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

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

HTTPS://WWW.YOUTUBE.COM/WATCH?V=RSD9XXRPC8U

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

IMPORTANCE OF USER GENERATED CONTENT

Transparency

Economic Value

Creation of Dynamic and Interactive Interface

Expanded Consumer Intelligence

Enhances Loyalty

Creates Authentic Advertisement or Promotion

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