Consumer-Generated Media

An exploratory of social media and consumer generated media. Focus on digital strategy, managing key influencers, customer service, defensive branding, and more.

Consumer generated media (CGM) originated as a reference to posts made by consumers within online venues such as internet forums, blogs, wikis, discussion lists etc., on products that they have

First jump out of the gate on publishing, and a thrill beyond thrill to have this opportunity. Very important message about what it really takes to manage a business or brand in the era of consumer control. This book is far less about social media marketing campaigns than the role of customer service and "consumer affairs" in the marketing mix.

More important validation about the role of CGM and social media as it impacts business. Both writers very smart and experiences in the space. Will write more once I get through the entire book.

Gerald Zaltman doesn't write specifically about CGM, but his core themes about the unconscious drivers of brand affinity provide some critical clues and insights behind what's really going on among today's passionate and viral consumers. (*****)

My dad was in advertising, and he would uncontrollably laugh while reading this book that. In many respects, Lazlo was the first "citizen's journalist" or blogger for that matter. His CGM was all about experiences with companies, brands, or VIPs. (*****)

I'm a huge fan of Seth Godin, but this one was just OK. I probably read it with a higher set of expectations that the book would be a bit more critical of the marketing industry. It's hard to disagree with the core premise of authentic story telling, but some of his points overstated the obvious (**)

A major inspiration for much of my thinking about CGM. Heskett's a former b-school professor.

I'm not going to tell you what's inside, but I guarantee you'll be surprised. (*****)

Rayport taught the HBS class that fueled my fanaticism for the "marketspace." The inspiration continues. (*****)

How does the ripple create the wave? Read on! (*****)

Trust your gut! It's not as irrational as some claim. (*****)

Marco Marsan has opened up my head in ways I can't even express. Inspirational, catalyzing. He gets it! (*****)

Kelly gets it! She's been working with some of the nation's top brands. Deep understanding of shopping behavior. (****)

A solid case for why so-called "Influentials" matter. Authors really know their stuff. (****)

"Is Twitter putting companies and brands to yet another torture test of credibility and accountability? Yes. Is there an obvious roadmap for companies to participate on this platform? No, but we now have a wee bit of early learning.

"Wikipedia is rewriting the marketing script, because it's far and away one of the Web's most potent and powerful affirmation drivers. Once the primary domain of A-list bloggers and Web 2.0 elite, it's now unmistakably penetrated the online masses. Even those who don't use it are impacted by the conversation it shapes, online or off."

"At the end of the day, consumers are monitoring brands and companies "for quality purposes" 24/7, far more attentively than companies recording toll-free calls. And that has enormous consequences for how we promote, protect, and manage brands."

"Indeed, search and brand reputation share an inseparable, symbiotic relationship, and CGM is the dominant, if not final, arbiter of that marriage. That puts the exercise of managing brand equity on the thin, precarious line between control and capitulation."

"For "quality" purposes, a consumer recently used his iPod mini to record and podcast a conversation he had with a brand's consumer relations representative. Absolutely fascinating! Below is the transcript."

"Now that we're in the new era of consumer control, it's a good time to rekindle discussion of the role of emotion in marketing. If we don't get a handle on consumers' emotional needs and wants, our brands are at risk."

"This is a long way of saying I think Mattel's use of online video featuring its CEO reaching out to consumers on the toy recall issue is right on the mark. It works far better than a letter, a newspaper ad, a Web site button, or a downloadable PDF file (the curious, impossible-to-share format of choice during the pet-recall issue)."

"How do you know if your brand Web site is measuring up to its full capacity and potential?"

"Lately I've been getting so many darn friend and connection invites that my head is spinning. From LinkedIn to Facebook to the all-too-common (and bogus) MySpace invite from the girl "who just broke up with [her] boyfriend and is just looking for fun," it's all getting a bit crazy."

"Enter my current intern, Chandler Koglmeier -- from Cincinnati, I might add. A third year student at Middlebury College, as well as an alumnus of Boston-based City Year, this kid is, how shall I say this?, well into the digital groove and certainly representative of his generation. He's keeping me on my toes, challenging my antiquated assumptions, and providing a fresh lens on all manner of topics. While I get theoretical about tools like Facebook, he talks with granularity about the site audience or the daily count of custom applications.

Here's what the little punk has taught me so far..."

