User generated content (UGC) refers to content that is published by ordinary users on the web. UGC has evolved the internet, starting with limited Web 1.0 to the diverse and specialized content of Web 2.0 where users have more autonomy. UGC now accounts for 360 billion pieces of content per year and influences 70-80% of purchase decisions. Marketers should focus on building communities, discussion platforms, and supporting user causes to effectively leverage UGC. The future of UGC, called Web 3.0, will focus on rewarding content producers for their contributions.

1. Your Content . Your Voice
User
Generated
Content

2. Before we begin…

3. Duh moment:
What is UGC?
http://www.youtube.com/watch?v=5yIGhsydtU
Q&feature=fvwrelI

4. It’s really anything
an ordinary person
publishes on the web…

5. It all started with…
Web 1.0
Limited Content, Limited Creativity, Limited Business
Web 2.0
Diverse Content
Specialized Resources
Autonomy and Empowerment
Targeted Consumers
More Business
Lower marketing costs

6. Evolution

7. Evolution

8. Evolution

9. Why are we talking about it?
360 Billion pieces of
content/year

10. It’s also very profitable…

11. Impacts on Marketing
70-80 % of purchase decisions are
influenced by UGC on the web
Key things marketers should know:
•Content is king, build a story
•Build a discussion platform not a sales pitch
•Be available for your customers
•Know what’s trending
•Create/support a cause

12. Two Major Trends of UGC
Be Part of the Content
•Building Custom Communities
•Dedicated Channels
•Brand Profile Page
Be Around the Content
•Overlay video Ads
•Conversation Targeting
•Search Engine Optimization

13. Effective UGC Marketing Campaigns
http://www.youtube.com/watch?feature=player_embedded&v=SI‐rsong4xs

14. Effective UGC Marketing Campaigns
http://www.youtube.com/watch?v=3usaGfn7r0w

15. Effective UGC Marketing Campaigns
http://www.youtube.com/watch?feature=player_embedded&v=0TYy_3786bo

16. Challenges and Opportunities
Key Challenges:
•Lack of control
•Regional/Global appeal concerns
•Not understanding what consumers want
•Drawing the line between ad and story
•Measure
Key Opportunities:
•Lower ad spend
•Promoting to a targeted base
•Build brand loyalty
•Experimenting

17. The Future of UGC: Web 3.0
Current State of UGC: Content producers
are not effectively rewarded

18. How can Marketers fix this gap?
Reward for UGC:
•Reward your brand advocates
•Create campaigns that incentivize
UGC
•Establish a platform of commerce

19. The Pioneers of Web 3.0
?
Startups leading the way

20. Thank You!