickly to feedback. The document proposes a phased approach for retailers to begin leveraging social media by starting continuous conversations with consumers to gather input on product design and development. This would allow retailers to better meet consumer demands and expectations.
Leveraging Social Media to Optimize Sourcing-to-Shelf ProcessesCognizant
As Facebook, Twitter and other social tools go mainstream, retailers must tap these rich pools of consumer-generated data to make more strategic buying, stocking and selling decisions.
Before The Moment of Intent: Utilizing Content to Shape The Buyer's Journeyjohn harris
Marketers often focus on the moment of intent—that time period when the consumer is ready to move forward and take action. Maybe it’s a phone call, maybe it’s an in-store visit or maybe just a specific search query. But the consumer’s journey does not start at the moment of intent. It begins many steps back with needs, desires and interest. To reach these consumers at their pre-intent phases, brands need to develop a content marketing strategy that accounts for the consumer’s mindset while in the interest and discovery phases, where content focus is less confined.
Social media's possibilities in business-to-business customer interaction in ...Jari Jussila
Social media offers novel ways for businesses to interact with customers in the innovation process. While businesses perceive opportunities in social media, there is a gap between perception and actual use, especially in B2B contexts. Social media shows the most potential for one-way communication from businesses to customers. Communities and collaborative interactions are seen as less potential, but are core to social media. B2B contexts differ significantly from B2C in innovation, interaction, and customer knowledge creation. More B2B research is needed to understand social media opportunities.
1. 2015 saw the further evolution of digital marketing, with big data becoming more important and personalized, real-time messages being delivered through programmatic techniques. Personalized content increased user engagement.
2. Mobile brought the biggest changes to media consumption and content distribution, allowing content to reach global audiences anywhere, anytime. This opens new opportunities for marketers.
3. Digital platforms provide more functions and services deeply embedded in consumer lives, related to search, consumption, communication, and sharing.
Potential of social media in the customer interface of innovation processJari Jussila
Potential of social media in the customer interface of innovation process presentation at EBRF 2010 conference. Authors: Jari Jussila, Hannu Kärkkäinen, Hanna Nordlund
Pick1 is a platform that allows brands to collect and aggregate opinions from users through questions. It builds a database over time of demographic data and user answers that can be used for analysis. Users are engaged and rewarded for their participation, helping to drive user acquisition, brand awareness, and sales. Pick1 provides real-time consumer opinions at scale to help brands better understand and target their audiences.
The following report contains statements that are forwardlooking, including expectations and predictions regarding future industry trends and developments. Actual results may differ materially from our expectations or projections. This report also contains opinions, estimates, and forwardlooking statements by industry leaders.
Leveraging Social Media to Optimize Sourcing-to-Shelf ProcessesPJ Walker
This document discusses how retailers can leverage social media to improve their "source-to-shelf" processes of product development, buying, and promotions. It outlines challenges with traditional methods, including lack of current consumer data and inability to react quickly to feedback. The document proposes a phased approach for retailers to begin leveraging social media by starting continuous conversations with consumers to gather input on product design and development. This would allow retailers to better meet consumer demands and expectations.
Leveraging Social Media to Optimize Sourcing-to-Shelf ProcessesCognizant
As Facebook, Twitter and other social tools go mainstream, retailers must tap these rich pools of consumer-generated data to make more strategic buying, stocking and selling decisions.
Before The Moment of Intent: Utilizing Content to Shape The Buyer's Journeyjohn harris
Marketers often focus on the moment of intent—that time period when the consumer is ready to move forward and take action. Maybe it’s a phone call, maybe it’s an in-store visit or maybe just a specific search query. But the consumer’s journey does not start at the moment of intent. It begins many steps back with needs, desires and interest. To reach these consumers at their pre-intent phases, brands need to develop a content marketing strategy that accounts for the consumer’s mindset while in the interest and discovery phases, where content focus is less confined.
Social media's possibilities in business-to-business customer interaction in ...Jari Jussila
Social media offers novel ways for businesses to interact with customers in the innovation process. While businesses perceive opportunities in social media, there is a gap between perception and actual use, especially in B2B contexts. Social media shows the most potential for one-way communication from businesses to customers. Communities and collaborative interactions are seen as less potential, but are core to social media. B2B contexts differ significantly from B2C in innovation, interaction, and customer knowledge creation. More B2B research is needed to understand social media opportunities.
1. 2015 saw the further evolution of digital marketing, with big data becoming more important and personalized, real-time messages being delivered through programmatic techniques. Personalized content increased user engagement.
2. Mobile brought the biggest changes to media consumption and content distribution, allowing content to reach global audiences anywhere, anytime. This opens new opportunities for marketers.
3. Digital platforms provide more functions and services deeply embedded in consumer lives, related to search, consumption, communication, and sharing.
Potential of social media in the customer interface of innovation processJari Jussila
Potential of social media in the customer interface of innovation process presentation at EBRF 2010 conference. Authors: Jari Jussila, Hannu Kärkkäinen, Hanna Nordlund
Pick1 is a platform that allows brands to collect and aggregate opinions from users through questions. It builds a database over time of demographic data and user answers that can be used for analysis. Users are engaged and rewarded for their participation, helping to drive user acquisition, brand awareness, and sales. Pick1 provides real-time consumer opinions at scale to help brands better understand and target their audiences.
IBM Webinar: Beyond the Hype, Using Social Media to Enhance Your Customer E...Chris Wright
Much has been said regarding the sheer volume and influence of social media on organizations' products, brands and services. Little has been said, however, on how to use social media to mine customer insight to improve and enhance consumer experiences across multiple buying channels. These slides present a point of view on how to assess your social media business requirements and determine the most effective way to measure your customers' experiences using social media.
The emergence of social media has dramatically changed how companies interact with customers. Customers now get product information and support from other consumers through social media instead of directly from companies. To take advantage of these new communication channels, companies should adopt a "social CRM" strategy to engage with influential customers on social media, understand customer needs through analytics, and provide support across multiple channels. If implemented correctly, social CRM allows companies to better connect with customers at lower costs and gain a competitive advantage over other businesses.
Exploiter le potentiel des médias sociaux - Accenture InteractiveMarie_Estager
Social media enables companies to deliver highly relevant experiences at scale by tapping into a wealth of consumer data on interests, preferences, and social connections. To fully leverage social media, companies need to (1) industrialize engagement by curating vast amounts of user-generated content, (2) supercharge collaboration by breaking down internal silos and sharing insights across departments, and (3) transform operations by organizing around customer relevance and responding seamlessly to customer needs across channels. Harnessing social media in this way allows companies to engage customers continuously and deliver precisely tailored experiences.
The document provides lessons learned for achieving digital success based on testing over 1,000 digital campaigns. It outlines key lessons which include: engaging consumers by being relevant and bold; focusing on visual branding; exploiting the dynamic nature of the medium through storytelling and video; keeping messaging simple; making calls to action obvious; leveraging synergy across channels; and understanding that low reach digital ads can still be effective. The lessons are derived from Ipsos' proprietary digital research and aim to provide marketers with relevant measures of digital campaign performance.
Digital Life - Understanding the opportunity for growth onlineTNS
Digital Life provides insights into how consumers engage with brands online through content sharing and social connections. The report finds that over half of consumers globally comment about brands online to share content with their networks, driving advocacy. However, many consumers do not want direct engagement with brands on social media. Brands can better enable consumer self-expression and social interaction by focusing on how their brand idea can deliver useful and participatory digital experiences. Understanding consumer motivations for sharing content is key to amplifying a brand's opportunities through advocates online.
Every six months, SapientNitro's Research & Insights team identifies a set of digital trends shaping the marketing landscape.
This is the public version of these trends, which are shared with clients and our 11,000 employees.
From native advertising to shopping-in-increments, this presentation reveals key consumer behavior trends shaping the marketing landscape for Fortune 500 companies.
Similar to Mary Meeker, we attempt to highlight the current state, and point towards a vision of the future.
