Leveraging User Generated Content, Social Bakers 2018 #engageprague
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UGC is where the consumer and the company meet. What if we can look to finding existing sources of content that are still fresh, relevant and interesting? What if our consumers and customers are telling us exactly what they want?! Lecture delivered at #engageprague organized by Social Bakers 2018.
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Leveraging User Generated Content, Social Bakers 2018 #engageprague
- 2. LET’S ENGAGE! Make sure you choose the right room: We’re at Benefitka! Ask questions during the presentation! TRY IT!
- 5. AGENDA 2:00 PM 2:15 PM 3:00 PM 3:30 PM 4:15 PM Welcome Note & House Rules Case Study by Mordecai from Blue Thread Marketing Networking Break Baking It In! Team User Generated Campaign Presentations 5:00 PM Awards
- 6. BLUE THREAD MARKETING AUTHENTIC STORYTELLING – LEVERAGING USER GENERATED CONTENT
- 7. Mordecai is the Co-Founder and Chief Strategist of Blue Thread Marketing, a boutique Israeli digital agency working with clients that have spanned across 8 countries, ranging from startups to the city of Jerusalem. Mordecai is pan avid blogger and an active contributor to the digital marketing space. He's been cited in Buzzfeed, CMO.com, Forbes & Inc. Mordecai's content has been featured on industry- leading sites including Fast Company, Social Media Today Business2Community, Social Media World and Post Planner, and coschedule. Mordecai has also been featured on DukoscopyTV a leading forex trading television channel. He’s also part of Huawei’s Global Key Opinion Leader program. MORDECAI HOLTZ Blue Thread Marketing TODAY’S SPEAKER
- 8. AGENDA 9:00 AM 9:15 AM 10:00 AM 10:30 AM 11:15 AM Welcome Note & House Rules Case Study by Mordecai from Blue Thread Marketing Networking Break Baking It In! Team User Generated Campaign Presentations 12:00 PM Awards
- 10. @mordecaiholtz
- 11. @mordecaiholtz
- 12. JERUSALEM From Old to New: Branding a 3,000 year old city with UGC @mordecaiholtz
- 13. “MANY OF THE TRUTHS THAT WE CLING TO DEPEND ON OUR POINT OF VIEW.” @mordecaiholtz
- 14. @mordecaiholtz
- 17. Vibrant, innovative, sexy! VIBRANT, INNOVATIVE, SEXY! The Flight Attendant Life, Huffington Post @mordecaiholtz
- 18. COOL ENOUGH FOR CONAN @mordecaiholtz
- 21. @mordecaiholtz
- 22. GOAL Position Jerusalem as a leading tourist destination @mordecaiholtz
- 23. METHODS OF GROWTH Old vs New @mordecaiholtz
- 24. @mordecaiholtz
- 29. UGC is where the consumer and the company @mordecaiholtz
- 30. WHY IS UGC IMPORTANT ? @mordecaiholtz
- 32. IMPACT OF USER GENERATED CONTENT @mordecaiholtz
- 33. @mordecaiholtz
- 34. TOURISTS: OUR BEST AMBASSADORS @mordecaiholtz
- 35. MILLENNIAL MINDSET Mobile vs traditional @mordecaiholtz
- 37. MARATHONSocial Reach 3 Million (increase of 20% from 2017 increase of 66% from 2016) @mordecaiholtz
- 38. LIGHT FESTIVAL Instagram 800 New Followers 401K people saw content 2.3 Million Reach of Content Twitter 207K people saw content 475K Reach of Content @mordecaiholtz
- 39. HOW DO WE SCALE THE GROWTH? @mordecaiholtz
- 41. CASE STUDY: TBEX JERUSALEM PHOTO BY COPPER KETTLE / CC BY-SA 2.0
- 42. PRE-TBEX TRIP Platforms: Twitter, Facebook, Instagram Tracking Tool: Zoomph #tbexjlm @mordecaiholtz
- 43. WHAT DID THE BLOGGERS SAY? @mordecaiholtz
- 44. TBEX JERUSALEM Platforms: Twitter, Facebook, Instagram Tracking Tool: Zoomph #tbexjlm These metrics do NOT include any content on Snapchat or Facebook. This is just pure micro pieces of content during the week-long experience of @mordecaiholtz
- 46. START Worth the time? Strategy/ Plan Be Clear Relationship Bake It Strategic Use
- 47. ONE TO MANY OR MANY TO ONE @mordecaiholtz
- 51. @mordecaiholtz
- 52. RULES @mordecaiholtz Cross platform content Collaboration with all partners Identifying personas Consumable content Consistency Targeting vs virality (maximizing $$) online/offline
- 53. @mordecaiholtz RISKS Internet is the Wild West Contingency Plan Active Monitoring Choose Advocates Wisely Moderate Content Legal Considerations and Authenticity
- 54. @mordecaiholtz TAKEAWAYS Hyper Focused Niche Build Community Be Clear Obejctives Expectations Stay Humble Quality over Quantity Always Be Testing Bake It In Personalize
- 57. BAKING IT IN!
