Discover the common myths and misconceptions of UGC that you are still falling for and surprising truths you might not know.

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Busted:
Top UGC myths you’re still falling for
Kelly Grey
Client Partner,Enterprise Brands

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What exactly is UGC?

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#ugcbootcamp

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Myth:
Negative UGC will kill my sales!

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Quantity? Rating?v.
+111%
Conversion Rate
+2%
Conversion Rate

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Good review text
(1-5 reviews)
Recent
reviews
Some critical
reviews
High number
of reviews
Then everything else …
(Star ratings, secondary ratings, social recommendations,
profiles, context data, Facebook, filters, sorting, etc)

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“Quaint Hotel a Real
Bargain”
“A Dump Not a
Bargain”

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Truth:
It’s not the perfect product
for everyone…and shoppers
know it.

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Myth:
The consumer is always right.

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Consumers who saw brands’ responses to
product misuse, with guiding instructions,
were more likely to buy the product and felt
more positively about the product.
Increase in intent
to purchase
Increase in product
sentiment
Truth:
Consumers aren’t all pure geniuses.
Sometimes they appreciate a little help!
186% 157%

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Myth:
A couple of reviews will do.

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Truth:
Be Greedy. More IS More.

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Myth:
But no one will talk
about that product!

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Kitty Litter
Fact:
Sponges
Frozen French Fries
Toilet Paper
Checking Account
Tax Stores
21,400
11,400
16,000
2,900
6,000
89,000

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Truth:
People will talk about anything…
You just need to ask!

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Myth:
Be careful…don’t ask
the consumer for too much!

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Percentage of responses to surveys:
69.6%
Long form
68.6%
Short form:

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• Heals cold sores fast
• Is an effective
treatment and worth it
• Works differently than
other cold sore
treatments
Core Demographics
Contextual Segmentation
Loyalty and Trial
Channel Context
CRM

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Truth:
He who shares his opinion…
actually wants to help…usually.

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Myth:
No one trusts reviews anymore.

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71%of people read consumer
reviews before making a
purchase.
Truth:
People are actually
getting savvier about
word-of-mouth.

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Myth:
Word-of-Mouth.
It’s a .com thing.

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Truth:
Word-of-mouth lives
everywhere we are.

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Myth:
Your best copyeditor
sits on Madison Ave.

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Truth:
Your best copywriter might
just be my husband.

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Myth:
Word-of-mouth is
just a 1-time campaign.

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We’re capturing valuable
market data from reviewers…
gender, age, and location as
well as an explanation of why
they purchased…in this
regard we’re getting real data
from actual purchasers that
helps us understand whose
buying our products and why.”
-- Bill Sokol,VP Marketing,Arrow
“

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Truth:
It’s always on. Keep feeding it.

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#ugcbootcamp
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