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Offerpop's Winning Strategies for UGC Campaigns


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Offerpop's Winning Strategies for UGC Campaigns

  1. 1. Bite-Sized Social:Winning Strategies for User-Generated Content(UGC) CampaignsNick CaughelLead StrategistAugust 9, 2012 @offerpop #bitesizedsocial
  3. 3. WHAT MAKES UGC CAMPAIGNS SO SUCCESSFUL?If approached the right way, and aligned withthe brand – they’re fun to participate in andshareUploading and sharing photos on Facebookis a natural behavior for fansFans become invested in campaigns aftersubmitting • Motivated to come back to your page and share with friends3 Offerpop Confidential
  4. 4. PHOTO CONTESTPhoto Contest provides an easyway to run fun campaignsPeople share and vote on photos,around any theme you choose• Fans submit photos• Encourage friends to share• Goes viral very quicklyGap gave away 12 $500 gift cardsOver 1,000 entriesOver 20,000 votes4 Offerpop Confidential
  5. 5. APPROACH #1 – LET FANS CONTRIBUTE TO YOUR BRANDKarmaloopfans competed to becomethe next face of KarmaloopCompletely on brand• Karmaloop’s fan base is filled with designers and street fashion fans130,000 fans acquired200,000 votes5 Offerpop Confidential
  6. 6. APPROACH #2 – HAVE FANS INTERACT WITH YOUR PRODUCTSKidrobot fans got creative withthe brand’s Munny figuresPromoted their merchandisethrough word-of-mouth14,000 fans acquired40,000 votes6 Offerpop Confidential
  7. 7. APPROACH #3 – SHOWCASE YOUR FANS’ CREATIVITYIn this series of 8 themedcontests, Pictureline fansuploaded their own photosA perfect fit for their audienceof photography enthusiasts6,000 entries75,000 votes15,000 fans acquired7 Offerpop Confidential
  8. 8. APPROACH #4 – JUST HAVE FUN!Oak Chocolate asked fans toupload photos of what they call“Hungrythirsty Moments”Inspired fans to be goofy andshare their entries with theirfriends20,000 new fans and counting8 Offerpop Confidential
  9. 9. VIDEO CONTESTBebe selected 100 fans to submit ashort video of why they should be thenext face of BebeIntegrated seamlessly with VimeoVideos are personal and veryengaging, but require more fancommitment50,000 votesTip: Let your fans submit photos aswell to keep participation levels high9 Offerpop Confidential
  10. 10. CAPTION CONTESTFandangoasked fans to caption aphoto of the latest Ice Age movieVery low barrier to entryA simple way to inspire creativity500+ captions in 2 days10 Offerpop Confidential
  11. 11. OVERALL UGC BEST PRACTICESKeep the barriers to entry lowMake your instructions very clearInclude clear call to action in creativeSeed contests with 3-4 starter entriesInclude brand-aligned incentives forvotersA bigger prize isn’t always better11 Offerpop Confidential
  12. 12. THINGS TO LOOK OUT FOR WITH HIGH VALUE CONTESTSCheaters never prosperInclude a “cheating” clause in your Ts &CsAssured Voting • Track Facebook ID + IP address for every voterPanel of judges • Have an expert panel chose a winner from the top 10 entrants12 Offerpop Confidential
  13. 13. MODERATING ENTRIESRemember that social communities do agood job of self-monitoringKnow your audience – if they’re young, orprone to misbehave, you should moderateIf you need it – it’s easy to set up• Check “Moderate entries” under advanced options• Entries wait in a pool until you approve them13 Offerpop Confidential
  14. 14. DON’T FORGET TO PROMOTE YOUR CAMPAIGNPin status updates about your promotionon your TimelineCreate a custom campaign tile and makesure it’s visible on your main TimelinepageUpdate your cover photo with campaignimagery – no CTA’s allowedTap your existing marketing channels todrive more participation• Email• Twitter• Website call-out14 Offerpop Confidential
  15. 15. MAKE SURE YOU’RE MOBILEMobile participation is growing rapidly – you could be missing out 54% of Facebook traffic 25% of Offerpop campaign traffic 35% for UGC campaigns All Offerpop apps are available on Apple iOS and Google Android devices All Offerpop apps support fan-gating for mobile Tip: Make it easy for fans to participate from devices – require 4 or less text fields for photo submission15 Offerpop Confidential
  16. 16. PHOTO CONTEST 3 – NOW WITH INSTAGRAM & TWITTERAvailable later this month!Engage your fans and followers acrossphoto sharing platformsRun contests across Facebook, Twitter,and InstagramIndividual entries populate with userinformationReports include breakdown of entries byplatformOptionally moderate entries acrossplatforms16 Offerpop Confidential
  17. 17. THANK YOU! WE’LL SEND THE PRESENTATION SHORTLY. QUESTIONS? FEEL FREE TO EMAIL ME AT: Follow us @offerpop17 Offerpop Confidential