- 58. CHURCH OF SAINTS CYRIL AND METHODIUS (KARLÍN) On 18 October 1863, this neo-Romanesque basilica was consecrated in the name of the two saints in the Prague suburb of Karlín. One of the largest churches in the country, it was designed by the Austrian Karl Rösner and the Prague architect Vojtěch Ignác Ullmann, with decoration by some of the leading artists of the day including Josef Mánes, and Josef Matyáš Trenkwald who was responsible for the magnificent painted ceilings. For many years this was the sole church dedicated to the two saints. In 1935, however, the eighteenth-century church of St Charles Borromeo in central Prague was reconsecrated as the Cathedral of Saints Cyril and Methodius. It was that building, not this, which sheltered the ill-fated assassins of Reinhard Heydrich.
- 59. INSTRUCTIONS 1. Visit the Church of Saints Cyril and Methodius (Karlín) 2. Create 5-6 visual content pieces that offer unique angles of the location. 3. Each description of content should highlight relevant information about the destination. 4. These smaller consumable pieces should connect or tie into the longer blog post that is written. 5. Engagement, language and style count.
- 60. HOW TO GET THERE? • Follow Maya, who will walk you there ! • Or follow these simple instructions: 1. Exit Workshop 2. Turn Left 3. Walk till end of the street – turn left 4. Walk straight 2 block before you get to the church • The walk will take you 9 mins
- 61. AND THE WINNER IS… A purple semi-transparent overlay (copy & pasted from Resource Slide #15) was added on top of this photo to make the light-colored text stand out. You can change the photo by dragging the overlay to side, deleting the photo, and adding your own. You can also delete or change the overlay. You can also use the bare template from the Layout dropdown menu and add your own overlay color. AND THE WINNER IS… TEAM Isabella!
- 62. AND THE WINNER IS… A purple semi-transparent overlay (copy & pasted from Resource Slide #15) was added on top of this photo to make the light-colored text stand out. You can change the photo by dragging the overlay to side, deleting the photo, and adding your own. You can also delete or change the overlay. You can also use the bare template from the Layout dropdown menu and add your own overlay color. THANK YOU! SEE YOU AT THE BIG EVENT!
Editor's Notes
- On a scale from 1 -10 how many espressos have you had this morning? On a scale from 1 -10 how likely are you to visit Jerusalem?
- Today’s Speaker
- Marketing is about values. It’s a noisy world. In order to rise above the noise, we have to be really clear and deliberate about the narrative. But does the deliberate narrative have to be created, organized and delivered by the brand?
- Jerusalem is fortunate to be a leading tourist destination. Millions of visitors walk through its streets on an annual basis. Like Barcelona, Paris, NYC, Berlin, Jerusalem is among the best and strongest tourist brands. It’s also the center of much media attention, often focused on challenging topics. The challenge is changing the perception of Jerusalem….
- Any guesses on who said this? Obi One Kanobi
- When you think of Jerusalem, you think of?
- I’m pretty familiar with the constant challenge of creating valuable content and adhering to a regular schedule. I get it. We’re busy and we’re tasked with many responsibilities. content writing is not a task for everyone. It’s a constantly fluid method of communication. What if we can look to finding existing sources of content that are still fresh, relevant and interesting? What if we could take a mental break from the conformity of the four walls of our office or the computer screen for inspiration? What if our consumers and customers are telling us exactly what they want?!
- That is exactly what we embarked upon in Jerusalem. Jerusalem is a brand that reflects vibrant, diversity and change.
- As marketers, We’re builders. Our job is to lay a strong foundation and then slowly and deliberately add bricks to our building. We create the instructions, we see what the final product should look like. We understand its value. But we also don’t want to be constantly pushing the same old content. It’s not the way people consume content today. They want more exciting and maybe even more interesting structures. Let’s take our role as builders and explore how to embark and embrace the shift in how content is created today.
