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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