From the 9/11 UGC Webinar (info here: http://go.postano.com/ugc-webinar) featuring Justin Garrity, President of TigerLogic, and Kim Celestre, Sr. Analyst with Forrester Research, Inc. #UGCtips was the official hashtag. The tremendous growth of user-generated content (UGC) has changed the landscape of the web and dramatically shifted the way brands think about their marketing strategy. Creative marketers and brands are now integrating their fans and UGC into their campaigns and are seeing the incredible benefits.

1. U S E R
GENERATED
CONTENT
marketing
EXAMPLES & TIPS
© 2014 TigerLogic 1 Confidential

2. TODAY’S HASHTAG
#UGCTIPS

3. WITH…

5. AND SPECIAL GUEST …

7. USER GENERATED CONTENT

9. Making Leaders Successful
Every Day

10. Five Best Practices For UGC
Kim Celestre, Senior Analyst
Forrester Research

12. Agenda
› Why curate UGC?
› Five best practices
› Recommendations
© 2014 Forrester Research, Inc. Reproduction Prohibited ‹#›

13. Why should you curate UGC?
© 2014 Forrester Research, Inc. Reproduction Prohibited ‹#›

14. Buyers seek trusted content

15. Marketers struggle with the “how”
› How do I encourage advocates to
create content?
› How do I curate the best content
› How should I display UGC on
my site?
› How can UGC help drive
conversions?
© 2014 Forrester Research, Inc. Reproduction Prohibited ‹#›

16. Five Best Practices
© 2014 Forrester Research, Inc. Reproduction Prohibited ‹#›

17. #1: Confirm that your audience will talk
about your brand
› Determine their social behaviors
› Energize your social “stars”
› Activate brand advocates through hashtag campaigns
© 2014 Forrester Research, Inc. Reproduction Prohibited ‹#›

18. #2: Include both brand and user
generated content on your hub
› Curate your employees’ content
› Aggregate your branded social network feeds
› Clearly identify content sources
© 2014 Forrester Research, Inc. Reproduction Prohibited ‹#›

19. #3: Use UGC to complement an event
› Display a live feed from your social hub at a physical
event
› Curate UGC on-the-fly at the event
› Show UGC both on your site and at the event
© 2014 Forrester Research, Inc. Reproduction Prohibited ‹#›

20. #4: Embed UGC in your product catalog
› Launch a product hashtag campaign
› Curate UGC that showcases your product(s)
› Embed photos in your product catalog
© 2014 Forrester Research, Inc. Reproduction Prohibited ‹#›

21. #5: Deploy best of breed technologies
that work together
› Take inventory of the capabilities you need for your
social hub
› Choose technologies that best support your strategy
› Implement platforms that can be integrated for a
seamless experience
© 2014 Forrester Research, Inc. Reproduction Prohibited ‹#›

22. Recommendations
© 2014 Forrester Research, Inc. Reproduction Prohibited ‹#›

23. Recommendations
› Partner with your customer
experience teams.
› Take inventory of all the
applications you will need.
› Determine your content
moderation requirements.
› Determine your spam filtering
requirements.
© 2014 Forrester Research, Inc. Reproduction Prohibited ‹#›

24. Thank you
Kim Celestre
+1 650.581.3810
kcelestre@forrester.com
@KCelestre

25. UGC AND CAMPAIGNS:
DOS AND DON’TS

26. BUILD EXCITEMENT

28. LEVERAGE YOUR MOBILE APP

31. DON’T MAKE BIG PROMISES

32. Be realistic.
90%
80%
70%
60%
50%
40%
30%
20%
10%
100%

33. KEEP RULES SIMPLE

35. #Too #many
#hashtags
#lead #to
#less
#interaction

36. DON’T EXPECT THE HASHTAG
TO DO ALL THE WORK

38. PROVIDE A PROP FOR THE
SELFIE

40. CREATE INCENTIVES

42. 1. Donations to non-profits
2. Contests
3. Rewards

43. LEVERAGE INFLUENCERS

46. ENGAGE DIRECTLY WITH FANS

48. DON’T BURY UGC ON YOUR
MAIN WEBSITE

49. Homepage Activation page

50. CREATE A GALLERY FOR
EXPRESSIVE PRODUCTS

52. CREATE A GALLERY FOR
ICONIC PRODUCTS

54. WITH HOLIDAYS AROUND THE
CORNER, IT ISN’T TOO LATE

55. YOU CAN EASILY INTEGRATE
UGC INTO YOUR CAMPAIGN

56. INVITATION:
http://go.postano.com/request-demo