Knowledge Center: CGM

Fast Facts

According the the Harris Interactive 2005 Survey, 85% of respondents said word-of-mouth communication is credible, compared with 70% for PR & advertising

65% of consumers trust their friends the most for product recommendations, while 27% trust experts, and 8% trust celebrities
Source: eMarketer

26% of the top search results for the world's 20 largest brands are consumer-generated media sites
Source: Jupiter Research

Online influencers will forward positive messages to an average of 11 people and negative messages to an average of 17
Source: Burson-Marsteller

Consumer-Generated Media
Consumer-Generated Media (CGM) is content created online by anyone (other than a professional journalist) that is made available to other consumers through digital technology. Blogs, message boards, online forums, usenet groups, and consumer feedback sites are the most common examples. Marketers and communications professionals can benefit from CGM by “listening” to what the consumers are saying to gain unfiltered insights.

The Forrester Wave™: Brand Monitoring, Q3 2006

Forrester evaluation of the leading brand monitoring vendors that track the diverse and growing range of influential voices in social media.

Click here to purchase the report.
(registration required)

Influence 2.0
Webinar Series

Click on the link to listen to the recording

"Making the Case for Social Media Analysis in Market Research "

"Virtual Ethnography: Drawing Insights from Consumer-Generated Online Content"

"Analysis of Aggressive Online Behavior Targeted at Companies"

"Connecting with your Citizen Marketers" with author Jackie Huba

Webinars may require WebEx Meeting Manager - click here for more info and to download.

Briefing Book

Types of CGM A useful document to help you understand the different types of consumer-generated media.	WOMMA WOM 101 An introduction to word of mouth marketing including what it is, types of and more.
The Predictive Power of Online Chatter 2005 IPR academic study on how the web represents an unregulated touchstone of popular opinion, which may lead to early insights into new trends and opinions.	The Rise of the Consumer-Generated Media Machine MediaPost article on a new citizen-centric media, and the youthful brigade driving the movement. X

Best Practices

Creating a Social Media Strategy Frequently Asked Questions…and Answers TNS MI/Cymfony document that answers common questions about developing a social media strategy.	Blu-ray vs HD DVD TNS MI/Cymfony's Consumer Opinions & Trends Report examines online consumer perception of HD DVD and Blu-ray video platforms. (registration required)
A CGM Case Study: Listening to the Consumer A case study where Nikon didn't listen to complaints of influential consumers, creating an opportunity for Canon. Created by TNS MI/Cymfony consulting team.	Making the Case for a Social Media Strategy (registration required) TNS MI/Cymfony whitepaper demonstrating how the growth of blogs, discussion boards, and an ever-evolving array of social media impacts brands and reveals consumer behaviors.
FedEx vs FedExFurniture.com Case Study See what happens when Jose Avila forces FedEx to take a closer look at blogs and the effect on Corporate Reputation. (By Cymfony)	Embracing Consumer Buzz Creates Measurement Challenges for Marketers A study by Compete illustrating how CGM influences automotive and travel purchases.
No Love Lost for Wal-Mart TNS MI/Cymfony study that compares and contrasts Wal-mart's coverage in the mainstream media to their buzz in blogs, discussion boards, and usenet sites.	What's in Your Cereal Bowl? TNS MI/Cymfony report measuring the landscape of word of mouth participants in consumer-generated media. (registration required)

Learn More

Knowledge Center: Blogs

Knowledge Center: PR Measurement

Knowledge Center: Web 2.0

Knowledge Center: Consumer Engagement

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