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Leveraging User-Generated Content to Grow
Your Buyer Community
Barbara Giamanco, Social Sales Advisor, Social Centered Sel...
© 2016 SAP SE or an SAP affiliate company. All rights reserved. 10Public
Content marketing is defined as “a marketing tech...
© 2016 SAP SE or an SAP affiliate company. All rights reserved. 11Public
The buyer’s journey
Buyer is expressing
symptoms ...
© 2016 SAP SE or an SAP affiliate company. All rights reserved. 12Public
Disruption
90% of decision makers say they
NEVER ...
© 2016 SAP SE or an SAP affiliate company. All rights reserved. 13Public
It all starts with a strategy
© 2016 SAP SE or an SAP affiliate company. All rights reserved. 14Public
And…
According to research by
The Sales Managemen...
© 2016 SAP SE or an SAP affiliate company. All rights reserved. 15Public
Sales
Demonstrates by example,
drives execution a...
© 2016 SAP SE or an SAP affiliate company. All rights reserved. 16Public
Without alignment…
Sellers do not adopt new
behav...
© 2016 SAP SE or an SAP affiliate company. All rights reserved. 17Public
Content is key for sales and marketing
Sources: D...
© 2016 SAP SE or an SAP affiliate company. All rights reserved. 18Public
There are only two ways for companies to break th...
© 2016 SAP SE or an SAP affiliate company. All rights reserved. 19Public
In the past, this is how content
was generated.
M...
© 2016 SAP SE or an SAP affiliate company. All rights reserved. 20Public
Today we have webinars,
ebooks, whitepapers, rese...
© 2016 SAP SE or an SAP affiliate company. All rights reserved. 21Public
Static content vs. interactive
Interactive conten...
© 2016 SAP SE or an SAP affiliate company. All rights reserved. 22Public
User-generated content in marketing
User-generate...
© 2016 SAP SE or an SAP affiliate company. All rights reserved. 23Public
According to Bazaar Voice, 64% of
millennials and...
© 2016 SAP SE or an SAP affiliate company. All rights reserved. 24Public
5 reasons to do it
Builds your reputation
Foster ...
© 2016 SAP SE or an SAP affiliate company. All rights reserved. 25Public
Most trusted by Millennials
By 2018, they overtak...
© 2016 SAP SE or an SAP affiliate company. All rights reserved. 26Public
Gen Z
86% use their smartphones
multiple times a ...
© 2016 SAP SE or an SAP affiliate company. All rights reserved. 27Public
Creating UGC campaigns
Match the promotion type t...
© 2016 SAP SE or an SAP affiliate company. All rights reserved. 28Public
Success story – Xerox
Xerox launched Chief Optimi...
© 2016 SAP SE or an SAP affiliate company. All rights reserved. 29Public
Success story – Belkin
In 2013, Belkin and Lego c...
© 2016 SAP SE or an SAP affiliate company. All rights reserved. 30Public
Success story – T-Mobile
T-Mobile offered to pay ...
© 2016 SAP SE or an SAP affiliate company. All rights reserved. 31Public
When the campaign is hijacked
Clear policies list...
© 2016 SAP SE or an SAP affiliate company. All rights reserved. 32Public
And your strategy still needs company-branded con...
© 2016 SAP SE or an SAP affiliate company. All rights reserved. 33Public
Final thoughts or questions?
© 2016 SAP SE or an SAP affiliate company. All rights reserved. 34Public
Let’s connect
Barbara Giamanco, Sales and Social ...
© 2016 SAP SE or an SAP affiliate company. All rights reserved. 35Public
Please complete session survey
Locate Session Cli...
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Leveraging User-Generated Content to Grow Your Buyer Community

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Is user-generated content surpassing company-branded content? In today’s world, consumers are addicted to social media. So why not give them what they love? User-generated content is 50% more trusted and 35% more memorable than other forms of media. Consumers tend to be drawn to websites where conversations and interaction between real people happen. Customers prefer and trust visual content that comes from other users because it gives value, adds credibility and sparks online users’ interest in a brand. Although branded content is key, when coupled with user-generated content, your content is 28% more effective in converting conversations into sales opportunities. Come join Barbara Giamanco, a leader in social selling and learn how to leverage the power of content contributed by your customers to promote your company brand, increase sales and ultimately, drive business growth.

