how brands integrate experts and user generated content
TRANSCRIPT
A Happy Marriage: Experts & UGC #PROvsUGC #SXSWA Happy Marriage: Experts & UGC #PROvsUGC #SXSW
How Brands Integrate Experts & User Generated Content
Matt AtchityEditor in Chief@Matchity
Stacey RiveraDigital Director@staceriv3
Arabella BowenEditor in Chief@arabellabowen
A Happy Marriage: Experts & UGC #PROvsUGC #SXSW
700+ Local Contributors
7,500Destinations
80,000Expert Recommendations
909,280Community Topics
Fodor’s Travel: America’s Oldest Guidebook Company
The Fodor’s name has been synonymous with travel for almost 80 years. Our team of global correspondents offers advice on how to travel smarter through our guidebooks, Fodors.com, eBooks and apps.
A Happy Marriage: Experts & UGC #PROvsUGC #SXSW
Who Did We Ask to Nominate Hotels?
Social Followers
Fodors.comReaders
Forums Users Newsletter Subscribers
Editorial Curation
A Happy Marriage: Experts & UGC #PROvsUGC #SXSW
Develop your pool of potential
UGC contributors by making
targeted audience acquisitions.
Result: Outstanding Traveler Recommendations
Provide consistent content with a
specific point of view to attract
users with the same mindset.
A Happy Marriage: Experts & UGC #PROvsUGC #SXSW
User Generated Content: Collaborators Not Contributors
A Happy Marriage: Experts & UGC #PROvsUGC #SXSW
How do you use UGC on a non-UGC site?
Let’s Talk About Cake
A Happy Marriage: Experts & UGC #PROvsUGC #SXSW
BonAppetit.com is not a UGC site. Our brand promise, in fact, is that our recipes, cooking tips, restaurant and lifestyle coverage all come from experts.
Our readers are better than experts, they are experimenters.
A Happy Marriage: Experts & UGC #PROvsUGC #SXSW
(just 20 of them, there were more, a lot more)
Their Version
A Happy Marriage: Experts & UGC #PROvsUGC #SXSW
IS THE LEADING SOURCE OF MOVIE & TV SHOW RATINGS, REVIEWS, AND
“FRESH” EDITORIAL.
Established in 1998, it is the most trusted measurement of quality for filmed entertainment.
A Happy Marriage: Experts & UGC #PROvsUGC #SXSW
FROM THE PROFESSIONALS FROM THE USERS
FRESH ROTTEN CERTIFIED FRESH AUDIENCE SCORETomatometer is
60% or higher.Tomatometer is
59% or lower.Tomatometer is 75% or higher, with 40 reviews (movies) or 20 reviews (TV). At least 5 reviews
from Top Critics.
Received 3.5 stars or higher by Flixster and
Rotten Tomatoes users.
AUDIENCE SCORE
Received less than 3.5 stars by Flixster and
Rotten Tomatoes users.
How are expert and user opinions represented on Rotten Tomatoes?
• Expert opinion is represented by the Tomatometer, which represents the percentage of professional critic reviews that are positive for a given film or television show.
• User opinion is represented by the Audience Score, which represents the percentage of Rotten Tomatoes and Flixster users that positively rated a movie or TV show
A Happy Marriage: Experts & UGC #PROvsUGC #SXSW
Both numbers are shown together on every movie and TV page
SCRIPTED TELEVISION
SHOWS
MAJOR FILM RELEASES
A Happy Marriage: Experts & UGC #PROvsUGC #SXSW
Reviews from both critics and experts are shown for each title
CRITICS’REVIEW QUOTES
AUDIENCEREVIEWS
A Happy Marriage: Experts & UGC #PROvsUGC #SXSW
Source: Bottlenose 2014
• To validate opinions about content quality• To compare and contrast shows to decide what to watch
Fans & Journalists Use Rotten Tomatoes Scores
A Happy Marriage: Experts & UGC #PROvsUGC #SXSW
Strengths of #PROvsUGC
Immediate/Real Time
Audience Engagement
Listening Device
Constant Content Stream
Trusted
Objective
Structured
Scalable
Expensive
Conversation Starter
A Happy Marriage: Experts & UGC #PROvsUGC #SXSW
Who Do You Trust? Hotels
Built in 1886 and impeccably restored, The Driskillrepresents a time when people mingled in grandiose settings. The lobby, highlighted by vaulted ceilings, decorative columns, and chandeliers, epitomizes Old World, Texas luxury.
Each room—decorated with old photos, vintage curios, and refurbished antiques—is unique, so specific requests should be made when reserving.
Standard guestrooms are cramped, but corner rooms showcase nice city views.
Leading Travel User Review Site
DETAILED | OBJECTIVE | ACTIONABLE
INSIDER INFORMATION
MYOPIC | SUBJECTIVE | NEGATIVE
NOT ACTIONABLE
The rooms (3 of which I visited) were all worn out. The carpet dirty, the beds creeky, some had high ceilings which felt eerie, some awkward layouts of furniture.
The elevator made me nervous with funky noises.
The bathroom in my room was big as it was a handicap but the water ran cold for a good two or three minutes, had low pressure and after letting it run I was standing in ankle deep cold water as I showered.
A Happy Marriage: Experts & UGC #PROvsUGC #SXSW
Who Do You Trust? Recipes
Leading User-Submitted Recipe Site
REAL INGREDIENTS | HOW-TO VIDEO FOR HELP
EXPLANATION OF COOKING METHOD
UNCLEAR ORIGIN | COMMENTS MORE HELPFUL THAN
INSTRUCTIONS LACK OF COOKING CUES
A Happy Marriage: Experts & UGC #PROvsUGC #SXSW
WHO DO YOU TRUST? CRITICS VS. FANS
Source: Bottlenose 2014
Who Do You Trust? Movies
AUDIENCE- Reflects fans’ passions- Come from fans that chose to see a film or
TV show- Consensus gets closer to critics assessment
over time.
Can help you see if a movie or TV show lives up to fan expectations.
CRITICS- Deeper and more analytical than most
fan reviews- Less swayed by marketing- Consensus tends to stay the same over time
Can help you decide on films or TV shows you don’t know about.