If you'd like to talk more about these and other insights, feel free to reach out to Hilding Anderson on twitter or LinkedIn.
Thank you.
Prepping for the New Age of Information Services, Media and EntertainmentCognizant
As digital media begins to dominate all segments of the IME industry, organizations will need to restructure their revenue and distribution methods, as well as their global strategies and organizational models.
Social crm the new frontier of marketing, sales and service (accenture)Marie_Estager
Social CRM allows companies to engage customers through social media channels like Facebook and Twitter to build relationships earlier in the customer lifecycle at lower costs. As the marketing funnel collapses due to user-generated content, companies must embrace social media, identify super users who provide product expertise, and use analytics to understand evolving customer needs from online conversations. By developing a social CRM strategy, companies can strengthen their brands, increase customer loyalty, and gain insights to improve products, marketing, sales and service.
Developing Digital Marketing Expertise for Marketing ProcurementJason Heller
Presented at Procurecon for Digital and Marketing Services, Nov 12, 2012. Designed to help marketing procurement professionals understand the basics of digital marketing, social media marketing and mobile marketing.
The impact of digital on growth strategies - CMO imperatives for 2012TNS
The document discusses key trends and challenges facing CMOs based on interviews with CMOs from various international organizations. Three main trends emerged: [1] Digital integration is now seen as essential across the entire marketing function and is blurring boundaries between business functions; [2] There is a renewed focus on the central brand idea in digital strategies rather than starting with channels; [3] Analytics are being used to make data work harder and provide more tailored consumer experiences through improved targeting and engagement. CMOs are focusing on deeper consumer engagement through owned, earned and shared media based on the brand idea.
Dm arts d1-workshop-steffen ehrhardt-google-innovations in displayDigital Marketing Arts
The document discusses innovations in online display advertising, highlighting trends like the growth of mobile and the importance of contextual targeting to reach the right audiences with the right messages. It promotes Google's display advertising solutions like Interest Categories and remarketing as ways for advertisers to better target and measure their campaigns across different formats and devices.
The Impact of Owned vs. Paid media April 2017Tom Collinger
The Medill IMC Spiegel Research Center at Northwestern University in partnership with Publicis Media conducted a study on the influence of Paid vs. Owned media on sales. The study looked at media and earnings data for 800 brands across 50 categories. This was a presentation given at the Advertising Research Foundation’s 2017 conference.
This document provides a summary of a presentation on digital marketing and social media trends in 2013. It discusses the rise of mobile commerce and how most consumers now use mobile devices to research products, check prices and availability, and find store locations. It also summarizes key trends around mobile coupons, social referrals, social login and ecommerce, personalized content, and priorities for digital marketers. The presentation concludes with examples of how companies are using innovative mobile and social media strategies.
iDirect is the confluence of digital and direct marketing. It is interactive, information-driven, insightful, innovative and iterative. This presentation highlights the imperative for iDirect and its 4 fundamental tenets.
This document discusses the rise of social technologies and their value and impact. It notes that social technologies have become ubiquitous, changing how billions of people live and work. Companies are increasingly using social technologies to engage customers, improve performance and advance their missions. The document outlines 10 ways that social technologies are creating value for businesses, including through co-creating products, demand forecasting, distributing business processes, and improving communication and collaboration. Fully embracing social technologies may require transformational organizational changes to develop knowledge-sharing cultures that can best capture potential value.
social media and networking drive changes in financial servicesBoni
Banking and insurance companies are facing changes driven by social media and an increasingly participatory online environment. Customers expect banking services that allow full interaction and customization. Social lending websites now facilitate peer-to-peer lending outside the traditional banking system. While these developments present opportunities, banks also face challenges in adapting to changing customer expectations and behaviors.
Creating a social media strategy for a tourism business | Block 3: E-Commerce...Francisco Hernandez-Marcos
Creating a social media strategy for a tourism business
Block 3: E-Commerce in Tourism
International Master in Hospitality and Tourism Management
ESCP Europe - Cornell University School of Hotel Administration
When the money moves to digital, where should it go? ComScore Study: Media Pl...Laura Morales
Identifying the right media-placement strategies for digital display
Online display advertising continues to increase as a percentage of the overall marketing mix, and as quickly as advertising dollars are moving online, so is the availability of new media-placement strategies. From audience targeting to contextual buys and from retargeting to efficiency or premium buys, there are many placement options that media planners must now consider. The availability of these strategies, leaves many asking, “What media-placement strategy or combination of strategies should I be using to achieve my specific campaign objectives?”
In this paper, comScore and ValueClick Media share results from a study that evaluates how various media-placement strategies work independently, and in combination, to generate the strongest lift in website visitation and search behavior for the advertised brand.
Presented at Measurement.ie 15th Feb 2012 by Gina Bowes (Glanbia Digital Communications Manager).
Contact: gina.bowes@gmail.com
Sources & images sourced where possible.
El resumen del documento es:
1. Se propone el diseño de una red LAN para la Academia 13 de Abril en Puyo utilizando una topología en estrella y el estándar 568B para el cableado estructurado.
2. Se implementará un servidor CentOS Linux para compartir recursos como internet y ejecutar las computadoras por largos períodos sin actualizaciones.
3. La red LAN mejorará la comunicación entre los departamentos de la academia permitiendo compartir archivos, impresoras y aplicaciones.
El documento describe el código de redundancia cíclica (CRC), un método para detectar errores en la transmisión de datos. CRC funciona agregando bits de verificación al final de los datos antes de la transmisión. En el receptor, los datos recibidos se dividen nuevamente usando el mismo polinomio generador CRC; si el resultado es cero, los datos se recibieron sin errores. También presenta ejemplos de cómo calcular CRC para paquetes de datos específicos.
IBM Webinar: Beyond the Hype, Using Social Media to Enhance Your Customer E...Chris Wright
Much has been said regarding the sheer volume and influence of social media on organizations' products, brands and services. Little has been said, however, on how to use social media to mine customer insight to improve and enhance consumer experiences across multiple buying channels. These slides present a point of view on how to assess your social media business requirements and determine the most effective way to measure your customers' experiences using social media.
The emergence of social media has dramatically changed how companies interact with customers. Customers now get product information and support from other consumers through social media instead of directly from companies. To take advantage of these new communication channels, companies should adopt a "social CRM" strategy to engage with influential customers on social media, understand customer needs through analytics, and provide support across multiple channels. If implemented correctly, social CRM allows companies to better connect with customers at lower costs and gain a competitive advantage over other businesses.
Exploiter le potentiel des médias sociaux - Accenture InteractiveMarie_Estager
Social media enables companies to deliver highly relevant experiences at scale by tapping into a wealth of consumer data on interests, preferences, and social connections. To fully leverage social media, companies need to (1) industrialize engagement by curating vast amounts of user-generated content, (2) supercharge collaboration by breaking down internal silos and sharing insights across departments, and (3) transform operations by organizing around customer relevance and responding seamlessly to customer needs across channels. Harnessing social media in this way allows companies to engage customers continuously and deliver precisely tailored experiences.
The document provides lessons learned for achieving digital success based on testing over 1,000 digital campaigns. It outlines key lessons which include: engaging consumers by being relevant and bold; focusing on visual branding; exploiting the dynamic nature of the medium through storytelling and video; keeping messaging simple; making calls to action obvious; leveraging synergy across channels; and understanding that low reach digital ads can still be effective. The lessons are derived from Ipsos' proprietary digital research and aim to provide marketers with relevant measures of digital campaign performance.
Digital Life - Understanding the opportunity for growth onlineTNS
Digital Life provides insights into how consumers engage with brands online through content sharing and social connections. The report finds that over half of consumers globally comment about brands online to share content with their networks, driving advocacy. However, many consumers do not want direct engagement with brands on social media. Brands can better enable consumer self-expression and social interaction by focusing on how their brand idea can deliver useful and participatory digital experiences. Understanding consumer motivations for sharing content is key to amplifying a brand's opportunities through advocates online.
