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User Generated Content
1. THE ‘ UGC’ PROJECT
By: GROUP-10
Sagar Sheth(38)
Palash Sureka (26)
Godavari Sai Suresh (15)
2. How can brands leverage 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 generate content?
To express their feelings and views
For self-publicity
To let off steam
To be a part of something
Ainvayi
7. In a span of 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
17. Follow the User’s Gaze
Be Visible where the users communicate
Ensure presence on social networks
Give users a chance to interact
18. Let people talk about you
Communication Channels
Official Websites
19. Indulge and Innovate
Constant Interaction and Response
Clever Keywords & hashtags
+
Habitual response
=
SEO benefits
20. Let the users do 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 Influencer and
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 content environment
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 and Utilize
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 Brand Awareness
Community of Loyal customers
Building up a emotional connection
Brand Loyalty
In depth knowledge of customer base
Increase in Sales
27. Shortcomings
“Finding a needle in a haystack”
Immediate results not guaranteed
Innovate – Keep the crowd talking
30. Old Spice
“ The Man 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
31.
32. Tourism Queensland
“ The Best 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
33.
34. Heineken
“ Reinvent the Draught 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
35.
36. Burberry
“ Art of the 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 can work if you know the
right way to Leverage it “
THANK YOU
