Can user-generated content generate revenue?

Posted on April 21, 2008. Filed under: Marketing, Social Media | Tags: , |

is the question asked in this eMarketer article, which also says that UGC is no longer a fad, with 77 million creators in 2007 growing to 108 million in 2012 and the consumers of this content from 94.1 million to 130.1 million. Beyond the advertising revenue question, what these numbers represent is a huge audience of consumers of products and services across all industries engaged in a conversation about these products and services. It doesn’t take too much imagination to understand the power and influence over purchasing decisions this will have. It also shows how challenging it will be for marketers to work successfully in this type of marketplace.

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Good advice on how to market to bloggers

Posted on April 21, 2008. Filed under: Marketing, Social Media | Tags: , |

can be found in this Marketing to Bloggers piece on eMarketer. Especially useful is this part from Peter Rojas

* Most important, there must be a fit between the product and the subject of the blog.
* Avoid shooting e-mails and press releases to bloggers. It is more effective to become familiar with a blog and get to know the writer behind it.
* Give a product to a blogger as an exclusive and allow the blogger time to work with it.
* Provide bloggers with links to more information, such as product images and updated information.

the old PR agency approach won’t work, although many haven’t realized this yet, judging from the number of emails I get telling me about some travel related news that might be interesting for the traveling public but not industry professionals who are the audience I’m trying to reach.

Interesting statistic included in the story: 49% of “market leaders” are using social networking and blogs vs. 31% and 21% respectively for “non-leaders”. Just shows that some get it and some don’t!

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