User Generated
Content: The Basics
User-generated content is any fan
What is is repurposed by brands to
engagement that user-generated
drive sales or marketi...
Ratings & Reviews

#ecommerceUGC
Photos & Videos

#ecommerceUGC
Collaborative Filtering

#ecommerceUGC
A Little History…
It all started with comments and user reviews

The founding fathers of user generated content

#ecommerc...
And they still got it…

#ecommerceUGC
We’re taking a different approach. We want to
Reviews were revolutionary for
make every book available—the good, the
bad, ...
User-generated content is creeping up on all ofis
And user-generated content our
marketing channels. That’s where content ...
Why is UGC important
for retailers?
Why is UGC important for retailers?
• 75% of reviews posted on review websites are positive.
• 95% of unhappy customers wi...
The UGC Maturity Model
Collect and display
UGC on-site

Engage users on
social networks

#ecommerceUGC

Engage users on
so...
The UGC Maturity Model
Ad Value
Engagement
Conversion

#ecommerceUGC
The UGC Maturity Model
Ad Value

None

Engagement

Low

Conversion

High

#ecommerceUGC
The UGC Maturity Model
Ad Value

None

Moderate

Engagement

Low

Moderate

Conversion

High

None

#ecommerceUGC
The UGC Maturity Model
Ad Value

None

Moderate

High

Engagement

Low

Moderate

High

Conversion

High

None

High

#eco...
Takeaways:
Frame the conversation by driving
engagement on-site.

Pull user-generated content back to your
product pages t...
Why do Customers Want
UGC?
UGC Performs 4 Key Functions

#ecommerceUGC
―Social proof… is driven by the assumption that surrounding people
possess more knowledge about a given situation.”

#ecom...
Merchandising
• Most products are easier to
evaluate in person than
online
• Merchandizing with user
generated images prov...
Trust
To what extent do you trust the following forms of advertising?
(Neilsen, 2013)

Emails I signed up for
Online video...
Trust

#ecommerceUGC
Fan Celebration

#ecommerceUGC
Adoption of UGC in the
IR500
Where are we now?
IR 500
•
•
•

73% of retailers use product reviews
69% of retailers use product ratings
19% of retailers...
Where are we now?
What % of the IR 500 uses:
Facebook

85%

Twitter

79%

Google+

36%

Instagram

14%*

Pinterest

48%

Y...
Where are we now?
What % of the IR 500 uses:
UGC Photos
UGC Videos

#ecommerceUGC

3.3%
1.5%
Takeaway:
We’re still in the early stages.
Significant opportunities exist for
innovators.
Awesome UGC Case
Studies
Impact on Performance: Dessy.com
Challenge
Keeping visitors engaged longer
Solution
A user-driven wedding style gallery
Re...
Impact on Performance: Ben & Jerry’s
Challenge
Activate dormant customers and
generate user images for national ad
campaig...
Impact on Performance: Rent the Runway
Challenge:
Provide users with confidence when renting
previously owned dress to inc...
Impact on Performance: Urban Outfitters
Challenge:
Capitalize on the 100,000+ brand endorsements
from user-images being sh...
What can you do today?
What can you do today?
• Use an ecommerce platform with a ratings and reviews
component built in.
• Incentivize UGC on soc...
Fostering Engagement with User Generated Content
Fostering Engagement with User Generated Content
Upcoming SlideShare
Loading in...5
×

Fostering Engagement with User Generated Content

2,134

Published on

Retailers are increasingly using content created by their most rabid fans to promote their products. This presentation takes a data-driven look at the practice of incorporating reviews, ratings, photos and other types of user-generated content in your marketing.