Every six months, SapientNitro's Research & Insights team identifies a set of digital trends shaping the marketing landscape.
This is the public version of these trends, which are shared with clients and our 11,000 employees.
From native advertising to shopping-in-increments, this presentation reveals key consumer behavior trends shaping the marketing landscape for Fortune 500 companies.
Similar to Mary Meeker, we attempt to highlight the current state, and point towards a vision of the future.
If you'd like to talk more about these and other insights, feel free to reach out to Hilding Anderson on twitter or LinkedIn.
Thank you.
Prepping for the New Age of Information Services, Media and EntertainmentCognizant
As digital media begins to dominate all segments of the IME industry, organizations will need to restructure their revenue and distribution methods, as well as their global strategies and organizational models.
Social crm the new frontier of marketing, sales and service (accenture)Marie_Estager
Social CRM allows companies to engage customers through social media channels like Facebook and Twitter to build relationships earlier in the customer lifecycle at lower costs. As the marketing funnel collapses due to user-generated content, companies must embrace social media, identify super users who provide product expertise, and use analytics to understand evolving customer needs from online conversations. By developing a social CRM strategy, companies can strengthen their brands, increase customer loyalty, and gain insights to improve products, marketing, sales and service.
Developing Digital Marketing Expertise for Marketing ProcurementJason Heller
Presented at Procurecon for Digital and Marketing Services, Nov 12, 2012. Designed to help marketing procurement professionals understand the basics of digital marketing, social media marketing and mobile marketing.
The impact of digital on growth strategies - CMO imperatives for 2012TNS
The document discusses key trends and challenges facing CMOs based on interviews with CMOs from various international organizations. Three main trends emerged: [1] Digital integration is now seen as essential across the entire marketing function and is blurring boundaries between business functions; [2] There is a renewed focus on the central brand idea in digital strategies rather than starting with channels; [3] Analytics are being used to make data work harder and provide more tailored consumer experiences through improved targeting and engagement. CMOs are focusing on deeper consumer engagement through owned, earned and shared media based on the brand idea.
Dm arts d1-workshop-steffen ehrhardt-google-innovations in displayDigital Marketing Arts
The document discusses innovations in online display advertising, highlighting trends like the growth of mobile and the importance of contextual targeting to reach the right audiences with the right messages. It promotes Google's display advertising solutions like Interest Categories and remarketing as ways for advertisers to better target and measure their campaigns across different formats and devices.
The Impact of Owned vs. Paid media April 2017Tom Collinger
The Medill IMC Spiegel Research Center at Northwestern University in partnership with Publicis Media conducted a study on the influence of Paid vs. Owned media on sales. The study looked at media and earnings data for 800 brands across 50 categories. This was a presentation given at the Advertising Research Foundation’s 2017 conference.
This document provides a summary of a presentation on digital marketing and social media trends in 2013. It discusses the rise of mobile commerce and how most consumers now use mobile devices to research products, check prices and availability, and find store locations. It also summarizes key trends around mobile coupons, social referrals, social login and ecommerce, personalized content, and priorities for digital marketers. The presentation concludes with examples of how companies are using innovative mobile and social media strategies.
iDirect is the confluence of digital and direct marketing. It is interactive, information-driven, insightful, innovative and iterative. This presentation highlights the imperative for iDirect and its 4 fundamental tenets.
This document discusses the rise of social technologies and their value and impact. It notes that social technologies have become ubiquitous, changing how billions of people live and work. Companies are increasingly using social technologies to engage customers, improve performance and advance their missions. The document outlines 10 ways that social technologies are creating value for businesses, including through co-creating products, demand forecasting, distributing business processes, and improving communication and collaboration. Fully embracing social technologies may require transformational organizational changes to develop knowledge-sharing cultures that can best capture potential value.
social media and networking drive changes in financial servicesBoni
Banking and insurance companies are facing changes driven by social media and an increasingly participatory online environment. Customers expect banking services that allow full interaction and customization. Social lending websites now facilitate peer-to-peer lending outside the traditional banking system. While these developments present opportunities, banks also face challenges in adapting to changing customer expectations and behaviors.
Creating a social media strategy for a tourism business | Block 3: E-Commerce...Francisco Hernandez-Marcos
Creating a social media strategy for a tourism business
Block 3: E-Commerce in Tourism
International Master in Hospitality and Tourism Management
ESCP Europe - Cornell University School of Hotel Administration
When the money moves to digital, where should it go? ComScore Study: Media Pl...Laura Morales
Identifying the right media-placement strategies for digital display
Online display advertising continues to increase as a percentage of the overall marketing mix, and as quickly as advertising dollars are moving online, so is the availability of new media-placement strategies. From audience targeting to contextual buys and from retargeting to efficiency or premium buys, there are many placement options that media planners must now consider. The availability of these strategies, leaves many asking, “What media-placement strategy or combination of strategies should I be using to achieve my specific campaign objectives?”
In this paper, comScore and ValueClick Media share results from a study that evaluates how various media-placement strategies work independently, and in combination, to generate the strongest lift in website visitation and search behavior for the advertised brand.
Presented at Measurement.ie 15th Feb 2012 by Gina Bowes (Glanbia Digital Communications Manager).
Contact: gina.bowes@gmail.com
Sources & images sourced where possible.
El resumen del documento es:
1. Se propone el diseño de una red LAN para la Academia 13 de Abril en Puyo utilizando una topología en estrella y el estándar 568B para el cableado estructurado.
2. Se implementará un servidor CentOS Linux para compartir recursos como internet y ejecutar las computadoras por largos períodos sin actualizaciones.
3. La red LAN mejorará la comunicación entre los departamentos de la academia permitiendo compartir archivos, impresoras y aplicaciones.
El documento describe el código de redundancia cíclica (CRC), un método para detectar errores en la transmisión de datos. CRC funciona agregando bits de verificación al final de los datos antes de la transmisión. En el receptor, los datos recibidos se dividen nuevamente usando el mismo polinomio generador CRC; si el resultado es cero, los datos se recibieron sin errores. También presenta ejemplos de cómo calcular CRC para paquetes de datos específicos.
Do audiences want screenshots, conceptual illustrations, and visually pleasing graphics, or not? Does the delivery medium (print, online, Web) affect their expectations? Is a screenshot worth extra effort and expense, particularly if the information product is delivered in multiple languages? And when an illustration is the best choice, what are the best practices for producing it?
This document provides a catalog of icons representing Cisco products and networking devices. It contains over 150 icons grouped into categories such as routers, switches, wireless devices, security appliances, and miscellaneous items. The icons are intended to be used for network diagrams, presentations, and other visual communications.
This document contains a collection of icons representing Cisco networking products, services, and miscellaneous items. Over 100 different icons are shown grouped into categories of products, services, and miscellaneous items. The icons can be used to visually represent various networking components in diagrams and illustrations.
This document contains icons representing various network elements used in access networks, optical networks, data communication networks, core networks, wireless networks, terminals, applications and software, storage and security, and general network diagrams. There are over 100 icons shown for different types of equipment such as DSLAMs, routers, switches, servers, antennas, and more. The icons are grouped into categories and include a text description of each network component or device represented.
Who, What, Why, and how computerize advancing AkramKhan68669
Digital marketing, also called online marketing, refers to all marketing efforts that occur on the internet. Businesses leverage digital channels such as search engines, social media, email, and other websites to connect with current and prospective customers. This also includes communication through text or multimedia messages.
A seasoned inbound marketer might say inbound marketing and digital marketing are virtually the same thing, but there are some minor differences. And conversations with marketers and business owners in the U.S., U.K., Asia, Australia, and New Zealand, I've learned a lot about how those small differences are being observed across the world
Harness the influence of user-generated content to strengthen your brand. Encourage customers to share their experiences, building authenticity and trust. This dynamic approach enhances engagement, broadens reach, and cultivates a vibrant community around your brand, creating a compelling and influential online presence.
