Thought Leaders in Mobile and Social: Interview with Daphne Kwon, CEO of Expo TV (Part 6)

SM: All marketers need to turn into media companies.

DK: That is a good point.

SM: In the B2B world, the same thing is happening. It is not just consumer brands and consumer retailers. It is all the way. If you are running a software company in whatever domain you are talking about, you have to also churn out blogs and content in whatever domain you are working in. None of them are very good at that. >>>

Thought Leaders in Mobile and Social: Interview with Daphne Kwon, CEO of Expo TV (Part 5)

Sramana Mitra: You said there are certain segments that you can reach through these user-generated videos but not through the regular brand messages. Can you give us an example of these segments?

Daphne Kwon: We tested a women’s beauty product and tested it against a “how to” video that was professionally created. What we found was that the women who said they were moved by the professional video overlapped only 2.7% with the women who said they were moved only by the user-generated video. >>>

Thought Leaders in Mobile and Social: Interview with Daphne Kwon, CEO of Expo TV (Part 4)

Sramana Mitra: What incentive do you offer to consumers to create these highly persuasive user-generated videos?

Daphne Kwon: There are a couple of incentives, and they depend on what the brands are looking for. We try to gamify everything. We are looking for specific actions. You have to show your face, you have to show your product out of packaging, you have to show a demonstration, you have to say you don’t work for the company, etc. >>>

Thought Leaders in Mobile and Social: Interview with Daphne Kwon, CEO of Expo TV (Part 3)

Sramana Mitra: Is this user-generated content used by the brand itself?

Daphne Kwon: Yes.

SM: So a brand puts these videos on their Facebook page. Talk to me more about video SEO. >>>

Thought Leaders in Mobile and Social: Interview with Daphne Kwon, CEO of Expo TV (Part 2)

Sramana Mitra: The user-generated content story has been going on since the middle of the 2000s.

Daphne Kwon: The people that user-generated video persuades are separate from professional content that brands create. So, there is basically no overlap between people who are moved buy based on a social video and people who are moved by a professional video. >>>

Thought Leaders in Mobile and Social: Interview with Daphne Kwon, CEO of Expo TV (Part 1)

Daphne Kwon is the chief executive officer of Expo TV, a free-to-join community where consumers post “videoopinions” about products and services they acquired. Daphne studied at Harvard Business School and was a financial analyst at Morgan Stanley, senior analyst at The Walt Disney Company, and CFO at Oxygen network, among other positions. In this interview she talks about Expo TV’s unique view on user-generated content and how it affects or can affect content marketing for brands and retailers.

Sramana Mitra: Daphne, let’s start with some background about yourself as well as Expo. What have you been up to until now and what is Expo? >>>

Thought Leaders in Mobile and Social: Interview with Dan Hickey, SVP of Products at Alliance Health (Part 7)

Sramana Mitra: The situation that scares me a bit is a “blind leading the blind” situation.

Dan Hickey: That view doesn’t give the consumer enough credit. In survey after survey, consumers say that their doctors are their most trusted people in their health ecosystem. Expert advice would be next to that, and peers come in third. If you look at the e-commerce space, all the consumer has to deal with is getting the best deal – be that Amazon or Walmart.com, for example. >>>

Thought Leaders in Mobile and Social: Interview with Dan Hickey, SVP of Products at Alliance Health (Part 6)

Sramana Mitra: I am talking about doctors helping in that engagement process. I think doctors have the issue of prescribing something to the patient, but the patient doesn’t do what has been prescribed. Then the doctor can’t help.

Dan Hickey: That is right. I heard an example the other day where a doctor said, “When the patient leaves, I ask all my patient to give me a call back, and I give them my cellphone number. >>>