User generated content and consumer generated marketing

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