Online Display Advertising: Its Quantified Affect on Organic Down-Funnel Acti...Dailybreak, Inc
Online display advertising can move visitors further down the sales funnel and increase sales, according to a study by CBS Interactive. The study tracked website visitors who were or were not exposed to display ads. It found those exposed were more likely to engage with advertised content and move into consideration stages. Advertising also increased sales, with visitors exposed to multiple ads more likely to purchase. The results suggest advertising is an effective lead generation tool that can increase prospects and drive real product sales.
Success in the "Pull Economy" means understanding that a number of significant business principles have changed. In a hyper connected world information flows much faster and more freely. Organisations as a result are subjected to a growing level of collective intelligence and value creation from outside the company's walls brought on by the increased collaboration of customer/consumers, consumers, employees and suppliers in what is now a much larger ecosystem of data, conversation, innovation and participation. There needs to be a knowledge framework to help companies manage this transformational change and maximise as much value from it in a way that benefits the business and the customer/consumer.
TODAY'S USER GENERATED CONTENT IN THE CONTENT MARKETING MIXSusan Borst
How publishers, marketers, and agencies are leveraging user generated content (UGC) in marketing campaigns as part of their content marketing mix with examples and high level legal considerations. Prepared by the IAB UGC Working Group. 10/14
E-Commerce Connected By Social Media: Microblogging Information Recommitted t...dbpublications
In recent years, the boundaries
between e-commerce and social networking have
become increasingly blurred. Many e-commerce
websites support the mechanism of social login where
users can sign on the websites using their social
network identities such as their Face book or Twitter
accounts. Users can also post their newly purchased
products on micro blogs with links to the e-commerce
product web pages. In this paper we propose a novel
solution for cross-site cold-start product
recommendation which aims to recommend products
from e-commerce websites to users at social
networking sites in “cold-start” situations, a problem
which has rarely been explored before. A major
challenge is how to leverage knowledge extracted
from social networking sites for cross-site cold-start
product recommendation. We propose to use the
linked users across social networking sites and ecommerce
websites (users who have social networking
accounts and have made purchases on e-commerce
websites) as a bridge to map users’ social networking
features to another feature representation for product
recommendation. In specific, we propose learning both
users’ and products’ feature representations (called
user embeddings and product embeddings,
respectively) from data collected from e-commerce
websites using recurrent neural networks and then
apply a modified gradient boosting trees method to
transform users’ social networking features into user
embeddings. We then develop a feature-based matrix
factorization approach which can leverage the learnt
user embeddings for cold-start product
recommendation. Experimental results on a large
dataset constructed from the largest Chinese micro
blogging service SINA WEIBO and the largest
Chinese B2C e-commerce website JINGDONG have
shown the effectiveness of our proposed framework.
Leveraging the Single Point of Truth in Integrated Media Campaigns discusses how marketers can determine the offline impact and ROI of online marketing campaigns. It notes that as digital marketing budgets increase, simply counting clicks and views is no longer sufficient, and marketers need robust methods to evaluate both online and offline effects. New models and solutions now exist that can isolate variables, simulate campaigns, and measure how digital and traditional media interact to drive sales. This allows marketers to optimize spending and uncover new opportunities by determining which media and messages are most effective.
Marketing for the Digital Consumer – Roadmap for CPG Companies Infosys
In this document know how the digital revolution has thrown up range of opportunities for the CPG companies and how they can utilize these opportunities to generate value.
Online Co-Creation to Accelerate Marketing & Innovationeÿeka
Online Co-creation to Accelerate Marketing and Innovation, a whitepaper written by eYeka with renown experts in the field of marketing and innovation.
Download this document (as well as other whitepapers and case studies) for free at http://en.eyeka.net/our-works
Customer data and decisions: How the social data revolution transforms everyt...Andreas Weigend
This document discusses how the social data revolution is transforming businesses and consumer behavior. It covers:
- Individuals now freely share personal information online, empowering themselves as creators rather than passive audiences. This sharing of social data influences everything from product development to customer acquisition.
- For businesses to participate, they must adopt a customer-centric mindset and encourage/embrace social data in their strategies. This includes making it easy for customers to share data and using social data to personalize the customer experience.
- Rules for businesses include treating customers as individuals, empowering them to make informed decisions, and respecting their privacy and control over personal data. Overall, the social data revolution demands that companies shift from broadcast
The Effectiveness of Internet Marketing in Increasing the Reach and Awareness...Dr. Amarjeet Singh
The present research seeks to expound the effective
of Internet marketing in increasing the read and awareness of
consumers. Impatient the research conducted a good review
about the privies literature related to the study. It leads a brief
idea of the study before articulating the statement of the
problem. From the statement of the problem deducting the
researcher found that the social media , mobile apps and
internet marketing have Promina impact with the
effectiveness and in cornering the awareness of the consumer
.hence the research subdivided the research problem into four
different objective such translates the formation of the study
states that these is no significant relationship between level of
effectiveness and level of utilization of internet marketing on
consumer in kingdom of Bahrain . Further the research
employs multiple methodologies to a new conclusion on the
particular issue, the study used convening sampling method
combined with the spss software for data analyse.
The study aims to assess the Effectiveness of Internet
in Business to increase reach and awareness among consumers
in Bahrain. Data and correspondence innovation has changed
quickly in the previous 20 years with a key advancement being
the development of online networking. Business, which does
not utilize internet-based life, tends to lose on key client
base. The rise of social media means it’s unusual to find an
organization that does not reach its customers and prospects
through one social media platform or another. Companies see
the importance of using social media to connect with
customers and build revenue.
Businesses have realized they can use social media to generate
insights, stimulate demand, and create targeted product
offerings. This is important in traditional brick-and-motor
businesses, and, obviously, in the world of e-commerce.
In this research, to adequately address the research questions
a variety of data collection methods and instruments were
used such as questionnaire survey and t-test.
From the study, the researcher concluded that there is no
significant relationship between the Level of utilization &
Effectiveness of Internet marketing among consumers in
Bahrain. Therefore, the researchers accept the null
hypothesis.
The problems faced by the respondents on the Level
of utilization & Effectiveness of Internet marketing among
consumers in Bahrain is privacy, censorship and online
security. The Internet, social media, online advertising, mobile
apps etc. as a whole, can be seen as technology that has greatly
enhanced our lives but should be done responsibly.
The guide to social media marketing and buisness intel.pdfAnjanette Delgado
This document discusses the integration of social media and business intelligence. It identifies 5 pillars that enable this integration: 1) Collection of user demographic data from social networks, 2) Ability of users to interact and evangelize, 3) Connection between internal corporate processes and customers, 4) Insights from social media sentiment, and 5) Development of pathways between product creation, strategy, marketing and BI. While there is hype around social media, the document argues that its true value is in how it fits within the business cycle and creates efficiencies.
Realizing the Potential of Social Media: A Strategy and Approach for InsurersCognizant
- Insurers have begun using social media but have yet to realize its full potential for customer engagement and business benefits. While most insurers are active on platforms like Facebook and Twitter, their interactions are often disjointed and not well-aligned with customer expectations.
- To be more effective, insurers need a clear social media strategy and vision consisting of phased customer engagement. This involves first listening to understand customer needs, then engaging more directly through responses and content, and eventually influencing customers as advocates for the brand.
- Key aspects of a strategy include defining target audiences, desired business objectives, allowable channels, and integration with back-end processes to optimize benefits like improved marketing, sales, and claims handling
ComRatings Red Book_Digital Consumer Insights 2012ComRatings Inc.
This document discusses digital consumer insights and its importance for online marketing. It defines digital consumer insights as a company's knowledge about customers' digital behaviors. This includes analyzing trends in digital media usage, consumer attitudes and values, and consumer actions. Understanding digital consumer insights can help improve product development, plan effective social media marketing, and deliver better brand management. It provides examples of how different companies have leveraged digital consumer insights to achieve various marketing goals.
This document summarizes key aspects of social media and online marketing. It discusses how providing shareable social objects can help brands build momentum and become a reference point. Examples of social objects include photos, videos, profiles and documents shared on platforms like Flickr and Wikipedia. The document also emphasizes the importance of listening to conversations on social media through monitoring tools and engaging by contributing valuable content.
