The debate around user-generated versus expert content has been a hot topic among content creators for years. Each one has its strengths and weaknesses, so which type of content should brands prioritize? The answer is you don’t have to choose: successful companies leverage both content types, creating a mutually beneficial relationship.
This SXSW panel gave business leaders, content strategists and marketers the chance to hear firsthand how three brands from food, travel and film successfully integrate user-generated and expert content to create dynamic platforms that build consumer trust and brand authority, as well as stimulate engagement.
Think Inside the Inbox: Email is Still Number OneFodor's Travel
Learn how to increase ROI by optimizing email, the classic and often underrated marketing channel, to diversify their audiences, build loyalty, and drive revenue.
TRG Webinar: All in: Developing patron loyalty across departmentsTRG Arts
It’s easy to think of audience development or patron loyalty cultivation as a job for the marketing department. The fact is, all the departments in an organization must align around patrons in order to make a patron-centered business model work.
Think Inside the Inbox: Email is Still Number OneFodor's Travel
Learn how to increase ROI by optimizing email, the classic and often underrated marketing channel, to diversify their audiences, build loyalty, and drive revenue.
TRG Webinar: All in: Developing patron loyalty across departmentsTRG Arts
It’s easy to think of audience development or patron loyalty cultivation as a job for the marketing department. The fact is, all the departments in an organization must align around patrons in order to make a patron-centered business model work.
Attendees of the 5th annual Second Street Awards webinar walked away with lots of fresh ideas for generating revenue and building their databases, as well as plenty of inspiration for contest, ballots, deals, deal cards, and more to run in 2014.
During the presentation, we revealed which promotions truly excelled in 27 categories, including:
Best Sports Contest
Best Photo Contest
Best Metro Ballot
Best Niche Ballot
Best Restaurant Deal
Best Deals Store
Best Contest Program
Best Deals Program
...and even the much-coveted Best Overall Promotion.
Ready to be inspired? Check out the slide deck above.
Innovative Approaches To Recognition Dec 2008BI Worldwide
There are substantial risks associated with the traditional year-end group travel event for top performing sales, channel or other associates. This presentation offers some exciting alternatives to consider.
Take an in-depth look at the WBCN listener profile with this presentation. Call me if you have a product or service these consumers might be interested in.
On October 17, 2018, The Utah Digital Marketing Collective hosted an event titled "The Poer of Podcasting to Build Your Brand. We had Jessica Rhodes, founder, and co-owner of Interview connections, and Justin Schenck, host of the Inc top-rated podcast The Growth Now Movement.
Learn more about our monthly events at https://www.utahdmc.org/
Looking for promotions inspiration? You’re in the right place.
Above you’ll find tons of revenue-generating and database-building contest ideas from our 4th annual 30 Contest Ideas in 30 Minutes webinar.
To discover how to fill up your contest calendar and supercharge your promotions strategy, as well as find inspiration in a variety of success stories, flip through the slide deck.
PRIMETIME PODCASTING - How the QueensCast Podcast BeganJustice Mitchell
Here's a quick story to get you moving on your podcast. We begin QueensCast.com as an idea of helping more people connect to Women's Soccer — from there it was just blood, sweat and tears.
Spending is BOOming. How are you capitalizing?
Halloween is more than a child’s holiday; all age groups get into the holiday spirit. That’s why running a Halloween-themed contest is a great way to drive sponsorship revenue from advertisers. Our How to Sell a Halloween Contest webinar provides actionable tips on how to successfully prepare your sales team to target the right advertisers for a Halloween contest.
To learn more, watch a recording of the presentation or read our top takeaways:
http://secondstreetlab.com/wp-admin/post.php?post=5446&action=edit
This interactive session: "You are the creative agency”, will see TRIBE Founder Jules Lund turn the audience into a creative agency. In his inimitable and entertaining style, Jules will delve into a vision where consumers will be able to supply the creative for multi-channel brand campaigns by simply pulling their devices from their pockets – and with the help of our audience, he will show how this can happen.
He will also reveal why this is set to transform the advertising industry in less than a decade, partly driven by the ascension of millennials to the c-suite.
*****
As presented at the Influencer Marketing Show: https://performancein.live/influencer-marketing-show/
Hi, My name is Dawn Simone. I am a Creative Graphic Designer with solid problem-solving skills. I have a BFA in Graphic Design from MOORE College of Art & Design. With over 20 years of experience in design, I’ve worked in everything from high fashion NY photo shoots to creating newsletters, brochures, logos, for Doctors, Hospitals, Businesses, Radio and TV Personalities, and much more.
