5. It all started with…
Web 1.0
Limited Content, Limited Creativity, Limited Business
Web 2.0
Diverse Content
Specialized Resources
Autonomy and Empowerment
Targeted Consumers
More Business
Lower marketing costs
11. Impacts on Marketing
70-80 % of purchase decisions are
influenced by UGC on the web
Key things marketers should know:
•Content is king, build a story
•Build a discussion platform not a sales pitch
•Be available for your customers
•Know what’s trending
•Create/support a cause
12. Two Major Trends of UGC
Be Part of the Content
•Building Custom Communities
•Dedicated Channels
•Brand Profile Page
Be Around the Content
•Overlay video Ads
•Conversation Targeting
•Search Engine Optimization
13. Effective UGC Marketing Campaigns
http://www.youtube.com/watch?feature=player_embedded&v=SI‐rsong4xs
15. Effective UGC Marketing Campaigns
http://www.youtube.com/watch?feature=player_embedded&v=0TYy_3786bo
16. Challenges and Opportunities
Key Challenges:
•Lack of control
•Regional/Global appeal concerns
•Not understanding what consumers want
•Drawing the line between ad and story
•Measure
Key Opportunities:
•Lower ad spend
•Promoting to a targeted base
•Build brand loyalty
•Experimenting
17. The Future of UGC: Web 3.0
Current State of UGC: Content producers
are not effectively rewarded
18. How can Marketers fix this gap?
Reward for UGC:
•Reward your brand advocates
•Create campaigns that incentivize
UGC
•Establish a platform of commerce
