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BOZBOZ BUILDING BRAND MOMENTUM
GETTING YOUR
AUDIENCE TO CREATE
YOUR CONTENT FOR
YOU
SOPHIE TURTON
DIGITAL MARKETING MANAGER
@BOZBOZ @TURTONSOPHIE
BOZBOZ BUILDING BRAND MOMENTUM
I WANT YOU TO LEAVE WITH THREE THINGS
THE UNDERSTANDING
THAT YOUR CUSTOMERS
HAVE THE POWER TO BE
YOUR GREATEST CONTENT
PRODUCERS
THE TOOLS
TO GET THEM CREATING
THE INSPIRATION
TO DO SOMETHING
ABOUT IT
@BOZBOZ @TURTONSOPHIE
BOZBOZ BUILDING BRAND MOMENTUM
AUDIENCES ARE IN CONTROL
OF
THEIR OWN DIGITAL STORY
BOZBOZ BUILDING BRAND MOMENTUM @BOZBOZ @TURTONSOPHIE
BOZBOZ BUILDING BRAND MOMENTUMBOZBOZ
CONTENT ISN’T KING,
THE CUSTOMER IS
KING
AND WE MARKETERS
ARE THE COURT
JESTERS
@BOZBOZ @TURTONSOPHIE
BOZBOZ BUILDING BRAND MOMENTUM
“70% OF CONSUMERS PLACE
PEER RECOMMENDATIONS OVER
PROFESSIONALLY WRITTEN
CONTENT”
- STUDY BY REVOO -
BOZBOZ BUILDING BRAND MOMENTUM @BOZBOZ @TURTONSOPHIE
BOZBOZ BUILDING BRAND MOMENTUM
HOW DO WE GET
OUR CUSTOMERS
CREATING?
@BOZBOZ @TURTONSOPHIE
BOZBOZ BUILDING BRAND MOMENTUMBOZBOZ
1. FOCUS ON
REVIEWS
@BOZBOZ @TURTONSOPHIE
BOZBOZ BUILDING BRAND MOMENTUM
MODCLOTH
71,000 outfit photo shares by
customers loved over 2
Million times.
@BOZBOZ @TURTONSOPHIE
BOZBOZ BUILDING BRAND MOMENTUM
IT’S REAL
BOZBOZ BUILDING BRAND MOMENTUM @BOZBOZ @TURTONSOPHIE
BOZBOZ BUILDING BRAND MOMENTUM
IT’S VISUAL
BOZBOZ BUILDING BRAND MOMENTUM @BOZBOZ @TURTONSOPHIE
BOZBOZ BUILDING BRAND MOMENTUM
THEY HAVE PUT THEIR
CUSTOMER
CENTRE STAGE
BOZBOZ BUILDING BRAND MOMENTUM @BOZBOZ @TURTONSOPHIE
BOZBOZ BUILDING BRAND MOMENTUMBOZBOZ
2. GET YOUR AUDIENCE
INVOLVED IN BRAND/
PRODUCT
DEVELOPMENT
@BOZBOZ @TURTONSOPHIE
BOZBOZ BUILDING BRAND MOMENTUM
Gaming company campaigns
using UGC are 20% more
influential
@BOZBOZ @TURTONSOPHIE
BOZBOZ BUILDING BRAND MOMENTUM
TAP INTO WHAT YOUR
AUDIENCE LOVES
BOZBOZ BUILDING BRAND MOMENTUM @BOZBOZ @TURTONSOPHIE
BOZBOZ BUILDING BRAND MOMENTUM
USE THEIR PASSION AS
PART OF YOUR BRAND
DEVELOPMENT
BOZBOZ BUILDING BRAND MOMENTUM @BOZBOZ @TURTONSOPHIE
BOZBOZ BUILDING BRAND MOMENTUM
GET THEM INVOLVED
BOZBOZ BUILDING BRAND MOMENTUM @BOZBOZ @TURTONSOPHIE
BOZBOZ BUILDING BRAND MOMENTUMBOZBOZ
3. GET YOUR
AUDIENCE TO BE
YOUR
CONTENT CREATORS
@BOZBOZ @TURTONSOPHIE
BOZBOZ BUILDING BRAND MOMENTUM
#WEFILMAFRICA
@BOZBOZ @TURTONSOPHIE
BOZBOZ BUILDING BRAND MOMENTUM
Create opportunities for
engagement
@BOZBOZ @TURTONSOPHIE
BOZBOZ BUILDING BRAND MOMENTUM
Nike Campaign
Put your customers
centre stage
@BOZBOZ @TURTONSOPHIE
BOZBOZ BUILDING BRAND MOMENTUM
WHY IS UGC
SO
POWERFUL?
