Download - UGC marketing
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User-Generated
Content Marketing
Group 15Mrinal Khilar 1402096Priyanka Raj 1402118
Sandesh G 1402147Sanjog Toshniwal 1402148
Vinay Sudarshan 1402209
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IntroductionThe World is undergoing a fundamental change.
Three technical innovations are combining to transform the conventional mode of living
As a result, peoples are creating and sharing images andwords like never before.
Two thirds of the content in the digital universe is
created by consumers, not corporations.
72% of all internet users are active on social media, andthey’re using it every single day
The black Hole Survey 2014
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• Definition
– Various kinds of [media] content that are produced by end-users, (as opposed to traditional
media producers such as professional writers, publishers, journalists, licensed broadcasters and
production companies)
What is User Generated Content?
- Wikipedia
•Reality TV
•Blogs, vlogs, moblogs, microblogs, wikis
•Video
•Opinions & reviews
•Social networking
•Social book-marking sites
•Personalized pages
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• Creation generation, peer production, customer-made
– Consumers have power and won’t give it up
• Technology and bandwidth advances are lowering barriers to entry
– New tools make creation easier every day
UGC Is Not Going Away
“CONTENT IS THE NEW CREATIVE”
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Authentify your brand
Supplement Content Production
Lifestyle context to boost Commerce
Republish UGC photos everywhere
UGC Photos == Authentic Media Type
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Why UGC marketing ?
• Consumers trust their peers.
• They take inspiration from other people’s experiences, ratings, reviews and theirsharing of products and services.
• A brand is now defined by how its community perceives and uses it, rather than byexpensively commissioned marketing stories.
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How UGC Marketing
The conventionalof the
unconventional
The NewUGC
Ford’s Fiesta engaged top influencers by giving them cars and in exchange
of quality and shareble content is top down influencing
Modern E-commerce sites are bottom up influencers
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UGC Marketing
As the volume and importance of user-generated media grow, marketers arelooking for effective ways to influence and leverage customers
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By allowing customers to rate and review your products, you areletting them become third party endorsements for your brand.
By creating a community forum on your site, you are encouraging yourcustomers to connect, not only with you, but with each other as well.
If someone shows your brand some love on a social networking site,
take the time to thank them and then share it to your network
If one of your customers found a new use for your product, write ablog post sharing their story
CONSUMER ENGAGEMENT
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Newer Trends
Things are changing…
Marketers are changing their campaign objectives from generating likes on asocial network to landing consumers on their own websites.
In 2012, Facebook and YouTube accounted for 69% of all campaign destinations.
By the end of 2014 this fell to just 30%.
In contrast, websites as the primary destination rose from 25% to 61% in the
same time frame.
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Why is the website becoming the maincampaign destination?
Brands are starting to realise that pointing traffto a single social network isn’t the best way toengage customers. A single network providesrather a narrow view of a brand and it’scommunity.
Instead, websites & microsites now represent aeffective central location for authentic user-generated content that has been sourced fromrange of social networks.
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Few UGC Success Stories
Starbucks “White Cup” contest
Customers across the country were asked to doodle on their
Starbucks cups and submit pictures as entries. The winningentry would be the template for a new limited edition
Starbucks cup
Coco Cola “Share a Coke” campaign
To boost top of mind awareness, company produced coke
bottles with consumers name. Such bottles were shared on
social media. Coco cola saw a increase of 2% in revenue after adecade of declining sales
NIKE “Share The Captain”
Nike often use authentic content generated by their consumers
on Instagram rather than use expensive photography for their
campaigns.
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Challenges in UGC
Credibility
Are the voices credible?
Bias
Can customers look through biases
Moderation
Content that is posted on one’s site is free fro abuse
Ownership
IP rights on the contents are still not very clear
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THANK YOU!