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Social Soup - User Generated Content Masterclass
Social Soup is an influencer marketing platform with a community of 150,000 engaged users, focusing on the creation and sharing of user-generated content (UGC) to enhance brand impact. UGC is becoming increasingly crucial in marketing due to its persuasive power and higher trust levels compared to traditional advertising. The document highlights successful case studies and emphasizes the importance of creating opportunities for content generation to leverage social proof in marketing strategies.
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Social Soup - User Generated Content Masterclass
- 1. Influencer Marketing The Role of User Generated Content in Marketing Today Sharyn Smith (CEO)
- 2. 2 WHAT IS SOCIAL SOUP? We are an influence platform with a highly engaged community we guarantee greater insights and impact • Social Soup is an influence platform. We have direct, active relationships with an ever growing 150,000 engaged people ranging from peer influencers to top tier social influencers • Social Soup can uniquely target the right people with particular behaviours and networks • With this network we can develop insights campaigns, trial or sharing occasions to build or launch new products. • We have a technology platform built for live insights, analysis and sharing • Our influencers create shared experiences which lead to significantly higher impact and with high engagement we achieve greater insights • Our campaigns target people who will create social content (real user generated content) from their experience and share with their networks with high impact creating scale • We manage the entire process from recruitment selection, fulfillment, community management/communication, collateral design, insights and reporting making the process easy for you
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- 4. 4 What if Itold you there was a way to increase your marketing effectiveness by 22 times? “
- 6. Australian’s Spend 1.7 hrs a dayon Facebook 6 Nielson 2015
- 7. 7 of all time spenton a mobile device is on Facebook 7 –¹ ³
- 8. Teens 13–15 years spend 18.7 hours inan average week online Nielson 2015 8
- 9. 9 60%smartphone users in the 13-34age bracket are active on Snapchat Snapchat, US
- 10. It’s clear weare now watching each other more than we are watching any brand message 10
- 11. TRUST is in almost terminaldecline 11
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- 15. 84 37 32 26 25 22 16 14 1110 8 Friends & family Consumer reviews Social media TV In-store display Expert reviews Mags Blogs & Forums Brands own website Radio Email Friends & family, consumer reviews and social media are the most trusted channels “Which sources do you trust when making a decision to buy/try new grocery and household products?” Base: All respondents: n=547 All figures % 15
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- 17. 17 What is User GeneratedContent (UGC) 1 Content made publicly available over the Internet, 2 Content which reflects a ‘certain amount of creative effort,’ and 3 Content which is ‘created outside of professional routines and practices
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- 19. 19 UGC is nota new concept, but it is snowballing to become the most powerful tool digital marketers have at their disposal. Econsultancy 2015
- 20. 20 78% of US-based B2C companiesare planning to use user generated content (UGC) in their marketing strategies this year Content Marketing Institute (CMI), 2015
- 21. Why does UGC work? Whyis it 22 times more persuasive? 21
- 22. Psychological principle of SocialProof 22 Content marketing and social proof work hand in hand. This theory proposes that people are automatically drawn to a product that they know others already like and trust
- 23. 23 Challenges How do youcreate UGC/stimulate it? Can UGC be high quality enough to use – it’s our brand! Internal resources to manage, monitor? Distribution, need to amplify it? Content rights management?
- 24. 24 Social Soup A communityof content creators High quality content Authentic Digital Integration Highly targeted High organic reach
- 25. 25 Burberry: The Art ofthe Trench website Users upload and comment on pictures of people wearing Burberry products. ecommerce sales of Burberry surged 50% year-over-year following the launch of the site. THE CUSTOMER SELFIE
- 26. 26 Bonds: #Backtoschoolfun Promote Bonds as thechoice for back to school supplies 200 families with 7-12yrs olds to create content of their ‘talent’ through instagram Bonds back to school starter pack THE CUSTOMER SELFIE
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- 28. 28 Sales Conversion UGC: RoyalCanin Live social review platform with curated social content created by the Social Soup community 21% more sales with rich social content
- 29. 29 Earned UGC: Kopparberg Partnering with influencersto create high quality content 75 social boosters with medium to high reach on instagram (1-25k followers) Objective to make it more visible and popular in Victoria
- 30. 30 Mums Fashion Kopparberg Ambassador Event Totalreach: 180,000 on the night
- 31. High Quality UserGenerated Content 31
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- 34. Paid Social UGC: AmplifiedLive Reviews 34 Creates Social Demand
- 35. Paid Social UGC:Amplified Live Reviews 35
- 36. Paid Social UGC:Amplified Live Reviews 36
- 37. 37 Instead of creatingcontent, we should be creating opportunities for content creation: instagrammable moments, inspiring experiences, content fueled competitions “
- 38. Thank you. +61 2 9356 7500 soupaustralia soupcommunity socialsouphq company/soup_2