From Communications to Conversations

Understanding, Managing, and Embracing User

Generated Content
11.11.2008

Presented to

Cesar Brea
cbrea@forcefivepartners.com
Perry Hewitt
perry@crimsonhexagon.com
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How many runners here tonight?

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Nike +

ƒ Integrated, collaborative performance tracking for runners

ƒ Nike / Apple partnership launched May 2006
ƒ 93 million miles logged by users to date
™ August 2008: 800k runners run a 10k in 25 cities worldwide
ƒ Nike running shoe market share: from 48% in 2006 to 61% in 2008

See How Nike’s Social

Network Sells to Runners
in BusinessWeek
11.06.08

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Past as Prologue, Part I: GE CT Scanners

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Past as Prologue, Part II: The Cyranose

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Framework: Structured Collaboration

ƒ What’s valuable to share?

Fashion pairings, recipes, weight loss techniques, running logs,
salary information, parenting tips, investment strategies

ƒ What’s the natural group to share it with?

People sharing the same passion (numismatics), demographic
(30ish SAHM, teens on Tagged), location (geographic AND mobile)

ƒ What’s the easiest way to contribute and consume it?

Technological and cultural ease of use, or how Yelp strikes fear into
the heart of Zagats

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Next for Nike: Ballers Network

ƒ Games I can join

ƒ Logical groups

ƒ Easy to find and add

games; comes to me at FB

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Structured Collaboration: Analytically Advantageous

# Friends
# Wins

Illustrative
# Games

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Some Ideas

Firm Structured Collaboration Opportunity

Forrester Research Prediction markets

(since you’re plugging them anyway);
sales cycle benchmarking
Jordan’s Furniture Used furniture exchange
(Why let Craigslist and town dumps have all the fun?)

Salary.com Don’t change a thing!

(local poster child for structured collaboration)

Atlantis Weather Gear Trip advisor for ports of call ;

international crew classifieds
(partnerships with SAIL or Cruising World?)
Payless Add feature-specific product reviews and enable
bookmarking /feature on front page

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And Today’s Relevant Anecdote

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OK, that’s “how”. But how much?

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UGC by the Numbers

Forrester Research “Social Technographics” 
Profile of US Online Adults (October 2008)
Percent of US Online Adults

100
80

60
40

20
0

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Other examples? Shoppers @ Walmart

ƒ Blogging

ƒ Social networks

ƒ Recipe widgets

ƒ Product reviews: biggest

install of BazaarVoice?

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Other examples? Recruiters @ E&Y

ƒ Facebook recruiting
application

ƒ Google, Apple, Disney,

and …

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Other examples? Steakhouse!

ƒ Blog, Facebook fan page

Twitter
ƒ 27-32% increased sales
month/month from 2007

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Five Tips to Take Away

1. Understand where your consumers are: by domain and

by device
2. Think enablement and curation as much as creation
3. Listening is vital – put out your antennae
4. Scaffolding: SEO for your UGC
5. Design structure for measurement

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Cesar A. Brea
Cesar is a founding partner of Force Five Partners, LLC, a marketing strategy consulting firm. Cesar has
more than 20 years’ experience as a line executive, advisor, and entrepreneur.

Prior to organizing Force Five Partners, Cesar served as Global Practice Leader of Marketspace, Monitor
Group’s new media and marketing consulting practice, from 2005-2008. In this role, Cesar developed and
led engagements with Global 1000 clients in a variety of sectors to identify and apply digital technologies to
their sales, marketing, and services functions. During Cesar’s tenure, the practice doubled in revenues.
Previously, Cesar was founder and managing partner of ESM Partners, which focused on helping large
organizations define and launch web-based, information-intensive businesses. During this time Cesar also
acted as CEO of Contact Networks, a B2B social networking software startup, before its successful
acquisition by Thomson Financial.

