Did you know that the concept behind social media and UGC campaigns actually has roots in Ancient Greece? Around 400 B.C., Plato introduced the process of “dialectic” (arriving at a conclusion via conversation) as an improvement on rhetoric (persuasive, one-way speech). In a similar vein, social media (the conversation) can be considered an improvement on traditional advertising (one-way message) in modern-day marketing.
A related concept emerged in 1996, when Jerry Maquire uttered the now-famous line: “You complete me.” Jerry was quite astute in characterizing the end result of authentic UGC campaigns: the brand experience is ultimately made complete when consumers participate in the message by sharing their own personal stories about the brand.
In this presentation, we’ll use Plato’s & Jerry’s concepts to look at how major brands such as Disney, Toyota, Buick and Kohl’s are leveraging cutting-edge social-media platforms and authentic UGC campaigns to engage consumers in powerful conversations that complete the brand experience.
Vince Broady CEO, Co-Founder, thisMoment, Inc. Broady has been a creative force on the Internet since 1996 when he founded GameSpot, the Web’s most popular and respected gaming information service. Prior to starting thisMoment in 2008, he served as SVP, Entertainment for Yahoo!, managing Yahoo! Games, Music, Movies, TV, Video and Studios, and launching both OMG! and Yahoo!ʼs Brand Universe initiative. As SVP, Entertainment at CNET Networks (now CBSi), he managed the expansion of the company’s gaming portfolio beyond GameSpot, overseeing acquisitions and integrations of several sites including MP3.com, Metacritic.com, and GameFAQs, as well as the launch of TV.com. He also developed CNET’s “Trax” business intelligence system, which translates online consumer behavior around product SKUs into actionable data for marketers, retailers, and analysts. Broady graduated from Brown University with a degree in Religious Studies, and currently resides in Santa Monica with his wife and four children.