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ReviewPro Guide for Hotels - Encouraging User Generated Content UGC
ReviewPro Guide for Hotels - Encouraging User Generated Content UGC
ReviewPro Guide for Hotels - Encouraging User Generated Content UGC
ReviewPro Guide for Hotels - Encouraging User Generated Content UGC
ReviewPro Guide for Hotels - Encouraging User Generated Content UGC
ReviewPro Guide for Hotels - Encouraging User Generated Content UGC
ReviewPro Guide for Hotels - Encouraging User Generated Content UGC
ReviewPro Guide for Hotels - Encouraging User Generated Content UGC
ReviewPro Guide for Hotels - Encouraging User Generated Content UGC
ReviewPro Guide for Hotels - Encouraging User Generated Content UGC
ReviewPro Guide for Hotels - Encouraging User Generated Content UGC
ReviewPro Guide for Hotels - Encouraging User Generated Content UGC
ReviewPro Guide for Hotels - Encouraging User Generated Content UGC
ReviewPro Guide for Hotels - Encouraging User Generated Content UGC
ReviewPro Guide for Hotels - Encouraging User Generated Content UGC
ReviewPro Guide for Hotels - Encouraging User Generated Content UGC
ReviewPro Guide for Hotels - Encouraging User Generated Content UGC
ReviewPro Guide for Hotels - Encouraging User Generated Content UGC
ReviewPro Guide for Hotels - Encouraging User Generated Content UGC
ReviewPro Guide for Hotels - Encouraging User Generated Content UGC
ReviewPro Guide for Hotels - Encouraging User Generated Content UGC
ReviewPro Guide for Hotels - Encouraging User Generated Content UGC
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ReviewPro Guide for Hotels - Encouraging User Generated Content UGC

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  • 1. How Companies Are Encouraging User Generated Content to Build Their Brands and Online Reputation<br />By Josiah Mackenzie<br />May 2011<br />
  • 2. Why We’re So Focused With Reviews and Reputation <br />2<br />Customer reviews and online reputation has a more measurable connection to business performance than any other type of digital communication.<br />Reviews are the type of UGC closest to the buying process<br />Reviews affect sales conversion rates<br />Reviews affect revenue<br />Reviews give us candid feedback for quality improvement<br />Review analytics provide insights for decision making <br />Encouraging UGC To Build Brands and Reputation<br />
  • 3. What User Generated Content Can Do For Your Brand<br />3<br />Introduce your brand to new audiences<br />Share a more compelling sales message<br />Increase search engine visibility<br />Act as a virtual product research and development lab<br />Encouraging UGC To Build Brands and Reputation<br />
  • 4. Potential Limitations of User Generated Content<br />4<br />Small percentage of contributors<br />Indifferent majority<br />Inaccurate sample sizes<br />Lack of a strategic overall content plan<br />Lack of centralization reduces visibility of individual contributions<br />All of these can be overcome with proper planning…<br />Encouraging UGC To Build Brands and Reputation<br />
  • 5. The 90-9-1 Rule of Participation Inequality<br />5<br />In most online communities, 90% of users are lurkers who never contribute, 9% of users contribute a little, and 1% of users account for almost all the action. [Jakob Nielsen]<br />Encouraging UGC To Build Brands and Reputation<br />
  • 6. How To Increase Volume of User-Generated Content<br />6<br />Understand what motivates people to share content online<br />“Status stories” and sharing experiences<br />Building their social profile<br />Helping others<br />Make it easy and convenient to contribute<br />Make participation an side effect of using the product<br />Create templates to customize<br />Go mobile<br />Go offline<br />Encouraging UGC To Build Brands and Reputation<br />
  • 7. The Amazon Consumer Generated Content Model<br />7<br />Encouraging UGC To Build Brands and Reputation<br />
  • 8. Make It Easy – Bridge the Online/Offline Gap<br />8<br />Encouraging UGC To Build Brands and Reputation<br />
  • 9. Make It Easy – Create Templates<br />9<br />Encouraging UGC To Build Brands and Reputation<br />
  • 10. Case Study: Roger Smith Hotel<br />10<br />The Roger Smith Hotel hosts “content creation events”<br />Live meetups and events<br />Establish clear sharing mechanisms<br />Provide access and tools<br />Encouraging UGC To Build Brands and Reputation<br />
  • 11. Practical Considerations of User Generated Content<br />11<br />Choose your community home<br />Make it easy for others to contribute<br />Actively promote the material contributed<br />Encouraging UGC To Build Brands and Reputation<br />
  • 12. Case study: Fairmont – Everyone is an Original<br />12<br />Encouraging UGC To Build Brands and Reputation<br />
  • 13. Case study: Marriott Napa Valley on Facebook<br />13<br />Encouraging UGC To Build Brands and Reputation<br />
  • 14. Case study: Roger Smith Hotel at RogerSmithLife.com<br />14<br />Encouraging UGC To Build Brands and Reputation<br />
  • 15. The Future of User-Generated Content<br />15<br />What trends are changing user-generated content?<br />Adding an editorial layer to user-generated content<br />Involving user-generated content in product development <br />Location-based services play a bigger role in creating UGC<br />Likeonomics, microinfluence, and the time-starved consumer<br />Encouraging UGC To Build Brands and Reputation<br />
  • 16. Editorial Evolution of UGC<br />16<br />“What the Web 2.0 revolution is really delivering is superficial observations of the world around us rather than deep analysis, shrill opinion rather than considered judgment.” – Andrew Keen<br />User-generated content isn’t the next big thing: UGC + Editorial is.<br />&quot;Web 3.0 is taking what we&apos;ve built in Web 2.0—the wisdom of the crowds—and putting an editorial layer on it of truly talented, compensated people to make the product more trusted and refined.” – Jason Calacanis<br />Encouraging UGC To Build Brands and Reputation<br />
  • 17. UGC + Editorial Example: CNN Open Stories<br />17<br />Encouraging UGC To Build Brands and Reputation<br />
  • 18. Future: Customer-Driven Innovation<br />18<br />Encouraging UGC To Build Brands and Reputation<br />
  • 19. Future: Location-Based Services as UGC<br />19<br />“Location is part of my story.”<br />Encouraging UGC To Build Brands and Reputation<br />
  • 20. Future: “Likeonomics” and microinfluence<br />20<br />Encouraging UGC To Build Brands and Reputation<br />
  • 21. Recap: What We Need To Know About UGC for Brands<br />21<br />Reviews have a measurable link to business performance <br />UGC plays a key role in sales and building visibility<br />Negative aspects can be avoided with planning<br />Key changes coming to UGC in the years ahead<br />Encouraging UGC To Build Brands and Reputation<br />

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