Formerly, Cesar was Senior Vice President for Sales and Marketing at Razorfish, a publicly-traded digital
marketing agency. Prior to Razorfish, Cesar was Vice President for Marketing and Business Development
at ArsDigita Corporation, an open-source web application software firm focused on e-commerce through
online communities. He helped the firm grow profitably from $5M to $20M in less than two years and
subsequently to sell the firm to Red Hat Corporation in 2002.

Earlier, he was a management consultant at Bain & Company. Cesar began his career as a banker with
J.P. Morgan in New York.

Cesar holds an MBA from Dartmouth's Amos Tuck School, where he was named an Edward Tuck Scholar,
and graduated with honors from Harvard College. He is a frequent writer and speaker on marketing and
technology and publishes on e-business at his weblog at http://octavianworld.org.

Cesar lives in Dover, Massachusetts with his wife and three children (triplets).

17 deriving meaning from the universe of opinion

Perry Hewitt
Perry is Vice President of Marketing at Crimson Hexagon, the only brand
monitoring solution that lets major corporations clearly see people's
opinions about their products, services and markets online.

Prior to Crimson Hexagon, Perry was principal of Colechurch Consulting

where she worked with corporations to define integrated marketing and
content strategies. She was responsible for cooperating with C-level
executives and marketing teams to conceive and develop web product
and service models, user experience practices, content strategy / thought
leadership programs, social networks, and online communities.
Previously, Perry held senior marketing and editorial positions at
Razorfish, ArsDigita Corporation, Harcourt Online, and Lotus
Development Corporation.

Perry is a frequent writer and speaker on interactive marketing, user

experience, social media, and brand experiences online.

Perry holds an AB in Slavic languages and literatures from Harvard

University. She is currently based in the Boston area, but has also lived
and worked in Switzerland, the United Kingdom, Russia, and Australia.

18 deriving meaning from the universe of opinion

 Thank you.
Cesar Brea
cbrea@forcefivepartners.com
Perry Hewitt
Confidential & Proprietary
19 perry@crimsonhexagon.com
Confidential & Proprietary
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© Crimson Hexagon | Confidential & Proprietary
Appendix
Additional Resources

5 Rules of Social Media Optimization (SMO) by Rohit Bhargava

The 22 Step Social Media Marketing Plan by Peter Kim

Starting a Social Media Strategy by Chris Brogan

Re-imagining Social Networking by Cesar Brea

The Wikipedia Index: Proposed SEO Metric by Cesar Brea

Nine Essentials of Opinion Monitoring by Crimson Hexagon

Social Media - How to Measure Marketing Effectiveness by Mike Volpe

Enterprise Microsharing Report by Laura Fitton

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Additional Resources

How to Develop a Social Media Plan for Your Business in 5 Steps by Aaron Uhrmacher

Social Media Networking and ROI: How to Maximize Value and Minimize Cost by Maki

How to Be in the Right 50% of Social Media Marketing Campaigns by Kat French

How do you use social media to promote your business online? by Dave Taylor

Social Media Marketing Beginner’s Guide by Jon Rognerud

How do you measure the ROI for your social media programs? by Francois Gossieaux

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Glossary

User generated content is …

ƒ the near-elimination of technological,
Opportunity for
price, and cultural barriers to posting
engagement
online content
ƒ a culture of speaking and listening light Less “get me some of that
years from the corporate social media stuff”
memorandum and press release of the
More: “how can we bring
past
about structured
ƒ the ability for your prospects and collaboration”
customers to reach out to you and to
others as partial owners of your brand

Yes, we said partial owners

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Profiling the players

2007: 18%
2008: 21%

2007: 25%
2008: 37%

2007: 12%
2008: 19%

2007: 25%
2008: 35%

2007: 48%
2008: 69%

2007: 44%
2008: 25%

Source: The Growth of Social Technology Adoption, Forrester, October 2008

What does this mean for marketing?

Source: Logic + Emotion blog, October252008