When you purchase online do you pay attention to the consumer reviews? What do you suppose prompted those people to express their opinion? A new survey from Neilsen explored the motivation to post content about products and services on a website, blog or message board.

Only 18% of respondents cited seeing a promotion, 12% an ad on TV or in print, and 7% an ad or video clip on the Internet. So what is driving this consumer-generated media (CGM)? Simple. Product experience. 55% posted because they had good things to say, 28% because they didn’t, and 27% were responding to a previous comment. 

The study says advertising and marketing can generate a certain amount of word of mouth, but brand reputation rises and falls on the perception of quality and - just as importantly - customer service. Aren’t these the things that have always mattered?

McDonald’s is touting its new Southern Style Chicken Biscuit, the first “chicken for breakfast” offering ever from the chain. Naturally, there’s a website. The site focuses on user-generated content and lets visitors upload pictures of themselves, choreograph dance moves, etc.

These kinds of promotion-specific sites that stress brand engagement in an entertaining way are becoming ubiquitous. I enjoy them just for their creativity. I’ll try and continue to post some of the best (or worst) ones for your consideration.

The most common reasons consumers access the Internet are for email and search. That’s according to a Gartner survey of 4,770 web users in 18 countries conducted in late 2007. Online banking placed third, followed by sharing photos, videos and files, geographic navigation like Google Earth, and online shopping.

These findings generally held up across all regions, educational levels and income levels, with one major exception: 13-to-18-year-olds. For teenagers, email was number one, then came music downloading, search, sharing of photos, videos and files, and instant messaging.

I’m not surprised that teenagers share more music, visit chat rooms or use social networks more frequently than other demographics. But, the researchers stress the importance of regarding teenage web users as “precursors of what is to come.” They are the early adopters, the “leaders in the evolution of consumer Internet applications.” They still need to clean up their rooms, though. And get a haircut.

Since patience has never been my long suit, I’m always looking for tips on how to become more patient.  I thought this one from a senior exec at Disney was pretty good:

“If you wait long enough, people will surprise and impress you.  When you’re frustrated with people, it may be because you haven’t given them enough time to be impressive.  In the end, capable people will show you their good side.  Just wait a little longer.  It will come out.”

I’m always a fan of great communication. When someone comes up with a really good line, in whatever context, I tend to notice.

Two lines I’ve heard lately struck me as top tier.

The first was in a spot for the US Army, which can’t be a real easy sell these days. There are a series of statements from former army people standing in front of signs for well-known companies, talking about how the skills they learned in the Army helped them afterward. After the statements, they go to video of soliders at work and the announcer (Gary Sinese-great voice) starts with “as it turns out, camouflage is a great way to get noticed.” That’s clever.

The other came from Pennsylvania Governor Ed Rendell, a smart, funny, high-energy guy. I knew him when he was Mayor of Philiadelphia and my boss at the time, Mayor Victor Ashe of Knoxville, was President of the US Conference of Mayors. Rendell got a lot of federal assistance for Philly from then-President Bill Clinton, so he’s working hard now for Hillary. He’s quoted in Time magazine as saying he’s the best spokesman for how well things went for Philadelphia during the 90s. His line is reminding people how good it was under Clinton: “Which part of the 90s didn’t you like…the peace or the prosperity?”

I don’t note either of these for political reasons…I just think they’re good, both clever and effective.

OK…everybody back to work.