This document discusses using user-generated content (UGC) in ecommerce experiences. It provides an overview of Urban Outfitters' use of UGC through their Fanreel program, which collects, moderates, and displays customer photos on their site. The summary discusses the benefits UGC provides for social proof, merchandising, and reviews. It also introduces Curalate's new Like2Buy product for monetizing Instagram engagement by linking likes to purchases.

1. Bringing UGC into the
Ecommerce Experience
Moira Gregonis, Urban Outfitters
Brendan Lowry, Curalate
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2. Details
• Brendan will lead Q&A at end of call
• Tag your tweets with #CuralateUGC
• A follow up will be sent with slides and
recording of the webinar

3. What you’ll learn
• 3 reasons to combine UGC and ecommerce
• How UO got organization-wide buy in for UGC
• Why fan photos have been so valuable for Urban
• A few lessons learned by Moira along the way
• Use-cases for UGC outside of ecommerce

4. 1.8 BILLION
images shared daily

5. YOU &
THEM.

6. THEM & THEM.

7. IT’S HAPPENING
IN PUBLIC.

8. CONSUMERS
LIKE TO BRAG.

10. UGC matters because…
• Generates social proof
• Improves merchandising
• Creates a more visual “review & ratings” system
• Celebrates advocates

11. SOCIAL PROOF.

12. Merchandising
VS
Traditional Product Shot Fan Photo

13. Ratings & Reviews
VS
Text Review Fan Photo

14. SOCIAL HIGH FIVE.

15. HOW?

16. Moira Gregonis, Senior Marketing Manager

17. GETTING VISUAL.

18. #UOONYOU

20. Ah-ha! Moment with Sincerely Jules.

21. “UGC IS THE FUTURE
OF MARKETING.”

23. OOPS.

28. Why UGC?
• Natural progression of the brand based on
customer behavior
• We are proud of our customers and people that
are associated with our brand
• Customer appreciation
• Localized style inspiration

31. Team Structure
• Associate Marketing Manager
• Coordinator - Instagram asset creation
• Coordinator - Fanreel management

33. Success Metrics
• Engagement w/ photos that contain the
#urbanoutfitters hashtag increased 94.51%
since the launch of Fanreel (September 2013)
• On average, over 900 photos per week are
now shared to Instagram with the hashtag
#UOonYOU
• That's a 2x increase in photos shared
each week compared to January 2014

34. Next Steps
• Promoting hashtag in-store
• Fanreel in our mobile app
• Pulling images for the music gateway
• New Gallery page that allows us to filter
• Better UX design throughout our site
• Monetizing our OWN instagram account

35. Fanreel Overview
Collect Moderate Productize Display

36. Additional Fanreel Use Cases
• Instagram Campaign
• Product Detail Page
• Content Repository

37. CAMPAIGN

38. CAMPAIGN

39. 1M 238%
Instagram
impressions
increase in
engagement
32%
growth in
followers

40. PRODUCT DETAIL

41. PRODUCT DETAIL

42. 10K 20%
images in the
first 3 months
average click
through rate
11%
increased
time on site

43. YES! TAGS

44. YES! TAGS

45. ANNOUNCING

46. Discover. Personalize. Purchase.

47. What is Like2Buy?
•Monetizes your Instagram account
in under five minutes
•Provides the optimal mix of safety
and speed for the consumer
•Generates revenue from the likes
you already have
•Delivers rich analytics so that social
teams can show results

48. How it works.
•Fans sees your photo in their feeds
•Fans simply click on your name to
arrive at your profile
•Your captions continue to maintain
the creativity and voice that you’re
used to: no need to clutter things
with prices, sizes, etc.
•Super safe - No need for consumers
to put personally identifiable info
such as email addresses in a
comment

49. How it works.
•Fans click on the link on the profile

50. How it works.
• A gallery of the Instagram photos
you’ve associated with a product in
Curalate’s back end is shown to the
consumer
•Consumer can tap on the product
they’re interested in or continue to
scroll down the “Featured” tab for
further inspiration

51. How it works.
•Consumer can also click “My Likes”
to see any product photos they’ve
previously liked from your brand
•Enables you to monetize past
engagement
•Tapping an image takes the
consumer directly to that product’s
detail page

52. How it works.
•Consumer arrives on your product
page to purchase
•Enables them to explore additional
product photos, confirm product
availability, and read your product
story
•Seamless fulfillment with the
systems you already have in place
and in an environment consumers
trust - your site

53. Your site is optimized for transactions and
trust. Leverage it.
!
Like2Buy lets you take credit for delivering
traffic to your site and gives you ownership of
the consumer experience.

54. Q&A
Brendan Lowry, Curalate
brendan@curalate.com
curalate.com
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