Is User Generated Content building a Wall between your Brand and your Customer?
Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and creating awareness for leading technology, consumer products, financial services and professional services organizations.
Paul is the global vice president of marketing for Maxymiser a leading web optimization firm, and author of four “Dummies” books: Facebook Marketing for Dummies (Wiley 2009), Social Media and the Contact Center for Dummies (Wiley Custom Publishing 2010), Facebook Advertising for Dummies (Wiley 2010) and Facebook Marketing for Dummies 2nd Edition (Wiley 2011).
His unique approach to marketing has led to recognition of Paul as a BtoB Magazine Top 25 B2B Marketer of the Year for 2010 and 2009 and winner of the DemandGen Award for Utilizing Marketing Automation to Fuel Corporate Growth in 2008. He is also a finalist for the last six years in a row in the Marketing Excellence Awards competition of the Information Technology Services Marketing Association (ITSMA), and is a 2010 and 2005 gold award winner in Driving Demand.
Buzz Marketing for Technology, Paul’s blog, has been recognized as a Top 20 Marketing Blog for 2009 and 2008, a Top Blog to Watch for 2009 and 2008, and an Advertising Age Power 150 blog in the “Daily Ranking of Marketing Blogs.”
Paul has shared his marketing thought leadership as a featured speaker for the American Marketing Association, BtoB Magazine, CMO Club, MarketingProfs, Marketing Sherpa, Marketing Executives Networking Group (MENG), and ITSMA. He has appeared on Fox News, and his articles have been featured in BusinessWeek, The New York Times, BtoB Magazine, MarketingProfs and MarketingSherpa.
Paul holds an Executive Certificate in Strategy and Innovation from MIT’s Sloan School of Management and a bachelor’s degree in Marketing and Computer Science from Ithaca College.
Interesting,
so how can companies make use of this? (Apart from making sure they have a great product or service.)
I think firms can harness the power of the UGC channel – I am currently participating in one for American Airlines – see this link for more info – https://secure.fly.aa.com/nycwin/
To Mark.
The only things companies SHOULD be concerned with is making GREAT product and service without trying to screw their customers. I see very few complaints about Apple as a company. Why? Because they make GREAT product, provide stellar service, and stand by their products if they fail.
No wonder their siting on 60 Billion in reserve cash! They kept their head above water in the 90s because of a “true” loyal fan, programmer and customer base by a formula of hardware and software, so well integrated, and was superior to any other OS on the common user market. Even if they did go under..the “underground” movement to keep it going would still have existed. Their users were well ahead of PC users on communication skills and technology…even in 1998.
Otherwise, if companies (i.e. Verizon and AT&T which constantly cockblock their phones from simple and available services like “browse with bluetooth”..or skype”) are NOT awesome and excellent to their customers and their superusers and they just put out crap product, bad service and blocks just to make a few extra charges to the user on the side..AND YET tell everybody their great…..their true motivations and reason for existing are in question!..and they will not last too long. People find out things “within minutes” of what is good or bad.
Paul, how are you participating in the AA community? (It looks more like some sort of contest). Nice post and thanks for the perspective re: Avaya brand mentions.
@Bill – I am participating in the AA contest – I took some killer photos in the city of AA ads (with my iPhone4) and submitted them online – dont know if I need any more airline miles but I wanted to see how it worked and what type of communications they are doing with the participants