Social Soup - User Generated Content Masterclass
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Social Soup explores the role of user generated content in marketing today. The presentation covers: launch teams scaling advocacy, user generated content and live insights and learnings.
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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
- 4. 4 What if I told you there was a way to increase your marketing effectiveness by 22 times? “
- 6. Australian’s Spend 1.7 hrs a day on Facebook 6 Nielson 2015
- 7. 7 of all time spent on a mobile device is on Facebook 7 –¹ ³
- 8. Teens 13–15 years spend 18.7 hours in an average week online Nielson 2015 8
- 9. 9 60%smartphone users in the 13-34 age bracket are active on Snapchat Snapchat, US
- 10. It’s clear we are now watching each other more than we are watching any brand message 10
- 11. TRUST is in almost terminal decline 11
- 12. 12
- 13. 13
- 15. 84 37 32 26 25 22 16 14 11 10 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
- 17. 17 What is User Generated Content (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
- 18. 1818 Reviews, photos, video, comments, stories …
- 19. 19 UGC is not a 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 companies are planning to use user generated content (UGC) in their marketing strategies this year Content Marketing Institute (CMI), 2015
- 21. Why does UGC work? Why is it 22 times more persuasive? 21
- 22. Psychological principle of Social Proof 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 you create 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 community of content creators High quality content Authentic Digital Integration Highly targeted High organic reach
- 25. 25 Burberry: The Art of the 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 the choice 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
- 28. 28 Sales Conversion UGC: Royal Canin 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 influencers to 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 Total reach: 180,000 on the night
- 31. High Quality User Generated Content 31
- 34. Paid Social UGC: Amplified Live 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 creating content, 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