April 13, 2006  |  Beverly Hills, California
Published: April 13, 2006
How to Leverage CGC

CNET Networks' Vince Broady describes best practices and presents case studies.

As broadband proliferation increases, not only is content becoming deeper and more robust, it's also spreading. Internet users bring content to life by creating it on their own. Blogs, vlogs, opinion postings and reviews, social communities and more are flooding the web.

After a year of anxiety, advertisers are no longer quite as fearful that user-generated content will weaken their messages, but now they need to know how to leverage it. They understand that doing so requires new tactics for developing live, clear connections with those users.

CNET Networks' Vince Broady has been tackling this challenge. Each and every day a youthful and engaged audience contributes to CNET sites by posting reviews, ratings, and opinions, as well as by using CNET's unique community features like tracking and personalized profile pages. Broady has been studying how TV.com, which generates more than 2,000 reviews per month written by its audience, illuminates the importance of giving an audience a voice. 

Today, Broady will teach you how to leverage user-generated content as well implement best practices in targeting the 13- to 34-year-old male audience. He'll also demonstrate two recent case studies: one that had multi-faceted and integrated components, and one that marketed a DVD release on TV.com by using learnings from the gaming industry.

Vince Broady's Bio: Vince Broady is responsible for CNET Networks' Games and Entertainment strategy and for managing its entertainment-related businesses. These businesses focus on the connected consumer of digital entertainment and include GameSpot, the leading source of information and services for video and computer games, which he co-founded; GameSpot Trax, a market intelligence service for the games industry; Wireless Gaming Review, a source for mobile gaming information; MP3.com, a prime destination for digital music enthusiasts, and TV.com. Prior to his current role, Broady managed mySimon, CNET Networks' award-winning comparison shopping service, and served as vice president for ZDNet.


Presenter: Vince Broady, Co-Founder, GameSpot / SVP, Games & Entertainment CNET Networks

Format: Zipped PowerPoint file