© 2014 TigerLogic Confidential!1
U S E R
using
GENERATED
CAMPAIGNS
to fuel
CONTENT
QUESTION 1
4
THE PSYCHOLOGY OF UGC
ego reward community
QUESTION 2
6
QUESTION 3
8 CORE ELEMENTS
1.
2.
3.
4.
5.
6.
7.
8.
UGC
Dedicated Team
Hashtag (just one)
Call to Action / Goal
Contextual Content
Agg...
EXAMPLES
QUESTION 4
7 TIPS
1.
2.
3.
4.
5.
6.
7.
Make it worthy of user’s timeline
Make the collection interesting
Curation is your friend
Seed...
QUESTION 5
6 TRENDS
1.
2.
3.
4.
5.
6.
UGC and SEO will finally have BFF moment.
Copyright concerns will trigger debate.
Content creato...
AUDIENCE QUESTIONS
© 2014 TigerLogic Confidential!41
Y O U
THANK
Using User-Generated Content to Fuel Campaigns: A SXSW Session with Justin Garrity and Kendra Bracken-Ferguson
Using User-Generated Content to Fuel Campaigns: A SXSW Session with Justin Garrity and Kendra Bracken-Ferguson
Using User-Generated Content to Fuel Campaigns: A SXSW Session with Justin Garrity and Kendra Bracken-Ferguson
Using User-Generated Content to Fuel Campaigns: A SXSW Session with Justin Garrity and Kendra Bracken-Ferguson
Using User-Generated Content to Fuel Campaigns: A SXSW Session with Justin Garrity and Kendra Bracken-Ferguson
Using User-Generated Content to Fuel Campaigns: A SXSW Session with Justin Garrity and Kendra Bracken-Ferguson
Using User-Generated Content to Fuel Campaigns: A SXSW Session with Justin Garrity and Kendra Bracken-Ferguson
Using User-Generated Content to Fuel Campaigns: A SXSW Session with Justin Garrity and Kendra Bracken-Ferguson
Using User-Generated Content to Fuel Campaigns: A SXSW Session with Justin Garrity and Kendra Bracken-Ferguson
Using User-Generated Content to Fuel Campaigns: A SXSW Session with Justin Garrity and Kendra Bracken-Ferguson
Using User-Generated Content to Fuel Campaigns: A SXSW Session with Justin Garrity and Kendra Bracken-Ferguson
Using User-Generated Content to Fuel Campaigns: A SXSW Session with Justin Garrity and Kendra Bracken-Ferguson
Using User-Generated Content to Fuel Campaigns: A SXSW Session with Justin Garrity and Kendra Bracken-Ferguson
Using User-Generated Content to Fuel Campaigns: A SXSW Session with Justin Garrity and Kendra Bracken-Ferguson
Using User-Generated Content to Fuel Campaigns: A SXSW Session with Justin Garrity and Kendra Bracken-Ferguson
Using User-Generated Content to Fuel Campaigns: A SXSW Session with Justin Garrity and Kendra Bracken-Ferguson
Using User-Generated Content to Fuel Campaigns: A SXSW Session with Justin Garrity and Kendra Bracken-Ferguson
Using User-Generated Content to Fuel Campaigns: A SXSW Session with Justin Garrity and Kendra Bracken-Ferguson
Using User-Generated Content to Fuel Campaigns: A SXSW Session with Justin Garrity and Kendra Bracken-Ferguson
Using User-Generated Content to Fuel Campaigns: A SXSW Session with Justin Garrity and Kendra Bracken-Ferguson
Using User-Generated Content to Fuel Campaigns: A SXSW Session with Justin Garrity and Kendra Bracken-Ferguson
Using User-Generated Content to Fuel Campaigns: A SXSW Session with Justin Garrity and Kendra Bracken-Ferguson
Using User-Generated Content to Fuel Campaigns: A SXSW Session with Justin Garrity and Kendra Bracken-Ferguson
Using User-Generated Content to Fuel Campaigns: A SXSW Session with Justin Garrity and Kendra Bracken-Ferguson
Using User-Generated Content to Fuel Campaigns: A SXSW Session with Justin Garrity and Kendra Bracken-Ferguson
Using User-Generated Content to Fuel Campaigns: A SXSW Session with Justin Garrity and Kendra Bracken-Ferguson
Using User-Generated Content to Fuel Campaigns: A SXSW Session with Justin Garrity and Kendra Bracken-Ferguson
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Using User-Generated Content to Fuel Campaigns: A SXSW Session with Justin Garrity and Kendra Bracken-Ferguson

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The emergence of social media several years ago changed the way brands communicated with and to consumers – forcing them to completely change their approach to marketing products and services not only online, but offline as well. This emergence of consumer-to-consumer communications has been greatly magnified in the marketplace – and become an essential piece of the marketing puzzle for brands. Finding unique ways to leverage these consumer conversations into marketing strategies is essential and integrating user-generated content is an important component of brand building. Unlike traditional marketing communications, where brands and marketing managers had a high degree of control, today’s marketers have to learn how to best leverage and shape consumer discussions and generated media. In recent months, more and more brands have realized the power in using consumer-generated media from social networks - shaping and changing the way they are reaching consumers.

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Using User-Generated Content to Fuel Campaigns: A SXSW Session with Justin Garrity and Kendra Bracken-Ferguson

  1. 1. © 2014 TigerLogic Confidential!1 U S E R using GENERATED CAMPAIGNS to fuel CONTENT
  2. 2. QUESTION 1
  3. 3. 4 THE PSYCHOLOGY OF UGC ego reward community
  4. 4. QUESTION 2
  5. 5. 6
  6. 6. QUESTION 3
  7. 7. 8 CORE ELEMENTS 1. 2. 3. 4. 5. 6. 7. 8. UGC Dedicated Team Hashtag (just one) Call to Action / Goal Contextual Content Aggregate, Curate and Display Terms and Conditions Amplification
  8. 8. EXAMPLES
  9. 9. QUESTION 4
  10. 10. 7 TIPS 1. 2. 3. 4. 5. 6. 7. Make it worthy of user’s timeline Make the collection interesting Curation is your friend Seed content Reward great posts Consider barrier to entry Think beyond the web
  11. 11. QUESTION 5
  12. 12. 6 TRENDS 1. 2. 3. 4. 5. 6. UGC and SEO will finally have BFF moment. Copyright concerns will trigger debate. Content creators will lead creative ideation. Searchable hashtags on all social networks. Specific role / responsibility for curation. UGC will be commonplace on product pages and in store
  13. 13. AUDIENCE QUESTIONS
  14. 14. © 2014 TigerLogic Confidential!41 Y O U THANK

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