Downloaded 156 times
Uploaded byAnetwork
User Generated Content
This document discusses user-generated content (UGC) and its benefits for businesses. UGC is defined as content created by online users, including blogs, videos, photos, and more. The document notes that UGC can generate trust from consumers by including recommendations from people they know. It also increases conversion rates and marketing reach for businesses. Specific examples are provided of successful UGC campaigns run by companies like Burberry, Starbucks, Coca-Cola, and others. Challenges of UGC campaigns and how to promote them are also addressed.
More Related Content
User Generated Content
- 3. Explosion of social media Smartphoneswith powerful cameras The rise of mobile broadband
- 5. User-Generated Content (UGC) isdefined as "any form of content such as blogs, wikis, discussion forums, posts, chats, tweets, podcasts, digital images, video, audio files, and other forms of media that were created by users of an online system or service, often made available via social media websites"
- 6.
- 7.
- 8.
- 10. Generates Trust Consumers are92%more likely to trust recommendations by people they know over other forms of advertising (Nielson)
- 11.
- 12. Increases Conversion Businesses thatuse customer content on their marketing channels see higher conversion, click-through rates to product pages, and average order values.
- 13. Supplies Content Your UGCis a limitless pool of content that resonates with potential customers and keeps your marketing campaigns fresh.
- 15. 123% increase in timeon site
- 16. 6% increase insite conversion
- 18.
- 19. • Handouts • Flyers •Packaging • Discount offers • Product samples • Thank you cards with CTA
- 20. 35% increase in clickthrough
- 22. • Support agood cause • Have fun • Share our joy • Challenge ourselves • Join the community Motivations to create UGC:
- 23. • Target • Concept •Rules What is your campaign?
- 24. • Product launchcampaigns • Photo-of-the-day campaigns • Contests • Galleries What kind of UGC campaign should you run?
- 25. • Website • SocialNetworks • Exclusive Mobile App Which platform do you want to use?
- 26. Burberry: The Artof Trench • Launched The Art of the Trench in 2009 • Burberry’s e-commerce sales surged 50% year-over-year following the launch of the site.
- 27.
- 30. • Voting System •Email Marketing • Offline Channels • Social Influencers How will you promote the campaign?
- 31. • Negative infoand comments about your brand • Maintaining your cause • Judging Problems • What are you going to do with your UGC What challenges will you face?
- 32. Starbucks: White CupContest • Launched in April 2014 • The winning entry would be the template for a new limited edition Starbucks cup • Nearly 4,000 customers submitted entries
- 33. Coca-Cola: Share aCoke • Customers were asked to share pictures of their personalized coke bottle on Twitter and other social media platforms • The company attributes the campaign to a 2% increase in U.S. sales after over a decade of declining revenues.
- 34.
- 35.
- 36.
- 37.