- Unfortunately, many companies market their product from the internal perspective. Meaning the company assumes certain value added components that may not resonate with the actual user. They focus on the “what” of the product, not the “why”? Think about it. Any company sells the “what”? What is so good about my product? What does it do? What did the company think its value can be. Consumers don’t necessarily care about what! They look at why this product. They look for experiences that resonates with their daily routine and passions. Why is it valuable? They will do the research of the what of the product after they think the why is important enough to make an investment.
- You can’t sell a city or destination or any product for that matter by out performing or out selling the competition. Copying the other team never works. What works is telling a story that’s unique. A vision that surpasses the test of time. We in Jerusalem didn’t want to talk about our streets vs the Old City streets of European cities. That wouldn’t work. That was our old way. We sold the hardware of the city. We didn’t listen to the software. The experiences. The narratives. We just posted images without the people. Hardware Buildings Centralized Unfortunately, many companies market their product from an internal perspective. Meaning the company assumes certain value added components that may not resonate with the actual user. They focus on the “what” of the product, not the “why”? Think about it. Any company sells the “what”? What is so good about my product? What does it do? What did the company think its value can be. Consumers don’t necessarily care about what! They look at why this product. They look for situations in which the product could apply to their daily routine. Why is it valuable? They will do the research of the what of the product after they think the why is important enough to make an investment.
- Jerusalem embarked on a new method of social and digital growth. But in order to better understand the city’s success, we need to explore the basics of UGC. What is it? Why? How to get started? What are some of the ideas to get corporate buy in? What are some of the best practices? Are there any risks associated to UGC? So, let’s build together and create something awesome. User Centric Software Decentralized
- UGC is where the consumer and the company meet. It’s what the consumer tells the company about their product. It’s the interaction with the product or service. It’s the secret to a company’s success. We’re not just writers. We’re not just marketers. We juggle communications, production of text and images. We have tons of options. We have to face the mobile shift. We collaborate with many teams within the company. But do we build or just communicate the messages of these departments into a more ‘cohesive’ form? Doesn’t this compete with the entire thought process of the building paradigm shift? Well builders don’t compete with what was. Builders look for opportunities and use what exists to try to revamp and rethink. Using Jerusalem as the case study, let’s explore UGC.
- So why UGC? Social media is the gateway that allows brands to connect authentically with audience members one-on-one. By utilizing UGC, brands give real users the opportunity to tell real stories – something that may be inherently missing from brand generated content. In doing so, brands naturally adopt the role of navigator, cleverly guiding the user journey. social media is the next word of mouth. consumers are 92% more likely to trust recommendations by people they know over other forms of advertising (that’s from Nielson). UGC creates a two-way dialogue and allows brands to directly engage in real conversations with consumers on social. 80% of a marketing campaigns reach comes from social amplification, according to a recent Ogilvy study. High quality visual content is being generated every day by consumers. Your UGC is an endless pool of content that resonates with potential consumers and keeps marketing campaigns fresh. Finally, businesses that use UGC as part of their marketing channels see higher conversion, CTR’s to product pages and average increase of order values. Remember UGC is a building block it’s not the entire wall.
- In tourism, there are many touchpoints that impact the overall user experience. From hotels, travel agents, restaurants, transportation, guiding, attractions. It’s not one point, like so many purchase decisions. It’s many and that’s what makes it that much more difficult. To oversee every touch point is difficult but UGC can enable better monitoring better oversight and create a cohesive strategy.
- The best way to tell the story of Jerusalem is by opening up the city to the voices of its best ambassadors, the tourists. That’s precisely what we embarked upon 4 years ago. How did we do it? We didn’t talk about hotels, costs of tours, bus tours… That’s right. The inner force of a company’s content and writing is not in the top down content funnel. It’s actually the grassroots content that our users/ consumers offer that can better shape the future of writing. UGC. UGC. UGC.
- Did you know that in 2018, Millennials – currently in their mid-teens to mid-30s – will have more spending power than any other generation? Two studies by crowdtap, showed some fascinating results: 84% of Millennials report that user-generated content on company websites has at least some influence on what they buy and where 43% of people are more likely to purchase a new product when they have learned about it through social channels or from friends and family We embarked on a narrative driven campaign. On a shift in mindset not a specific location. Our visitors want to know who is Jerusalem? What do we stand for? That was our social angle Which is why you’ll want to first decide what you would like it to reflect on your brand. Of course, this can and will change over time as you discover new things about what your audience loves. How can we leverage the media of today, social media, to enable our visitors to retell and convey these messages?
