Tag Archive for 'user generated content'

Video: Disregard the “Nu-uh!”€ Effect at your own peril

In this week's video I explain how User Generated Content can produce a "Nu-uh!" effect against your small business.

Disregard the “Nu-uh!”€ Effect at your own peril from Jim Blasingame on Vimeo.

Disregard the “Nu-uh!” Effect at your own peril

Once upon a time, but not that long ago, a brand message could be successful even if it was close to a work of fiction.

Created by Madison Avenue wordsmiths, copy for an ad or brochure was crafted to manipulate and motivate using puffery, a legal term referring to acceptable marketing exaggeration. And most of the time it worked.

In fact, generations of consumers allowed themselves to be manipulated by puffery that became part of the sound track of our lives. For examples:

“Plop, plop, fizz, fizz, oh, what a relief it is.”

“Put a tiger in your tank.”

“The best part of waking up is Folgers in your cup.”

Here’s a local example:

“Largest inventory in the tri-state area.”

In the past, I’ve revealed how the 10,000-year-old Age of the Seller paradigm has shifted in favor of the Age of the Customer. The differentiator is control of the information, and your customer now owns that advantage, including the truth about your products, services, and marketplace behavior. This control is derived in part from something called user generated content, or UGC.

UGC is word-of-mouth on digital steroids; the commercial equivalent of political fact-checking. Today a successful brand message will look less like Madison Avenue manipulation and more like the good, the bad, and the ugly of your business discussed by customers in online communities, like Facebook, Twitter, or YouTube. You’ll benefit from good UGC one day and try to recover from negative UGC the next.

Negative UGC produces what I call the “Nu-uh!” Effect. It’s what someone posts online when your brand message doesn’t meet their expectations. If you say you have the freshest salad bar in town and one person writes “Nu-uh!” on Facebook or Yelp, that’s your new brand message until you find a way to redeem yourself.

A “Nu-uh!” could refute your claim in any number of ways, from a well-written critique to “Dude! Seriously?!” Either way, if you’re getting responses like this to your brand messaging, anyone who gives you a “Nu-uh!” raspberry is, at that moment, the co-owner of your brand.

Since no business, product, service, or relationship is perfect, the over-arching goal of your brand strategy in the Age of the Customer is to have more positive UGC than negative and, if possible, leave no ”Nu-uh!” unresolved.

UGC represents the two-edged sword by which brands large and small will either flourish or die.

Disregard the power of UGC and the “Nu-uh!” effect at your own peril.

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The customer is now in control - get over it!

As previously revealed in this space, the Age of the Seller is succumbing to the Age of the Customer. In the new Age, control of the relationship between Seller and Customer has shifted to the latter.

This paradigm shift is largely caused by online platforms that are: 1) increasing the access customers have to information about a Seller and its products; 2) allowing customers to express and share what they have learned about and experienced with a business.

To put two fine points on the first element of the shift, in the new Age: Customers have access to virtually all the information they need before you know they’re interested, and prospects are similarly informed before you even know they exist. Such access to information is changing - or disrupting - the way you market to and connect with customers, as well as how you train sales people. Plus it demonstrates why your greatest danger in the Age of the Customer isn’t being uncompetitive, it’s becoming irrelevant.

The second element is the new kid on the block, but corresponds to a centuries-old marketplace maxim, “If you make customers happy they will tell someone; if you make them unhappy they will tell 10 people,” which describes the ancient practice of word-of-mouth. The theory behind the 1:10 ratio is that all businesses, regardless of size, are motivated to perform, or risk a marketplace indictment by the judge and jury of word-of-mouth.

In the new Age, online platforms have caused word-of-mouth to transmogrify into a powerful dynamic called “user generated content,” aka UGC. This is when customers post online their experiences, questions, praise or condemnation about a seller’s products, services, and general behavior in the marketplace. In the vernacular, it’s word-of-mouth on steroids.

Indeed, if the word-of-mouth maxim were coined today it would sound like this: “Customers may post online their opinion – positive or otherwise – about your business, making it available potentially to millions.” To paraphrase Mark Twain, comparing word-of-mouth to UGC is like comparing a lightning bug to lightning.

In the new Age you have to do two new things: 1) anticipate that customers are already well informed; 2) track and respond to UGC about your business. And how well you do these two will influence whether the new customer control becomes a sales lever, or a disruptor that makes you irrelevant.

It’s the Age of the Customer - get over it.

Last week on my radio program, The Small Business Advocate Show, I talked with Alan Maites, President of Robinson & Maites, an unconventional marketing firm in Chicago, about the Age of the Customer and how it will change relationships with customers. Take a few minutes to click on one of the links below and listen to our conversation. And, as always, leave your thoughts on the Age of the Customer.

Marketing in the Age of the Customer featuring Alan Maites

Serve communities in the Age of the Customer featuring Alan Maites




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