Paradigm Shift of Content

UGC: Tapping Into

Your Inner Force

We have no desire to leave the physical brick. It is at the core of our business. What we’re looking for is exciting ways to encircle the physical brick with exciting, engaging digital experiences.

Lego CEO Jørgen Vig Knudstorp

● What is UGC?● Why UGC?● Tips to Get Started?● Technical Writing?● Campaign Ideas● Best Practices for UGC● Caution

User-generated content [yoo-zer jen-uh-reyt-ed kon-tent] noun.

“User-generated content (UGC), also known as consumer-generated content (CGM) or user-created content (UCC), refers to various kind of media content, publicly available, that are produced by end-users.

Wikipedia, June 2009

What is UGC?

Why UGC? Builds Trust

Supplies Content

Amplifies Brand

Increases Conversions

People don’t buy what you do, they buy why you do it.

Technical Writing (in past) ● Meet with Engineer● Write Info/Details on

Pads/Computer● Handwrite Graphics● Combine ● Produce Text and

Pre-Press Production

Technical Writers (today)

● Technical Communicators● Produce text● Images (pictures/ graphs/

video)● Tons of Options (XML/

authoring tools)● Coexist with training● Collaborate with Technical

Support● Compete with UGC?

Assembly Required Encourage Connectivity and Interdependence

Build Based on Voice of Customer

Assemble/ Bake Marketing into Production Process

Build Strong Partnerships

Online Efforts Support not Replace Offline Efforts

Culture of Long Term not Short Term

Distributed Creativity Allow people to play with, repackage and personalize the original creative material

Campaign Ideas

Website GalleriesProduct PagesContestsEmail Marketing Print/ PackagingPhysical DisplaysAdvertisingLive DisplaysSocial Media

Risks of UGC

Content by technical writers may be confusing

Not all UGC is creative (opinion, influenced)

Real value in engaging customers with UGC. It’s one of the easiest ways to increase brand awareness- but the value add doesn’t stop there!

Businesses that use UGC from customers on marketing channels see higher conversion rates, CTR’s, higher average sale values, and engagement.

Which means that….

Thank You

@mordecaiholtz