Branding Rant

I read an interesting article on Customer World about strategies for companies to use User Generated Content (UGC) in the travel industry. I’m not really fussed about the travel industry but I think this article has some juice for a lot of companies out there. For those who haven’t seen or heard much about user generated content, it’s all around us on the internet - from every video mock-up on YouTube to all those blogs out there that people are commenting on - people are making content on sites around the world every day which help to influence company reputations. In addition to this, the high level of interaction between companies and consumers using UGC are helping to create rock solid relationships.

The article I read on Customer World outlined three strategies for making use of user generated content based on two variables - control and exposure. You could have a high level of control and small level of exposure, such as at http://direct2dell.com/one2one/ with their single blog for talking about Dell’s news, products and services. You could have a 3rd party Site devoted to your company like http://www.civfanatics.com/ and have no control over what the site says about your company. You could have a mix between the two by offering forums, chances to review products, links to peoples websites and integration with 3rd party sites just like http://www.amazon.com/. Otherwise, if you’re not going to use any of those strategies, you won’t get a lot of attention through UGC - such is the case with my uni http://www.qut.edu.au/.

Although, I’d have to admit it would be pretty difficult coming up with an effective UGC solution for such an established company. They could offer blogs for different faculties, they could hold contests on making art for the site, they could do a lot of things but it could compromise the image that QUT has developed. Since I’m not a part of their marketing department I can’t say for sure what they intend to do with their site but with the benefits being touted by so many other large companies like Microsoft, Dell, Amazon, Sony (Just kidding) and many more, it should really be considered as part of their online offering.

At the end of the day, all three UGC strategies have their merits and companies should be careful about which one they pick. Here’s a picture which links the strategies with their uses courtesy of Compete.

First-Hand UGC Encounters

Since I’m heavily involved in UGC with the forums and blogs I run, I think it’s interesting to sit back and watch how companies make use of what their customers are saying.

For instance on my blog here, one company left me a coment after I talked about them in a blog post - they thanked me for using their service and encouraged me to ask them If I needed any help. Meanwhile some companies I’ve talked about haven’t replied. Depending on what I say or feel about them, it’s their choice whether they contact me or not. On the Bike Forums I manage, several of the site sponsors interact inside the forums with the users, building their brand and solving any issues with customers. Meanwhile the companies which produce the bikes haven’t even set foot inside the forums. Once more, it’s their choice if they decide to act on this information and the benefit this could provide to these companies could be invaluable.

The lesson learned here is that companies can interact one on one with consumers. Through UGC, they can resolve issues, build an effective brand image and create positive relationships. It definitely appears to be a way of the future for companies to get unbiased oppinions on their products and involve themselves in the communities which support them, so if you’re not in it already - Consider it.