Digital EDGEucation autumn - bringing it back to the consumer
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This document discusses harnessing user generated content (UGC) for search engine optimization strategies. It defines UGC as content created by customers rather than brands, such as photos, videos and reviews. The document advocates leveraging UGC because it provides fresh, authentic content that builds trust and engagement. It recommends starting conversations to encourage UGC, matching promotions to audiences, and creating dedicated landing pages. Success can be measured through various metrics like social shares, conversions and brand ambassadors. The key is understanding customer interests and aligning UGC strategies and business objectives.
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Digital EDGEucation autumn - bringing it back to the consumer
- 1. Digital EDGEucation The Autumn Edition 2015 #4PsEDGE @4PsMarketing
- 2. Bringing it back to the Consumer Harnessing User Generated Content for your Search Strategy Alice Jackson, 4Ps #4PsEDGE @moretoyoga / @4psmarketing
- 3. The history of User Generated Content What is User Generated Content? Examples of awesome User Generated Content How does UGC benefit your search strategy? Questions & key takeaways Measuring success
- 4. WHY ARE YOU HERE? YOU WANT TO HAVE BETTER ENGAGEMENT WITH YOUR CUSTOMERS? IT’S DIFFICULT TO PRODUCE CONTENT? YOU WANT MORE SALES?
- 5. THE RISE OF SOCIAL AND THE CONSUMER o MEDIA & BRANDS HAD THE MONOPOLY 2005 2015 2020 UGC Uptake o RISE OF SMARTPHONES& SOCIAL – USERS CREATE CONTENT 6 billion
- 6. WHY DOES THIS AFFECT YOU? ORIGINAL FRESH AUTHENTIC RELEVANT
- 7. WHAT IS USER GENERATED CONTENT?
- 8. WHAT IS USER GENERATED CONTENT? FREE CONTENT! FREE AMBASSADORS! 90,000 COMMUNITY WORLDWIDE
- 9. ADWORDS CERTIFIEDWHY DO WE SHARE? ‘SOCIAL PROOFING’ PEOPLE ASSUMING THE ACTIONS OF OTHERS IN AN ATTEMPT TO REFLECT CORRECT BEHAVIOUR FOR A GIVEN SITUATION
- 10. TRUST IS KEY FOR CONSUMERS 66% ‘Nielsen, Global Trust in Advertising Report 2015’ Of global consumers trust the opinion of others online
- 11. ADWORDS CERTIFIEDHARNESS YOUR COMMUNITIES’ INTERESTS 19K uses #getyouromback 10K new fans 6.5K competition entries
- 12. ADWORDS CERTIFIEDMARK IT UP! 95% CTR
- 13. ADWORDS CERTIFIEDGO BEYOND THE PRODUCT 418K followers 334 competition entries
- 14. ADWORDS CERTIFIEDEMPOWER THE CUSTOMERS
- 15. ADWORDS CERTIFIEDMARRY USER CONTENT AND ECOMMERCE
- 16. ADWORDS CERTIFIEDCREATE SOCIAL CHANGE GLOBAL COMMUNITYHUMAN EXPERIENCE
- 17. ADWORDS CERTIFIEDHOW DOES UGC HELP YOU? CUTS COSTS CREATES MEANINGFUL & AUTHENTIC CONTENT IDENTIFIES TRENDS BUILDS AWARENESS ENCOURAGES ENGAGEMENT CONSUMER INSIGHTS INSPIRIES YOUR COMMUNITY
- 18. ADWORDS CERTIFIEDHOW DOES IT HELP YOUR STRATEGY? o RICH STREAM OF FRESH, CRAWLABLE CONTENT o INFORMS YOUR KEYWORD & OPTIMISATION STRATEGIES o INSPIRES MORE RELEVANT CONTENT TOPICS o INFORMS AD COPY AND TONE OF VOICE
- 19. ADWORDS CERTIFIEDHOW TO ACTION A UGC STRATEGY o START CONVERSATIONS WITH YOUR CUSTOMERS o MATCH YOUR PROMOTION TYPE TO YOUR AUDIENCE o REQUEST ENTRIES THAT YOU CAN USE IN YOUR MARKETING CAMPAIGNS o STRAIGHTEN OUT ANY LEGAL ISSUES o CREATE DEDICATED LANDING PAGES ON-SITE/SOCIAL MEDIA PAGE
- 20. ADWORDS CERTIFIEDMEASURING SUCCESS CONSIDERATION CONVERSIONLOYALTY AWARENESS SOCIAL SHARES LIKES SITE TRAFFIC SALES TIME ON SITE CTR UPLIFT SIGN UPS LOYALTY CUSTOMERS PAGES BROWSED BRAND AMBASSADORS LEADS NEW FOLLOWERS
- 21. HOW WILL YOU IMPLENT UGC IN YOUR 2016 STRATEGY? o WHAT ARE YOUR BUSINESS OBJECTIVES & KEY THEMES o HOW DO THESE RELATE TO THE INTEREST OF YOUR AUDIENCE?
Editor's Notes
- We want the same things
- It used to that brands pushed out messages to us, now with the rise of social consumers have a much greater opportunity to talk back to brands, have conversations and voice their opinions.
- Consumers and search engines want the same thing – so how best can we harness UGC for this?
- The understand their target audience well, healthy and we give them more insights, there is a gold mine of opportunity
- We want to create emotional connections
- Understanding their target audience, using motivational yogis to inspire and spread the yoga movement Staff engagement – how can you harness your brand values and motivate your staff and then share it? Reviews – deep dive into insights
- Partnered with a blogger who fit with their value
- You’re relaunching your brand’s site tomorrow – what is your biggest fear? How can you turn that into an opportunity?