Presented with the task of creating a better business model for a bed and breakfast, I and my team of five (myself included) took to researching the bed and breakfast industry across the United States, and especially in Eastern Kentucky. We compared and contrasted many bed and breakfast businesses using figures and insights obtained from state and government websites to cold calling and cold emailing several resource persons. Eventually, we were able to come up with two scenarios based on the current model they had that showed profit projections and the chance for scalability.
Inspirato New York City Member Summit April 27, 2017Inspirato
Inspirato members gathered to hear from our executive team about the growth of the club and new opportunities for travel. Inspirato is a private luxury destination club that provides access to over 900 vacation options and unmatched personal care to all members before, during and after each amazing trip.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
More Related Content
Similar to How Brands Integrate Experts and User Generated Content
Attendees of the 5th annual Second Street Awards webinar walked away with lots of fresh ideas for generating revenue and building their databases, as well as plenty of inspiration for contest, ballots, deals, deal cards, and more to run in 2014.
During the presentation, we revealed which promotions truly excelled in 27 categories, including:
Best Sports Contest
Best Photo Contest
Best Metro Ballot
Best Niche Ballot
Best Restaurant Deal
Best Deals Store
Best Contest Program
Best Deals Program
...and even the much-coveted Best Overall Promotion.
Ready to be inspired? Check out the slide deck above.
Innovative Approaches To Recognition Dec 2008BI Worldwide
There are substantial risks associated with the traditional year-end group travel event for top performing sales, channel or other associates. This presentation offers some exciting alternatives to consider.
Take an in-depth look at the WBCN listener profile with this presentation. Call me if you have a product or service these consumers might be interested in.
On October 17, 2018, The Utah Digital Marketing Collective hosted an event titled "The Poer of Podcasting to Build Your Brand. We had Jessica Rhodes, founder, and co-owner of Interview connections, and Justin Schenck, host of the Inc top-rated podcast The Growth Now Movement.
Learn more about our monthly events at https://www.utahdmc.org/
Looking for promotions inspiration? You’re in the right place.
Above you’ll find tons of revenue-generating and database-building contest ideas from our 4th annual 30 Contest Ideas in 30 Minutes webinar.
To discover how to fill up your contest calendar and supercharge your promotions strategy, as well as find inspiration in a variety of success stories, flip through the slide deck.
PRIMETIME PODCASTING - How the QueensCast Podcast BeganJustice Mitchell
Here's a quick story to get you moving on your podcast. We begin QueensCast.com as an idea of helping more people connect to Women's Soccer — from there it was just blood, sweat and tears.
Spending is BOOming. How are you capitalizing?
Halloween is more than a child’s holiday; all age groups get into the holiday spirit. That’s why running a Halloween-themed contest is a great way to drive sponsorship revenue from advertisers. Our How to Sell a Halloween Contest webinar provides actionable tips on how to successfully prepare your sales team to target the right advertisers for a Halloween contest.
To learn more, watch a recording of the presentation or read our top takeaways:
http://secondstreetlab.com/wp-admin/post.php?post=5446&action=edit
This interactive session: "You are the creative agency”, will see TRIBE Founder Jules Lund turn the audience into a creative agency. In his inimitable and entertaining style, Jules will delve into a vision where consumers will be able to supply the creative for multi-channel brand campaigns by simply pulling their devices from their pockets – and with the help of our audience, he will show how this can happen.
He will also reveal why this is set to transform the advertising industry in less than a decade, partly driven by the ascension of millennials to the c-suite.
*****
As presented at the Influencer Marketing Show: https://performancein.live/influencer-marketing-show/
Hi, My name is Dawn Simone. I am a Creative Graphic Designer with solid problem-solving skills. I have a BFA in Graphic Design from MOORE College of Art & Design. With over 20 years of experience in design, I’ve worked in everything from high fashion NY photo shoots to creating newsletters, brochures, logos, for Doctors, Hospitals, Businesses, Radio and TV Personalities, and much more.
Presented with the task of creating a better business model for a bed and breakfast, I and my team of five (myself included) took to researching the bed and breakfast industry across the United States, and especially in Eastern Kentucky. We compared and contrasted many bed and breakfast businesses using figures and insights obtained from state and government websites to cold calling and cold emailing several resource persons. Eventually, we were able to come up with two scenarios based on the current model they had that showed profit projections and the chance for scalability.