@BOZBOZ @TURTONSOPHIE
BOZBOZ BUILDING BRAND MOMENTUM
BECAUSE IT IS
CENTRED
AROUND YOU
BOZBOZ BUILDING BRAND MOMENTUM @BOZBOZ @TURTONSOPHIE
BOZBOZ BUILDING BRAND MOMENTUM
75%
YEAR ON YEAR
INCREASE IN PINTEREST
PIN CREATION
65%
SNAPCHAT’S 100 MILLION
DAILY USERS ARE TAKING
PHOTOS AND CREATING
‘STORIES’ OF THEIR
LIVES
140%
INCREASE IN AIRBNB
REVIEWS OVER THE
PAST YEAR
@BOZBOZ @TURTONSOPHIE
BOZBOZ BUILDING BRAND MOMENTUM
LISTEN AND
RESPOND
BOZBOZ BUILDING BRAND MOMENTUM @BOZBOZ @TURTONSOPHIE
BOZBOZ BUILDING BRAND MOMENTUM
BE AUTHENTIC
BOZBOZ BUILDING BRAND MOMENTUM @BOZBOZ @TURTONSOPHIE
BOZBOZ BUILDING BRAND MOMENTUM
BE VISUAL
BOZBOZ BUILDING BRAND MOMENTUM @BOZBOZ @TURTONSOPHIE
BOZBOZ BUILDING BRAND MOMENTUM
FOCUS ON
COMMUNITY
BOZBOZ BUILDING BRAND MOMENTUM @BOZBOZ @TURTONSOPHIE
BOZBOZ BUILDING BRAND MOMENTUM
THANK YOU
SOPHIE TURTON
DIGITAL MARKETING MANAGER
@BOZBOZ @TURTONSOPHIE

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Getting your audience to create your content for you

  • 1. BOZBOZ BUILDING BRAND MOMENTUM GETTING YOUR AUDIENCE TO CREATE YOUR CONTENT FOR YOU SOPHIE TURTON DIGITAL MARKETING MANAGER @BOZBOZ @TURTONSOPHIE
  • 2. BOZBOZ BUILDING BRAND MOMENTUM I WANT YOU TO LEAVE WITH THREE THINGS THE UNDERSTANDING THAT YOUR CUSTOMERS HAVE THE POWER TO BE YOUR GREATEST CONTENT PRODUCERS THE TOOLS TO GET THEM CREATING THE INSPIRATION TO DO SOMETHING ABOUT IT @BOZBOZ @TURTONSOPHIE
  • 3. BOZBOZ BUILDING BRAND MOMENTUM AUDIENCES ARE IN CONTROL OF THEIR OWN DIGITAL STORY BOZBOZ BUILDING BRAND MOMENTUM @BOZBOZ @TURTONSOPHIE
  • 4. BOZBOZ BUILDING BRAND MOMENTUMBOZBOZ CONTENT ISN’T KING, THE CUSTOMER IS KING AND WE MARKETERS ARE THE COURT JESTERS @BOZBOZ @TURTONSOPHIE
  • 5. BOZBOZ BUILDING BRAND MOMENTUM “70% OF CONSUMERS PLACE PEER RECOMMENDATIONS OVER PROFESSIONALLY WRITTEN CONTENT” - STUDY BY REVOO - BOZBOZ BUILDING BRAND MOMENTUM @BOZBOZ @TURTONSOPHIE
  • 6. BOZBOZ BUILDING BRAND MOMENTUM HOW DO WE GET OUR CUSTOMERS CREATING? @BOZBOZ @TURTONSOPHIE
  • 7. BOZBOZ BUILDING BRAND MOMENTUMBOZBOZ 1. FOCUS ON REVIEWS @BOZBOZ @TURTONSOPHIE
  • 8. BOZBOZ BUILDING BRAND MOMENTUM MODCLOTH 71,000 outfit photo shares by customers loved over 2 Million times. @BOZBOZ @TURTONSOPHIE
  • 9. BOZBOZ BUILDING BRAND MOMENTUM IT’S REAL BOZBOZ BUILDING BRAND MOMENTUM @BOZBOZ @TURTONSOPHIE
