user generated content
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TRANSCRIPT
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THE ‘ UGC’ PROJECT
By: GROUP-10
Sagar Sheth(38) Palash Sureka (26) Godavari Sai Suresh (15)
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How can brands leverage UGC from social media and channel it into marketing communication?
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What is UGC User-generated content (UGC) refers to earned
media that is produced by product reviews, guest posts, social media posts, photos, videos or question-and-answer forums.
Examples: Instagram photo of you with a Starbucks coffee. Tweet about how much you love Oreo cookies
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Why Users generate content? To express their feelings and views For self-publicity To let off steam To be a part of something Ainvayi
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Some Crazy Statistics
For your eyes only
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In a span of 60 seconds,
125K Tweets684K Shares on Facebook35K Likes on Facebook2.8 M Videos viewed on Youtube2 M Google searches3600 photos shared on Instagram
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Important Purchases done using UGC
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The ratio of User Generated content to Officially released content is
10: 1
A few examples of companies that thrives on such
amount of UGC
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How to Leverage UGC
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Follow the User’s Gaze Be Visible where the users communicate Ensure presence on social networks Give users a chance to interact
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Let people talk about you
Communication Channels Official Websites
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Indulge and Innovate Constant Interaction and Response
Clever Keywords & hashtags
+ Habitual response
= SEO benefits
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Let the users do the talking Provide them a ‘Stage’ Encourage them to indulge and
innovate
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Promote your promoters Their publicity is your publicity Use of content in campaigns Rewards and Recognition
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Find the Influencer and pamper him..!!! Difficult but very productive endeavor Varies from individual, blogger,
community or an organization Explore Mutual Benefit opportunity Entitle him as ‘Guest Blogger’
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Create a content environment Websites, web portals and blogs Quality content in one place Feel of belonging to a ‘community’
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Push for Innovation Inspire them to Innovate Contribute towards your product
development Recognition and Brand loyalty
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Filter, Collaborate and Utilize Not every content is meaningful. Hell,
95% of it is not. Find the aggregators that push the
brand Locate the target audience. Identify the
Painpoints. Analyze. Modify. Improve. Satisfy
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Benefits Increase Brand Awareness Community of Loyal customers Building up a emotional connection Brand Loyalty In depth knowledge of customer base Increase in Sales
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Shortcomings “Finding a needle in a haystack” Immediate results not guaranteed Innovate – Keep the crowd talking
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The ones who succeeded
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Old Spice “ The Man your Man could smell like”
campaign. Mustafa featured in 186 videos 2700 % rise in twitter followers in 2 days Sales increased by 107% User customized videos + Social
Media =
Strong Brand Publicity and Sales
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Tourism Queensland “ The Best Job in the World “ campaign Caretaker of Great Barrier Reef Island for
6 months for $ 1,50,000 AUD 34000 user generated videos received
from applicants from 200 countries. $200 million revenue generated. User’s fantasy + One of a kind opportunity
= Global Awareness
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Heineken“ Reinvent the Draught Beer Experience “ User generated ideas to design better
drinking experience. Incentives to be part of beer making
workshop and cash prizes User generated ideas + Considering the
need of consumers = Product Innovation
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Burberry“ Art of the Trench “ campaign Brands signature vintage piece ‘ the
Trench coat ’. Fans posted their photos wearing the
trench on the website. Generated 7 million views. Sales figures
flew out of the rooftop Loyal followers + Innovative idea =
Brand Image and Market Recognition
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“ Anything can work if you know the right way to Leverage it “
THANK YOU