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User-Generated + LocalizedContent: Understanding theFactors for Success
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www.dailydooh.com
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malmagro@dailydooh.com
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twitter: manolo_ almagro
 
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UGC: Why is it important
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 The New, New Consumer.
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seeks out new + different experienceswith brands
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prefers active engagements vs. passive
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ruthlessly filters messages, seeks topersonalize
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expects 2-way conversations withbrands
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consumes or creates some form of digital media on a daily basis
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UGC: Why is it important
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Highlights: 2009 Razorfish Digital Brand Study.
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Digital brand experiences create customers.
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65% of consumers report “a digital brandexperience has changed their opinion of a brand”
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97% of the consumers in the study stated that thedigital experience influenced purchase decisions
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Consumers expect equivalent types of experiencesfrom all of their digital interactions with brands
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