- A few years ago, we started with event driven UGC. Jerusalem hosted several international events that brought participants from all over the world to the city. They came to experience the city through the events, why not rally their participation and provide them with the tools to share and coordinate their efforts with our goals? So we created unique hashtags for each of the events. Marathon, Light Festival, Open Restaurants.
- The UGC from events spoke for itself. But we weren’t ready to go all in. There’s a difference between event driven UGC and ongoing UGC. So before going all in, we decided to put UGC to the test. We slowly and methodically posted both kinds of content for the duration of a few months. Here’s the results.
- The implications of user generated content on the power to influence buyers to take certain actions from social media and other digital platforms is huge. And that’s exactly how Jerusalem approached the shift in content. We decided that we have to democratize the content creation. We have so many great content creators and we’re not providing them with the platform to amplify their experiences. Even with the UGC proving itself. It’s not easy staying consistent. We needed a boost of great content.
- We needed a boon of positive content that would include pictures, blog posts, and narratives. Not told by us but by our target audience. The idea of reaching the target audience and allowing them to tell their experience would yield better results in the long term. That’s where we started to do some digging for unique and creative ways to bring a large quantity of content creators to Jerusalem. Let them tell the story. Let them do the heavy lifting. Let us orchestrate their experience but allow them to experience. We needed beat writers. After searching high and low, we found TBEX, Travel Bloggers Exchange, the largest travel bloggers conference. They come for a week. Learn, tour, travel, experience. They write, post, tag, share. We’re the hosts. After winning the bid for hosting TBEX, we hosted a pre-conference press trip. 22 bloggers….
- In 4 days this is what we got. Some impressive engagement. Great use of all of the social platforms. As part of the bid, Jerusalem was required to host a group of 20-30 bloggers to get a pre-screening of Jerusalem. They, in turn, would promote the city to their constituents as a great destination for the big conference, which would take place in May. Give these bloggers a three-day- whirlwind tour of Jerusalem. ROI: When was the last time Jerusalem was called vibrant, innovative, sexy?! Positive, colorful, creative, and tasty digital content about Jerusalem. What impact do travel bloggers have on a city in 3 days? What did they think about their experience? Here is the social media outcome the group generated about the Press Trip (courtesy of Zoomph) 582 social posts in 3 days 7.7 million social impressions Active contributors and a solid base of content for us to use in the future. Now it was time for the main event.
- In a significant push for a city often mentioned on social media and online in the context of conflict, Jerusalem leveraged the event to create a wave of positive digital content. Content reached over 80 million people, and over eight thousand pieces of digital content were published through social media channels. More than 18 million people have viewed the many blog postings written by delegates at the conference. The event resulted in longer lasting relationships with many influential global partners as well as enabled the local market to grasp the full power of digital influence. “Really enchanted by the stories, discoveries and exploration in the City of David. Wow.” “Great Shot Great Vibes” “One of my favorite evenings in Israel, spent under the stars, watching the history of Jerusalem projected beautifully onto the walls of the Tower of David” “Do Not Die without Going to Jerusalem”
- In 4 days this is what we got. Some impressive metrics. Great use of all of the social platforms. Not including traditional press, TV and other media sources covering the event.
- For those who say “great so you got digital content but about actual ROI” Here it is. 360 Participants Flights $800 x 360 Tourist Spending $520 per day x 4 days x 360 participants (hotel, food, transportation) $750,000 Total ROI
- Decide whether UGC is worth your time: Before planning your UGC campaign, you must understand your audience, or ideal audience. Establish your goals and make a plan: Aim for sharing your brand’s story: Asking customers to share a photo about your product is okay, but it will only tell your website visitors about the product and not your average customers. A more vital strategy is to ask fans to share content that reflects their lifestyle and experiences that your product supports. That will make it easier for potential customers to connect with your brand. To make sure your customers get the memo, express your interest and show your unique branded hashtags on all your communication channels (webpage, social media channels, newsletter). Keep the relationship going: Actively engage with users that submit content, keep the conversation going, and build out the relationship. Embed your UGC feed on multiple pages to influence all customer lifecycle phases Use the earned content strategically: Don’t abuse the earned media. Ask for permission.