Analysis Of An Online Digital Marketing A Case StudyCheryl Brown
1) The document discusses digital marketing and its impact on revenue generation. It analyzes digital marketing strategies at STYLETRENDZ, an online fashion company.
2) The study aims to understand digital marketing concepts and models. It examines how digital marketing agencies work and generate revenue. It also evaluates how digital marketing affects revenue generation.
3) Primary data was collected through interviews with company guides and employees. Secondary data came from the company profile, websites, books, and previous studies. Targeted marketing strategies are discussed to effectively match customers to campaigns.
This document discusses how social media has changed how businesses interact with and engage customers. It provides an overview of the evolution of social media marketing and the two main approaches: passive, by analyzing user generated content; and active, using social media as an engagement and communication tool. The document also examines how companies can use influencers and hyper targeting on platforms like Facebook and LinkedIn. It aims to understand the role of social media strategies in creating buzz and engaging customers.
HRI_Xively Report_The Journey to IoT_21July_FinalJessica Groopman
1) Product manufacturers are actively embarking on connecting their products to the Internet, with 61% currently doing so and an additional 20% planning to within the next 1-2 years. This represents a major transformation in the industry.
2) Connected products are providing major benefits to manufacturers, including improved customer insights (reported by 95% of connected product companies) and business efficiencies like improved customer support and increased revenues.
3) However, the journey to connecting products poses diverse challenges at each stage, from designing connected systems to innovating and securely scaling deployments over time. Integrating connected product management tools with existing business systems helps address these challenges.
SATTA MATKA DPBOSS KALYAN MATKA RESULTS KALYAN CHART KALYAN MATKA MATKA RESULT KALYAN MATKA TIPS SATTA MATKA MATKA COM MATKA PANA JODI TODAY BATTA SATKA MATKA PATTI JODI NUMBER MATKA RESULTS MATKA CHART MATKA JODI SATTA COM INDIA SATTA MATKA MATKA TIPS MATKA WAPKA ALL MATKA RESULT LIVE ONLINE MATKA RESULT KALYAN MATKA RESULT DPBOSS MATKA 143 MAIN MATKA KALYAN MATKA RESULTS KALYAN CHART INDIA MATKA KALYAN SATTA MATKA 420 INDIAN MATKA SATTA KING MATKA FIX JODI FIX FIX FIX SATTA NAMBAR MATKA INDIA SATTA BATTA
SATTA MATKA DPBOSS KALYAN MATKA RESULTS KALYAN MATKA MATKA RESULT KALYAN MATKA TIPS SATTA MATKA MATKA COM MATKA PANA JODI TODAY BATTA SATKA MATKA PATTI JODI NUMBER MATKA RESULTS MATKA CHART MATKA JODI SATTA COM INDIA SATTA MATKA MATKA TIPS MATKA WAPKA ALL MATKA RESULT LIVE ONLINE MATKA RESULT KALYAN MATKA RESULT DPBOSS MATKA 143 MAIN MATKA KALYAN MATKA RESULTS KALYAN CHART KALYAN CHART
SATTA MATKA DPBOSS KALYAN MATKA RESULTS KALYAN CHART KALYAN MATKA MATKA RESULT KALYAN MATKA TIPS SATTA MATKA MATKA COM MATKA PANA JODI TODAY BATTA SATKA MATKA PATTI JODI NUMBER MATKA RESULTS MATKA CHART MATKA JODI SATTA COM INDIA SATTA MATKA MATKA TIPS MATKA WAPKA ALL MATKA RESULT LIVE ONLINE MATKA RESULT KALYAN MATKA RESULT DPBOSS MATKA 143 MAIN MATKA KALYAN MATKA RESULTS KALYAN CHART
SATTA MATKA DPBOSS KALYAN MATKA RESULTS KALYAN CHART KALYAN MATKA MATKA RESULT KALYAN MATKA TIPS SATTA MATKA MATKA COM MATKA PANA JODI TODAY BATTA SATKA MATKA PATTI JODI NUMBER MATKA RESULTS MATKA CHART MATKA JODI SATTA COM INDIA SATTA MATKA MATKA TIPS MATKA WAPKA ALL MATKA RESULT LIVE ONLINE MATKA RESULT KALYAN MATKA RESULT DPBOSS MATKA 143 MAIN MATKA KALYAN MATKA RESULTS KALYAN CHART
Satta matka fixx jodi panna all market dpboss matka guessing fixx panna jodi kalyan and all market game liss cover now 420 matka office mumbai maharashtra india fixx jodi panna
Call me 9040963354
WhatsApp 9040963354
𝐔𝐧𝐯𝐞𝐢𝐥 𝐭𝐡𝐞 𝐅𝐮𝐭𝐮𝐫𝐞 𝐨𝐟 𝐄𝐧𝐞𝐫𝐠𝐲 𝐄𝐟𝐟𝐢𝐜𝐢𝐞𝐧𝐜𝐲 𝐰𝐢𝐭𝐡 𝐍𝐄𝐖𝐍𝐓𝐈𝐃𝐄’𝐬 𝐋𝐚𝐭𝐞𝐬𝐭 𝐎𝐟𝐟𝐞𝐫𝐢𝐧𝐠𝐬
Explore the details in our newly released product manual, which showcases NEWNTIDE's advanced heat pump technologies. Delve into our energy-efficient and eco-friendly solutions tailored for diverse global markets.
Discover the Beauty and Functionality of The Expert Remodeling Serviceobriengroupinc04
Unlock your kitchen's true potential with expert remodeling services from O'Brien Group Inc. Transform your space into a functional, modern, and luxurious haven with their experienced professionals. From layout reconfiguration to high-end upgrades, they deliver stunning results tailored to your style and needs. Visit obriengroupinc.com to elevate your kitchen's beauty and functionality today.
Best Competitive Marble Pricing in Dubai - ☎ 9928909666Stone Art Hub
Stone Art Hub offers the best competitive Marble Pricing in Dubai, ensuring affordability without compromising quality. With a wide range of exquisite marble options to choose from, you can enhance your spaces with elegance and sophistication. For inquiries or orders, contact us at ☎ 9928909666. Experience luxury at unbeatable prices.
The Most Inspiring Entrepreneurs to Follow in 2024.pdfthesiliconleaders
In a world where the potential of youth innovation remains vastly untouched, there emerges a guiding light in the form of Norm Goldstein, the Founder and CEO of EduNetwork Partners. His dedication to this cause has earned him recognition as a Congressional Leadership Award recipient.
Ellen Burstyn: From Detroit Dreamer to Hollywood Legend | CIO Women MagazineCIOWomenMagazine
In this article, we will dive into the extraordinary life of Ellen Burstyn, where the curtains rise on a story that's far more attractive than any script.
AI Transformation Playbook: Thinking AI-First for Your BusinessArijit Dutta
I dive into how businesses can stay competitive by integrating AI into their core processes. From identifying the right approach to building collaborative teams and recognizing common pitfalls, this guide has got you covered. AI transformation is a journey, and this playbook is here to help you navigate it successfully.
