New Year’s Resolution #4: User-Generate in ‘08

User-generated content (UGC), aka stuff that’s posted by an online user or consumer vs a traditional content provider, has surfaced to be a major trend in online media.

For e-commerce retailers, UGC is especially important since it serves as a means to attract and appeal to targeted customers. For credibility, consumers are taking charge and smart e-commerce marketers are embracing it.

Sure it’s risky inviting customers to do a product review but according to a great report by Omniture and Jupiter Research (Web 2.0 Retail Technologies: Disruption or Innovation for the Retail Industry?), more people will write a product review about a product they like vs a product they don’t like - we’re talking 9% vs. 4%.  I would have thought otherwise since I’ve always heard that people are more likely to tell people about bad experiences vs. good ones. Fortunately online experiences seem to be different.

But just how much clout do these review have? Almost 50% (48% to be exact) of online shoppers find these reviews helpful. So with that in mind plus the fact that the majority of reviews will be positive, what are e-commerce retailers waiting for?

Credibility builds trust.
Trust builds relationships.
Relationships build loyalty. 
Loyalty builds sales. 

BTW, this report I mentioned above also gets into a nice section on how “Social Networks and Community Sites Are Beginning to Extend the Reach of Online Branding and Loyalty”.

PS - I may do another post before the end of 07, but then again I’m kind of outa here for the holidays. So…don’t hold your breath but do indulge this holiday season! I think I’ll be doing the same.

Related Posts

• Final New Year’s Resolution: Celebrate in ‘08
• New Year’s Resolution Idea #1: Integrate in ‘08
• New Year’s Resolution #2: Communicate in ‘08

Posted in Carolyn Gardner, Social Media, eCommerce