从用户产生内容(UGC)到用户创建市场(UGM).ppt

从UGC到UGM 用户评论和评级(user review and rating) 富裕之下的差异选择 User Generated Content 从UGC到UGM 用户评论和评级(user review and rating) 互动式用户参与营销 Video (on their own websites) 37% of online sellers Blog 32% RSS feeds 32% Customer Ratings and Reviews 28% Discussion boards / forums 28% User Generated Content More than half of consumers said they spent 10 minutes or more reading reviews before deciding whether to purchase. 65% of consumers read reviews all or most of the time. Of these users, 76% were more likely to shop on a website that offered user reviews. The more reviews, the better - 68% felt that at least?four reviews of a product were needed to make a purchase?decision. For etailers, the top three reasons for adding user reviews were customer experience, customer loyalty and driving sales. According to Bazaarvoices Brett Hurt, the addition of reviews can lead to an uplift in conversion rates of up to 20%, as well as increasing average order values by 15% to 30%. 从UGC到UGM 用户评论和评级(user review and rating) 产品案例：Sony Ericsson W810i User Generated Content “大部分人都把用户引入到他们自己的电子商务网站上，但我们则不同。”Blido说，“我们引导用户进入CNET的索爱手机评论页面，这样我们可以引导用户看一些正面的评论。” “购买此产品”这个链接就在索爱手机产品评论的旁边，链接所打开的网站就是索爱手机的销售网站。 从UGC到UGM 用户评论和评级(user review and rating) 其他案例 B2C网站：当当、卓越；点评网站：大众点评网、豆瓣等 为广告添加用户评论(comments) 提示 诚意和负面 User Generated Content ‘Weblogs, Inc. Focus Ads are meant to create transparency in advertising — helping our readers to gain insight and helping our advertisers to create a better product or service. Our advertisers participate because they believe in their brands and are willing to improve them through the feedback of enthusiasts.’ 诚意 负面 从UGC到UGM UGM：用户价值积淀为产品价值 用户是品牌的传播者 用户是服务的提供者 用户是产品的创建者 User Generated Market 从UGC到UGM UGM 用户是品牌的传播者 Reebok锐步 User Generated Market “锐步”迷你WEB2.0站点：做社区不做广告 “不喜欢一件事情而硬去做，是没什么意义的。轻松的跑步。感觉怎么舒服怎么来。选择合适的里程。分享一些照片，扩散一些音乐，开始对话。一切都按照你的步伐来。就在这里。享受跑步的乐趣。” 从UGC到UGM UGM 用户是品牌的传播者 Dove 多芬 User Generated Market 由于这个“揭密”视频妙趣横生、夺人人眼球，该片通过网络渠道传播时，引发了消费者的强