The document discusses how brands can solve the challenge of having insufficient quality content to feed their marketing distribution channels. It proposes that brands leverage "earned content", specifically visual user-generated content (UGC), from their brand advocates. It provides examples of how innovative brands are seeing success by incorporating visual UGC into their email marketing, social media ads, and offline campaigns. The document also offers tips on how brands can effectively collect visual UGC by creating hashtags, promoting them, engaging ambassadors, and obtaining rights to use the collected photos in marketing.

1. How to
DRIVE OMNICHANNEL COMMERCE
Abe Anwar | Product Manager of Olapic
EARNED CONTENT
with
Amanda Massello | Product Marketing Manager at Demandware

2. ABOUT THE PRESENTERS
Amanda Massello
Currently, Amanda Massello is
Demandware’s Product Marketing
Experience Lead, focusing on global
expansion, merchandising, content
management and marketing.
Previously, Amanda worked closely
with ecommerce clients across the
footwear, sporting goods, apparel,
and health & beauty industries, as a
Customer Success Manager and
strategist in Demandware’s Retail
Practice group from 2012 to 2014.
Prior to Demandware, Amanda held a
variety of digital marketing roles on
both the client and agency side.
Abe Anwar
Abe joined Olapic in 2013 as an
Integration Engineer, helping over
70 global retailers deploy visual
UGC across eCommerce, mobile
and social platforms. Currently, Abe
serves as a Product Manager at
Olapic, helping to set the product
vision and spearheading day-to-day
management of Olapic’s Visual
Marketing Content Engine.

3. WEBINAR HOUSEKEEPING
1
2
A survey will be sent following the webinar,
please let us know how we did!
Please ask questions in the question box or
tweet @Olapic on Twitter

4. 1. The Challenge Facing Marketers Today
2. Solving The Challenge
3. Content & Commerce in Action
4. Getting Started
TODAY’S PRESENTATION

5. OUR PARTNERSHIP
VISUAL MARKETING PLATFORM
FOR 275 GLOBAL BRANDS &
RETAILERS ENABLING CURATION
& DISTRIBUTION OF EARNED
CONTENT (VISUAL USER-
GENERATED CONTENT)
LEADING ENTERPRISE CLOUD
PLATFORM & DIGITAL
BACKBONE FOR HUNDREDS OF
RETAIL BRANDS, POWERING
COMMERCE ACROSS WEB,
MOBILE, SOCIAL, AND IN-STORE

6. THE CHALLENGE:
CONTENT CRUNCH

7. 7

8. MARKETING = CONTENT + DISTRIBUTION
Content is only as valuable as what you're able to do with it.
Traditionally, there have been two types of
marketing companies:
1 Content generators that help brands
craft their message and creative.
Media technologies that distribute
that message to a target audience.2

9. Traditionally, brands have followed two steps to their marketing strategy.
Develop a content strategy in which brands have been able to invest in two
solutions to come up with their content:
THE STATE OF CONTENT
STEP ONE
OWNED CONTENT
Content designed and produced by an
in-house team.
PAID CONTENT
Content a brand pays to produce -generally,
through a content marketplace, an agency, to
influencers/bloggers.

10. Brands have been investing in three solutions to increase their reach:
STEP TWO
OWNED MEDIA
Digital properties (ecommerce/web),
mobile apps, email marketing subscription
list, physical presence.
PAID MEDIA
Advertising, sponsored distribution.
EARNED MEDIA
Social sharing and WOM distribution.
SOURCE: http://chiefmartec.com/
THE STATE OF DISTRIBUTION

11. Marketing is about creating and distributing content to drive business results.
Brands don’t have enough quality content to feed the
latest distribution channels.
However, today there
is an imbalance.
DISTRIBUTION
CHANNELSQUALITY
CONTENT
BRANDS NEED MORE ENGAGING CONTENT

12. THE SOLUTION:
“EARNED CONTENT” FROM YOUR BRAND ADVOCATES…
i.e. VISUAL USER-GENERATED CONTENT

13. SOLVING THE VISUAL CONTENT CRUNCH

14. UGC IS MORE EFFECTIVE THAN ANY OTHER CONTENT
63% of Consumers trust Olapic
content more than other media.
70% Approval Rate
when seeking rights.
9.6% Conversion Rate
when shoppers INTERACT
with Olapic photos.
12% Decrease in CPA
when using Olapic.
43% Increase in CTR when
using Olapic.

15. ACROSS ALL MARKETING CHANNELS
The Omnichannel Experience
Display Advertising Offline MarketingMobile Commerce
Email Marketing SocialeCommerce

16. BOTTOM LINE: COMMERCE & CONTENT WORKS
Source: “Content & Commerce”, L2 and Demandware, Oct 2014

17. UGC PRESENTS AN OPPORTUNITY: MAKE IT SHOPPABLE
Source: “Content & Commerce”, L2 and
Demandware, Oct 2014

18. CONTENT & COMMERCE IN ACTION
Innovative brands are seeing outstanding results from
visual UGC in email marketing, Facebook & Instagram
Ads, and offline campaigns.

19. COLE HAAN MOBILE SHOPPING
Cole Haan is collecting content from 7 hashtags

20. YSL Beauty & Email Marketing
YSL Beauty features earned content in email campaigns with a call-to-action that leads to a product
page that’s seen a 2X increase in conversion from visitors who interact with Olapic content.

21. WEST ELM FACEBOOK ADS
West Elm, an early adopter of Olapic’s Predictive-Consumer Generated Ads product, quickly realized
how UGC improves the user experience on the world’s leading social media platform.
DID YOU KNOW:
Demandware enables you to integrate buyable Pins on
Pinterest & buyable tweets on Twitter?

22. Ashley Walkley
Director, Brand + Strategic
Initiatives at Dogeared
“When we launched with Olapic we had
thousands of pieces of content. Our customers
really wanted to see what real girls were doing
with our product. They love having that visual
content present.”
DOGEARED VISUAL REVIEWS

23. SPERRY GALLERY AND PDP
Lifestyle-driven
gallery
Lightbox
viewer
PDP with
carousel widget

24. WORLD KITCHEN & VISUAL UGC IN-STORE
World Kitchen collects content in their galleries by brand and then posted the corporate/brand
gallery in a digital display at an industry conference..

25. NEW PATHS TO PURCHASE: PINTEREST & TWITTER
Pinterest Buyable Pins
87% said they’ve purchased something
because of Pinterest
(Millward Brown)
Twitter Buy Now
37% of users will buy from a
brand they follow on Twitter
(Social Times)

26. GETTING STARTED:
COLLECTING VISUAL UGC
How to create amazing hashtags, promote them, activate your brand
ambassadors, and obtain explicit consent to use the photos you collect
in your marketing.

27. HOW TO COLLECT VISUAL UGC:
Step 1: Create Amazing Hashtags

28. HOW TO COLLECT VISUAL UGC:
Step 2: Promote Your Hashtag Relentlessly

29. HOW TO COLLECT VISUAL UGC:
Step 3: Engage (and incentivize) Your Ambassador Network

30. Learn More about UGC Rights:
The Indispensable Guide to UGC Rights Management
was created to help marketers like you master the best
practices that will mitigate the risks of incorporating
UGC into your marketing strategy, and let you focus on
maximizing the rewards.
Step 4: Get explicit consent to use UGC photos in marketing
HOW TO COLLECT VISUAL UGC:
Get it here:
www.olapic.com/resources/the-indispensable-guide-to-ugc-rights-management

32. THANK YOU!