digital edgeucation autumn - bringing it back to the consumer
TRANSCRIPT
Digital EDGEucationThe Autumn Edition 2015
#4PsEDGE@4PsMarketing
Bringing it back to the ConsumerHarnessing User Generated Content
for your Search Strategy
Alice Jackson, 4Ps
#4PsEDGE@moretoyoga / @4psmarketing
The history of User Generated ContentWhat is User Generated Content?Examples of awesome User Generated ContentHow does UGC benefit your search strategy?
Questions & key takeawaysMeasuring success
WHY ARE YOU HERE?
YOU WANT TO HAVE BETTER ENGAGEMENT WITH YOUR CUSTOMERS?
IT’S DIFFICULT TO PRODUCE CONTENT?
YOU WANT MORE SALES?
THE RISE OF SOCIAL AND THE CONSUMER
o MEDIA & BRANDS HAD THE MONOPOLY
2005 2015 2020
UGC Uptake
o RISE OF SMARTPHONES& SOCIAL – USERS CREATE CONTENT
6 billion
WHY DOES THIS AFFECT YOU?
ORIGINAL
FRESH
AUTHENTIC
RELEVANT
WHAT IS USER GENERATED CONTENT?
WHAT IS USER GENERATED CONTENT?
FREE CONTENT! FREE AMBASSADORS!90,000 COMMUNITY WORLDWIDE
ADWORDS CERTIFIEDWHY DO WE SHARE?
‘SOCIAL PROOFING’
PEOPLE ASSUMING THE ACTIONS OF OTHERS IN AN ATTEMPT TO REFLECT CORRECT BEHAVIOUR FOR A GIVEN SITUATION
TRUST IS KEY FOR CONSUMERS
66%‘Nielsen, Global Trust in Advertising Report 2015’
Of global consumers trust the opinion of others online
ADWORDS CERTIFIEDHARNESS YOUR COMMUNITIES’ INTERESTS
19K uses#getyouromback
10K new fans
6.5Kcompetition
entries
ADWORDS CERTIFIEDMARK IT UP!
95% CTR
ADWORDS CERTIFIEDGO BEYOND THE PRODUCT
418Kfollowers
334competition
entries
ADWORDS CERTIFIEDEMPOWER THE CUSTOMERS
ADWORDS CERTIFIEDMARRY USER CONTENT AND ECOMMERCE
ADWORDS CERTIFIEDCREATE SOCIAL CHANGE
GLOBAL COMMUNITYHUMAN EXPERIENCE
ADWORDS CERTIFIEDHOW DOES UGC HELP YOU?
CUTS COSTS
CREATES MEANINGFUL & AUTHENTIC CONTENT
IDENTIFIES TRENDS
BUILDS AWARENESS
ENCOURAGES ENGAGEMENT
CONSUMER INSIGHTS
INSPIRIES YOUR COMMUNITY
ADWORDS CERTIFIEDHOW DOES IT HELP YOUR STRATEGY?
o RICH STREAM OF FRESH, CRAWLABLE CONTENT
o INFORMS YOUR KEYWORD & OPTIMISATION STRATEGIES
o INSPIRES MORE RELEVANT CONTENT TOPICS
o INFORMS AD COPY AND TONE OF VOICE
ADWORDS CERTIFIEDHOW TO ACTION A UGC STRATEGY
o START CONVERSATIONS WITH YOUR CUSTOMERS
o MATCH YOUR PROMOTION TYPE TO YOUR AUDIENCE
o REQUEST ENTRIES THAT YOU CAN USE IN YOUR MARKETING CAMPAIGNS
o STRAIGHTEN OUT ANY LEGAL ISSUES
o CREATE DEDICATED LANDING PAGES ON-SITE/SOCIAL MEDIA PAGE
ADWORDS CERTIFIEDMEASURING SUCCESS
CONSIDERATIONCONVERSIONLOYALTYAWARENESS
SOCIAL SHARES
LIKESSITE TRAFFIC
SALES
TIME ON SITE
CTR UPLIFT
SIGN UPS
LOYALTY CUSTOMERS
PAGES BROWSED
BRAND AMBASSADORS LEADS
NEW FOLLOWERS
HOW WILL YOU IMPLENT UGC IN YOUR 2016 STRATEGY?
o WHAT ARE YOUR BUSINESS OBJECTIVES & KEY THEMESo HOW DO THESE RELATE TO THE INTEREST OF YOUR
AUDIENCE?
Thank you.
#4PsEDGE@4PsMarketing