Consumer Generated Media MiMA Summit, October 2006

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Consumer Generated Media MiMA Summit, October
2006
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Only 38 Year Old on MySpace
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Every Friend I Have. Right here.
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Crazy Talk Lives!

• 1995 Your Web site will be central to your
  marketing success.
• 1998 The majority of all casual travel plans
  will be made online.
• 1999 People will swarm to online banking.
• 2001 The CD is dead. Long live music downloads.
• 2005 The consumer is in control of their media
  and advertising consumption.

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Crazy TalkSecond Life

• 2006 Real brands will make real money in the
  virtual worlds like Second Life.

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The nearly 1 billion people online worldwide
-- along with their shared knowledge, social
contacts, online reputations, computing power,
and more -- are rapidly becoming a collective
force of unprecedented power. For the first
time in human history, mass cooperation
across time and space is suddenly economical.
 
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Edelman trust survey results
Companies need to move away from sole reliance
on top-down messages delivered to elites toward
fostering peer-to-peer dialogue among consumers
and employees, activating a companys most
credible advocates.
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76 of all of consumers don't trust advertising
anymore." - Jupiter
Research, 2005 
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Edelman annual trust barometer

•  A PERSON LIKE ME now most credible
  spokesperson for companies trust in employees
  significantly higher than in CEOs.
• Trust in a person like me increased from 20
  in 2003 to 68 today.

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Source Credibility
Intelliseek / Forrester 2005
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Some examples
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Social Media Impacts

• Travel
• Photo Sharing Sites Flickr, Ofoto, etc.

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Social Media Impacting Travel

• Video Sharing Sites YouTube

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Dominated by CGM

• Trip Advisor
• IGoUGo.com
• WikiTravel.org
• VirtualTourist.com
• Yahoo!
• TravelPost.com
• HotelChatter.com

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Case Study Meet Minneapolis
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Case Study Meet Minneapolis
Launch in 2007 The Planners Lounge
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Incorporating Reviews

• Lift across all key performance metrics
• Higher share of wallet bigger cart size
• Drives multi-session visits
• Up to 50 increases in conversion rates

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Case Study HALO Innovations
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Natural Search Rankings
Web Site Experience
Email

Conversion!
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PureNight Advocacy Group

• Recruited from original customer base
• Responsibilities include
• Volunteer response to online opportunities to
  support or rebut online posts
• Provide real world impacts of Pure Night
• Produce the truthno matter what it is
  http//www.remedyfind.com/ratinglong.aspx?RatingID
  44009

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wonderfully measurable
Rank Whos Who of the blogosphere
Measure granularly how all sorts of user
generated content is impacting brands.
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Thank You!
Andrew Eklund, 612.204.1919 ex.11 andrew_at_ciceron.c
om