In marketing, people are called consumers. The marketing definition of a consumer is, “the ultimate user of a product or service”; while the dictionary says that a consumer is, “a heterotrophic organism that ingests other organic matter in a food chain.”
Given these definitions, it’s no wonder marketers are having a hard time seeing consumers as producers. The marketer asks, “can consumers generate media – after all, isn’t it the marketer who generates the media?”
There’s already a word for a person who makes or builds something – producer. But the marketer, clinging to control, still wants to identify the subject as “consumer” and to consider the contributions they “generate” in relation to their product (media). A new term is coined and heavily adopted within the marketing landscape: “consumer generated media“
Many manufacturers of a product or service (ie: clients) don’t have a problem with the duality of consumer as producer or vice versa. Much closer to the innovation of the product itself, they see the inherent need for people to participate in the process. The symbiotic relationship between producer and consumer is well served in social media, while perhaps not so well served in the layer between: branding.
If advertisers see consumer generated media simply as an innovative extension of their advertising initiatives, they may have trouble reaching and convincing the enthusiast who’s own motivation is to contribute to the manufacturer’s product – the enthusiast cares about the product, not it’s associated branding. It’s important to accept that “consumers” do not see themselves as consumers. It’s rather ghastly to think of one’s self as this unquenchable appetite to collect and accumulate products – people see themselves as people with interests.
In social media, interest in a product or segment does not make one a consumer, it makes one interested. If one participates in a conversation about a product or service, one becomes an enthusiast. As one gains share of voice and credibility, one may become an influencer. If an influencer tends to have a positive tone towards the product or service, they can be considered a brand advocate.
Some advice when headed down this path:
• Avoid encouraging the “consumer” to generate content about the ads you make – help them find a way to make content about the products directly.
• Help people move from interested, to enthusiastic, to influential, to advocates.
• Develop relationships along this path, know who you’re dealing with and respond to what they need.
• The closer to “advocate” one becomes, the better relationship you as the advertiser need to foster. Have plans in place for this relationship.
• Encourage and stimulate the brand advocate to generate media, not just the consumers.
Advocate Generated Media is truly where people start to generate brands – credibly is built from the grass roots, bottom up, by those who are enthusiastic and connected to your product(s) and messaging but still hold true to their own opinions and motivations. It’s the ideal for manufacturers looking for the constructive product innovation insights cultivated and curated by communication agencies who let go of “control” and thereby regain their influence.
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5 Responses to “Advocate Generated Media”
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June 21st, 2008 at 8:44 pm
I agree with moving away from consumer to advocate. I think there are a lot of terms in marketing that could use refreshing. The language of military metaphors in business, especially in marketing has always bothered me: “price wars”, “market invasion” etc. Ultimately – it is not different companies at war with each other for the spoils – the passive consumers. People who use the products have always been more powerful than they seem in marketing meetings.
Marketers have needed to think differently about consumers since these terms have come into practice. Now in the age of consumer advocacy – hopefully companies will wake up.
Great post!
July 2nd, 2008 at 1:47 pm
Great post. I like how you said consumer don’t view themselves as consumers, they view themselves as people.
That’s the one thing that marketers sometimes overlook, they forget that the success of their campaigns depend on PEOPLE not lemmings who will be brainwashed into buying their products. People who are intelligent, insightful, and who look for more out of their brands.
I hate it when a company tries to embrace UGC but then wants to moderate and control every single piece of content. That’s so ridiculous.
Great post.
July 2nd, 2008 at 4:33 pm
Thanks Stefanie and Selina. The Marketing Dyslexicon needs more compassion and understanding. Spread the word
July 8th, 2008 at 8:37 pm
I’d be interested in your comment about something I heard yesterday on BNN. The president of a social network said he wanted to use the network to improve “dialogue” between advertisers and consumers. My feeling . . . it’s a perversion of the term “dialogue” which means “thinking together in relationship”.
July 8th, 2008 at 11:34 pm
I hear you Boyd. Another good example.