Inspirato New York City Member Summit April 27, 2017Inspirato
Inspirato members gathered to hear from our executive team about the growth of the club and new opportunities for travel. Inspirato is a private luxury destination club that provides access to over 900 vacation options and unmatched personal care to all members before, during and after each amazing trip.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
SEO Master Class - Steve Wiideman, Wiideman Consulting Group
How Brands Integrate Experts and User Generated Content
1. A Happy Marriage: Experts & UGC #PROvsUGC #SXSW
A Happy Marriage: Experts & UGC #PROvsUGC #SXSW
How Brands Integrate Experts & User Generated Content
Matt Atchity
Editor in Chief
@Matchity
Stacey Rivera
Digital Director
@staceriv3
Arabella Bowen
Editor in Chief
@arabellabowen
2. A Happy Marriage: Experts & UGC #PROvsUGC #SXSW
700+
Local Contributors
7,500
Destinations
80,000
Expert Recommendations
909,280
Community Topics
Fodor’s Travel: America’s Oldest Guidebook Company
The Fodor’s name has been synonymous with travel for almost 80 years.
Our team of global correspondents offers advice on how to travel
smarter through our guidebooks, Fodors.com, eBooks and apps.
3. A Happy Marriage: Experts & UGC #PROvsUGC #SXSW
How do you solicit quality UGC?
4. A Happy Marriage: Experts & UGC #PROvsUGC #SXSW
Who Did We Ask to Nominate Hotels?
Social
Followers
Fodors.com
Readers
Forums Users Newsletter
Subscribers
Editorial Curation
5. A Happy Marriage: Experts & UGC #PROvsUGC #SXSW
Attracting + Cultivating Your Audience
6. A Happy Marriage: Experts & UGC #PROvsUGC #SXSW
Develop your pool of potential
UGC contributors by making
targeted audience acquisitions.
Result: Outstanding
Traveler Recommendations
Provide consistent content with a
specific point of view to attract
users with the same mindset.
7. A Happy Marriage: Experts & UGC #PROvsUGC #SXSW
User Generated Content:
Collaborators Not Contributors
8. A Happy Marriage: Experts & UGC #PROvsUGC #SXSW
How do you use UGC on a
non-UGC site?
Let’s Talk About Cake
9. A Happy Marriage: Experts & UGC #PROvsUGC #SXSW
BonAppetit.com is not a UGC site. Our brand promise, in fact, is that our
recipes, cooking tips, restaurant and lifestyle coverage all come from experts.
Our readers are better than experts,
they are experimenters.
13. A Happy Marriage: Experts & UGC #PROvsUGC #SXSW
IS THE LEADING SOURCE OF
MOVIE & TV SHOW RATINGS, REVIEWS, AND
“FRESH” EDITORIAL.
Established in 1998, it is the most trusted
measurement of quality for filmed entertainment.
14. A Happy Marriage: Experts & UGC #PROvsUGC #SXSW
FROM THE PROFESSIONALS FROM THE USERS
FRESH ROTTEN CERTIFIED FRESH AUDIENCE
SCORETomatometer is
60% or higher.
Tomatometer is
59% or lower.
Tomatometer is 75% or
higher, with 40 reviews
(movies) or 20 reviews
(TV). At least 5 reviews
from Top Critics.
Received 3.5 stars or
higher by Flixster and
Rotten Tomatoes users.
AUDIENCE
SCORE
Received less than 3.5
stars by Flixster and
Rotten Tomatoes users.
How are expert and user opinions represented on
Rotten Tomatoes?
• Expert opinion is represented by the Tomatometer, which represents the percentage of
professional critic reviews that are positive for a given film or television show.
• User opinion is represented by the Audience Score, which represents the percentage of
Rotten Tomatoes and Flixster users that positively rated a movie or TV show
15. A Happy Marriage: Experts & UGC #PROvsUGC #SXSW
Both numbers are shown together on every
movie and TV page
SCRIPTED
TELEVISION
SHOWS
MAJOR FILM
RELEASES
16. A Happy Marriage: Experts & UGC #PROvsUGC #SXSW
Reviews from both critics and experts are shown
for each title
CRITICS’
REVIEW
QUOTES
AUDIENCE
REVIEWS
18. A Happy Marriage: Experts & UGC #PROvsUGC #SXSW
Source: Bottlenose 2014
• To validate opinions about content quality
• To compare and contrast shows to decide what to watch
Fans & Journalists Use Rotten Tomatoes Scores
19. A Happy Marriage: Experts & UGC #PROvsUGC #SXSW
Strengths of #PROvsUGC
Immediate/Real Time
Audience Engagement
Listening Device
Constant Content Stream
Trusted
Objective
Structured
Scalable
Expensive
Conversation Starter
20. A Happy Marriage: Experts & UGC #PROvsUGC #SXSW
Who Do You Trust? Hotels
Built in 1886 and impeccably restored, The Driskill
represents a time when people mingled in grandiose
settings. The lobby, highlighted by vaulted ceilings,
decorative columns, and chandeliers, epitomizes Old
World, Texas luxury.
