BIMA Breakfast Briefing | Beyond UGC | The Rise in Customer Co-Creation
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For years, brands have been using user generating content to engage their customers. According to Nielsen, 92% of consumers trust earned media – shares, reposts, reviews, recommendations or content picked up by third party sites – over advertising. Other studies show consumers trust user generated content more than all other forms of media - but what’s next? How do brands properly engage with their fans/customers? How do you create great co-created content? What channels can you use? Take a look here to learn how co-created content is on the rise and how brands and agencies alike are harnessing the power of their customer base to build a better business offering.
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BIMA Breakfast Briefing | Beyond UGC | The Rise in Customer Co-Creation
- 1. BIMA Breakfast Briefing Beyond UGC : The Rise of Customer Co- Creation
- 2. BIMA Patron Members BIMA Partners
- 3. Branwell Johnson Director of Content at Propeller PR @Branwellcontent MODERATOR
- 4. @BIMA @Propellerites #BIMAUGC Username: Loft Password: ivyclub4
- 5. Carl Wong Co-Founder and CEO of LivingLens Enterprise @livinglenstv SPEAKER
- 15. Marina Cheal Chief Marketing Officer at Reevoo @kasseva SPEAKER
- 16. The future of UGC isn’t social Marina Cheal, CMO, Reevoo
- 17. Lorem ipsum dolor sit amet Lorem ipsum eu sea idque eligendi no modo audiam mandamus eam AUDIENCES
- 18. Lorem ipsum dolor sit amet Lorem ipsum eu sea idque eligendi no modo audiam mandamus eam COMMUNITIES
- 19. What are good relationships based on? a common interest trust
- 21. 1. Base it around the product
- 23. 3. Hand over the megaphone
- 24. 4. It’s all about shared value
- 29. Customers convincing customers. That’s not marketing. That’s life. We believe the best stories are the real ones. Shoppers do too.
- 30. Thank You!
- 31. Liz Faber Digital Strategist and EU Social Strategy Lead at SapientNitro @sapientnitro SPEAKER
- 32. WHAT’S NEXT FOR CO- CREATION?
- 33. 33 “Content is anything you can upload to the web. It is a Shakespeare sonnet and a picture of my cat's ass.” Bob Hoffman 2015 The Ad Contrarian
- 35. You need to have a story worth telling, to be a brand worth sharing From Promise > Purpose TRUSTAUTHENTICITY
- 36. When you choose Unilever you create a brighter future #BrightFuture
- 37. Having a human experience rather than being sold something by a brand From ‘communities’ to community driven
- 38. #MyMintMoment
- 39. A New Generation Of Community Powered Social Brands
- 40. Into The Gloss/Glossier “I wanted something that felt like if there had never been a beauty brand ever before” “They don’t feel like they have a stake in it, they do have a stake in it.”
- 41. AirBnB: the first community powered SuperBrand? “From a property listings company to a community driven brand created and lived by millions of people who have their finger prints all over Airbnb”
- 42. Adam Stamper Founder of Hashtag’d @adamstamper SPEAKER
- 43. S L I D E S : https://hashtagd.net/bimaslides C O N TA C T : adam@hashtagd.net & +44 20 3286 9153
- 44. BIMA Breakfast Briefing Beyond UGC : The Rise of Customer Co- Creation
Editor's Notes
- Cisco predict 69% of all consumer internet traffic will be video by 2017 And with more and more people using smartphone, it becomes so easy to capture video 67% of Millenials take a video or photo at least every other day
- fuelled by the growth of mobile-based insight & UGC and enabling automated technologies to turn video into searchable data
- Brand vs Agency Brand – closer, customer centric, under the skin, engage other in the business, engage consumers in WoM marketing Agency – drive earned media and fan amplification, efficiency capturing and curating, find new ways to unlock insights
- We are working one of worlds largest brand, taking video content from all around the world, from many different sources, showing cooking habits in the world kitchens. The objective is to bring the consumer to life, driving deeper consumer intimacy and understanding, by regularly being able to see real life situation when cooking, preparation processes, and how products and ingredients are used in the dishes. This is helping to formulate new innovation, packaging design, and customer messaging and recipes that will ultimately drive sales. The client is able to simply reach and analyse video content seamlessly in any language, breaking down silos and borders.
- Typically media campaigns are evaluated using traditional online surveys. Hundreds of millions is invested in this area. LivingLens is working with the world leader in advertising testing,, to change this approach by getting consumers to share their views using video. Millward Brown intend to add video capture as an option to all advertising studies, providing much richer and deeper insights and feedback into media campaigns. This approach will transform how media testing is carried out around the world.
- We are working with the world’s largest market research company, Nielsen, to add video feedback to new product testing. Nielsen are currently rolling LivingLens out globally, using video based research for product testing capabilities, by simply asking the consumer to test the product and use video to capture the process. This approach is giving so much more insight compared to standard survey based questions, because they actually see and hear the interactions with the new product. The work so far has transformed the insights the agency can provide to clients, who are getting much deeper insights through video than they had before.
- 400 hours of content are uploaded to YouTube every minute Google 2015 7 billion video views a day on Snapchat We now have the attention span of a goldfish – 8 seconds OUR CONTENT COMPETES WITH EVERYONE – Why would they do it? What are we asking them? How will they do it?
- 3 Principles that should be applied to all content
- From Saying to Doing This idea of creating purpose-driven companies doesn’t just help marketing and sales, it helps Unilever recruit and inspire great talent as well, Lochhead said. By having their products centered around improving the world - instead of just the company’s bottom line – employees at Unilever care more and accomplish more. "Brands with a purpose are at the heart of Unilever and we believe that the small choices we all make every day can make a big difference to the world we live in.” It is now well established that user generated content can earn you trust 65% of users aged 18-24 consider social channels
- #BrightFuture "So long old world" suggests that "the world as we know it is ending – because a new one is just beginning." It goes on to depict scenes of the people who have benefitted from Unilever’s initiatives: Dove helping 19 million young people to build positive self confidence Domestos helping 5 million people to access toilets Persil helping 10 million children to get an education The ad ends with a screen featuring the Unilever logo and a carousel of Unilever brand logos rotating above: Persil, Dove, Domestos, PG, Hellmann’s, Sure, Knorr, Flora, Comfort and Wall’s.
- Even a credit App can do it Based on an insight that people advocate the time they pay off their debts
- Transforming the game for heritage brands and creating new opportunities for start-ups who have listened and understand what today’s consumers really want
- The Gloss and Glossier, where she leads a team of 45 employees (and counting!) who are setting out to rethink, reclaim, and redefine beauty. And that’s the difference between a marketing tactic and actually having your customer engaged in your process and your brand. It’s not something we did just to make them feel good. We did it because we actually wanted their help”
- A universal ideology – belong anywhere “It is about harnessing the community, and then using extreme hardcore analytics and extreme creativity to project the brand into the future” 50 million users 1.5 million homes.