The document discusses the history and evolution of user-generated content from its origins in the 1980s on platforms like Usenet to modern social media. It traces major developments like blogs in the 1990s, wikis in 1998, social networks like Facebook and content sharing like Instagram. The document also outlines pros and cons of user-generated content marketing and provides tips for successful UGC strategies that engage customers.

1. http://vimeo.com/78236880
STONE COLD FOX

2. 1980
Usenet, a global
discussion network
that allowed users
to share comments
and experiences of
a given topic.
Prodigy, a computer
network, also facilitated
user discussions and
comments, as did early
versions of AOL.
1988
The rise of “ratings
sites,” which allowed
users to rate subjects
based on any number
of criteria, from
physical appearance
(ratemyface.com and
hotornot.com)
1990
Forums; areas within
content websites that
allow readers to
communicate with each
other around topics
related to the
content.
1995
Launch of Open Diary that
turned them into a UGC
phenomenon. Open Diary was
one of the first providers
of blogging software, and
the first to facilitate
user comments.
1998
Wikis launched, it has
quickly become one of
the most prominent—
even trusted—reference
sites on the Web.
2001
2006
Facebook pushed the
door open wider to
User Generated Content
when it launched its
application plat- form
on May 24, 2007
2007
Instagram: 7
million users in
9 months!The
“selfie” is
born...
Twitter is
founded.
Tweets fill
the world!
2010
2012
Pinterest is a
visual discovery
and planning
tool. Pinterest
discovers our
love of visuals!

3. PROS VS. CONS
•Creates consumer advocates by
directly involving them
•Authenticity- Brand positioning
•Collaborative environment
•Content can be updated very
quickly
•Cost effective (if used
correctly)
•Allows direct communication
-direct market research
•Increase global presence
•Can be very profitable!!!
•Credibility
•Surrendering some control over brands
Still a work in progress, safety/security issues
Social media world is crowded...how to stand out?
Transparency means Vulnerability
Content management- Full time job
customized and shared. It’s a world in which
the consumer is the creator, consumer and
distributor of content.”
“Today’s model is collaborative, collective,
customized and shared. It’s a world in which
the consumer is the creator, consumer and
distributor of content.”

4. UGC-different types
Everything from blogs, to article writing sites, to social
networking sites, to online forums and discussion boards,
as well as many more.

8. “Planned effectively, user-generated-content-marketing campaigns are
one of the most cost effective marketing strategies and can reach
millions of people for pennies per head. It’s estimated that 114.5
million people have contributed user-generated content in 2013.”
-Jean Spencer
CO$T

9. •Authenticity- Stay true to your image
•Update content/interesting content
•Be innovative- Updating & finding new ways to satisfy users
•Incentive for users to be involved
•Simple, fast, & easy to use
•Sharable
•Communication within community-transparent, loyal community
•Provide a sensory experience
Keys to
Success:

10. UGC &
Marketing
Mix:
UGC can affect every
part of the
Marketing Mix
•Price- expensive
exclusive,
•Position-
targeting younger
generation
•Promotion- brand
exposure via
instagram
•Product-classic
calvin’s are back
in!

11. Risks1.Legal risks
2.Negative Feedback-Comments are visible
3.Brand Transparency-Vulnerability

12. “If you make
customers unhappy in
the physical world,
they might each tell
six friends. If you
make customers
unhappy on the
internet, they can
each tell 6,000
friends.”
Jeff Bezos
CEO Amazon.com
• User-generated content is cost-effective: you don’t spend money neither to
produce it nor to promote it;
• User-generated content is trusted: content posted by a customer resonates
more to others than content produced by the brand itself;
• User-generated content testifies loyalty: UGC is created by loyal users that
care about your brand;
• User-generated content increases reach: the more users creating content
about your brand the more users you reach;
Successful User Generated Content Should:

13. 5
step
decision
making process
making process
making process
1.) Recognize and identify
what that problem is or
what is lacking
2.) Collecting information
about alternative
solutions
3.) Review the
alternatives
4.) Choose the best
alternative
5.) Evaluate the decision
that you have purchased

14. The Motivation
of the
customer
• Stimulus is the force that causes the state
of tension for the product.
• The tension causes the need and the state of
discomfort of this product.
• The need and desire then forces us on a goal-
a solution that will take away from the
discomfort of the need.
• Causing the need satisfaction which is the
ending process and experiencing of relief
• Needs come from instinct while wants come
from wanting to enhance the quality of our
life’s leading to the desire of yearning for
something.
As if!

