Only 46% of Businesses Are Utilizing User-Generated Content, According to Survey Conducted by The Experts Bench (TEB)

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According to a survey conducted by The Experts Bench (TEB) http://www.tebww.com, only 46% of businesses are utilizing user-generated content. On TEB’s “30 with the Experts” webinar, guests from Global 500 companies shared that user-generated content is part of the new marketing paradigm, but more than half of companies have yet to fully recognize this very fundamental transition in marketing.

The Experts Bench sponsors this monthly 30 minute webinar about marketing trends.

A negative comment really is an opportunity.

According to a survey conducted by The Experts Bench (TEB) http://www.tebww.com, only 46% of businesses are utilizing user-generated content. On TEB’s “30 with the Experts” webinar, guests from Global 500 companies shared that user-generated content is part of the new marketing paradigm, but more than half of companies have yet to fully recognize this very fundamental transition in marketing.

“30 with the Experts” webinar host Jodi Bailey Gill, President of The Experts Bench (TEB), shared that only 46% of businesses surveyed are actually engaging in user-generated content [Source: TEB, User-Generated Content survey, 2012]. Webinar guests were leading consultants Ed Peterson and Cindy Toy; as well as Steve Hulford, Founder and Creative Director of Filemobile. TEB--an industry leader hiring marketing consultants for Global 500 businesses--invited guests to weigh in on the survey results, discuss reasons why more companies are not utilizing user generated content, and why they should.    

According to the survey results, more businesses are not utilizing user-generated content primarily due to time, budget or staff restrictions. Surveyed businesses were also reluctant to have negative feedback shared about their business or product online. Toy had to tackle that issue when launching a small business support community for Cisco Systems. “We leave [negative comments] up so people are more open. We will discuss, we won’t delete it…[especially] if it’s an issue we can change,” said Toy.

Peterson added, “A negative comment really is an opportunity. It’s a chance to see where there’s a problem and…also a chance to interact with someone that took the time to engage you online.”
The same holds true for brand development. “Brands [can] use user-generated content to get authentic experiences and opinions from their audience…be it good or bad,” said Hulford.

Getting started with user-generated content doesn’t have to be a complex process. “Businesses [can] open up the dialog by encouraging [customers] to share pictures and experiences,” concluded Peterson.

The expert guests also shared top five best practices for utilizing and leveraging user-generated content:
1) Ask for it. Have a call to action.
2) Respond and engage with people.
3) Understand customers and the audience. Know what tools to provide and use.
4) Be realistic…Expect to have the good with the bad.
5) Recognize or reward active content users.

To hear more about user-generated content, please listen to the interview with Jodi Bailey Gill and Ed Peterson: http://bit.ly/UGCinterview

For a recording of the webinar please contact Cindy Caldwell, TEB’s eMarketing Manager at marketing@tebww.com. To listen to additional webinars, please go to http://www.tebww.com/talk-with-the-experts    

The Experts Bench, Inc (TEB) is an industry leader hiring marketing consultants for Global 500 marketing organizations’ programs, projects and roles. For more information call 866-775-6810.

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Cindy Caldwell

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