UGC To Fuel Campaigns
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A presentation for Imagination Publishing on using User Generated Content to fuel campaigns. This presentation is based on content from a 2014 SOuth by Southwest session by Justin Garrity and Kendra Bracken-Ferguson.
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UGC To Fuel Campaigns
- 1. Using UGC To Fuel Campaigns Ryan Johnson Original by @justinogarrity and @kendrabracken
- 2. Psychology of UGC Ego •I love myself Rewards •I want something for free Community •I want to be part of something bigger
- 3. We interact with UGC daily
- 4. But some is more special
- 8. 1. UGC 2. Dedicated Team 3. Hashtag (one only) 4. Call to action/Goal 5. Conceptual Content 6. Aggregate, Curate & Display 7. Terms and Conditions 8. Amplification 8 Core Elements of a UGC Campaign
- 10. Case Study: Independent Lens
- 11. Case Study: Independent Lens
- 12. UGC Tips Make it worthy of the user’s timeline Make the collection interesting Curation is your friend Curation can drive repeat visits Reward great posts Consider barriers to entry Think beyond the web
- 13. Trends in UGC UGC and SEO will have a BFF moment. Copyright concerns will trigger debate. Content creators will lead creative ideation. Maintaining a consistent hashtag on all social networks. Specific roles for curation. UGC will be commonplace on product pages and in-store.
- 14. Discussion
- 15. Discussion What clients could benefit from UGC How could you create a UGC campaign that is uniquely suited for them? How can you aggregate and display the UGC? Who can manage the curation? What are possible barriers to entry?
Editor's Notes
- 155 million people are contributing UGC, and many millennials don’t make decisions without consulting UGC. Ask – who reads reviews before booking a hotel? What about before you go to a restaurant?
- How does mobile play in? Think about Nike’s run tracker for one.
- Nike+ lets you post photos from your run and to interact with a community. Nike even featured a few heavy users who posted photos and sent them new shoes.
- Nike skate channel offered a challenge for skaters to meet and then upload their videos.Costs Nike nothing, speaks volumes.
- 1) UGC2) Dedicated Team - what are the roles of Pr, marketing, social, etc.?3) Hashtag (one only)4) Call to action/Goal - make it easy. A small barrier to entry, easy Call to Action. Does it fit in their lives? How does it add value?5) Conceptual Content - what does this look like? Seed content - no one wants to go first. Show what you are looking for6) Aggregate, Curate & Display - Someone has to understand the brand and how to use the content. - people want to see what other people are doing7) Terms and Conditions8) Amplification - how can we amplify it? How do we get it to where we want it?
- Lego example - you have an R&D resource in fans! http://www.belkin.com/us/Products/Cases-and-Armbands/c/Lego-Cases-for-iPad-iPhone-and-iPod/
- Go to next for info and links…
- had people submit videos Vine/Instagram/YouTube singing “DOn’t Stop Belivin’. Website collects them. http://instagram.com/p/enjt1VH4cQhttp://www.pbs.org/independentlens/blog/dont-stop-believin-video-contest-winners
- timeline - they want to look cool, not lame on their timeline. interesting - how can creative boundaries be pushed?Curation - - what kinds of UGC photos/videos/tweets are on brand? Don’t use a blind feed.Reward Great Posts - like it, feature it, tweet about itThink beyond the web – how can this content live on? can use content in places that benefit our brand.
- - UGC and SEO will have a BFF moment - a great moment for using the two to drive conetnt in more organic ways.Content creators will lead creative ideation. Companies are getting influencers involved. Example – Lay’s chip contest.UGC will be commonplace on product pages and in-store: people buy by what friends recommend
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