There has been a shift in the buying behavior of the modern consumer. To win a modern consumer means to reach them at the right time, right place, and with the right content. The last 10 years has seen some companies thrive and others die because of their choices on innovation and customer experience. In this talk, we will discuss the marketing strategies to remain competitive and stand out among consumers that are demanding more trust, authenticity, and involvement in the brands they choose.

1. Tim Sae Koo
CHIEF EXECUTIVE OFFICER,
TINT
HOUSTON, TX ~ JUNE 6 - 7, 2018 | DIGIMARCONSOUTH.COM
#DigiMarConSouth
Why Customer Generated Content
Marketing is Perfect for the
Modern Customer Journey
KEYNOTE

2. Why UGC Marketing is
on the Rise and How to
Harness its Power
TIM SAE KOO, TINT
CEO

6. Trusted by more than 5,000+ brands in over 172 countries

7. 1. Was a childhood actor for Intel & Disney
2. Grew a dogfluencer account on
Instagram named @BoeTheBearcoat
with 17k followers as a bet
3. Accidentally rocks a reverse widow's
peak

8. 1. Why UGC Marketing?
2. How to Implement?
3. Who to Learn From?

9. Awareness Consideration Purchase Service Loyalty

12. Source: Clearvoice 2018 Survey “Biggest Challenge with Content”

14. Source: Clearvoice 2018 Survey “Biggest Challenge with Content”

15. Brand-generated content
volume and investment is up
300% year over year.
BECKON
300 %

16. But only 5% of
branded content is
getting engaged.
BECKON
5%

18. Source: Clearvoice 2018 Survey “Biggest Challenge with Content”

20. Former Microsoft Windows CMO Thom Gruhler
In today’s on-demand economy, our tolerance and our attention span as
consumers is wildly shorter than it used to be. Customers not only expect
better content, but also content that are contextual and personalized to them
– based on where they are and what they’re doing in the moment.”

21. NEED MORE,
EFFECTIVE

22. 1.8 Billion / Day
CURATE > CREATE
Higher Brand Engagement Reduced Content Creation Costs Increased Conversions

23. ”At every phase of the customer life cycle, customer-generated content can
provide customers with crucial peer insight or validation that makes their
experience with the brand more effective, easier, or joyful.”
Forrester - Spin User-Generated Content Into Brand-Building Gold

24. Source: Forrester Research, Inc.

25. “Consumers have less attention and
trust from all the advertising noise
today, and thus are now relying,
consuming, and creating MORE
brand-related content than ever
before.” - Forrester
Yesterday’s marketing tactics
no longer resonate with today’s
buyers
W HY NOW ?
2017 MARKET VALUE
$216 Million
2017 MARKET VALUE
$3.6 Billion

26. It was recently found that 84 percent of
millennials don’t trust traditional
advertising. Experts suggest brands
empower these customers and put their
voices at the heart of their marketing
strategy. (Forbes)
Market with your customers, not
at them
W HY NOW ?

27. $1.35 Million
of US online adults
talk or post about
products or services
online; 33% do it at
least weekly
of US online adults
rely a lot on
recommendations
from friends or
family when making
purchases
of US online adults
consume what
other people have
posted online about
products or
services; 25% say
they do it daily
38% 81% 63%
SOURCE: FORREST ER ‘SPIN USER -G E NE R AT E D CO NT ENT INT O BRAND -B U IL DI NG GOLD”

28. 1. Why UGC Marketing?
2. How to Implement?
3. Who to Learn From?

32. COLLECT & SOURCE
Evergreen Hashtags || Campaign Hashtags
Location Tags || Location Coordinates
Brand @ Mentions || Review Pages

33. CURATE & MODERATE

34. SMART CURATION

35. SMART CURATION

36. RIGHTS CLEARANCE

37. BRAND & PERSONALIZE

38. PUBLISH & REPURPOSE ACROSS CUSTOMER JOURNEY (OMNI-CHANNEL)
Homepage Websites || Digital Signage
Email Marketing || Print Material
Social Advertising || Ecommerce Pages

41. 1. Why UGC Marketing?
2. How to Implement?
3. Who to Learn From?

42. $1.35 Million
SPECIALITY PRODUCE
&
INCREASING ENGAGEMENT

44. 150% increase
Post activity and contributions
in 12 months
500M
Impressions and reach across
social networks in 12 months
67% increase
Revenue from inspired
purchases
Source: TINT Database
We are a $50M business today because of TINT. Without
you guys we would be a $30M business. We’ve had chefs
from restaurants come in and get inspired to use new
ingredients after they see the TINT on our screens. We’ve
had restaurants call in and ask about produce they see on
our website TINT.”
Bob Harrington, CEO
Speciality Produce

45. $1.35 Million
BLUE APRON
&
REDUCING CONTENT CREATION COSTS + TIME

46. “TINT has made image
acquisition such a dream for
me in terms of the processes
we've had to take. From
aggregating 615,006 posts
and being able to use AI to
find the best 2551 images, the
process has given me more
time back, which means more
productivity!”
Kayla Bowers, Community Manager
Blue Apron

47. “The ability to scale requests for
usage rights from users is a huge win
for us. This is especially important as
we collected 700 images per week
before, and now we collect 1,500
images per week with a 40% approval
rate — saving us at least two
resources if done manually.”
Director of Digital Content
Large US Speciality Retailer

48. $1.35 Million
LOEWS HOTELS
&
INCREASING CONVERSIONS

49. 62% increase
Social Engagement
85% increase
Time spent on bookings page
4x increase
Revenue from brand-site
bookings
Source: TINT Database

50. “10 years ago hospitality marketing
teams had the job of creating a
handful of content for print ads,
website assets, and maybe a couple
of billboards. Now, with that same
budget, they are expected to create
hundreds of pieces of content for
booking pages, mobile sites, social
ads, e-mail newsletters - the list is
endless. Repurposing guest-
generated content is our answer.”
Simon Kopec, Director Content Strategy
Loews Hotels

52. TIM SAE KOO
CEO
tim@tintup.com
@timsaekoo
@tint
“Consumers have less attention and
trust from all the advertising noise
today, and thus are now relying,
consuming, and creating MORE
brand-related content than ever
before.” - Forrester