andy mallinson - managing director, stackla. joined by alexis sitaropoulos - vp of marketing,...
TRANSCRIPT
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Big Data needs
Big Content.
The role of User Generated Content in the purchasing cycle
Andy Mallinson Managing Director, Stackla @andymall
Alexis Sitaropoulous VP of Marketing, Contiki @itsalx
twistdee Denise KwongKanangra - Boyd National Park, NSW Australia
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Curate, don’t create
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Curate, but it’s also quite a good idea to blend it with some other branded
content that you spent a lot of money creating too
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Curate, don’t create
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An evolutional shift in consumer behaviour has opened up new opportunities for
marketers.
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Purchasing decisions are now being made based on shared experiences.
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Power to the people!
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Why is UGC so powerful?
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Why is UGC is so powerful?
1. Real 2. Relevant 3. Ridiculous volumes
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UGC CREATES TRUST 92% of consumers trust earned media more
than any other form of advertising
92%
UGC GUIDES DECISIONS 81% of consumers’ purchasing decisions are influenced by their friends’ social media posts
UGC is powerful because it’s real
Source : Nielsen
81%
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UGC is powerful because it’s relevant
Womenswear
Monochrome
Activewear
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UGC is powerful because it’s in ridiculous volumes!
80MillionInstagrams daily
1.8BillionPhotos daily
500MillionTweets daily
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E-commerce Website
Display
Outdoor
Retargeting
Social
UGC fuels the entire purchasing cycle
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COSTS
40%Brand Networks
Cost per engagement11:1Topshop
ROI21%Crown
CPM
68%Stylematch
Time on site3xHamilton Island
Engagement
SBS
25 minsAverage session timeENGAGEMENT
SALES
75%Topshop
Sales uplift30%Wanted Shoes
Conversions12%Stayz
Bookings30%No Kid Hungry
Donations
UGC results are also real
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Curate, don’t create
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Alexis Sitaropoulos VP of Marketing, Contiki Holidays
“When we incorporate the customer voice at every stage of the purchasing
cycle, we create a sense of authenticity, trust and loyalty that's simply not
possible with branded content.”
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SOCIAL TO THE CORE
A MARKETING STRATEGY BUILT ON
CONTENT
SOCIAL A CONTENT STRATEGY BUILT ON
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SOCIAL TO THE CORE
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INSPIRATION
PRACTICAL
Seeing friend's Instagram pics
Which islands are the most beautiful?
Watching some inspiring sailing videos
How much are flights?
Stay in a hotel or pension?
Currency? How much, and where do I get it?
“MY CROATIA TRIP”
NO LINEAR PATH TO PURCHASE
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UGC AS A CLOSER
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UGC AS AN ENTRY POINT
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GOING ANALOGUE
WO
RLD
WID
E
TRAVEL WITH no REgRETs
6 R E G I O N S , 6 5 C O U N T R I E SC O U N T L E S S M E M O R I E S , N O R E G R E T S
W O R L D W I D E
ADVEN
AN
LIFE
TURE
IS
CheCk out @CONTIKI and #CONTIKI for more of our travellers’ pics.
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THINK BEYOND IN-NETWORK
BE DELIBERATE WITH YOUR UGC GENERATION PROGRAMS
START WITH THE END IN MIND
TRIP MANAGER PROGRAM
• #NOREGRETS, TRIP #, TM # • Over 7,000 pieces of content each week
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PLAN WITH THE END IN MIND
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USING DATA DRIVEN UGC
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PERSONALISATION
4 PERSONALISATION DIMENSIONS
BUYING CYCLE
TRAVELSTYLE
EXPERIENCE
DESTINATION
BUDGET
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#LONDONTOATHENS #VIETNAMEXPERIENCE #BEACHESANDREEFS
FORMULATION
BIG DATA NEEDS BIG CONTENT (…AND A TOOL TO MANAGE IT!)
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APPLYING CONTENT TO PERSONAS ORGANICALLY
FORMULATION
• Visits Asia regional landing page• Reads blog article on passports• Visits 2 or more Asian trip pages
‘Inexperienced Asia Intender’
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APPLYING CONTENT TO PERSONAS ORGANICALLY
FORMULATION
• Searches for ‘Europe’ • Visits ‘European Vista’ trip page twice in one week • Checks departures of ‘European Vista’
‘Europe Purchaser’
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APPLYING CONTENT TO PERSONAS ORGANICALLY
FORMULATION
• Arrives at site from SEM • Visits ‘Spanish Spree’ trip page
Retargeted Display using Stackla & AdRoll
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MEASUREMENT
THE MEASUREMENT CONUNDRUM"DATA IS THE OIL OF THE 21st CENTURY"
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twistdee Denise KwongKanangra - Boyd National Park, NSW Australia
THANK YOU
Any questions?
Andy Mallinson Managing Director, Stackla @andymall
Alexis Sitaropoulous VP of Marketing, Contiki @itsalx