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
© 2014 TigerLogic Confidential1
U S E RGENERATED
EXAMPLES & TIPS marketing
CONTENT
TODAY’S HASHTAG #UGCTIPS
WITH…
AND SPECIAL GUEST …
USER GENERATED CONTENT
Making Leaders Successful Every Day
Five Best Practices For UGCKim Celestre, Senior Analyst Forrester Research
© 2014 Forrester Research, Inc. Reproduction Prohibited ‹#›
Agenda
›Why curate UGC? › Five best practices › Recommendations
© 2014 Forrester Research, Inc. Reproduction Prohibited ‹#›
Why should you curate UGC?
Buyers seek trusted content
© 2014 Forrester Research, Inc. Reproduction Prohibited ‹#›
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?
© 2014 Forrester Research, Inc. Reproduction Prohibited ‹#›
Five Best Practices
© 2014 Forrester Research, Inc. Reproduction Prohibited ‹#›
#1: Confirm that your audience will talk about your brand› Determine their social behaviors › Energize your social “stars” › Activate brand advocates through hashtag campaigns
© 2014 Forrester Research, Inc. Reproduction Prohibited ‹#›
#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
© 2014 Forrester Research, Inc. Reproduction Prohibited ‹#›
#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
© 2014 Forrester Research, Inc. Reproduction Prohibited ‹#›
#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
© 2014 Forrester Research, Inc. Reproduction Prohibited ‹#›
#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
© 2014 Forrester Research, Inc. Reproduction Prohibited ‹#›
Recommendations
© 2014 Forrester Research, Inc. Reproduction Prohibited ‹#›
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.
UGC AND CAMPAIGNS: DOS AND DON’TS
BUILD EXCITEMENT
LEVERAGE YOUR MOBILE APP
DON’T MAKE BIG PROMISES
Be realistic.
10%20%30%40%50%60%70%80%90%
100%
KEEP RULES SIMPLE
#Too #many #hashtags #lead #to
#less #interaction
DON’T EXPECT THE HASHTAG TO DO ALL THE WORK
PROVIDE A PROP FOR THE SELFIE
CREATE INCENTIVES
1. Donations to non-profits 2. Contests 3. Rewards
LEVERAGE INFLUENCERS
ENGAGE DIRECTLY WITH FANS
DON’T BURY UGC ON YOUR MAIN WEBSITE
Homepage Activation page
CREATE A GALLERY FOR EXPRESSIVE PRODUCTS
CREATE A GALLERY FOR ICONIC PRODUCTS
WITH HOLIDAYS AROUND THE CORNER, IT ISN’T TOO LATE
YOU CAN EASILY INTEGRATE UGC INTO YOUR CAMPAIGN
