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So You Think You Can… UGC

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Lots of brands understand the power of user generated content, but fail to do it at scale. This is because sometimes, the hoops a brand needs to jump through in order to properly utilize UGC, feel more like a road block, rather than treasure trove. However, there are huge opportunities when it comes to supercharging organic and paid social with real content created by fans and customers. StoryStream joins us live to discuss practical tips brands can adopt instantly in order to ignite and improve their UGC strategy.

In this webinar we are diving into:
- What makes for good UGC
- How to engage creators and encourage the right type of UGC
- Practical tips and ideas on how to incorporate UGC into your social strategy

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So You Think You Can… UGC

  1. 1. SO YOU THINK YOU CAN…UGC? #FalconEd #growwithsocial November 18th 2021
  2. 2. Your Presenters. Letizia Zappa Jr. Product Marketing Manager Falcon.io Alex Vaidya CEO & Co-founder StoryStream @letiziazappa #FalconEd #growwithsocial @alexvayda
  3. 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. #FalconEd #growwithsocial
  4. 4. #FalconEd #growwithsocial
  5. 5. (Housekeeping) rules help control the fun! - Monica Geller Recording & Slides Available on-demand and sent to you in tomorrow’s FUP e-mail. Questions Use the Q&A box to submit your questions for speakers. Chat Communicate with others by selecting “All panelists and attendees” before you send your message. Social Tag us across all socials using @FalconIO with the hashtags #FalconEd #growwithsocial and we’ll reshare. Survey We would love to get your feedback upon exiting the webinar. 1 2 3 4 5 6 Facebook Group Join “Grow With Social” to continue the conversation. Q: Are you currently using or have tested UGC in your social strategy to date?
  6. 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. 7. Content Creator Economy Passive Consumers Traditional Media Social Media Rise Social Media Maturity Active Users Influencers & Creators
  8. 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. 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. 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. 11. Types of UGC
  12. 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. 13. Top Tips for Generating UGC
  14. 14. ● Create a branded hashtag ● Use consistently across social media ● Encourage creators to tag Generating UGC Tips Clear Calls to #Action
  15. 15. Case Study #porschemoment #FalconEd #growwithsocial
  16. 16. ● Run a dedicated contest ● Give clear instructions of what you want ● Create an instant UGC library! Generating UGC Tips Contests & Promotions
  17. 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. 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. 19. Case Study Damart ● Collecting UGC from non-social native customers ● 65% of UGC from direct upload ● 48% increase in conversion rate
  20. 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. 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. 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. 23. Case Study NYX Cosmetics ● Grew Insta engagement by 33% ● >90% rights approval rate ● Increased organic posting ● Got more DE relevant content #FalconEd #growwithsocial
  24. 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. 25. Case Study #Bodenbyme ● Increase page dwell time >30% ● Increase basket size by 70% ● Provides site localisation
  26. 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. 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. 28. #FalconEd #growwithsocial Q: Will you look to use UGC in your 2022 social media strategy?
  29. 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

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