How Companies Are Encouraging User Generated Content to Build Their Brands and Online Reputation<br />By Josiah Mackenzie<...
Why We’re So Focused With Reviews and Reputation <br />2<br />Customer reviews and online reputation has a more measurable...
What User Generated Content Can Do For Your Brand<br />3<br />Introduce your brand to new audiences<br />Share a more comp...
Potential Limitations of User Generated Content<br />4<br />Small percentage of contributors<br />Indifferent majority<br ...
The 90-9-1 Rule of Participation Inequality<br />5<br />In most online communities, 90% of users are lurkers who never con...
How To Increase Volume of User-Generated Content<br />6<br />Understand what motivates people to share content online<br /...
The Amazon Consumer Generated Content Model<br />7<br />Encouraging UGC To Build Brands and Reputation<br />
Make It Easy – Bridge the Online/Offline Gap<br />8<br />Encouraging UGC To Build Brands and Reputation<br />
Make It Easy – Create Templates<br />9<br />Encouraging UGC To Build Brands and Reputation<br />
Case Study: Roger Smith Hotel<br />10<br />The Roger Smith Hotel hosts “content creation events”<br />Live meetups and eve...
Practical Considerations of User Generated Content<br />11<br />Choose your community home<br />Make it easy for others to...
Case study: Fairmont – Everyone is an Original<br />12<br />Encouraging UGC To Build Brands and Reputation<br />
Case study: Marriott Napa Valley on Facebook<br />13<br />Encouraging UGC To Build Brands and Reputation<br />
Case study: Roger Smith Hotel at RogerSmithLife.com<br />14<br />Encouraging UGC To Build Brands and Reputation<br />
The Future of User-Generated Content<br />15<br />What trends are changing user-generated content?<br />Adding an editoria...
Editorial Evolution of UGC<br />16<br />“What the Web 2.0 revolution is really delivering is superficial observations of t...
UGC + Editorial Example: CNN Open Stories<br />17<br />Encouraging UGC To Build Brands and Reputation<br />
Future: Customer-Driven Innovation<br />18<br />Encouraging UGC To Build Brands and Reputation<br />
Future: Location-Based Services as UGC<br />19<br />“Location is part of my story.”<br />Encouraging UGC To Build Brands a...
Future: “Likeonomics” and microinfluence<br />20<br />Encouraging UGC To Build Brands and Reputation<br />
Recap: What We Need To Know About UGC for Brands<br />21<br />Reviews have a measurable link to business performance <br /...
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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ReviewPro Guide for Hotels - Encouraging User Generated Content UGC

  1. 1. How Companies Are Encouraging User Generated Content to Build Their Brands and Online Reputation<br />By Josiah Mackenzie<br />May 2011<br />
  2. 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. 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. 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. 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. 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. 7. The Amazon Consumer Generated Content Model<br />7<br />Encouraging UGC To Build Brands and Reputation<br />
  8. 8. Make It Easy – Bridge the Online/Offline Gap<br />8<br />Encouraging UGC To Build Brands and Reputation<br />
  9. 9. Make It Easy – Create Templates<br />9<br />Encouraging UGC To Build Brands and Reputation<br />
  10. 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. 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. 12. Case study: Fairmont – Everyone is an Original<br />12<br />Encouraging UGC To Build Brands and Reputation<br />
  13. 13. Case study: Marriott Napa Valley on Facebook<br />13<br />Encouraging UGC To Build Brands and Reputation<br />
  14. 14. Case study: Roger Smith Hotel at RogerSmithLife.com<br />14<br />Encouraging UGC To Build Brands and Reputation<br />
  15. 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. 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 />"Web 3.0 is taking what we'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. 17. UGC + Editorial Example: CNN Open Stories<br />17<br />Encouraging UGC To Build Brands and Reputation<br />
  18. 18. Future: Customer-Driven Innovation<br />18<br />Encouraging UGC To Build Brands and Reputation<br />
  19. 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. 20. Future: “Likeonomics” and microinfluence<br />20<br />Encouraging UGC To Build Brands and Reputation<br />
  21. 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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