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

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Information about Stichting Marketing - Niels Hendriks - Consumer Generated Content: Who’S...

Published on May 24, 2007

Author: nielshendriks

Source: slideshare.net

Description

Presentation on the origin & future of Consumer Generated Marketing, set in a Web2.0-context.
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who’s afraid of the conversation?

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 ”

Tools & technology Content Revolution Little Neccessary Knowledge Easy Content Creation Easy accessible Low cost/free Mobile > always on !

Tools & technology Content Revolution Little Neccessary Knowledge

Easy Content Creation

Easy accessible Low cost/free

Mobile > always on !

* 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, conventional Personal expression vs mere info & entertainment (Cymfony)

* 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, 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 )

CGC > Oops Leef Nu-blog > fake the conversation ≠ HUMAN ≠ Get to know your audience & talk their language ( + previous slide)

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 I-wisdom Bnox.be Marketingfacts Cymfony Burningbird.net Trendwatching.com Micro Persuasion BuzzMachine Jaffejuice ...

I-wisdom

Bnox.be

Marketingfacts

Cymfony

Burningbird.net

Trendwatching.com

Micro Persuasion

BuzzMachine

Jaffejuice

...

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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