15. 15
Turning shoppers
into purchasers
[foxes]
[foxes]• Learn what makes you different from your competition and deliver that
message
• Adjusting your sales pitch to the customer. Training your
sales team to ask questions to customers and to learn to cater to
different buying styles.
• Get people talking about your product. Social
media, and word of mouth from clients can greatly enhance the product
and get products moving quickly.
• Give Customers Choices. If you
have a few options for your potential client the more likely they will
find a product that is just right for themselves to purchase.
• Build connections with consumers. Building a
relationship and staying with customers will keep the customer coming
back to make purchases from your business

16. Relationship building
• SCF builds relationships with there clients by staying true to their
brand’s free spiritied, one of a kind image. Their clothing fits the
woman body so beautifully and is positioned so well that woman are
willing to purchase the $300 romper. SCF is more then just a brand it
portrays a whole life style that draws in clients and keeps them coming
back season after season. By meeting customer needs, positioning
themselves correctly, and staying true to their image, they have
created a loyal community full of stone cold foxes!

17. FP ME allows users to upload their own pictures, showing how
they style their Free
People pieces, and you can shop the look!
FREE PEOPLE

18. UNIQLO has
created
UNIQLOOKS, an
online
community
where people
style their
UNIQLO pieces,
and post
their looks
up. Every week
there are
winners.

19. When H&M launched their
online store they created
50 states of fashion.
People across the country
could upload a style
picture, and they
Had to use the hashtag
#HMshoponlineCA or what
ever state they lived in.
Winners could win a trip
to NYC, and more.

20. Prism is “celebrating” their one year anniversary by holding an
instagram contest.
Ladies must snap a picture at the weekend sale, post it, tag
Prism and use #prismturnsone.

22. Asos.com has a
“outfits & looks”
section. Anyone can
create an account,
And upload looks.
You can also shop
the
look.

25. F21

27. “The girls make a unique pair that you cannot find anywhere else. These Californian, beach girls believe in ‘Quality of Quantity” and that
good things are worth waiting for. Every piece is locally made in California, only made when its ordered, and packed by the girls behind
SCF. Self designed textiles, and pickiness to the exquisite texture of their sand-washed silks, each item is thought out and personal. Keeping
the company USA made, not mass marketed and a bit hard to find, the girls love the idea that having a SCF piece is like finding a treasure.
Branching into SCFhome, SCFbride and several collaborations, SCF is transforming into a lifestyle brand. With a goal to always produce
timeless clothing, by wearing any piece by Stone_Cold_Fox, you will certainly turn into one.”
CYDNEY & DALLAS

28. 28

29. 2929
TARGET
MARKET:
“A stylish girl who
likes to feel
comfortable but look
sexy at the same time.
She doesn’t try too
hard for the way she
looks. She’s not trendy,
but she is timeless and
has a free spirit that
you can see in the way
she dresses.”
-STONE_COLD_FOX

30. 30
X

31. 3131
STONE_COLD_FOX WANTS YOU !
#SCFestival
Show us how you S_C_F @ Coachella & win an
all access pass!
Instagram you & your foxes in your favorite SCF festival
wear using the hashtag #SCFestival & go backstage with your
favorite Coachella artists!
We want to see how you will be a STONE_COLD_FOX at the 2014
@coachellafestival
Don’t forget to @stone_cold_fox in your SCF
backstage @coachellafestival # Seeyouthere!!

32. 3232
#SCFestival

33. 33
#SCFestival

34. 34
#SCFestival

35. 3535
STONE_COLD_FOX +
COACHELLA
•Appeals to & is relevant to target customers
•SCF is an emerging brand, cost efficient
•Gains exposure & reach at a very small cost
•Simply sharable, easily accessable
•Desirable incintive
•True to brand lifestyle
•Encourages consumers to promote SCF, while positioning
them with the ever popular Coachella

36. 3636
Consumer Tests

37. 37
Evaluation
•We think this campaign is
so in tune with their target
market while being
completely feasible, &
budget concious.
•Thus, it will be wildly
successful, fun, exciting,
and benefit the brand image,
while gaining more exposure
to reach more stone cold
foxes!
CHEERS!
XX