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Bite-Sized Social:
Winning Strategies for User-Generated Content
(UGC) Campaigns

Nick Caughel
Lead Strategist
August 9, 2012


                                       @offerpop
                                       #bitesizedsocial
AGENDA




    WHAT MAKES UGC CAMPAIGNS SO SUCCESSFUL?

    UGC TYPES AND VARIOUS APPROACHES

    BEST PRACTICES

    PHOTO CONTEST 3




2      Offerpop Confidential
WHAT MAKES UGC CAMPAIGNS SO SUCCESSFUL?




If approached the right way, and aligned with
the brand – they’re fun to participate in and
share

Uploading and sharing photos on Facebook
is a natural behavior for fans

Fans become invested in campaigns after
submitting
    • Motivated to come back to your page
         and share with friends



3       Offerpop Confidential
PHOTO CONTEST



                                        Gap gave away 12 $500 gift cards
Photo Contest provides an easy way to
run fun campaigns where people share
and vote on photos, around any theme
you choose.

•   Fans submit photos
•   Encourage friends to share
•   Goes viral very quickly


Over 1,000 entries
Over 20,000 votes



4      Offerpop Confidential
APPROACH #1 – LET FANS CONTRIBUTE TO YOUR BRAND



Karmaloop fans competed to become
the next face of Karmaloop

Completely on brand
• Karmaloop’s fan base is filled with
  designers and street fashion fans

130,000 fans acquired
200,000 votes




5      Offerpop Confidential
APPROACH #2 – HAVE FANS INTERACT WITH YOUR PRODUCTS




Kidrobot fans got creative with
the brand’s Munny figures

Promoted their merchandise
through word-of-mouth

14,000 fans acquired
40,000 votes




6      Offerpop Confidential
APPROACH #3 – SHOWCASE YOUR FANS’ CREATIVITY




In this series of 8 themed
contests, Pictureline fans
uploaded their own photos

A perfect fit for their audience
of photography enthusiasts

6,000 entries
75,000 votes
15,000 fans acquired


7       Offerpop Confidential
APPROACH #4 – JUST HAVE FUN!



Oak Chocolate asked fans to
upload photos of what they call
“Hungrythirsty Moments”

Inspired fans to be goofy and
share their entries with their
friends

20,000 new fans and counting




8      Offerpop Confidential
VIDEO CONTEST


Bebe selected 100 fans to submit a
short video of why they should be the
next face of Bebe

Integrated seamlessly with Vimeo

Videos are personal and very
engaging, but require more fan
commitment

50,000 votes

Tip: Let your fans submit photos as
well to keep participation levels high

9      Offerpop Confidential
CAPTION CONTEST




Fandango asked fans to caption a
photo of the latest Ice Age movie

Very low barrier to entry

A simple way to inspire creativity

500+ captions in 2 days




10     Offerpop Confidential
OVERALL UGC BEST PRACTICES


Keep the barriers to entry low

Make your instructions very clear

Include clear call to action in creative

Seed contests with 3-4 starter entries

Include brand-aligned incentives for
voters

A bigger prize isn’t always better



11     Offerpop Confidential
THINGS TO LOOK OUT FOR WITH HIGH VALUE CONTESTS


Cheaters never prosper

Include a “cheating” clause in your Ts & Cs

Assured Voting
    • Track Facebook ID + IP address
        for every voter

Panel of judges
    • Have an expert panel chose a
         winner from the top 10 entrants




12     Offerpop Confidential
MODERATING ENTRIES



Remember that social communities do a
good job of self-monitoring

Know your audience – if they’re young, or
prone to misbehave, you should moderate

If you need it – it’s easy to set up
• Check “Moderate entries” under
     advanced options
• Entries wait in a pool until you approve
     them


13     Offerpop Confidential
DON’T FORGET TO PROMOTE YOUR CAMPAIGN


Pin status updates about your promotion
on your Timeline

Create a custom campaign tile and make
sure it’s visible on your main Timeline
page

Update your cover photo with campaign
imagery – no CTA’s allowed

Tap your existing marketing channels to
drive more participation
• Email
• Twitter
• Website call-out

14     Offerpop Confidential
MAKE SURE YOU’RE MOBILE


Mobile 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
                                  submission
15    Offerpop Confidential
PHOTO CONTEST 3 – NOW WITH INSTAGRAM & TWITTER

Available later this month!

Engage your fans and followers across
photo sharing platforms

Run contests across Facebook, Twitter,
and Instagram

Individual entries populate with user
information

Reports include breakdown of entries by
platform

Optionally moderate entries across
platforms
16     Offerpop Confidential
THANK YOU!

     WE’LL SEND THE PRESENTATION SHORTLY.

