User generated content

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This document discusses user generated messages and their importance for marketing. It provides examples of user generated content like social media posts, reviews, and videos. Statistics are presented showing the prevalence of social media and how consumers increasingly trust peer recommendations over traditional advertising. The significance of user generated content for building trust and engaging customers is explained. Lastly, it discusses how companies can develop consumer generated marketing strategies to cultivate relationships and gain greater exposure through authentic customer messaging.

Tapping User Generated
Messages
Prepared By:
Urvi Chhokra (042)
Aishna Kejriwal (061)

OVERVIEW OF THE PRESENTATION
Meaning of the
topic
Case Study
Significance of
the case
Importance of
User Generated
Content
Validation
through
statistics
Relevance in
the Marketing
world
Consumer
Generated
Marketing
Conclusion

HTTPS://WWW.YOUTUBE.COM/WATCH?V=RSD9XX
RPC8U

SIGNIFICANCE OF THE CASE
Focus is Student Audience and Bar
Use of Social Media and Technology
Reflects the philosophy of the Students
Demonstrates the values of the Modern generation
Belief set up through User Generated Content

VALIDATION THROUGH STATISTICS
Social Media has overtaken
Pornography as the #1 Activity on
the web.
If FB would be a country,
it would be world’s 3rd
Largest country after
China & India and
accounts for 60Mn status
updates daily.
YouTube is the 2nd Largest
Search Engine in the world.
Wikipedia has over
15 Mn Articles.
If you were paid $1 for every
article posted on Wikipedia,
you would earn $1712.32 per
hour.
25% of the search results for
world’s top 20 brands are links to
User Generated Content.
78% of the consumers trust
peer recommendations.
We no longer search for a product
or a service but they find us
through Social Media.

WHY SHOULD MARKETERS CARE
ABOUT ‘CONSUMER - GENERATED
MESSAGES’?
92% consumers believe in
recommendations!!
Consumers trust what
friends and family say
much more than ads.!!
Marketers try to trigger by
giving something to talk
about!!
From 4Ps : Product, Place,
Price, Promotion – to 3Es :
Engage, Equip, Empower

CONSUMER GENERATED
MARKETING
Getting
consumers to
create :
ad -content
Responding
to what
consumers
have to say

WHY SHOULD COMAPNIES INVEST IN
‘CGM’ ?
Increase in exposure and sales.
Attention to opinions of customer base.
Integrating the product with consumer’s
life.
Increase in buyer’s emphasis on product
reviews .
Inexpensive , as compared to other
strategies.

USING CONSUMER GENERATED
MARKETING
Companies
cultivate long
term customer
relationships
Connecting
with past
customers and
increasing
customer base
Gain visibility
as
‘Trustworthy
Companies’
Increase of
profits / Raise
more funds

DEVELOPING A ‘CGM’ PLAN
Tracking their online
reputation
Design and implement for
customers to respond

CAREERS IN ‘CGM’
Market research
analyst
Public relations
specialists
Advertising ,
promotions and
marketing managers

CONCLUSION
Evident change in
the consumer’s
decision making
behaviour
Implied changes
for the marketing
strategies

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User generated content

1. Tapping User Generated Messages Prepared By: Urvi Chhokra (042) Aishna Kejriwal (061)

2. OVERVIEW OF THE PRESENTATION Meaning of the topic Case Study Significance of the case Importance of User Generated Content Validation through statistics Relevance in the Marketing world Consumer Generated Marketing Conclusion

3. MEANING OF USER GENERATED MESSAGES • Origin: 2005 • Digital data created by a user • User: Brand’s customer, site visitor, social follower • Videos, blogs, audio files, infographics, images, product reviews • Available to all who have access to World Wide Web • Peer Production, User generated content, Conversational Media • Examples: Wiki, Web Forum, Facebook, LinkedIn, Twitter, Pinterest

4. HTTPS://WWW.YOUTUBE.COM/WATCH?V=RSD9XX RPC8U

5. SIGNIFICANCE OF THE CASE Focus is Student Audience and Bar Use of Social Media and Technology Reflects the philosophy of the Students Demonstrates the values of the Modern generation Belief set up through User Generated Content

6. IMPORTANCE OF USER GENERATED CONTENT Transparency Economic Value Creation of Dynamic and Interactive Interface Expanded Consumer Intelligence Enhances Loyalty Creates Authentic Advertisement or Promotion

7. VALIDATION THROUGH STATISTICS Social Media has overtaken Pornography as the #1 Activity on the web. If FB would be a country, it would be world’s 3rd Largest country after China & India and accounts for 60Mn status updates daily. YouTube is the 2nd Largest Search Engine in the world. Wikipedia has over 15 Mn Articles. If you were paid $1 for every article posted on Wikipedia, you would earn $1712.32 per hour. 25% of the search results for world’s top 20 brands are links to User Generated Content. 78% of the consumers trust peer recommendations. We no longer search for a product or a service but they find us through Social Media.

8. WHY SHOULD MARKETERS CARE ABOUT ‘CONSUMER - GENERATED MESSAGES’? 92% consumers believe in recommendations!! Consumers trust what friends and family say much more than ads.!! Marketers try to trigger by giving something to talk about!! From 4Ps : Product, Place, Price, Promotion – to 3Es : Engage, Equip, Empower

9. CONSUMER GENERATED MARKETING Getting consumers to create : ad -content Responding to what consumers have to say

10. WHY SHOULD COMAPNIES INVEST IN ‘CGM’ ? Increase in exposure and sales. Attention to opinions of customer base. Integrating the product with consumer’s life. Increase in buyer’s emphasis on product reviews . Inexpensive , as compared to other strategies.

11. USING CONSUMER GENERATED MARKETING Companies cultivate long term customer relationships Connecting with past customers and increasing customer base Gain visibility as ‘Trustworthy Companies’ Increase of profits / Raise more funds

12. DEVELOPING A ‘CGM’ PLAN Tracking their online reputation Design and implement for customers to respond

13. CAREERS IN ‘CGM’ Market research analyst Public relations specialists Advertising , promotions and marketing managers

14. CONCLUSION Evident change in the consumer’s decision making behaviour Implied changes for the marketing strategies

User generated content

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