Each room—decorated with old photos, vintage curios,
and refurbished antiques—is unique, so specific
requests should be made when reserving.
Standard guestrooms are cramped, but corner rooms
showcase nice city views.
Leading Travel User Review Site
DETAILED | OBJECTIVE | ACTIONABLE
INSIDER INFORMATION
MYOPIC | SUBJECTIVE | NEGATIVE
NOT ACTIONABLE
The rooms (3 of which I visited) were all worn out. The
carpet dirty, the beds creeky, some had high ceilings which
felt eerie, some awkward layouts of furniture.
The elevator made me nervous with funky noises.
The bathroom in my room was big as it was a handicap
but the water ran cold for a good two or three minutes,
had low pressure and after letting it run I was standing in
ankle deep cold water as I showered.
21. A Happy Marriage: Experts & UGC #PROvsUGC #SXSW
Who Do You Trust? Recipes
Leading User-Submitted Recipe Site
REAL INGREDIENTS | HOW-TO VIDEO FOR HELP
EXPLANATION OF COOKING METHOD
UNCLEAR ORIGIN | COMMENTS MORE HELPFUL THAN
INSTRUCTIONS LACK OF COOKING CUES
22. A Happy Marriage: Experts & UGC #PROvsUGC #SXSW
WHO DO YOU TRUST? CRITICS VS. FANS
Source: Bottlenose 2014
Who Do You Trust? Movies
AUDIENCE
- Reflects fans’ passions
- Come from fans that chose to see a film or
TV show
- Consensus gets closer to critics assessment
over time.
Can help you see if a movie or TV show lives
up to fan expectations.
CRITICS
- Deeper and more analytical than most
fan reviews
- Less swayed by marketing
- Consensus tends to stay the same over time
Can help you decide on films or TV shows you
don’t know about.
Let's talk about cake, shall we? [IMAGE OF http://www.bonappetit.com/recipe/salted-texas-chocolate-sheet-cake]
This has been one of our consistently highly trafficked recipes over the past year and its province speaks to how we do reader-generated content the best: we need their inspiration, not necessarily their perspiration.
To be clear, BA.com is not a UGC site. Our brand promise, in fact, is that our recipes, cooking tips, restaurant and lifestyle coverage all come from experts in their field. We trust our readers, but groceries are expensive, cooking takes time and the service we provide is to help them live their best life through the lens of food.
Our readers are better than experts, they are experimenters. They look at our recipes as guides and give us direct feedback of what worked, what didn’t and how they did it their way. We take their inspiration back to our kitchens and make it work for everyone. Which lead to the creation of Readers Choice Week and this cake.
Reader’s Choice Week is a week; happen next week actually, where we let the users program the recipes coming out of the test kitchen. Every morning they get to pick what type of recipe they want us to make and we deliver it by 4 pm. We also pick our favorite reader submitted recipe and put it through the paces in our kitchens to come out with a recipe that we know tastes good, but also works technically. [IMAGE: http://www.bonappetit.com/people/our-readers/article/readers-choice-winning-recipe]
But what about the other 51 weeks of the year? For that we have social media, which has really changed the game for how users can be co-creating with us, rather than creating for us. If you want UGC recipes on BA.com, I suggest you look a recipe with a lot of comments and get ready to be inspired—I can’t stop our users from making recipe tweaks, talking about seasoning adjustments or, and this is been the most fun for us, photographing our recipes and theirs and sharing them on Instagram. Hashtags, with all their evils, also allow for incredibly easy way to aggregate your UGC. In fact, you probably have some you don’t even realize. Use it.
#BAreaders is for sure our proudest collection of UGC content. The platforms should dictate the user involvement. BA.com is a database of tested and approved recipes and tips. The digital universe of Bon Appetit is a highly engaged community of cooks, who do their thing and share it with likeminded people. And we let them, encourage them and give them a place to do.
Show scores on site side by side
Show scores on site side by side
HBO--‐lovers leverage RT scores in a similar manner to program discussions on competing networks: Fresh vs Rotten validates consumer opinions about content quality
RT scores are leveraged by top execs & journalists to justify the value of original programming
HBO--‐lovers leverage RT scores in a similar manner to program discussions on competing networks: Fresh vs Rotten validates consumer opinions about content quality
RT scores are leveraged by top execs & journalists to justify the value of original programming