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

Paid Social UGC: Amplified Live Reviews

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Paid Social UGC: Amplified Live Reviews

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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.

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