winning strategies for ugc campaigns

Bite-Sized Social: Winning Strategies for User-Generated Content (UGC) Campaigns

Nick CaughelLead StrategistAugust 9, 2012

@offerpop #bitesizedsocial

Offerpop Confidential2

AGENDA

WHAT MAKES UGC CAMPAIGNS SO SUCCESSFUL?

UGC TYPES AND VARIOUS APPROACHES

BEST PRACTICES

PHOTO CONTEST 3

Offerpop Confidential

WHAT MAKES UGC CAMPAIGNS SO SUCCESSFUL?

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If approached the right way, and aligned with the brand – they’re fun to participate in and share

Uploading and sharing photos on Facebook is a natural behavior for fans

Fans become invested in campaigns after submitting

• Motivated to come back to your page and share with friends


PHOTO CONTEST

• Fans submit photos• Encourage friends to share• Goes viral very quickly

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Over 1,000 entriesOver 20,000 votes

Photo Contest provides an easy way to run fun campaigns where people share and vote on photos, around any theme you choose.

Gap gave away 12 $500 gift cards


APPROACH #1 – LET FANS CONTRIBUTE TO YOUR BRAND

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Karmaloop fans competed to become the next face of Karmaloop Completely on brand • Karmaloop’s fan base is filled with

designers and street fashion fans

130,000 fans acquired200,000 votes


APPROACH #2 – HAVE FANS INTERACT WITH YOUR PRODUCTS

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Kidrobot fans got creative with the brand’s Munny figures

Promoted their merchandise through word-of-mouth

14,000 fans acquired40,000 votes


APPROACH #3 – SHOWCASE YOUR FANS’ CREATIVITY

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In this series of 8 themed contests, Pictureline fans uploaded their own photos

A perfect fit for their audience of photography enthusiasts

6,000 entries75,000 votes15,000 fans acquired


APPROACH #4 – JUST HAVE FUN!

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Oak Chocolate asked fans to upload photos of what they call “Hungrythirsty Moments”

Inspired fans to be goofy and share their entries with their friends

20,000 new fans and counting


VIDEO CONTEST

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Bebe selected 100 fans to submit a short video of why they should be the next face of Bebe

Integrated seamlessly with Vimeo

Videos are personal and very engaging, but require more fan commitment

50,000 votes

Tip: Let your fans submit photos as well to keep participation levels high


CAPTION CONTEST

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Fandango asked fans to caption a photo of the latest Ice Age movie

Very low barrier to entry

A simple way to inspire creativity

500+ captions in 2 days


OVERALL UGC BEST PRACTICES

Keep the barriers to entry low

Make your instructions very clear

Include clear call to action in creative

Seed contests with 3-4 starter entries

Include brand-aligned incentives for voters

A bigger prize isn’t always better


THINGS TO LOOK OUT FOR WITH HIGH VALUE CONTESTS

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Cheaters never prosper

Include a “cheating” clause in your Ts & Cs

Assured Voting• Track Facebook ID + IP address

for every voter

Panel of judges• Have an expert panel chose a

winner from the top 10 entrants


MODERATING ENTRIES

Remember that social communities do a good job of self-monitoring

Know your audience – if they’re young, or prone to misbehave, you should moderate

If you need it – it’s easy to set up• Check “Moderate entries” under

advanced options • Entries wait in a pool until you approve

them

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DON’T FORGET TO PROMOTE YOUR CAMPAIGN

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Pin status updates about your promotion on your Timeline

Create a custom campaign tile and make sure it’s visible on your main Timeline page

Update your cover photo with campaign imagery – no CTA’s allowed Tap your existing marketing channels to drive more participation• Email • Twitter• Website call-out


MAKE SURE YOU’RE MOBILE

Mobile participation is growing rapidly – you could be missing out

54% of Facebook traffic

25% of Offerpop campaign traffic

35% for UGC campaigns

All Offerpop apps are available on Apple iOS and Google Android devices

All Offerpop apps support fan-gating for mobile

Tip: Make it easy for fans to participate from devices – require 4 or less text fields for photo submission


PHOTO CONTEST 3 – NOW WITH INSTAGRAM & TWITTER

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Available later this month!

Engage your fans and followers across photo sharing platforms

Run contests across Facebook, Twitter, and Instagram

Individual entries populate with user information

Reports include breakdown of entries by platform

Optionally moderate entries across platforms


THANK YOU!

WE’LL SEND THE PRESENTATION SHORTLY.

QUESTIONS? FEEL FREE TO EMAIL ME AT:

[email protected]

Follow us @offerpop

http://www.offerpop.com/

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