user generated content marketing: tips & examples
DESCRIPTION
From the 9/11 UGC Webinar (info here: http://go.postano.com/ugc-webinar) featuring Justin Garrity, President of TigerLogic, and Kim Celestre, Sr. Analyst with Forrester Research, Inc. #UGCtips was the official hashtag. The tremendous growth of user-generated content (UGC) has changed the landscape of the web and dramatically shifted the way brands think about their marketing strategy. Creative marketers and brands are now integrating their fans and UGC into their campaigns and are seeing the incredible benefits.TRANSCRIPT
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© 2014 TigerLogic Confidential1
U S E RGENERATED
EXAMPLES & TIPS marketing
CONTENT
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TODAY’S HASHTAG #UGCTIPS
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WITH…
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AND SPECIAL GUEST …
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USER GENERATED CONTENT
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Making Leaders Successful Every Day
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Five Best Practices For UGCKim Celestre, Senior Analyst Forrester Research
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Agenda
›Why curate UGC? › Five best practices › Recommendations
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Why should you curate UGC?
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Buyers seek trusted content
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Marketers struggle with the “how”
›How do I encourage advocates to create content? ›How do I curate the best content ›How should I display UGC on
my site? ›How can UGC help drive
conversions?
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Five Best Practices
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#1: Confirm that your audience will talk about your brand› Determine their social behaviors › Energize your social “stars” › Activate brand advocates through hashtag campaigns
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#2: Include both brand and user generated content on your hub
› Curate your employees’ content › Aggregate your branded social network feeds › Clearly identify content sources
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#3: Use UGC to complement an event
› Display a live feed from your social hub at a physical event › Curate UGC on-the-fly at the event › Show UGC both on your site and at the event
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#4: Embed UGC in your product catalog
› Launch a product hashtag campaign › Curate UGC that showcases your product(s) › Embed photos in your product catalog
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#5: Deploy best of breed technologies that work together› Take inventory of the capabilities you need for your
social hub › Choose technologies that best support your strategy › Implement platforms that can be integrated for a
seamless experience
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Recommendations
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Recommendations›Partner with your customer
experience teams. › Take inventory of all the
applications you will need. ›Determine your content
moderation requirements. ›Determine your spam filtering
requirements.
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UGC AND CAMPAIGNS: DOS AND DON’TS
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BUILD EXCITEMENT
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LEVERAGE YOUR MOBILE APP
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DON’T MAKE BIG PROMISES
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Be realistic.
10%20%30%40%50%60%70%80%90%
100%
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KEEP RULES SIMPLE
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#Too #many #hashtags #lead #to
#less #interaction
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DON’T EXPECT THE HASHTAG TO DO ALL THE WORK
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PROVIDE A PROP FOR THE SELFIE
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CREATE INCENTIVES
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1. Donations to non-profits 2. Contests 3. Rewards
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LEVERAGE INFLUENCERS
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ENGAGE DIRECTLY WITH FANS
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DON’T BURY UGC ON YOUR MAIN WEBSITE
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Homepage Activation page
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CREATE A GALLERY FOR EXPRESSIVE PRODUCTS
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CREATE A GALLERY FOR ICONIC PRODUCTS
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WITH HOLIDAYS AROUND THE CORNER, IT ISN’T TOO LATE
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YOU CAN EASILY INTEGRATE UGC INTO YOUR CAMPAIGN