SATTA MATKA DPBOSS KALYAN MATKA RESULTS KALYAN CHART KALYAN MATKA MATKA RESULT KALYAN MATKA TIPS SATTA MATKA MATKA COM MATKA PANA JODI TODAY BATTA SATKA MATKA PATTI JODI NUMBER MATKA RESULTS MATKA CHART MATKA JODI SATTA COM INDIA SATTA MATKA MATKA TIPS MATKA WAPKA ALL MATKA RESULT LIVE ONLINE MATKA RESULT KALYAN MATKA RESULT DPBOSS MATKA 143 MAIN MATKA KALYAN MATKA RESULTS KALYAN CHART
63662490260Kalyan chart, satta matta matka 143, satta matka jodi fix , matka boss OTC 420, Indian Satta, India matka, matka ank, spbossmatka, online satta matka game play, live satta matka results, fix fix fix satta namber, free satta matka games, Kalyan matka jodi chart, Kalyan weekly final anl matka 420
KALYAN CHART SATTA MATKA DPBOSS KALYAN MATKA RESULTS KALYAN MATKA MATKA RESULT KALYAN MATKA TIPS SATTA MATKA MATKA COM MATKA PANA JODI TODAY BATTA SATKA MATKA PATTI JODI NUMBER MATKA RESULTS MATKA CHART MATKA JODI SATTA COM INDIA SATTA MATKA MATKA TIPS MATKA WAPKA ALL MATKA RESULT LIVE ONLINE MATKA RESULT KALYAN MATKA RESULT DPBOSS MATKA 143 MAIN MATKA KALYAN MATKA RESULTS KALYAN CHART
NIMA2024 | De toegevoegde waarde van DEI en ESG in campagnes | Nathalie Lam |...BBPMedia1
Nathalie zal delen hoe DEI en ESG een fundamentele rol kunnen spelen in je merkstrategie en je de juiste aansluiting kan creëren met je doelgroep. Door middel van voorbeelden en simpele handvatten toont ze hoe dit in jouw organisatie toegepast kan worden.
NIMA2024 | De toegevoegde waarde van DEI en ESG in campagnes | Nathalie Lam |...
Research project victoria gregory
1. Impact
of
User-‐Generated
Content
on
Retail
Entities
by
Victoria
C.
Gregory
ICE
Research
Analyst
ICE
—
Interactive
Communications
Enterprises
2. Table
of
Contents
I.
Letter
Proposal
II.
Executivie
Summary
III.
Research
Report
a.
Understanding
User-‐Generated
Content
b.
UGC:
An
Economic
Phenomenon
c.
Roadmap
to
generate
positive
UGC
i.
Facebook
ii.
Twitter
iii.
SEO
iv.
Customer
Reviews
d.
Case
Studies
IV.
Appendices
and
References
2
3. ICE — Interactive Communications Enterprises
Memorandum
To:
Jim
Porter,
President
of
ICE
From:
V ictoria
C.
Gregory,
Research
Analyst
Date:
13
March
2012
RE:
A
proposal
for
V ictoria
Gregory
to
research
the
economic
impact
of
user-‐generated
content
(UGC)
on
retail
businesses.
I
h ypothesize
that
this
research
will
d emonstrate
the
heavy
influence
user-‐generated
content
has
on
a
consumer’s
purchasing
b ehavior.
Understanding
and
identifying
this
influence
will
a llow
ICE
to
show
their
clients
how
to
propel
positive
UGC
that
will
ultimately
increase
revenue
and
drive
conversions.
Purpose
&
“A
brand
is
n ot
what
we
tell
consumers
it
is,
it
is
what
consumers
tell
each
other
Significance
that
it
is.
( Brant
Barton)”
The
words
of
Brant
Barton
are
relevant
to
retailers
in
the
current
marketing
climate,
now
more
than
ever.
Implementing
UGC
to
boost
sales
and
increase
conversions
has
a lways
been
a
strong
desirable
for
retail
companies.
However,
doing
so
is
a
tricky
process.
Many
companies
have
had
failed
attempts,
or
worse,
have
b een
caught
in
illegal
efforts
to
create
UGC
themselves.
ICE
s trives
to
understand
this
relationship
a t
the
core,
and
offer
a
solution
for
companies
to
propel
the
quality
and
quantity
of
positive
UGC
relevant
to
their
brand
or
retail
entity.
Web
2.0
has
a llowed
for
users
to
d isseminate
their
thoughts
about
a
product
or
brand;
this
technology
produces
either
positive
or
n egative
repercussions
for
the
retail
company
at
hand.
What
holds
to
b e
important
is
to
acknowledge
the
presence
of
UGC,
and
the
fact
that
it
will
only
quantify
with
time
as
social
media
p latforms
increase
in
number
and
gain
a
larger
user
base
daily.
Retailers
n eed
to
understand
how
to
increase
the
a mount
of
p ositive
UGC
and
decrease
the
amount
of
n egative
UGC.
In
essence,
retailers
must
u nderstand
the
intricate
relationship
between
social
exchanges
( UGC)
and
economic
exchanges
(retail
p urchase
in-‐store
or
eCommerce)
in
the
online
world
( Ghose,
2).
Figure
1
This
image
chronologically
shows
the
influence
of
UGC
on
purchasing
b ehavior.
In
Social
Media
Marketing:
The
Next
Generation
of
Business
Engagement,
this
image
is
referred
to
as
“The
S ocial
F eedback
Cycle”
(Evans,
5).
“This
loop
–
from
expectation
to
trial
to
rating
to
sharing
the
actual
experience
–
is
now
part
of
most
3
4. every
p urchase
or
conversion
process…
What
[it]
really
represents
is
the
way
in
which
Internet-‐based
p ublishing
and
social
technology
has
connected
p eople
around
business
or
business-‐like
a ctivities”
(Evans,
5).
This
n ew
connection
is
what
influences
an
end
user
to
make
a
particular
purchasing
decision.
Through
this
research
project,
ICE
will
understand
this
relationship,
and
thus
find
ways
for
retailers
to
s ee
a
greater
a mount
of
such
end
results.
Deliverables
• Roadmap
for
retail
companies
to
propel
positive
UGC.
• Case
s tudies
of
retail
companies
that
have
a
rich
amount
of
p ositive
USG
in
correlation
with
s trong
sales
and
conversion
rates.
• Implementation
of
a ccountability
and
measurability
of
retailer’s
products.
• Understanding
UGC
on
s everal
online
platforms
( i.e.
eCommerce
s ite,
Facebook,
Twitter,
Pintrest,
etc.).
Client
The
results
of
this
research
project
are
relevant
to
a ll
retail
companies.
However,
results
are
most
applicable
to
retail
companies
with
eCommerce
and
an
established
online
presence
in
social
media
and
LBS
p latforms.
Methodology/
Conduct
s econdary
research
through
exploration
of
scholarly
articles,
white
Plan
papers,
published
books,
etc.
to
u nderstand
b enefits
a nd
influence
of
UGC
on
retail
companies.
Research
analyst
will
also
conduct
primary
research
of
UGC
on
social
media
p latforms
and
eCommerces
s ites.
Examine
retailers
with
s trong
UGC
and
compare
findings
with
retail
companies
that
have
little
to
no
UGC.
Through
primary
and
secondary
research,
research
analyst
will
develop
a
roadmap
for
retailers
to
implement
positive
UGC
that
will
lead
to
a
boost
in
sales
and
h igher
conversion
rates.
Qualifications
• Professional
experience
in
implementing
eCommerce
technology
for
retail
companies.
• Social
Media
expert
with
professional
experience
in
conducting
tasks
related
to
social
for
global
brand
Red
Bull
North
America,
startup
Giftiki,
and
various
clients
of
451
Marketing.
• Personal
consumer
of
online
retail
vendors.
• Experienced
researcher
in
the
field
of
d igital
marketing
and
online
communications.
Benefits
Our
clients
will
understand
the
importance
of
UGC
and
receive
instructions
from
ICE
on
h ow
to
propel
positive
UGC.
This
will
a llow
for
s everal
client
b enefits:
• Stronger
brand
loyalty
• Higher
conversion
rates
• Drive
in
sales
• Acquisition
of
n ew
users/consumers
• Increase
in
brand
a wareness
• Strong
rapport
between
business
and
consumer
• Reinforced
image
and
culture
of
brand
• Enhanced
and
organic
SEM
and
SEO
(natural
results
of
having
a
greater
amount
of
UGC)
4
5.
Costs
Aside
from
my
own
labor,
this
project
is
a
zero
budget
effort.
The
d eliverables
will
be
a
result
of
research
conducted,
a nd
will
recommend
actions
for
clients
to
take
on.
Key
Sources
1.
Evans,
Dave.
(2010).
Social
Media
Marketing
:
The
Next
Generation
of
Business
Engagement.