"Much has been written about seniors as a target and demographic. They have more money, disposable time, and feel a need to be connected, reasons online usage among this segment is growing. But our targeting and relationship marketing also contribute to key segments' vulnerability. The reality is though we marketers wax poetic about the power and beneficence of conversations (admit it, you used the term a hundred times today), the same principle is shamelessly used as a deceptive, unethical, and often illegal hook to scam unsuspecting consumers, from teens to the elderly."

Honestly, I'm getting sick of all this marketer nonsense that we've lost control. The sound bytes are everywhere these days, and even I'm a big part of the problem. Consumer trumps all. Little guy sticks it to the man. Long live chaos! Users have all the power. Blah, blah, blah.

It's getting old, disingenuous, and self-serving -- like a cheap slogan. Do we really mean it when we say it? Better yet, should we? Instead, repeat after me: "We're still in control!"

"As the online video space evolves, it behooves us to clarify what we mean by "consumer-oriented video." Definitions matter because they not only feed transparency but also clarify where we stand. Clarity is a good thing. Our space, I fear, is getting a bit murky. So here's an attempt at clarity, drawing from how I usually frame the video space with clients and others..."

"Brands will have a very difficult time succeeding in this new environment unless they figure out how to dance in this zone of "tension" between marketer and consumer interest. Importantly, we need to embrace a fundamentally new mindset in how we manage relationships with consumers. The secret-sauce, I believe, is what I'm now dubbing "Listening-Centered Marketing." The heart and soul of this model involves always wearing our consumer hat."

"A new form of advertising is taking shape, and it's time to give it a name so we can better internalize its consequences and manage it more responsibly. Let's call it "chatterbacking."

Without fluff or hyperbole, chatterbacking describes what's happening in advertising today: advertisers, for better or worse, are piggybacking on consumer buzz and chatter. Everywhere you look, you see it in some form."

"These days, brand equity is the sum total of your search results. Search results are like a store shelf that puts unique meaning on the "first moment of truth" principle from Procter & Gamble's A.G. Lafley. In categories such as automotive, electronics, and healthcare, most purchase behavior starts with search."

Edelman's Digital blog is a good example of a PR firm that, from the earliest days of the social media revolution, began the conversation...and continues it today.

A marketing blogger discusses her experiences with social media.

Jason Falls (and contributors) discuss social media from the expertise at Doe-Falls agency in Louisville, Ky.

From Austin, Tx., marketer Sam Decker offers his perspective on maximizing, marketing, technology and online business.

Lessons learned, lessons analyzed from the world of marketing, branding and customer service.

Mitch Caplan's insights into the evolution of marketing in a social media climate.

Marketing veteran Max Kalehoff offers his perspectives.

Stowe Boyd covers the business and marketing of consumer-generated media and branding.

An organization I helped to create, the Word-of-Mouth Marketing Association provides fresh insights into social media and word-of-mouth marketing, with an eye toward professional and ethical behavior by online and word-of-mouth marketers.

Marketer Jeremy Pepper's blog on social media, marketing and branding in today's environment.

I am just one dancing fanatic whenever I have this thing on. Love it love it love it! And don't even tell me I need more fancy features, because I don't. My wife swears that she's even more fanatical.

Hate to admit I need this stuff, but I do. Just check out the bulge. Can't wait to give up my loyalty to this brand. Low carb version isn't bad.

This think ROCKS THE DARN HOUSE. $59 bucks at Microcenter. Glorious. Sheer joy. My wife loves me ven more for buying this thing. Just pop in the ipod into this Logitech decice and rock away.

Did somebody say "tired." This stuff's so old it takes a chissel to open up the package. Mom liked it though, and we can't forget that now, can we?

That's right. Fila. Nike. Reebok. I know how to wear the badge of cool. Don't even start to second-guess the man!

I'll spare folks close-up of the brand label, but this diet stuff SUCKS. I mean REALLY SUCKS. My wife agrees, and she feels completely betrayed over buying it in the first place. maybe I will have that Coke.

As though I have all day for you to answer the damn phone. ANSWER THE @#@#**# PHONE!!!!!!!!!!!!!!!

My wife still worries about whether there are an "unstated" incredients, but I love the taste, and if it comes from Trader Joes, I'm all over this!

Here I am with my trusty video-enabled MP3 player learning how to change a diaper. This is the future. FWEE-TV.

"Breaking news story" on gadget abuse!

* This is a video file (.wmv format) that downloads to your machine.

* Bushin30seconds main site with all the winning videos

* The link is to a .pdf file that downloads to your machine - you can view it with Adobe Acrobat.