Mark Canon at JD Power and Associate Automotive Internet Roundtable

The Rise of Social and Consumer Generated

Media

The Rise of Social and Consumer Generated

Media

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How Did We Get Here?


In The Beginning...

Influence

Transmission

Awareness

Word of Mouth and Social Networks Already Existed


1. Word of mouth was local – corner store, barbershop, affinity organizations (VFW, Lions etc)

2. Influence and opinion about products was established in social not transactional contexts

3. Social networks revolved around real world institutions and events – clubs, politics etc

In The Beginning ...


Then We All Moved …

Influence

Transmission

Awareness

WOM and Social Networks Were Diluted and Displaced


1. Neighborhoods became suburbs which became exurbs decreasing the physical context for word of mouth

2. Broadcast and directional media displaced word of mouth as purchase influencers and information sources

3. Social networks were fragmented by distance, time and the social mechanics of suburban life

Then We All Moved


Then We Moved Again

Influence

Transmission

Awareness

And The Physical World Went Away…


1. UGC blogs, forums, review sites, and embedded review features are the new source for WOM

• WOM context is increasingly driven by transactional context

• Manufacturers and merchants can participate as ‘peers’

• Advertising while important is diluted as an influencer

2. Social networks become the new neighborhoods decreasing the physical context for word of mouth

• Networks become focal points for social issues – NGOs• Large social issues attract large audiences locally, and

globally• Members are in control and manufacturers/merchants

need an invitation to play

Then We Moved Again


Social Network/UGC Ecology

1. Group vs personal focus

2. Broad vs narrow issues

3. Ideology vs experience

4. Global/regional vs local orientation

1. Personal vs group focus

2. Narrow vs broad issues

3. Experience vs ideology

4. Local/virtual vs global/regional orientation


Where Do We Go From Here ?

In The Beginning ...


Background• Co-founder and CEO of PowerReviews• Co-founder Fogdog• Yahoo Shopping

Company Profile• Customer review and social merchandising

tools for online marketers• Clients - Staples, ToysRus, Wine Enthusiast,

NetShops, REI, Ritz Camera and many others

Andy Chen – Power Reviews


Background• Founder and CEO CarGurus• Co- Founder and Chairman of TripAdvisor

Company Profile• Pure play social network site for car

enthusiasts• Broad range of participatory and UGC content

features including reviews & ratings, groups, photo sharing

Langley Steinart – CarGurus


Background• VP and GM Yahoo Autos• GM Yahoo Realestate

Company Profile• Leading third party automotive research site reaching

over 6M monthly unique users. • Wide range of consumer-focused products ranging from

New and Used Cars, to Car Finder, to Green Center• Diverse social media products from user-generated

ratings, reviews and lists, Flickr photos, Yahoo! Answers, del.icio.us’ social bookmarking, Yahoo! Groups

Michael Yang - Yahoo


Background• Director, Global Communications Technology, GM • Previously led IBM’s blogging/social media efforts

Role• Oversee GM’s contributions to the online conversation

(GM blogs, GM content to social sites, etc.)• Develop and lead the execution of GM’s strategy for

social media outreach – including blogs, podcasters, YouTube influencers, and leaders within social networks

• Serve as GM’s expert on social media – keeping current on trends and “what’s next” in online communities

Christopher Barger – General Motors