Opportunities in Consumer-Generated Media from Vice President and Auto Industry Practice Leader of Nielsen BuzzMetric, Bill Stephenson.

Consumer-generated media in the form of blogs, discussion boards, social networking sites and video-sharing sites represent a tremendous challenge and opportunity to automakers. The "perfect storm" of media fragmentation, declining trust in advertising and the explosion of consumer-generated media is shifting the paradigm by which automakers interact with consumers. Now, more than ever, consumers are in the driver's seat.

How can you monitor, measure and manage what consumers communicate about your brand? What are ways to leverage online "buzz" to stay close to owners, reach shoppers and learn from owners of competitive models?

During this session, Nielsen BuzzMetrics' Bill Stephenson will present a recent case study prepared with Bruce Ertmann from Toyota. The study highlights an OEM that is not only monitoring and measuring the collective voice of its most vocal customers, but is also attempting to manage the buzz when appropriate.

Bio:
Bill Stephenson leads Nielsen BuzzMetrics' automotive practice, which boasts six of the 10 largest automakers in North America. Since joining Nielsen BuzzMetrics, Stephenson has established BuzzMetrics as the leader in monitoring, measuring and managing consumer-generated media in the auto industry. Most recently, he has consulted with automotive managers, executives and agencies, helping them leverage the online voice-of-the-consumer across the organization. Prior to joining BuzzMetrics, Stephenson worked for the Lincoln-Mercury division of Ford Motor Company, helping to implement and launch the In-Vehicle Communication System in the Lincoln LS. Prior to Lincoln-Mercury, he held various positions at Nissan North America in consumer affairs, market research and planning. In addition, Stephenson worked with the largest Nissan dealerships in the San Francisco bay area while in Nissan's regional office in Pleasanton, CA.

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Speaker(s): Bill Stephenson, Vice President and Auto Industry Practice Leader, Nielsen BuzzMetrics

Format: 01:19:51, 28.3 MB, MP3