Length: 13 pages For Interactive Marketing Professionals
Brian Haven January 25, 2007
Leveraging User-Generated Content
Marketers Must Find Ways To Let Customers Help Drive The Brand
by Brian Haven
with Charlene Li, Tenley McHarg

This is a document excerptEXECUTIVE SUMMARY

User-generated content (UGC) is a hot topic in the press. With more than one-quarter of online consumers submitting a rating or review of a product or service or contributing to a discussion board, the fact that consumers are turning to each other is not just a fad any more. A few forward-thinking brands are beginning to use UGC to engage with customers. To overcome initial fears, companies need to realize that successfully opening up to customers isn't that different from the risks associated with doing business every day. To determine the appropriate UGC strategy, companies must observe where UGC about their brands lives today, continually track conversations in UGC, and participate in existing communities before deciding if this is an activity that they should enable on their own sites.

TABLE OF CONTENTS

NOTES & RESOURCES

itemWhat Is User-Generated Content?

itemConsumers Turn To — And Trust — UGC

itemUGC Exists In Two Forms

itemHow To Get Started With UGC

itemSix Tactics To Successfully Engage With UGC

recommendations

itemPrepare Your Company For What Your Customers Will Say

Forrester interviewed six vendor and user companies: AccuQuote, Agency.com, Bazaarvoice, Harley-Davidson, Linden Lab (Second Life), and Pfizer.

Related Research Documents

itemUser-Generated Content Ambushes The Media Biz

April 7, 2006, Trends

itemSocial Computing

February 13, 2006, Forrester Big Idea

Find Documents In Related Categories

This document falls under the following categories. Click on a link below to find similar documents.
Analyst: Brian Haven
Technology: Customer Experience, Interactive Marketing, Marketing & Advertising, Social Computing & Web 2.0
Geography: Asia Pacific, Europe, North America

Buy Risk Free
Download and print PDF immediately
Price: US $279.00

Add to Cart

Our Money-Back Guarantee
If you are not completely satisfied, return it for a full refund within three weeks of your online purchase.

Already a Forrester Client?
Log in to read this document.

Archived Teleconference:
Interactive Marketing Channels To Watch In 2007
Original air date: Thursday, March 29, 2007
corner border corner
Ratings and Comments
Rating: 10 out of 10
based on 2 ratings across all roles.
corner border corner