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Let Your Customers Do the Talking: The Real Value of User-Generated Content
The document emphasizes the importance of user-generated content (UGC) in overcoming information overload and gaining consumer trust. It outlines the benefits of UGC, such as enhancing brand visibility, strengthening customer relationships, and providing credible social proof. Additionally, it discusses how to measure the impact of UGC through engagement metrics and suggests ways to encourage customer participation.
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Let Your Customers Do the Talking: The Real Value of User-Generated Content
- 1. Let Your CustomersDo the Talking: The True Value of User-Generated Content JOANNA ALTER, YOTPO CO-MARKETING MANAGER
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- 3. Thue is theKissmetrics Webinar Wizard and Marketing Ops Manager. Before joining forces with Kissmetrics, he was a Lyft driver in SF, which is also how he ended up as a KISSmetrics marketer. Whenever Thue is not trying to automate everything around him, you can find him hiking in the Sierras. THUE MADSEN Marketing Operations Manager, Kissmetrics @ThueLMadsen Joanna is Yotpo’s resident sunglasses aficionado and Co- marketing Manager. She really enjoys exploring new places and observing her surroundings—so much so that she frequently trips while gazing at impressive buildings, beautiful landscapes, or anything else that catches her eye. JOANNA ALTER Co-marketing Manager, Yotpo @alterjoanna
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- 5. 1 Section One- Introduction Rise Above the Information Overload Social Proof Scalability 2 Section Two – The True Value of UGC 3 Section Three – Measuring the Impact of UGC TABLE OF CONTENTS
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- 8. INTRODUCTION Consumers are confrontedwith so much branded content that we easily tune it out. The more “salesy” it feels, the more likely we are to disregard it. But businesses need to communicate with their audiences.
- 9. INTRODUCTION In the last10 years, the number of branded messages we are exposed to per day has nearly tripled from 3,500 to 10,000.
- 10. INTRODUCTION Our mobile lifestyleand waning attention spans makes achieving consumer awareness increasingly difficult.
- 11. So what’s acompany to do? INTRODUCTION
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- 13. INTRODUCTION UGC is anycontent relating to your brand voluntarily produced by customers. This includes customer reviews, Instagram photos, customer Q&A and more.
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- 15. The True Valueof User-Generated Content YOUR CUSTOMERS ARE YOUR BEST BRAND ADVOCATES
- 16. Rise Above theNoise
- 17. Marketing Challenges: THE TRUEVALUE OF USER-GENERATED CONTENT: RISE ABOVE THE NOISE 1. Reaching your audience! 2. Earning consumer trust! 3. Scaling your activities!
- 18. Businesses need tosell to customers, but customers don’t want to be sold to (at least not so overtly). THE TRUE VALUE OF USER-GENERATED CONTENT: RISE ABOVE THE NOISE
- 19. Peace immediately hitthe #1 paid app in the App Store—then was abruptly pulled by its creator after just 2 days. THE TRUE VALUE OF USER-GENERATED CONTENT: RISE ABOVE THE NOISE
- 20. Marco Arment Peace Ad-blocking isa kind of war — a first- world, low-stakes, both-sides-are- fortunate-to-have-this-kind-of-problem war, but a war nonetheless, with damage hitting both sides. “
- 21. UGC Solutions: 1. Riseabove the noise! 2. Provide social proof! 3. Amplify customer voices! THE TRUE VALUE OF USER-GENERATED CONTENT: RISE ABOVE THE NOISE
- 22. People like tohear from their peers: • What are they saying?! • What are they doing?! • How can I emulate those experiences?! THE TRUE VALUE OF USER-GENERATED CONTENT: RISE ABOVE THE NOISE
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- 24. Social Proof THE TRUEVALUE OF USER-GENERATED CONTENT: SOCIAL PROOF A psychological phenomenon where people assume the actions of others in an attempt to reflect correct behavior for a given situation.!
