Download to read offline
Uploaded bySagar Sheth
User Generated Content
This document discusses how companies can leverage user-generated content (UGC) from social media for marketing. It defines UGC as earned media produced by users, like social media posts, reviews, and photos. Statistics show huge amounts of UGC are created each minute on platforms like Facebook, YouTube, and Instagram. The document then provides examples of companies that have successfully leveraged UGC, such as Old Spice's viral video campaign and Tourism Queensland's "Best Job in the World" contest. Finally, it offers several strategies for companies to leverage UGC, such as being present where users interact, engaging with and rewarding prominent users, and providing opportunities for users to generate innovative content.
User Generated Content
- 1. THE ‘ UGC’PROJECT By: GROUP-10 Sagar Sheth(38) Palash Sureka (26) Godavari Sai Suresh (15)
- 2. How can brandsleverage UGC from social media and channel it into marketing communication?
- 3. What is UGC User-generated content (UGC) refers to earned media that is produced by product reviews, guest posts, social media posts, photos, videos or question-and-answer forums. Examples: Instagram photo of you with a Starbucks coffee. Tweet about how much you love Oreo cookies
- 4. Why Users generatecontent? To express their feelings and views For self-publicity To let off steam To be a part of something Ainvayi
- 6. Some Crazy Statistics Foryour eyes only
- 7. In a spanof 60 seconds, 125K Tweets 684K Shares on Facebook 35K Likes on Facebook 2.8 M Videos viewed on Youtube 2 M Google searches 3600 photos shared on Instagram
- 8.
- 12. The ratio ofUser Generated content to Officially released content is 10: 1 A few examples of companies that thrives on such amount of UGC
- 16.
- 17. Follow the User’sGaze Be Visible where the users communicate Ensure presence on social networks Give users a chance to interact
- 18. Let people talkabout you Communication Channels Official Websites
- 19. Indulge and Innovate Constant Interaction and Response Clever Keywords & hashtags + Habitual response = SEO benefits
- 20. Let the usersdo the talking Provide them a ‘Stage’ Encourage them to indulge and innovate
- 21. Promote your promoters Their publicity is your publicity Use of content in campaigns Rewards and Recognition
- 22. Find the Influencerand pamper him..!!! Difficult but very productive endeavor Varies from individual, blogger, community or an organization Explore Mutual Benefit opportunity Entitle him as ‘Guest Blogger’
- 23. Create a contentenvironment Websites, web portals and blogs Quality content in one place Feel of belonging to a ‘community’
- 24. Push for Innovation Inspire them to Innovate Contribute towards your product development Recognition and Brand loyalty
- 25. Filter, Collaborate andUtilize Not every content is meaningful. Hell, 95% of it is not. Find the aggregators that push the brand Locate the target audience. Identify the Painpoints. Analyze. Modify. Improve. Satisfy
- 26. Benefits Increase BrandAwareness Community of Loyal customers Building up a emotional connection Brand Loyalty In depth knowledge of customer base Increase in Sales
- 27. Shortcomings “Finding aneedle in a haystack” Immediate results not guaranteed Innovate – Keep the crowd talking
- 28. The ones whosucceeded
- 30. Old Spice “ TheMan your Man could smell like” campaign. Mustafa featured in 186 videos 2700 % rise in twitter followers in 2 days Sales increased by 107% User customized videos + Social Media = Strong Brand Publicity and Sales
- 32. Tourism Queensland “ TheBest Job in the World “ campaign Caretaker of Great Barrier Reef Island for 6 months for $ 1,50,000 AUD 34000 user generated videos received from applicants from 200 countries. $200 million revenue generated. User’s fantasy + One of a kind opportunity = Global Awareness
- 34. Heineken “ Reinvent theDraught Beer Experience “ User generated ideas to design better drinking experience. Incentives to be part of beer making workshop and cash prizes User generated ideas + Considering the need of consumers = Product Innovation
- 36. Burberry “ Art ofthe Trench “ campaign Brands signature vintage piece ‘ the Trench coat ’. Fans posted their photos wearing the trench on the website. Generated 7 million views. Sales figures flew out of the rooftop Loyal followers + Innovative idea = Brand Image and Market Recognition
- 37. “ Anything canwork if you know the right way to Leverage it “ THANK YOU