6

generation Y born between 1982 and 2001... although opinion varies

50% of facebook users and 80% of twitter users do so on their mobiles... what does this mean if bad customer experiences are received?

learning objectives...

Begin to develop relevant approaches to engaging with CGM

‘Earned’ Media

... consider the level of trust attributed to other, more traditional, marketing media

86% of online consumers use online reviews and similar prior to making purchasing decisions

which may be linked to organisations, brands, products, experiences, offers and more

setting up their own blogs and similar (however, this can backfire... just ask Sony!)

infringement on copyright…

however, CGM is NOT representative of the whole consumer audience… just a very vocal, informative and influential group

visit sites such as…

visit reddit, digg or delicious and see where you’re tagged or discussed

datasift

Radian6

start listening, keep listening and look for changes in opinions, topics, problems

if you’re already listening you’ll hear about it quicker and can act quicker

who are your customers?

who are the consumer generated media creators and critics ?

start monitoring key areas, brands, new products, service encounters...

draw on experience and skills internally, outsource if need be

have a skilled and dedicated ‘interpreter’

http://www.socialbakers.com/facebook-pages/brands/ accessed October 20th 2012

Social Media Revolution, Eric Qualman, Socialnomics online, November 2011 http://www.youtube.com/watch?v=sIFYPQjYhv8 accessed 22nd October 2012

How Companies are Using Social Media to Make Better Decisions, Author: Mat Fogarty http://mashable.com/2010/03/05/companies-crowdsourcing/ Accessed 7th March 2011

C. Li and J. Bernoff, 2011. Groundswell: Winning in a world transformed by social technologies. Boston: Harvard Business School Press.

Tomaiuolo, N, 2009. U-Content. Searcher; May 2009, Vol. 17, Issue 5, p34-54

Accenture, Global Consumer Research Executive Summary, 2011