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Leveraging User-Generated Content to Grow Your Buyer Community

  1. 1. Leveraging User-Generated Content to Grow Your Buyer Community Barbara Giamanco, Social Sales Advisor, Social Centered Selling / March 16, 2016 Public
  2. 2. © 2016 SAP SE or an SAP affiliate company. All rights reserved. 10Public Content marketing is defined as “a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a target audience—with the objective of driving profitable customer action. – Content Marketing Institute (CMI) “ ”
  3. 3. © 2016 SAP SE or an SAP affiliate company. All rights reserved. 11Public The buyer’s journey Buyer is expressing symptoms of a problem or opportunity. They begin doing some homework to better define the problem they want to solve. The problem or opportunity is now clearly defined. Research begins to understand the available options, approaches or methods to help them solve the problem. Now the buyer has decided on their strategy and has begun compiling a list of the vendors and products to see which ones fit their strategy. That becomes a short list, that ultimately leads to a decision to buy.
  4. 4. © 2016 SAP SE or an SAP affiliate company. All rights reserved. 12Public Disruption 90% of decision makers say they NEVER respond to cold outreach 82% of prospects can be REACHED via social networks 75% of B2B buyers use social media to RESEARCH vendors 57% of the buying journey happens BEFORE a sales rep is involved Sources: CEB, Harvard Business Review, comScore, IDC
  5. 5. © 2016 SAP SE or an SAP affiliate company. All rights reserved. 13Public It all starts with a strategy
  6. 6. © 2016 SAP SE or an SAP affiliate company. All rights reserved. 14Public And… According to research by The Sales Management Association, about of companies do not have any sort of social media strategy for those sales teams.
  7. 7. © 2016 SAP SE or an SAP affiliate company. All rights reserved. 15Public Sales Demonstrates by example, drives execution and accountability with sales teams Enablement Supports the adoption plan and provides an environment for ongoing learning Marketing Develops the content, creates systems for sharing easily, support social ambassadors
  8. 8. © 2016 SAP SE or an SAP affiliate company. All rights reserved. 16Public Without alignment… Sellers do not adopt new behaviors and revert to old habits No accountability for consistent execution Sales force isn’t provided educational content or tools needed to create new sales opportunities
  9. 9. © 2016 SAP SE or an SAP affiliate company. All rights reserved. 17Public Content is key for sales and marketing Sources: DemandGen, Dell, CEB of B2B buyers used social media to research their purchase decision. of B2B buyers said that they do not talk to a salesperson until they do their research. of executives browsed existing discussions to learn more about the topic. 77% 72% 57%
  10. 10. © 2016 SAP SE or an SAP affiliate company. All rights reserved. 18Public There are only two ways for companies to break through in an environment that is unprecedented in its cacophony. They can be ‘amazing’ or they can be useful. Instead of betting all your money on ‘amazing,’ what if… you just focused on being useful? – Jay Baer “ ”
  11. 11. © 2016 SAP SE or an SAP affiliate company. All rights reserved. 19Public In the past, this is how content was generated. More time-consuming and one-directional.
  12. 12. © 2016 SAP SE or an SAP affiliate company. All rights reserved. 20Public Today we have webinars, ebooks, whitepapers, research reports, quizzes, video, and more. All consumed in multiple ways.
