user generated content

Having spent the last 17 years using direct mail as a renewal and acquisition strategy, with acquisition rates as high as 7% at one point and renewal rates well over 30%, I’ve learned a thing or two about relevancy.

My brand experience comes with an exponent. I’ve worked with clients such as Nestle, Coca Cola, GMAC and Procter & Gamble. I like to tell myself I’ve have a bit of brand perspective. Truth is, I have enough perspective to give me a birds eye view.

Makes me wonder, why are these well “funded” national brands struggling to be relevant?

Sure, these brands are doing better than most, but is there really any doubt that they could do so much better? Read More

According to emarketer’s recent October 2009 report titled Social Commerce on Faceboook, Twitter and Retail sites, 92% of consumers consider “recommendations from people I know” as a trusted media source.  Right now it seems to be a number the brands are trying to hang their hats onto, but is it for the right reasons?

First of all, with any statistic you must understand the context.  So what does 92% really mean? If you look at it a little closer, you’ll notice that 92% of people trust recommendations from other consumers they know and even trust opinions posted by unknown consumers MORE than ads on TV, on the radio, in magazines and newspapers. Read More