     QUESTIONS? FEEL FREE TO EMAIL ME AT:

     nick@offerpop.com

     Follow us @offerpop




17      Offerpop Confidential

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Winning strategies for UGC Campaigns

  • 1. Bite-Sized Social: Winning Strategies for User-Generated Content (UGC) Campaigns Nick Caughel Lead Strategist August 9, 2012 @offerpop #bitesizedsocial
  • 2. AGENDA WHAT MAKES UGC CAMPAIGNS SO SUCCESSFUL? UGC TYPES AND VARIOUS APPROACHES BEST PRACTICES PHOTO CONTEST 3 2 Offerpop Confidential
  • 3. WHAT MAKES UGC CAMPAIGNS SO SUCCESSFUL? If approached the right way, and aligned with the brand – they’re fun to participate in and share Uploading and sharing photos on Facebook is a natural behavior for fans Fans become invested in campaigns after submitting • Motivated to come back to your page and share with friends 3 Offerpop Confidential
  • 4. PHOTO CONTEST Gap gave away 12 $500 gift cards Photo Contest provides an easy way to run fun campaigns where people share and vote on photos, around any theme you choose. • Fans submit photos • Encourage friends to share • Goes viral very quickly Over 1,000 entries Over 20,000 votes 4 Offerpop Confidential
  • 5. APPROACH #1 – LET FANS CONTRIBUTE TO YOUR BRAND Karmaloop fans competed to become the next face of Karmaloop Completely on brand • Karmaloop’s fan base is filled with designers and street fashion fans 130,000 fans acquired 200,000 votes 5 Offerpop Confidential
  • 6. APPROACH #2 – HAVE FANS INTERACT WITH YOUR PRODUCTS Kidrobot fans got creative with the brand’s Munny figures Promoted their merchandise through word-of-mouth 14,000 fans acquired 40,000 votes 6 Offerpop Confidential
  • 7. APPROACH #3 – SHOWCASE YOUR FANS’ CREATIVITY In this series of 8 themed contests, Pictureline fans uploaded their own photos A perfect fit for their audience of photography enthusiasts 6,000 entries 75,000 votes 15,000 fans acquired 7 Offerpop Confidential
  • 8. APPROACH #4 – JUST HAVE FUN! Oak Chocolate asked fans to upload photos of what they call “Hungrythirsty Moments” Inspired fans to be goofy and share their entries with their friends 20,000 new fans and counting 8 Offerpop Confidential
  • 9. VIDEO CONTEST Bebe selected 100 fans to submit a short video of why they should be the next face of Bebe Integrated seamlessly with Vimeo Videos are personal and very engaging, but require more fan commitment 50,000 votes Tip: Let your fans submit photos as well to keep participation levels high 9 Offerpop Confidential
  • 10. CAPTION CONTEST Fandango asked fans to caption a photo of the latest Ice Age movie Very low barrier to entry A simple way to inspire creativity 500+ captions in 2 days 10 Offerpop Confidential
  • 11. OVERALL UGC BEST PRACTICES Keep the barriers to entry low Make your instructions very clear Include clear call to action in creative Seed contests with 3-4 starter entries Include brand-aligned incentives for voters A bigger prize isn’t always better 11 Offerpop Confidential
  • 12. THINGS TO LOOK OUT FOR WITH HIGH VALUE CONTESTS Cheaters never prosper Include a “cheating” clause in your Ts & Cs Assured Voting • Track Facebook ID + IP address for every voter Panel of judges • Have an expert panel chose a winner from the top 10 entrants 12 Offerpop Confidential
  • 13. MODERATING ENTRIES Remember that social communities do a good job of self-monitoring Know your audience – if they’re young, or prone to misbehave, you should moderate If you need it – it’s easy to set up • Check “Moderate entries” under advanced options • Entries wait in a pool until you approve them 13 Offerpop Confidential
  • 14. DON’T FORGET TO PROMOTE YOUR CAMPAIGN Pin status updates about your promotion on your Timeline Create a custom campaign tile and make sure it’s visible on your main Timeline page Update your cover photo with campaign imagery – no CTA’s allowed Tap your existing marketing channels to drive more participation • Email • Twitter • Website call-out 14 Offerpop Confidential
  • 15. MAKE SURE YOU’RE MOBILE Mobile 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 submission 15 Offerpop Confidential
  • 16. PHOTO CONTEST 3 – NOW WITH INSTAGRAM & TWITTER Available later this month! Engage your fans and followers across photo sharing platforms Run contests across Facebook, Twitter, and Instagram Individual entries populate with user information Reports include breakdown of entries by platform Optionally moderate entries across platforms 16 Offerpop Confidential
  • 17. THANK YOU! WE’LL SEND THE PRESENTATION SHORTLY. QUESTIONS? FEEL FREE TO EMAIL ME AT: nick@offerpop.com Follow us @offerpop 17 Offerpop Confidential

Editor's Notes

  1. Intro Photo Contest
  2. Can we include examples of the photos themselves?
  3. Update word doc with copy for last bit.
  4. Mention Essay Contest
  5. Delete and distribute content