social soup - user generated content masterclass

Influencer MarketingThe Role of User Generated Content

in Marketing Today

Sharyn Smith (CEO)

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WHAT IS SOCIAL SOUP?We are an influence platform with a highly engaged community we guarantee greater insights and impact

• Social Soup is an influence platform. We have direct, active relationships with an ever growing 150,000 engaged people ranging from peer influencers to top tier social influencers

• Social Soup can uniquely target the right people with particular behaviours and networks

• With this network we can develop insights campaigns, trial or sharing occasions to build or launch new products.

• We have a technology platform built for live insights, analysis and sharing

• Our influencers create shared experiences which lead to significantly higher impact and with high engagement we achieve greater insights

• Our campaigns target people who will create social content (real user generated content) from their experience and share with their networks with high impact creating scale

• We manage the entire process from recruitment selection, fulfillment, community management/communication, collateral design, insights and reporting making the process easy for you

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Launchteams scaling advocacy

User Generated Content

Live Insights and learnings

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What if I told you there was a way to increase your marketing effectiveness by 22 times?

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Australian’s Spend

1.7 hrsa day on Facebook

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Nielson 2015

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of all time spent on a mobile device is on Facebook

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–¹³

Teens 13–15 years spend 18.7 hours in an average week onlineNielson 2015

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60%smartphone users in the 13-34 age bracket are active on SnapchatSnapchat, US

It’s clear we are now watching each other more than we are watching any brand message

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TRUSTis in almost

terminal decline

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WHOdo we trust?

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84

3732

26 25 2216

14 11 10 8

Friends & family

Consumer reviews

Social media

TV In-store display

Expert reviews

Mags Blogs &Forums

Brands own

website

Radio Email

Friends & family, consumer reviews and

social media are the most trusted channels

“Which sources do you trust when making a decision to buy/try new grocery and household products?” Base: All respondents: n=547 All figures % 15

We trust EACH OTHER

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What is User Generated Content (UGC)

1 Content made publicly available over the Internet,

2 Content which reflects a ‘certain amount of creative effort,’ and

3 Content which is ‘created outside of professional routines and practices

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Reviews, photos, video, comments, stories …

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UGC is not a new concept, but it is snowballing to become the most powerful tool digital marketers have at their disposal.Econsultancy 2015

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78% of US-based B2C companies are planning to use user generated content (UGC) in their marketing strategies this year Content Marketing Institute (CMI), 2015

Why does UGC work? Why is it 22 times more persuasive?

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Psychological principle of Social Proof

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Content marketing and social proof work hand in hand. This theory proposes that people are automatically drawn to a product that they know others already like and trust

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ChallengesHow do you create UGC/stimulate it?

Can UGC be high quality enough to use – it’s our brand!

Internal resources to manage, monitor?Distribution, need to amplify it?

Content rights management?

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Social SoupA community of content creators

High quality content

Authentic

DigitalIntegration

Highly targeted

High organic reach

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Burberry: The Art of the Trench websiteUsers upload and comment on pictures of people wearing Burberry products.

ecommerce sales of Burberry surged 50% year-over-year following the launch of the site.

THE CUSTOMER SELFIE

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Bonds:#Backtoschoolfun

Promote Bonds as the choice for back to school supplies

200 families with 7-12yrs olds to create content of their ‘talent’ through instagram

Bonds back to school starter pack

THE CUSTOMER SELFIE

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#Bondsbacktoschoolfun

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Sales Conversion UGC: Royal Canin

Live social review platform with curated social content created by the Social Soup community

21% more sales with rich social content

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Earned UGC:KopparbergPartnering with influencers to create high quality content

75 social boosters with medium to high reach on instagram(1-25k followers)

Objective to make it more visible and popular in Victoria

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MumsFashion

Kopparberg Ambassador EventTotal reach: 180,000 on the night

High Quality User Generated Content

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Content Dashboard

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Content Dashboard

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Paid Social UGC: Amplified Live Reviews

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Creates Social Demand


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Instead of creating content, we should be creating opportunities for content creation: instagrammablemoments, inspiring experiences, content fueled competitions

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Thank you.

+61 2 9356 7500 soupaustralia soupcommunity socialsouphq company/soup_2