  13. 13. © 2016 SAP SE or an SAP affiliate company. All rights reserved. 21Public Static content vs. interactive Interactive content is a browser-based digital experience designed for visitor participation. It isn’t content created solely to be read or watched, rather it’s designed to be something that your audience engages with. – Ion Interactive Quizzes Surveys Assessments Contests 88% 55% 88% of marketers say interactive content is effective at differentiating their brand. Just 55% indicate that static content is effective at differentiating. 70% 36% 70% of marketers say interactive content is effective at converting visitors. Just 36% indicate that static content is effective at converting visitors. 93% 93% of marketers say interactive content is effective at educating buyers. The eye-opening data on interactive content* * Demand Metric, Enhancing The Buyer’s Journey
  14. 14. © 2016 SAP SE or an SAP affiliate company. All rights reserved. 22Public User-generated content in marketing User-generated content (UGC) is defined as "any form of content such as blogs, wikis, discussion forums, posts, chats, tweets, podcasting, pins, digital images, video, audio files, advertisements and other forms of media that was created by users of an online system or service, often made available via social media websites – Wikipedia “ ”
  15. 15. © 2016 SAP SE or an SAP affiliate company. All rights reserved. 23Public According to Bazaar Voice, 64% of millennials and 53% of baby boomers want more options to share their opinions about brands, while other studies show user-generated content is 50% more trusted and 35% more memorable more than all other forms of media. Source: Hubspot
  16. 16. © 2016 SAP SE or an SAP affiliate company. All rights reserved. 24Public 5 reasons to do it Builds your reputation Foster loyalty Generates leads Younger buyers love it Similar to a focus group, but cheaper Add in graphics
  17. 17. © 2016 SAP SE or an SAP affiliate company. All rights reserved. 25Public Most trusted by Millennials By 2018, they overtake boomers at work Millennials spend 18 hours daily with media 30 percent of that time engaging with UGC 60% of their time is spent on social media Spending power of $2.45 trillion in 2015
  18. 18. © 2016 SAP SE or an SAP affiliate company. All rights reserved. 26Public Gen Z 86% use their smartphones multiple times a day 70% watch more than 2 hours of YouTube content daily 75 percent used social media weekly 60 percent reported taking pictures and video Social media use + pictures and video = UGC campaigns Source: Marketing Magazine image
  19. 19. © 2016 SAP SE or an SAP affiliate company. All rights reserved. 27Public Creating UGC campaigns Match the promotion type to your audience Request entries that you can repurpose later Make the reward match the effort required Simplify the process Consult legal up front
  20. 20. © 2016 SAP SE or an SAP affiliate company. All rights reserved. 28Public Success story – Xerox Xerox launched Chief Optimist in the Apple App Store in November 2012. The application is essentially a digital publication that targets senior decision makers at large enterprises. The publication features content from influential customers and business stalwarts from around the world.
  21. 21. © 2016 SAP SE or an SAP affiliate company. All rights reserved. 29Public Success story – Belkin In 2013, Belkin and Lego collectively developed a line of customizable iPhone cases. The company created a social platform for customers, giving them a place to share pictures of their cool new cases and to show others the benefits of making their own.
  22. 22. © 2016 SAP SE or an SAP affiliate company. All rights reserved. 30Public Success story – T-Mobile T-Mobile offered to pay the contract cancellation fees of any person who “broke up” with their existing cell phone service and switched to T-Mobile. 80,000+ breakup letters photos posted across various social media sites. Strong engagement but didn’t correlate to same number of people switching to T-Mobile.
  23. 23. © 2016 SAP SE or an SAP affiliate company. All rights reserved. 31Public When the campaign is hijacked Clear policies listed on platform being used Decide how you will handle the situation – in advance Plan for continual monitoring Tips for getting the conversation back on track
  24. 24. © 2016 SAP SE or an SAP affiliate company. All rights reserved. 32Public And your strategy still needs company-branded content that is mixed with user-generated content.
  25. 25. © 2016 SAP SE or an SAP affiliate company. All rights reserved. 33Public Final thoughts or questions?
  26. 26. © 2016 SAP SE or an SAP affiliate company. All rights reserved. 34Public Let’s connect Barbara Giamanco, Sales and Social Selling Advisor 404-647-4925 barbara.giamanco@scs-connect.com www.linkedin.com/in/barbaragiamanco www.twitter.com/barbaragiamanco 227 Sandy Springs Place Suite D333 Atlanta, GA 30328 Website: www.scs-connect.com Blog: www.barbaragiamanco.com
  27. 27. © 2016 SAP SE or an SAP affiliate company. All rights reserved. 35Public Please complete session survey Locate Session Click Surveys Button Select Breakout Survey Rate Session

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