Hoboken,
NJ:
S ybex.
2.
Ghose,
Anyndya.
(2008).
The
Economic
Impact
of
User-‐Generated
and
F irm-‐
Published
Online
C ontent:
Drections
for
Advancing
the
Frontiers
in
Electronicd
Commerce
Research.
(Doctoral
d issertation).
Retrieved
from
CeDER
Published
Papers.
New
York
University:
NY,
NY.
3.
Arnott,
Grant.
(27
August
2010).
Brant
Barton,
BazaarVoice
on
User-‐Generated
Content.
Power
Retail.
Retrieved
from
http://www.powerretail.com.au/powerretail-‐tv/brant-‐barton-‐bazaarvoice-‐on-‐
user-‐generated-‐content/.
5
6. Executive
Summary
In
today’s
economic
climate,
retailers
are
desperate
to
boost
sales
and
generate
conversions
more
than
ever.
ICE
can
offer
clients
a
cost-‐effect
marketing
solution
tailored
to
current
consumer
shopping
habits
that
will
boost
client
sales,
naturally
improve
SEO,
build
brand
trust
and
awareness,
and
generate
leads.
These
benefits
are
the
result
of
understanding
and
strategically
participating
in
user-‐generated
content.
While
our
client’s
consumer
is
currently
making
off
and
online
purchasing
habits
based
on
online
customer
reviews,
blogs,
forums,
product
review
websites,
and
ratings
on
eCommerce
websites,
ICE
Research
Analyst,
Victoria
Gregory,
has
proposed
to
implement
research
of
these
platforms
and
their
content
to
provide
a
roadmap
that
will
allow
ICE
to
make
these
benefits
a
reality
for
our
clients.
The
relationship
between
user-‐
generated
content
and
a
product
or
brand
is
more
important
than
it
has
ever
been,
and
will
only
continue
to
show
stronger
trends.
As
an
innovative
agency,
ICE
must
be
a
pioneer
in
this
emerging
marketing
platform
and
optimize
our
client’s
presence
and
participation
in
UGC.
A
conversation
is
taking
place
online
about
our
clients,
and
they
need
to
be
apart
of
it.
6
7. Research
Report
A.
Understanding
User-‐Generated
Content
(UGC)
“User-‐generated
content
comes
from
regular
people
who
voluntarily
contribute
data,
information,
or
media
that
then
appears
before
others
in
a
useful
or
entertaining
way,
usually
on
the
Web—for
example,
restaurant
ratings,
wikis,
and
videos.”1
User-‐generated
content
is
a
growing
trend
and
in
tandem
to
its’
growth
hails
the
value
of
its’
presence
and
exposure
to
potential
consumers
of
a
brand
or
retail
entity.
In
the
simplest
words
reflective
of
extensive
research
conducted
by
ICE
Analyst,
Victoria
Gregory,
UGC
is
media
created
by
a
user,
free
of
advertising
incentives.
UGC
varies
greatly
in
medium
and
utilization,
however,
this
research
project
focuses
on
its’
economic
impact
for
a
brand
or
retail
entity.
The
emergence
of
UGC
is
ultimately
reflective
of
emerging
technologies
that
have
become
available
and
affordable
to
the
general
public.
UGC
arguably
did
not
exist
in
the
past
because
the
digital
communication
platforms
vastly
used
today
were
not
available
before
the
existence,
development,
and
evolution
of
the
Internet.
Today,
however,
consumers
are
constantly
generating
content
opinionative
of
a
product
or
brand.
Such
content
is
available
to
other
consumers
contemplating
similar
purchasing
habits.
Thus,
UGC
can
influence
a
new
user
to
make
a
certain
purchasing
decision.
This
project
aims
to
understand
such
UGC
and
how
to
implement
and
optimize
it
for
a
potential
ICE
client.
A
concrete
definition
of
UGC
has
been
debated
by
many
researches
like
myself,
but
the
Organization
for
Economic
Co-‐
operation
and
Development
(OECD)
has
proposed
three
main
characteristics:
i)
content
made
publicly
available
over
the
Internet
ii)
reflects
a
certain
amount
of
creative
effort
iii)
is
created
outside
of
professional
routines
and
practices2
While
UGC
exists
free
of
monetary
or
advertising
incentives,
many
may
question
why
it
exists
in
the
first
place.
THE
OECD
has
also
answered
this
question,
as
they
define
motivation
factors
to
“include
connecting
with
peers,
achieving
a
certain
level
of
fame,
notoriety
of
prestige,
and
self-‐expression.”3
The
people
who
post
UGC
were
once
end
users
of
the
particular
product
or
brand
to
which
the
subject
of
their
media
is.
Their
1
Krumm,
John;
Davies,
Nigel;
Narayanaswami,
Chandra;
,
"User-‐Generated
Content,"
Pervasive
Computing,
IEEE
,
vol.7,
no.4,
pp.10-‐11,
Oct.-‐Dec.
2008
doi:
10.1109/MPRV.2008.85.
URL:
http://ieeexplore.ieee.org/stamp/stamp.jsp?tp=&arnumber=4653465&isnum
ber=4653458
2
“Participative
Web:
User-‐Created
Content.”
Organisation
for
Economic
Co-‐
operation
and
Development.
12
April
2007.
pp.
1-‐74.
http://www.oecd.org/dataoecd/57/14/38393115.pdf.
3
OECD,
pp.4
7
8. reasons
for
posting
such
media
vary
greatly.
However,
understanding
these
incentives
can
allow
a
brand
or
retail
entity
to
optimize
positive
UGC
and
enable
its’
existence.
While
the
producer
of
UGC
is
most
often
a
common
end
user
with
a
miniscule
digital
presence,
such
producers
can
also
be
end
users
with
an
established
audience.
The
“well-‐connected
homemaker,
or
the
hobbyist
blogger,
or
anyone
else
with
a
defined
passion
and
a
basic
command
of
social
media
publishing
can
amass
a
real
audience
and
can
exert
real
influence
within
it”.4
Clearly,
the
majority
of
UGC
that
will
have
an
economic
impact
on
a
retailer
is
going
to
be
a
social
media
platform.
While
UGC
exists
in
a
wide
variety
of
forms,
social
media
is
a
key
platform
in
which
persuasive
UGC
exists,
effects
purchasing
habits,
and
can
me
measure
and
understood.
For
these
reasons
it
is
a
key
focus
of
the
economic
impact
UGC
can
have.
B.
UGC:
An
Economic
Phenomenon
Once
ICE
understands
the
existence
and
producers
of
UGC,
we
will
have
to
show
our
clients
the
economic
impact
UGC
can
have.
The
statistics
below
show
the
value
of
UGC
and
its
influence
on
purchasing
decisions.
Such
information
will
be
communicated
to
ICE
clients
wishing
to
generate
sales
leads
through
understanding
and
implementing
UGC.
• More than half (55%) of consumers report that a product with a high rating
will increase their likelihood of purchasing.5
• Nearly two-thirds of consumers (61%) use search engines to help them in
their product research decisions leading up to purchase.6
• Three-‐quarters
(75%)
of
young
people
(18-‐26)
use
recommendations
on
social
sites
to
help
them
research
products
prior
to
purchase.7
The
following
statistics
have
been
cited
from
several
different
resources
from
Power
Reviews8
• 97%
of
UK
consumers
are
willing
to
trust
online
reviews,
and
over
two
thirds
rated
product
ratings
and
reviews
as
the
most
helpful
feature
when
researching
products
to
buy
online
or
on
the
high
street.
• 75%
of
the
reviews
posted
on
review
websites
are
positive.
4
Evans,
Dave.
(2010).
Social
Media
Marketing
:
The
Next
Generation
of
Business
Engagement.
Hoboken,
NJ:
Sybex.
pp.
140.
5
Tornquist,
Stefan,
and
Jake
Hird.
“How
We
Shop
in
2010:
Habits
and
Motivations
of
Consumers.”
Econsultancy.
