Post on 13-May-2015
description
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?
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In The Beginning...
Influence
Transmission
Awareness
Word of Mouth and Social Networks Already Existed
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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 ...
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Then We All Moved …
Influence
Transmission
Awareness
WOM and Social Networks Were Diluted and Displaced
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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
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Then We Moved Again
Influence
Transmission
Awareness
And The Physical World Went Away…
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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
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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
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Where Do We Go From Here ?
In The Beginning ...
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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
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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
slide 13Copyright © 2007 Autobytel Inc. All Rights Reserved.
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
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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