Tapping Into User-Generated Content
About this Video
This video is from the The Software and Information Industry Association Brown Bag Lunch Series.
The Software and Information Association is the principal trade association for the software and digital content industries.
User generated media (UGM) encompasses opinions, experiences, advice and commentary about products, brands, companies and services that exist in consumer-created postings on the Internet.
To better understand how a variety of companies have implemented UGM to extend their offering while enhancing their relationship with their target market, this panel moderated by Heidi Cohen, Principal of Riverside Marketing Strategies, brought together Ben Edwards, Publisher of Economist.com, Daniel Harrison, former Senior Research Associate at Consumer Reports, Jason Levin, Experience Lead at Avenue A/Razorfish and Bruce Smith, Vice President of Investor Relations and Strategic Development at Answers.com.
Among the topics covered included:
- How each firm implemented User Generated Content.
- How each company engaged prospects, customers and others to participate in this forum and the success each web publisher experienced.
- How this initiative generated revenue and/or enhanced the firm’s offering.
- How User Generated Content will expand in each company.
Moderator Heidi Cohen is the principal of Riverside Marketing Strategies, an interactive marketing consultancy. She brings over 20 years of marketing experience helping companies increase profitability. She develops innovative marketing programs to acquire and retain customers based on solid analytics. At Riverside Marketing Strategies, Heidi has worked with a wide range of interactive media companies and etailers. Among her clients have been the New York Times Digital, AccuWeather.com, Cheap Tickets and the United Jewish Appeal (UJA).
Since 2002, Heidi has been a member of the faculty of NYU’s Master’s in Direct and Interactive Marketing program. Also, Heidi has written ClickZ’s Actionable Analysis column covering the breadth of online marketing since 2004.
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This article was created by the editors and producers at ScribeMedia.Org.
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