18
April
2012.
Online.
July
2010.
http://econsultancy.com/us/reports/habits-‐and-‐motivations-‐of-‐consumers.
6
Tornquist,
1.
7
Tornquist,
1.
8
“Social
Commerce
Stats.”
Power
Reviews.
18
April
2012.
Online.
2000-‐2012.
http://www.powerreviews.com/resources/social-‐commerce-‐stats.
8
9. • 92.5%
of
adults
said
they
regularly
or
occasionally
research
products
online
before
buying
them
in
a
store.
• According
to
a
survey
of
2,445
US
online
consumers,
82%
considered
user-‐
generated
reviews
“extremely
valuable
or
valuable.”
• Customer
Reviews
have
a
15%
increase
in
product
page
views
within
30
days.
• The
number
of
user-‐generated
content
creators
will
grow
by
similar
proportions,
reaching
114.5
million
in
2013,
up
from
82.5
million
in
2008.
That
will
translate
to
51.8%
of
US
Internet
users
in
2013,
up
from
42.8%
in
2008.
• Facebook,
blogs,
Twitter
and
customer
reviews
are
considered
the
most
effective
tactics
for
mobilizing
consumers
to
talk
up
products
online.
• About
one
in
five
(24%)
of
all
American
adults
have
commented
on
or
reviewed
a
purchase
online.
• Close
to
83%
of
online
shoppers
admitted
that
product
reviews
submitted
by
users
on
different
websites
are
one
of
the
main
influences
on
their
purchase
decision.
• Traffic
to
the
top
10
review
sites
grew
on
average
158%
[in
2009].
• By
2013,
half
of
retail
transactions
will
take
place
online
or
be
influenced
by
what
consumers
see
on
the
web.
• Consumers
are
67%
more
likely
to
buy
from
the
brands
they
follow
on
Twitter.
figure
1.0
reveals
that
consumers
of
all
ages
are
participating
in
user
generated
content.9
The
statistics
above
reflect
the
importance
of
UGC.
Online
product
reviews,
conversation
about
products
or
a
brand
on
social
media,
and
comments
about
products
on
blogs
and
review
websites
are
all
forms
of
UGC
that
are
highly
influential
in
a
9
McCarthy,
Pat.
“Social
Data:
The
New
Currency.”
Word
of
Mouth
Association.
16
January
2012.
Online.
http://womma.org/researchdigest/?tag=online-‐retail.
9
10. consumer’s
purchasing
behavior.
While
the
majority
of
the
above
statistics
are
cited
from
Power
Reviews,
the
original
data
came
from
credible
sources
such
as
Econsultancy,
Pew
Internet
&
American
Life
Project,
Forrester
Research,
The
National
Retail
Federation,
GSI
Commerce
International,
ABI
Research,
and
Lightspeed
Research
among
several
other
sources.
Realizing
this
impact
of
these
UGC
platforms
and
communicating
it
to
our
clients
will
be
key
in
helping
them
adapt
to
the
new
climate
of
marketing.
It
is
clear
that
UGC
does
have
an
economic
impact
and
can
ultimately
boost
sales.
C.
Roadmap
to
generate
positive
UGC
“Social
media
begins
with
an
understanding
of
what
consumers
and
influencers
are
saying
about
your
brand,
product,
or
service
and
then
builds
on
that
through
participation
(yours
and
theirs)
for
the
purpose
of
encouraging
higher
forms
of
engagement,
up
to
and
including
collaboration.”10
Social
Media
should
be
the
first
focus
for
our
clients
in
finding
the
economic
power
of
UGC.
Rather
than
directly
advertising
to
consumers
persuading
them
to
purchase
your
product,
our
clients
should
be
engaging
with
our
current
consumers
and
participating
in
areas
of
UGC
in
which
our
brand
or
product
already
is
conversed
about.
This
way,
the
client
becomes
a
participatory
element
in
an
environment
where
their
potential
consumer
already
exists.
How
do
clients
communicate
on
UGC
platforms?
Consumer
Business
Consumer
Consumer
Consumer
Employees
1.
Facebook
• Create
a
business
page
on
facebook
• Focus
on
generation
of
“likes”
(this
allows
for
consumers
to
trust
your
brand)
o Platforms
such
as
PowerReviews
allow
consumers
to
verify
their
review
by
like
the
brand’s
facebook
page.
This
should
be
our
clients!11
2.
Twitter
ICE
clients
must
first
listen
to
relative
UGC
on
twitter,
and
participate
or
respond
to
these
already
present
conversations.
Platforms,
such
as
Hootsuite
can
be
used
to
monitor
key
words
relative
to
our
client’s
brand
or
product.
Monitoring
and
engaging
in
conversation
that
is
relevant
to
the
clients
brand
will
build
a
larger
consumer
following
and
generate
direct
consumer
engagement
that
will
lead
to
sales
conversions.
3.
Allow
UGC
to
naturally
boost
your
SEO
10
Dave,
166.
11
Kirkpatrick,
David.
Marketing
Sherpa.
18
April
2012.
Online.
13
June
2011.
http://www.marketingsherpa.com/article.php?ident=31808#.
10
11. New
content
on
a
clients
website
or
social
media
platform
will
allow
for
their
sites
to
rank
more
efficiently
in
google
searches,
as
the
algorithm
favors
websites
with
constant
new
content.
A
boost
in
SEO
is
a
natural
byproduct
of
constant
engagement
with
users.
Engaging
with
the
consumer
is
key.
If
applicable,
implement
a
Q&A
area
in
which
consumers
can
ask
your
brand
questions
about
a
product
and
you
can
respond
quickly.
Such
engagement
may
be
achieved
through
twitter.
Answer
consumer
questions
will
reduce
return
rates,
build
brand
loyalty,
and
increase
conversions
(while
naturally
boosting
SEO).
4.
Consumer
Product
Reviews
“Product
reviews
are
the
most
searched
for
mobile
shopping
content,
and
an
e-‐
commerce
site
with
strong
social
media
integration
-‐-‐
such
as
utilizing
the
Facebook
"like"
button
-‐-‐
allows
consumers
to
generate
content
and
immediately
publish
that
unique
content
throughout
the
Web
on
the
e-‐commerce
site
itself,
Facebook,
Twitter
and
other
social
media
platforms.”12
12
Kirkpatrick
11
12. References
Evans,
Dave.
(2010).
Social
Media
Marketing
:
The
Next
Generation
of
Business
Engagement.
Hoboken,
NJ:
Sybex.
Kirkpatrick,
David.
Marketing
Sherpa.
18
April
2012.
Online.
13
June
2011.
http://www.marketingsherpa.com/article.php?ident=31808#.
Krumm,
John;
Davies,
Nigel;
Narayanaswami,
Chandra;
,
"User-‐Generated
Content,"
Pervasive
Computing,
IEEE
,
vol.7,
no.4,
pp.10-‐11,
Oct.-‐Dec.
2008
doi:
10.1109/MPRV.2008.85.
URL:
http://ieeexplore.ieee.org/stamp/stamp.jsp?tp=
&arnumber=4653465&isnumber=4653458.
McCarthy,
Pat.
“Social
Data:
The
New
Currency.”
Word
of
Mouth
Association.
16
January
2012.
Online.
http://womma.org/researchdigest/?tag=online-‐retail.
“Participative
Web:
User-‐Created
Content.”
Organisation
for
Economic
Co-‐operation
and
Development.
12
April
2007.
http://www.oecd.org/dataoecd/57/14/38393115.pdf.
“Social
Commerce
Stats.”
Power
Reviews.
18
April
2012.
Online.
2000-‐2012.
http://www.powerreviews.com/resources/social-‐commerce-‐stats.
Tornquist,
Stefan,
and
Jake
Hird.
“How
We
Shop
in
2010:
Habits
and
Motivations
of
Consumers.”
Econsultancy.
18
April
2012.
Online.
July
2010.
http://econsultancy.com/us/reports/habits-‐and-‐motivations-‐of-‐consumers.
12