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The content wars the real power of UGC #searchleeds

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This is my presentation from the first #searchleeds, covering how the power of UGC is almost always underestimated. I use examples from amazon, the FT, airbnb, gopro, LinkedIn, justgiving & Baidu. I also recommend a number of techniques and formats you can use to fully integrate UGC into your product offering

Published in: Marketing
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The content wars the real power of UGC #searchleeds

  1. 1. T H E C O N T E N T WA R S : T H E P O W E R O F U G C D A N N Y D E N H A R D - H E A D O F D I G I TA L @ J U S T G I V I N G . 
 @ D A N N Y D E N H A R D #SEARCHLEEDS
  2. 2. S L I D E 2 WA R N I N G πŸ”ž 
 T H I S M I G H T I N S P I R E Y O U T O O P E N U P T H E F L O O D G A T E S T O U G C 😏 O R J U S T S PA M Y O U T U B E V I D E O S 😢 
 @dannydenhard
  3. 3. @dannydenhard B E WA R E T H E R E A R E A L O T O F G I F S & E M O J I S ❀ ⚠ 😀
  4. 4. W E A R E G O I N G T O TA L K A B O U T U G C @dannydenhard
  5. 5. @dannydenhard !
  6. 6. W I K I P E D I A T H E G O T O E X A M P L E , 
 S T I L L H A S O V E R 7 K A R T I C L E S W R I T T E N D A I LY ! 🌎 @dannydenhard
  7. 7. @dannydenhard
  8. 8. @dannydenhard
  9. 9. @dannydenhard ✈️ A I R B N B
  10. 10. 9 0 % O F A I R B N B 🏑 C O N T E N T I S U G C , T H E Y A R E C U R R E N T LY VA L U E D $ 2 5 B I L L I O N * … . 
 
