Michael DeHaven’s presentation at SES Chicago on “User Generated SEO” started with some actual user generated content from the audience. Before the session DeHaven gave 5 volunteers a bite sized Ghirardelli chocolate bar. In exchange for the treat he asked that each of the volunteers write a review of the chocolate and then share it with the rest of the audience.
What Was the Response?
The chocolate was called everything from waxy, to too sweet, messy, and melt in your mouth goodness. In contrast the packaging created by the Ghirardelli marketers was quite different, “take time to slow down and feel yourself melt with each bite.” As you can see the professional marketers took a much different approach than the consumers.