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Giving Voice to Passionate Customers

Cory Treffiletti of Carat Fusion wrote an interesting article about the richness of user generated content in today’s OnlineSPIN newsletter from Media Post (registration required). Cory provides links to content created by passionate consumers about some of their favorite brands. In some cases, the content is hosted on websites sponsored by the brand’s owner such as the Catalog of Pain Short Films website hosted by McNeil Consumer & Specialty Pharmaceuticals, maker of Tylenol.

Even when there is an obvious connection to a corporate sponsor through contests or hosting, if the content is clearly user-created and uncensored by the corporation, the positive brand effect on viewers can be tremendous. Finding ways to give your most loyal customers a platform to share their creative ideas is a great way to reward them and build even stronger brand loyalty. It can also have an added effect of creating new communities of loyal fans and maybe even some brand converts.

Marketers should become active daily readers of blogs, discussion boards and user groups to identify customers who are talking about their brands. Even if some commentary is negative, you can gain valuable insight on what needs to be done to improve the brand experience. While you’re at it, you’ll probably learn a thing or two that you didn’t know about your competitors.

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Posted by Julie Woods on February 1, 2006 at 06:08 PM | Email this post Permalink

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» Creative Individuals Multimedia CGM = More Brand Loyalty from MarketerBlog
It’s often the case that when people speak about consumer generated media (CGM) they focus on blogs. It’s true that the blogosphere is gaining enormous presence among online users and having significant impacts on companies and brands. However, increas... [Read More]

Tracked on Feb 2, 2006 1:51:46 PM

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