Customer Generated Content campaigns are a topic often talked about when they’re done successfully, but without the context of what it takes to create an effective strategy and execute campaigns and marketing activities off of it. The reality is Customer Generated Content (also known as User Generated Content) is still new territory for many agencies and marketers alike, and their unfamiliarity with it can lead to missed opportunities for great content.

2. Agenda
• What is customer generated content and how can
you use it?
• 5 brands using customer generated content well
• Bringing it all together
• Discussion

4. Quality content created by your
customers in the form of social
updates, long form content,
pictures and videos
4
What Is Customer Generated Content?

5. 5
Types of Customer Generated Content
1. Content from contests
2. Brand inspired content
3. Influencer created content
4. Brand curated content

7. CGC Done Right: Facebook
• Facebook is doing a great job helping to
merchandise their members content
• WIN: More engaging content to share
• Room for improvement: Feels a little templated
and not all content is worthy of sharing
• Assume Facebook will continue to find ways to
help their members repurpose/feature content

8. CGC Done Right: Starbucks
• Created the “white cup” campaign. Winning
customer’s cup would be used as a template.
Over 4,000 submissions in 3 weeks.
• Led to tons of engaging content to share
• Allowed customers to more closely connect
with the brand

9. CGC Done Right: Intel Security
• McAfee had recently been acquired by newly
formed Intel Security group. It was perceived as a
consumer antivirus removal company.
• Intel wanted to raise awareness and its reputation
as a leader in enterprise security by sharing its
vision for its Security Connected platform.
• +9.8% share of voice within AET conversations
• +7.4% share of voice within NGFW
conversations
• Blog saw 2.9K page views in 5 weeks
compared to its average of 285 page views in
the same time period

10. CGC Done Right: Reese’s
• Learnings from social customer analytics
surprised the brand team who discovered that
40% of the online brand conversation were
related to recipes; unusual for a fast-moving
consumer goods brand, like Reese’s.
• Utilized consumer-generated recipe content,
along with other insights-based content elements
to nearly double the number of Facebook fans
(6M to 11M+); all without an ad spend.
172k Likes, 86k Shares,
11.2k Comments, 5mm Impressions

11. CGC Done Right: Lululemon
• Lululemon has an active and a passionate set of
customers. As such, they asked customers to
submit pictures of themselves working out while
wearing their apparel.
• Using the hashtag #TheSweatLife, thousands of
images were received thousands on places like
Instagram. Not only was Lululemon able to
leverage these images for successful advertising
campaigns on Instagram, but also feature these
pictures on their website so customers can see
what their pants look like in the “wild.”

13. Monitoring Tools Can Help
• Sysomos Gaze utilizes powerful image
recognition technology to analyze images and
identify when logos or products appear, even in
photos without hashtags.
What You Can Do w/ Gaze
• Understand the full context in which your
customers are consuming or representing your
product and brand
• Find trends on what type of imagery is often
associated with you brand
• Monitor the virality of certain pieces and image
based content
• Find influencers engaging with the images you
and your community post about your brand
and products

15. More Information
• If you’d like a demo of Sysomos Gaze, please
contact your account team or visit
sysomos.com/products/gaze and fill out the
demo request form
• Feel free to contact us with follow up questions
o Facebook facebook.com/sysomos
o Twitter @sysomos
o Email community@sysomos.com
• Please visit sysomos.com/webinars to sign up
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