The document discusses user-generated content (UGC) and provides tips for generating and using UGC in social media strategies. It defines UGC and explains why brands use it, noting that consumers value authenticity and trust user content more than traditional advertising. The document outlines types of UGC and what makes good UGC, then provides several tips for generating UGC, such as creating branded hashtags, contests and promotions, and directly asking customers. It also discusses managing rights and celebrating UGC in social feeds. The presentation concludes by advising attendees to get started with UGC by testing and measuring impact.

1. SO YOU THINK YOU CAN…UGC?
#FalconEd #growwithsocial
November 18th 2021

2. Your Presenters.
Letizia Zappa
Jr. Product Marketing Manager
Falcon.io
Alex Vaidya
CEO & Co-founder
StoryStream
@letiziazappa
#FalconEd
#growwithsocial
@alexvayda

3. 1. Trust issues
2. Content creator economy
3. Gen-Z
4. Why UGC?
5. What makes for good UGC?
6. Top tips for generating UGC
7. Getting started with UGC
Today’s Agenda.
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#growwithsocial

4. #FalconEd
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5. (Housekeeping)
rules help control the fun!
- Monica Geller
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Q: Are you currently using or have tested
UGC in your social strategy to date?

6. Trust Issues
● Consumers are bombarded with options and ads
● ...So consumers have become belief-driven:
● They rely on trust and authenticity when making purchases
There’s a BUT!

7. Content Creator Economy
Passive
Consumers
Traditional Media Social Media Rise Social Media Maturity
Active
Users
Influencers
& Creators

8. A brand that keeps it “real” uses real, relatable people in its communications and advertising.
Gen-Z
Winnow out
the ‘noise’
easily
Authenticity is
critical
First
mobile-native
in history
Not just users
but creators

9. ● Social Proof & Online Word of Mouth
● Delivers brand’s values
● Unique content produced for free +
● Get to know your audience!
Why UGC?
‘Authentic content created by real users’

10. UGC (User- Generated Content)
Any form of content including imagery, video and text that has been created
and shared by users, often on a social media or other digital platforms.

11. Types of UGC

12. What Makes Great UGC?
Authentic
Reflect the culture and
diversity of your audience
Local
Get content that is relevant to your
country and audience
Informative
Content focused on detail or
particular features is popular

13. Top Tips for Generating UGC

14. ● Create a branded hashtag
● Use consistently across social media
● Encourage creators to tag
Generating UGC Tips
Clear Calls to
#Action

15. Case Study
#porschemoment
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16. ● Run a dedicated contest
● Give clear instructions of what you want
● Create an instant UGC library!
Generating UGC Tips
Contests &
Promotions

17. Case Study
Trusted House
Sitters
● Over 4,200 submissions in 12 days
● Instant asset library
● Equivalent creative cost of £100k
● Website dwell times >11mins

18. ● Get specific types of UGC
● Request UGC as part of CRM activity
● Add CTA’s on product labels
● Add upload forms on your website
Generating UGC Tips
Ask Customers
Directly

19. Case Study
Damart
● Collecting UGC from non-social native
customers
● 65% of UGC from direct upload
● 48% increase in conversion rate

20. ● Don’t get sued!!
● You need to have creator permission
● Get rights by requesting permission
● Need to refer to your T&C’s
● Keep an audit trail
Generating UGC Tips
Managing
Usage Rights

21. Case Study
Hendricks Gin
● Get explicit rights to UGC
● Manage all UGC rights centrally
● Key to be compliant in industry
● Keep audit trail

22. ● Increase social post volume
● Without cost of content creation
● Boost organic reach
● Provide localisation
● Be more diverse
Generating UGC Tips
Celebrate UGC In
Your Social Feed

23. Case Study
NYX Cosmetics
● Grew Insta engagement by 33%
● >90% rights approval rate
● Increased organic posting
● Got more DE relevant content
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24. ● Create authentic UGC experiences
● Provide real content to help shoppers
● Increase site engagement
● Increase conversion rates
Generating UGC Tips
Make It Part Of Your
Website Experience

25. Case Study
#Bodenbyme
● Increase page dwell time >30%
● Increase basket size by 70%
● Provides site localisation

26. 1. See what’s out there already
2. Decide how you will encourage UGC generation
3. Get a clear rights management process in place
4. Create a central UGC pool for your brand
5. Test using on social (organic & paid)
6. Test using on websites, email etc (it works!)
7. Measure impact and scale
Generating UGC Tips
Get Started
With UGC!

27. ● StoryStream provides full UGC management solution
● Discover, get rights and manage UGC globally
● Integrated directly into Falcon.io content pool
● Offer website/ eCommerce integration too
Our Partnership
StoryStream x
Falcon.io

28. #FalconEd
#growwithsocial
Q: Will you look to use UGC in your 2022 social media strategy?

29. 1. Trust and authenticity are critical
2. UGC provides a trusted and authentic form of content
3. Create a scalable UGC strategy, test and learn