  • 10. BOZBOZ BUILDING BRAND MOMENTUM IT’S VISUAL BOZBOZ BUILDING BRAND MOMENTUM @BOZBOZ @TURTONSOPHIE
  • 11. BOZBOZ BUILDING BRAND MOMENTUM THEY HAVE PUT THEIR CUSTOMER CENTRE STAGE BOZBOZ BUILDING BRAND MOMENTUM @BOZBOZ @TURTONSOPHIE
  • 12. BOZBOZ BUILDING BRAND MOMENTUMBOZBOZ 2. GET YOUR AUDIENCE INVOLVED IN BRAND/ PRODUCT DEVELOPMENT @BOZBOZ @TURTONSOPHIE
  • 13. BOZBOZ BUILDING BRAND MOMENTUM Gaming company campaigns using UGC are 20% more influential @BOZBOZ @TURTONSOPHIE
  • 14. BOZBOZ BUILDING BRAND MOMENTUM TAP INTO WHAT YOUR AUDIENCE LOVES BOZBOZ BUILDING BRAND MOMENTUM @BOZBOZ @TURTONSOPHIE
  • 15. BOZBOZ BUILDING BRAND MOMENTUM USE THEIR PASSION AS PART OF YOUR BRAND DEVELOPMENT BOZBOZ BUILDING BRAND MOMENTUM @BOZBOZ @TURTONSOPHIE
  • 16. BOZBOZ BUILDING BRAND MOMENTUM GET THEM INVOLVED BOZBOZ BUILDING BRAND MOMENTUM @BOZBOZ @TURTONSOPHIE
  • 17. BOZBOZ BUILDING BRAND MOMENTUMBOZBOZ 3. GET YOUR AUDIENCE TO BE YOUR CONTENT CREATORS @BOZBOZ @TURTONSOPHIE
  • 18. BOZBOZ BUILDING BRAND MOMENTUM #WEFILMAFRICA @BOZBOZ @TURTONSOPHIE
  • 19. BOZBOZ BUILDING BRAND MOMENTUM Create opportunities for engagement @BOZBOZ @TURTONSOPHIE
  • 20. BOZBOZ BUILDING BRAND MOMENTUM Nike Campaign Put your customers centre stage @BOZBOZ @TURTONSOPHIE
  • 21. BOZBOZ BUILDING BRAND MOMENTUM WHY IS UGC SO POWERFUL? @BOZBOZ @TURTONSOPHIE
  • 22. BOZBOZ BUILDING BRAND MOMENTUM BECAUSE IT IS CENTRED AROUND YOU BOZBOZ BUILDING BRAND MOMENTUM @BOZBOZ @TURTONSOPHIE
  • 23. BOZBOZ BUILDING BRAND MOMENTUM 75% YEAR ON YEAR INCREASE IN PINTEREST PIN CREATION 65% SNAPCHAT’S 100 MILLION DAILY USERS ARE TAKING PHOTOS AND CREATING ‘STORIES’ OF THEIR LIVES 140% INCREASE IN AIRBNB REVIEWS OVER THE PAST YEAR @BOZBOZ @TURTONSOPHIE
  • 24. BOZBOZ BUILDING BRAND MOMENTUM LISTEN AND RESPOND BOZBOZ BUILDING BRAND MOMENTUM @BOZBOZ @TURTONSOPHIE
  • 25. BOZBOZ BUILDING BRAND MOMENTUM BE AUTHENTIC BOZBOZ BUILDING BRAND MOMENTUM @BOZBOZ @TURTONSOPHIE
  • 26. BOZBOZ BUILDING BRAND MOMENTUM BE VISUAL BOZBOZ BUILDING BRAND MOMENTUM @BOZBOZ @TURTONSOPHIE
  • 27. BOZBOZ BUILDING BRAND MOMENTUM FOCUS ON COMMUNITY BOZBOZ BUILDING BRAND MOMENTUM @BOZBOZ @TURTONSOPHIE
  • 28. BOZBOZ BUILDING BRAND MOMENTUM THANK YOU SOPHIE TURTON DIGITAL MARKETING MANAGER @BOZBOZ @TURTONSOPHIE