- 25. We are influencedby the behaviors and experiences of others. THE TRUE VALUE OF USER-GENERATED CONTENT: SOCIAL PROOF
- 26. Let your customersshare their experiences with each other. THE TRUE VALUE OF USER-GENERATED CONTENT: SOCIAL PROOF
- 27. Consumers are lookingat UGC on social media—you should be there to greet them. THE TRUE VALUE OF USER-GENERATED CONTENT: SOCIAL PROOF
- 28. 50min/day! THE TRUE VALUEOF USER-GENERATED CONTENT: SOCIAL PROOF
- 29. 50min/day Facebook, Instagram, Messenger! Reading(19 min/day)! | THE TRUE VALUE OF USER-GENERATED CONTENT: SOCIAL PROOF
- 30. 50min/day Facebook, Instagram, Messenger! Reading(19 min/day)! Exercising (17 min/day)! | THE TRUE VALUE OF USER-GENERATED CONTENT: SOCIAL PROOF
- 31. 50min/day Facebook, Instagram, Messenger! Reading(19 min/day)! Exercising (17 min/day)! Socializing (4 min/day)! | THE TRUE VALUE OF USER-GENERATED CONTENT: SOCIAL PROOF
- 32. 50min/day Facebook, Instagram, Messenger! | Reading(19 min/day)! Exercising (17 min/day)! Socializing (4 min/day)! Eating & Drinking (67 min/day)! THE TRUE VALUE OF USER-GENERATED CONTENT: SOCIAL PROOF
- 33. THE TRUE VALUEOF USER-GENERATED CONTENT: SOCIAL PROOF
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- 35. Happy customers areyour best brand advocates—let them be your voice! THE TRUE VALUE OF USER-GENERATED CONTENT: SCALABILITY
- 36. Content Generation THE TRUEVALUE OF USER-GENERATED CONTENT: SCALABILITY • Higher volume! • Authentic ! • Improved SEO!
- 37. THE TRUE VALUEOF USER-GENERATED CONTENT: SCALABILITY
- 38. Increase brand loyalty: THETRUE VALUE OF USER-GENERATED CONTENT: SCALABILITY • Build two-way relationships with customers! • Show your brand personality! • Value their input!
- 39. UGC Campaigns: THE TRUEVALUE OF USER-GENERATED CONTENT: SCALABILITY • Strengthen brand community! • Encourage creativity! • Incentivize participation!
- 40. THE TRUE VALUEOF USER-GENERATED CONTENT: SCALABILITY
- 41. THE TRUE VALUEOF USER-GENERATED CONTENT: SCALABILITY
- 42. Measuring the Impactof User-Generated Content SEE MORE CONTENT AND HIGHER ENGAGEMENT FROM UGC
- 43. UGC Metrics MEASURING THEIMPACT OF USER-GENERATED CONTENT • Volume of customer content! • Review conversion rate! • On-site engagement!
- 44. MEASURING THE IMPACTOF USER-GENERATED CONTENT: VOLUME OF CUSTOMER CONTENT Most customers will gladly send UGC if you take all the work out of it.
- 45. MEASURING THE IMPACTOF USER-GENERATED CONTENT: REVIEW CONVERSION RATE Consider the customer experience to optimize review requests.
- 46. MEASURING THE IMPACTOF USER-GENERATED CONTENT: ON-SITE ENGAGEMENT Traffic from UGC has a lower bounce rate and more page views.
- 47. Key Takeaways • UGCbridges the communication gap between consumers and businesses! • Increased time on social media increases the impact of social proof! • Amplifying customer voices broadens company reach and brand visibility! THE TRUE VALUE OF USER-GENERATED CONTENT
- 48. LEARN MORE NOW Discoverhow Kissmetrics can help you optimize your marketing
- 49. JOANNA ALTER Co-marketing Manager,Yotpo @alterjoanna jalter@yotpo.com THUE MADSEN Marketing Operations Manager, Kissmetrics @ThueLMadsen tmadsen@kissmetrics.com Questions?