Big Data Needs Big Content : How User Generated Content Fuels The Purchasing Cycle

1. Big Data
needs
Big Content.
The role of
User Generated Content
in the purchasing cycle
Andy Mallinson
Managing Director, Stackla
@andymall
Alexis Sitaropoulous
VP of Marketing, Contiki
@itsalx
twistdee Denise Kwong
Kanangra - Boyd National Park, NSW Australia

2. Curate, don’t create

3. Curate, but it’s also quite a good idea to
blend it with some other branded
content that you spent a lot of money
creating too

4. Curate, don’t create

5. An evolutional shift in consumer behaviour
has opened up new opportunities for
marketers.

6. Purchasing decisions are now being made
based on shared experiences.

7. Power to the people!

8. Why is UGC so powerful?

9. Why is UGC is so powerful?
1. Real
2. Relevant
3. Ridiculous volumes

10. UGC CREATES TRUST
92% of consumers trust earned media more
than any other form of advertising
92%
UGC GUIDES DECISIONS
81% of consumers’ purchasing decisions are
influenced by their friends’ social media posts
UGC is powerful because it’s real
Source : Nielsen
81%

11. UGC is powerful because it’s relevant
Womenswear
Monochrome
Activewear

12. UGC is powerful because it’s in ridiculous volumes!
80Million
Instagrams daily
1.8Billion
Photos daily
500Million
Tweets daily

13. Email
E-commerce Website
Display
Outdoor
Retargeting
Social
UGC fuels the entire purchasing cycle

14. COSTS
40%
Brand Networks
Cost per engagement
11:1
Topshop
ROI
21%
Crown
CPM
68%
Stylematch
Time on site
3x
Hamilton Island
Engagement
SBS
25 mins
Average session timeENGAGEMENT
SALES
75%
Topshop
Sales uplift
30%
Wanted Shoes
Conversions
12%
Stayz
Bookings
30%
No Kid Hungry
Donations
UGC results are also real

15. Curate, don’t create

16. Alexis Sitaropoulos
VP of Marketing, Contiki Holidays
“When we incorporate the customer
voice at every stage of the purchasing
cycle, we create a sense of authenticity,
trust and loyalty that's simply not
possible with branded content.”

17. SOCIAL TO THE CORE
A MARKETING STRATEGY BUILT ON
CONTENT
SOCIAL
A CONTENT STRATEGY BUILT ON

18. SOCIAL TO THE CORE

19. INSPIRATION
PRACTICAL
Seeing friend's
Instagram pics
Which islands are
the most beautiful?
Watching some inspiring
sailing videos
How much are
flights?
Stay in a hotel or
pension?
Currency? How much,
and where do I get it?
“MY CROATIA TRIP”
NO LINEAR PATH TO PURCHASE

20. UGC AS A CLOSER

21. UGC AS AN ENTRY POINT

22. GOING ANALOGUE
WORLDWIDE
TRAVEL WITH no REgRETs
6 R E G I O N S , 6 5 C O U N T R I E S
C O U N T L E S S M E M O R I E S , N O R E G R E T S
WO R L DW I D E
ADVEN
AN
LIFE
TURE
IS
CheCk out @CONTIKI and #CONTIKI
for more of our travellers’ pics.

23. THINK BEYOND IN-NETWORK
BE DELIBERATE WITH YOUR UGC GENERATION PROGRAMS
START WITH THE END IN MIND
TRIP MANAGER PROGRAM
• #NOREGRETS, TRIP #, TM #
• Over 7,000 pieces of content each week

24. PLAN WITH THE END IN MIND

25. USING DATA DRIVEN UGC

26. PERSONALISATION
4 PERSONALISATION DIMENSIONS
BUYING CYCLE
TRAVEL
STYLE
EXPERIENCE
DESTINATION
BUDGET

27. #LONDONTOATHENS #VIETNAMEXPERIENCE #BEACHESANDREEFS
FORMULATION
BIG DATA NEEDS BIG CONTENT (…AND A TOOL TO MANAGE IT!)

28. APPLYING CONTENT TO PERSONAS ORGANICALLY
FORMULATION
• Visits Asia regional landing page
• Reads blog article on passports
• Visits 2 or more Asian trip pages
‘Inexperienced
Asia Intender’

29. APPLYING CONTENT TO PERSONAS ORGANICALLY
FORMULATION
• Searches for ‘Europe’
• Visits ‘European Vista’ trip page twice in one week
• Checks departures of ‘European Vista’
‘Europe Purchaser’

30. APPLYING CONTENT TO PERSONAS ORGANICALLY
FORMULATION
• Arrives at site from SEM
• Visits ‘Spanish Spree’ trip page
Retargeted Display using
Stackla & AdRoll

31. MEASUREMENT
THE MEASUREMENT CONUNDRUM"DATA IS THE OIL OF THE 21st CENTURY"

32. twistdee Denise Kwong
Kanangra - Boyd National Park, NSW Australia
THANK YOU
Any questions?
Andy Mallinson
Managing Director, Stackla
@andymall
Alexis Sitaropoulous
VP of Marketing, Contiki
@itsalx