consumer generated content in your marketing mix
DESCRIPTION
Presented to the Canton Ad Club April 26, 2007. This presentation explains why social media and web2.0 matter to advertisers and marketers. It gives examples of the power of social media as an engagement platform. (This is the low resolution version of this presentation)TRANSCRIPT
Consumer Generated Content In Your Marketing Mix
Matt DickmanMarketing Strategist, Technology Evangelist
We are witnessing a fundamental shift in
marketing
Users
Marketers
“If you don’t like change, you’re going to like
irrelevance even less.”- General Eric Shineski,
retired Chief of Staff, U.S. Army
“The times, they are a-changin’ ”
- Bob DylanSongwriter
Traditional model
Your Message
New model
Why is this happening?
The Internet
Web 2.0
What it’s not
So what is it?
Beyond the browser
Consumer generated
15 megabytes is the new 15 seconds
Blogs, podcasts, wikis, photos, video, ratings, comments
MySpace, YouTube, Blogger, Flickr, Wikipedia,
iTunes, Amazon
51.6% of MySpace users are 35+
Source: comScore
Fastest growing group online?
Boomers
Let’s get some perspective
60,000source: YouTube.com
75,000source: Technorati.com
75,000source: Technorati.com
(close to one every second)
1,200,000source: Technorati.com
1,200,000(50,000 per hour)
source: Technorati.com
240,000source: Technorati.com
240,000source: Technorati.com
(close to three every second)
75,000,000source: Techcrunch.com
75,000,000source: Techcrunch.com
(and counting)
Big numbers = Big deal
What are people saying about your clients?
Marketing challenge...
UGC can be great...
Or really bad...
Hurricane Kohls
Wal-Mart flog
Either way, it spreads quick
They don’t call it viral for nothing
So what spreads?
More real world examples
Just do it
In conclusion
Questions or Comments?
Matt DickmanMarketing Strategist, Technology Evangelist
Questions or Comments?
thank you
Matt DickmanMarketing Strategist, Technology Evangelist