- A marketing persona is a composite sketch of a key segment of your audience. For content marketing purposes, you need personas to help you deliver content that will be most relevant and useful to your audience. So how many of these “human beings” do you need to create? It is recommended that you make three to five personas to represent your audience; this number is big enough to cover the majority of your customers yet small enough to still carry the value of specificity
- Our goal for Jerusalem was to reach the millennial audience. Males/ Females ages 20-35. Have leisure time. Have some money to spend. 3-5 day average visit to other cities with similar profile. Looking for experiences not necessarily just a history tour. Target Audience: Millennials Ages 20-35 Active on Social Looking for Experience Willing to Pay for Value but Want Free Persona Name: Mike Education/Position: Hipster Age: 20 Location: Nomad Family: Solo Goals and Challenges: Mike likes to experience cities in a local sense. Not the standard way of tourists. He’s a nomad and loves meeting locals to give a real input and vibe in every location. Isabella Fashionista, trend setting style writer. She’s active, engaging and social. She has completed a degree in journalism from Spain’s top school.
- So what is the process of building a competent user generated program? What did Jerusalem do in house to execute this new form of content strategy correctly? Every business, no matter its size, industry or location has a wealth of potentially brilliant content to share. Whether it’s stories from employees, product-led demos, there’s a whole host of opportunities and worthy subjects for your videos and photos. Identify brand personas. Be Specific. Once identified, brands can then leverage this information for competitive research, content curation, and influencer mapping. Every industry has hashtags. Remember, they’re like keywords. Cross platform content Collaboration with all partners Identifying personas Consumable content Consistency Targeting vs virality (maximizing $$) online/offline engagement
- User-generated content can help businesses reap additional benefits. Reader commentary can be instrumental in identifying the concerns of users. It helped us in Jerusalem. We are seeing record numbers of tourists. While I can’t directly associate TBEX and the increase there’s definitely room for the correlation. Based on user feedback, we can modify content to suit the needs of our audience. Creating more effective content based on UGC helps everyone in the long run. For us in Jerusalem, UGC serves as our strongest marketing tool. A product’s audience can best reflect its proper market position. Good testimonials that a product’s customers or users have provided can work wonders in increasing its user base—delivering on the promise of greater adoption. However, since bringing UGC to the tourism space enables users to freely add or edit content, it comes bundled with the risk that the original content and intentions may become more difficult to understand. Most users contributing content would not have a background that would allow them to appreciate the nuances of content development. Not all attempts at using UGC go well. UGC is indeed a risk, and if companies don’t plan carefully, the attempt can cause embarrassment—and damage to the brand. When content is placed in the public’s control, the perception of a brand can quickly change. And even if a company doesn’t plan a UGC campaign, it can get caught in the UGC crossfire. In many cases, brands must race to respond to UGC they had no hand in encouraging.
- When done correctly, UGC can be more effective than almost any other type of campaign. People trust other consumers far more than they’ll ever trust something from a business. And with UGC, your customers do the promoting, create the content, and spread the word. Social media has allowed people to form direct relationships with companies. As marketers, we must take this into account when developing strategies. Find your niche: Stay true to your voice and know your audience are other ways of telling your know you’ve found your niche, or area of expertise. Build a community: Networking is not a one-step process. Seek out twitter chats, Google+ communities or Linkedin discussions, and do attend events IRL – in real life, just like TBEX or other industry events. Be clear about your approach and objectives: You should have a content mission statement for your blog or content platforms, just like brands do! Understand the objectives and expectations: Is the brand seeking awareness and brand buzz? Or perhaps a laser-like focus on specific industry niche or demographic? Can UGC fulfill these expectations? Stay humble: Don’t expect the campaign to go viral right off the bat. Find the right people and audience. In Jerusalem, we work with bloggers and contributors with personality rather than the total social media prima dona. Invest time to find the right people: It’s not enough to base your decision-making on the blogger’s Klout score alone. Do the research to find out about online community engagement and other intangible elements important to the “bigger” view. Quality over quantity: Every brand has influencers. Sometimes the contributors with less followers will yield better results. So 10,000 followers could be good but 5 of 3,000 followers that are active will bring more content down the line. Rethink your measurement of success: Define the metrics of the UGC campaign clearly. Is it posts? Shares? Tags Bake it In: If you want users to contribute, you have to make it simple and seamless for them to do so. Bake the hashtag into all PR efforts. Personalize: Brands tend to over think content. Don’t force the content during a UGC campaign. Allow the user to share their experiences. Personalize the experience. They will appreciate the sentiment. Don’t burden the process with details. Make it simple for participation.
- As participants in Engage we’re all visitors in Prague. We all came to this gorgeous city to learn but we’re also here to provide them with some great new UGC. Here’s our fun, unique and hands on workshop. Each group will get a social media brief. Then, we will all go out to a specific location that is famous in Prague. While we’ll all be at the same location, our audience and our brief will be different. Our goal is to create 5-6 visuals, including videos, and then 1-2 longer form posts that are the anchor and backdrop for the visuals.
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