Stichting Marketing - Niels Hendriks - Consumer Generated Content: Who’S Afraid Of The Conversation
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The document discusses the rise of consumer generated content and its importance for brands. It notes that social media and new technologies have made it easy for users to create and share content. This has led to the rise of "Generation C" who are more active participants than passive consumers. The document advises brands to monitor conversations about their brand, join the discussion, and stimulate interesting conversations in a human, not corporate voice. It warns that failing to engage consumers appropriately can backfire for brands.
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Stichting Marketing - Niels Hendriks - Consumer Generated Content: Who’S Afraid Of The Conversation
- 1. who’s afraid of the conversation?
- 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 ”
- 4. * Generation C C ontent ( C onnected – C reativity – C ollaboration – C ontextual) ≠ AGE ( tia denora )
- 5. * Content is King, Contact his Queen The Network Effect > easily spreading content Cfr Panini stickers
- 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. * Media TOY – MIRROR – ART (levinson)
- 8. ART-phase > Gen C > Tools & techno Creativity > Genuine Content > Network Effect Link - Link - Link - Link
- 9. ART-phase > Gen C > Tools & techno Howard Dean
- 10. ART-phase > Gen C > Tools & techno Citizen Journalism
- 11. Consumer Generated Content Conversations on your brand
- 12. Consumer Generated Content (Creative) personal expressions of your Passion – Engagement – Commitment for a brand Link Link
- 13. Consumer Generated Content (Creative) personal expressions of your hate – disgust for a brand Link
- 14. Consumer Generated Content Why is it so important? I TRUST YOU ( nielsen )
- 15. How to use Consumer Generated Content Monitor the conversation on your brand Marketingfacts
- 16. How to use Consumer Generated Content Do not forget to join the conversation
- 17. How to use Consumer Generated Content Stimulate to make the conversation ‘interesting’
- 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. CGC > Oops Leef Nu-blog > fake the conversation ≠ HUMAN ≠ Get to know your audience & talk their language ( + previous slide)
- 20. CGC > Oops FedEx Guy Jose > no € > makes furniture out of fedEx-boxes
- 21. CGC > Oops Kryptonite Locks > monitor & join
- 22. CGC > Oops Chevy Tahoe > make your own commercial Chevy: “we will not shut down anti-ads”
- 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