 Y E S B I L L I O N @dannydenhard
  11. 11. @dannydenhard $ 4 B I L L I O N T H E A M O U N T O F M O N E Y R A I S E D O N J U S T G I V I N G F O R G O O D C A U S E S
  12. 12. @dannydenhard 1% 99% UGC Curated
  13. 13. Y E S 9 9 % I S U G C @dannydenhard
  14. 14. @dannydenhard
  15. 15. @dannydenhard B R I N G R A H E E M H O M E
  16. 16. W H Y S O I M P O RTA N T ? β€’ 5 5 0 K + V I S I T S β€’ 4 0 0 K + F R O M FA C E B O O K β€’ L A R G E # O F V I S I T S F R O M : β€’ R E D D I T β€’ L I N K E D I N β€’ N AT I O N A L & I N T E R N AT I O N A L P R E S S S I T E S β€’ D I S C U S S E D O N : β€’ D I S Q U S β€’ FA C E B O O K β€’ L I N K S F R O M N U M E R O U S O N L I N E N E W S PA P E R S & P U B L I C AT I O N S β€’ D R O V E 7 K + V I S I T S @dannydenhard
  17. 17. G O P R O @dannydenhardSource https://www.youtube.com/watch?v=Fhskvloj1gE
  18. 18. G O P R O & R E D B U L L H AV E R E C E N T LY J O I N E D F O R C E S , W H Y ? πŸ€” T H E P O W E R O F U G C A N D T H E I M PA C T O F Q U A L I T Y U G C πŸ’Έ @dannydenhard
  19. 19. @dannydenhard T R I PA D V I S O R
  20. 20. @dannydenhard L E D T O … .
  21. 21. R E D D I T @dannydenhard
  22. 22. R E D D I T @dannydenhard
  23. 23. L I N K E D I N @dannydenhard
  24. 24. @dannydenhard 1. P R O F I L E / D A N N Y D E N H A R D 2. A D V E RT I S I N G 3. P U L S E / T O D AY 4 . S L I D E S H A R E 5 . LY N D A . C O M
  25. 25. @dannydenhard 4 3 3 M I L L I O N U S E R S πŸ’ͺ $ 2 6 . 2 B I L L I O N πŸ€‘
  26. 26. @dannydenhard
  27. 27. @dannydenhard
  28. 28. @dannydenhard P R O D U C T H U N T
  29. 29. @dannydenhard Q U O R A
  30. 30. @dannydenhard Q U O R A
  31. 31. @dannydenhard A M A Z O N
  32. 32. @dannydenhard T W I T C H
  33. 33. @dannydenhard
  34. 34. β€’ G L A S S D O O R β€’ E X P E D I A β€’ L O O K FA N TA S T I C β€’ F E E L U N I Q U E β€’ B R AV I S S I M O β€’ A N Y A P P @dannydenhard B U S I N E S S E S W H O R E LY O N U G C
  35. 35. @dannydenhard B A I D U WA N T S U G C ( I T S 6 6 3 + M I L L I O N M A U ' S ) T O P O W E R I T ’ S O 2 O R E C O M M E N D AT I O N E N G I N E . 
 B A I D U WA N T S T O C R E AT E R E V I E W S AT β€œ D I S H L E V E L ” T O P O W E R I T S N E X T M O V E I N T O R E C O M M E N D AT I O N S & I T ’ S D E E P L E A R N I N G
  36. 36. @dannydenhard A L I T T L E I N S P I R AT I O N F O R Y O U
  37. 37. @dannydenhard A L I T T L E M O R E I N S P I R AT I O N F O R Y O U
  38. 38. T I P S T O I N C O R P O R AT E U G C @dannydenhard
  39. 39. β€’ P R O D U C T R E V I E W S πŸ’Ί β€’ C O M P E T I T I O N S – M A K E T H E M S E M A N T I C A L LY R E L E VA N T πŸ’ͺ β€’ A N S W E R I N G A V E RY S P E C I F I C Q U E S T I O N πŸ†— β€’ A M A’ S πŸ•΅ @dannydenhard T I P S T O I N C O R P O R AT E U G C
  40. 40. β€’ E M A I L πŸ“§ β€’ S O C I A L πŸ‘ β€’ T W I T T E R β€’ FA C E B O O K & FA C E B O O K M E S S E N G E R M . M E / U S E R N A M E β€’ I N S TA G R A M β€’ P I N T E R E S T β€’ L I N K E D I N β€’ S M S / W H AT S A P P / T E L E G R A M πŸ’¬ β€’ P O S T / P O S T C A R D πŸ’Œ @dannydenhard M A K E I T O V E R LY S I M P L E T O S U B M I T U G C
  41. 41. U G C M A K E S P E O P L E : β€’ D I S C U S S β€’ A R G U E β€’ P R O M O T E β€’ A M U S E O T H E R S β€’ C O M E B A C K @dannydenhard
  42. 42. I T S V E RY C L O S E T O W H AT M A K E S P E O P L E S H A R E O N FA C E B O O K : β€’ A W E β€’ A N G E R β€’ A M U S E M E N T β€’ VA N I T Y @dannydenhard
  43. 43. @dannydenhard H I N T: FA C E B O O K C O M M E N T S I S Y O U R F R I E N D
  44. 44. S O D A N N Y, 
 W H AT A R E T H E K E Y S T O G R E AT U S E R G E N E R AT E D C O N T E N T πŸ”‘ @dannydenhard
  45. 45. @dannydenhard L O C A L
  46. 46. @dannydenhard W I S D O M
  47. 47. @dannydenhard S H O RT C U T S
  48. 48. @dannydenhard D E D I C AT E D I N S I G H T S
  49. 49. @dannydenhard V E RY S P E C I F I C I N D E TA I L
  50. 50. @dannydenhard P E R S O N A L
  51. 51. @dannydenhard E X P E RT
  52. 52. @dannydenhard
  53. 53. PA I N S M E T O S AY T H I S B U T I T S G O O G L E ’ S : E X P E RT I S E A U T H O R I TAT I V E N E S S T R U S T W O RT H I N E S S @dannydenhard
  54. 54. W H AT D O E S T H I S A L L H AV E I N C O M M O N ? πŸ€” @dannydenhard
  55. 55. D E C I S I O N W O RT H Y ! T H I S I S W H AT M A K E S G R E AT U G C D I F F E R E N T T O A N Y O T H E R F O R M O F C O N T E N T. @dannydenhard
  56. 56. I T ’ S A G O O D PA R T O F W H AT M A D E T W I T C H S O A P P E A L I N G F O R $ 1 B I L L I O N D O L L A R S I T ’ S W H AT M A D E I N S TA G R A M T H E AT T R A C T I V E $ 1 B I L L I O N D O L L A R S B U S I N E S S B E F O R E A D S @dannydenhard
  57. 57. T H E R E A R E 3 C O M P O N E N T S T H AT M A K E U G C W O R K S : 1 . T H E P E O P L E πŸ‘« 2 . T H E T E C H ⌨ 3 . T H E R I G H T C O N T E N T πŸ“ƒ @dannydenhard
  58. 58. T H E T E C H : β€’ F I N D T H E R I G H T U G C S O L U T I O N F O R Y O U R B U S I N E S S β€’ H O S T E D V S S E L F H O S T E D β€’ M A N A G E D C O M M E N T S V S U N F I LT E R E D C O M M E N T S … … @dannydenhard
  59. 59. U G C TA K E S : β€’ R E A L T H O U G H T, β€’ H A R D W O R K , β€’ ( AT T H E B E G I N N I N G ) H A N D S O N C O M M U N I T Y M A N A G E M E N T β€’ & A H I N T O F V I R A L 😷 
 
 T O M A K E I T P O P 🍾 @dannydenhard
  60. 60. T H I N K A B O U T H O W Y O U C A N I N T E G R AT E P E O P L E S T H O U G H T S & VA L U E D O P I N I O N S I N T O Y O U R P R O D U C T O F F E R I N G A WAY F R O M B O G S TA N D A R D β€œ C O M M E N T S ” . @dannydenhard
  61. 61. T H I N K A B O U T H O W Y O U C A N R E WA R D T H E I R E X P E R T I S E . 
 T RY N O T T O I N C E N T I V I S E W I T H Β£ F O R T H E I R E X P E R T I S E . @dannydenhard
  62. 62. @dannydenhard W H Y ?
  63. 63. C O N TA C T I N F O β€’ E M A I L : D A N N Y. D E N H A R D @ J U S T G I V I N G . C O M β€’ T W I T T E R : @ D A N N Y D E N H A R D D A N N Y D E N H A R D . C O M / T W I T T E R β€’ L I N K E D I N : D A N N Y D E N H A R D . C O M / L I N K E D I N

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