Published in: Business, Technology
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
2,134
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
40
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide

Fostering Engagement with User Generated Content

  1. 1. User Generated Content: The Basics
  2. 2. User-generated content is any fan What is is repurposed by brands to engagement that user-generated drive sales or marketing messages content?
  3. 3. Ratings & Reviews #ecommerceUGC
  4. 4. Photos & Videos #ecommerceUGC
  5. 5. Collaborative Filtering #ecommerceUGC
  6. 6. A Little History… It all started with comments and user reviews The founding fathers of user generated content #ecommerceUGC
  7. 7. And they still got it… #ecommerceUGC
  8. 8. We’re taking a different approach. We want to Reviews were revolutionary for make every book available—the good, the bad, andtheir time… loose. the ugly...to let truth — Jeff Bezos
  9. 9. User-generated content is creeping up on all ofis And user-generated content our marketing channels. That’s where content is still evolving… trending. — Moira Gregonis, Urban Outfitters
  10. 10. Why is UGC important for retailers?
  11. 11. Why is UGC important for retailers? • 75% of reviews posted on review websites are positive. • 95% of unhappy customers will return to your business if an issue is resolved quickly and efficiently. • 71% agree that consumer reviews make them more comfortable that they are buying the right product/service. • 70% of people consult reviews/ratings before purchasing. • People are 63% more likely to purchase a product from a site if it has product ratings and reviews. • Customer reviews create a 74% increase in product conversion. #ecommerceUGC
  12. 12. The UGC Maturity Model Collect and display UGC on-site Engage users on social networks #ecommerceUGC Engage users on social networks, then pull that content back on-site
  13. 13. The UGC Maturity Model Ad Value Engagement Conversion #ecommerceUGC
  14. 14. The UGC Maturity Model Ad Value None Engagement Low Conversion High #ecommerceUGC
  15. 15. The UGC Maturity Model Ad Value None Moderate Engagement Low Moderate Conversion High None #ecommerceUGC
  16. 16. The UGC Maturity Model Ad Value None Moderate High Engagement Low Moderate High Conversion High None High #ecommerceUGC
  17. 17. Takeaways: Frame the conversation by driving engagement on-site. Pull user-generated content back to your product pages to generate conversions.
  18. 18. Why do Customers Want UGC?
  19. 19. UGC Performs 4 Key Functions #ecommerceUGC
  20. 20. ―Social proof… is driven by the assumption that surrounding people possess more knowledge about a given situation.” #ecommerceUGC #ecommerceUGC
  21. 21. Merchandising • Most products are easier to evaluate in person than online • Merchandizing with user generated images provides tactility • Increase the amount of timeon-site #ecommerceUGC
  22. 22. Trust To what extent do you trust the following forms of advertising? (Neilsen, 2013) Emails I signed up for Online video ads Ads on social networks Display ads on mobile Online banner ads 56% 48% 48% 45% 42% Recommendations from people I know 84% Online consumer opinions 68% #ecommerceUGC
  23. 23. Trust #ecommerceUGC
  24. 24. Fan Celebration #ecommerceUGC
  25. 25. Adoption of UGC in the IR500
  26. 26. Where are we now? IR 500 • • • 73% of retailers use product reviews 69% of retailers use product ratings 19% of retailers use collaborative filtering #ecommerceUGC
  27. 27. Where are we now? What % of the IR 500 uses: Facebook 85% Twitter 79% Google+ 36% Instagram 14%* Pinterest 48% YouTube 48% #ecommerceUGC
  28. 28. Where are we now? What % of the IR 500 uses: UGC Photos UGC Videos #ecommerceUGC 3.3% 1.5%
  29. 29. Takeaway: We’re still in the early stages. Significant opportunities exist for innovators.
  30. 30. Awesome UGC Case Studies
  31. 31. Impact on Performance: Dessy.com Challenge Keeping visitors engaged longer Solution A user-driven wedding style gallery Results #ecommerceUGC
  32. 32. Impact on Performance: Ben & Jerry’s Challenge Activate dormant customers and generate user images for national ad campaign Solution User image campaign via #captureeuphoria Results #ecommerceUGC
  33. 33. Impact on Performance: Rent the Runway Challenge: Provide users with confidence when renting previously owned dress to increase conversions Solution: Crowd-sourcing user-generated images to display on product pages Results: #ecommerceUGC
  34. 34. Impact on Performance: Urban Outfitters Challenge: Capitalize on the 100,000+ brand endorsements from user-images being shared across social Solution: On-site UGC gallery which links to product pages Results: #ecommerceUGC
  35. 35. What can you do today?
  36. 36. What can you do today? • Use an ecommerce platform with a ratings and reviews component built in. • Incentivize UGC on social media – Consider contests and promotions! • Experiment with UGC call to actions in-store and in product packaging. #ecommerceUGC
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×