how to power your marketing with user-generated content (ugc)
TRANSCRIPT
H O W T O P O W E R Y O U R
M A R K E T I N G W I T H U G CT Y L E R A N D E R S O N | C E O , C A S U A L F R I D A Y S
@tracethom@nick55wong@[email protected]
@tylerjanderson
@tylerjanderson
@tylerjanderson
@tylerjanderson
T H O M P S O N
T O R O N T O
I N S T A G R A M S E A R C H :
@tylerjanderson
@tylerjanderson
– B E N S I L B E R M A N N , P I N T E R E S T F O U N D E R / C E O , 4 / 1 7
“A lot of the future of search is going to be about
pictures instead of keywords.”
@tylerjanderson
@tylerjanderson
@tylerjanderson
@tylerjanderson
@tylerjanderson
W H A T I S U G C ?
@tylerjanderson
C o n t e n t a b o u t y o u r
b r a n d / b u s i n e s s
c r e a t e d b y y o u r
c u s t o m e r s o r p o t e n t i a l
c u s t o m e r s
@princear1@tylerjanderson
W H Y S H O U L D Y O U
C A R E A B O U T I T ?
@tylerjanderson
@vikklceja
U G C S T A T S
INFLUENCE
• 85% of web users find visual UGC more influential than
brand content
TRUST
• Only 16% of Americans trust information on a company
website
AFFECTS PURCHASING DECISIONS
• 84% of millennials are influenced by UGC in purchasing
decisions
• 70% of baby boomers are influenced by UGC in
purchasing decisions
Source: Adweek, & Bazaarvoice - 2016@tylerjanderson
B E N E F I T S O F U G C
@tylerjanderson
1. Expands Your Marketing Team
@tylerjanderson
P U B L I S H A P O S T F R O M Y O U R B R A N D P A G E
@tylerjanderson
P U B L I S H A S P O N S O R E D P O S T O R A D
@tylerjanderson
A S O C I A L M E D I A U S E R P U B L I S H E S A P O S T A B O U T Y O U R B R A N D
@tylerjanderson
1. Expands Your Marketing Team
2. Solves The Content Problem
@tylerjanderson
@tylerjanderson
P H O T O S C U R A T E D V I A
U G C
O V E R 3 5 , 0 0 0
@tylerjanderson
1. Expands Your Marketing Team
2. Solves The Content Problem
3. Saves Time & Money
@tylerjanderson
• Talented content creators present at the
perfect moment to capture the perfect shot
• Limited use of stock photography
• Limited photo shoots by professional
photographers
@tylerjanderson
1. Expands Your Marketing Team
2. Solves The Content Problem
3. Saves Time & Money
4. Builds Trust With Audience
@tylerjanderson
@tylerjanderson
1. Expands Your Marketing Team
2. Solves The Content Problem
3. Saves Time & Money
4. Builds Trust With Audience
5. It’s More Engaging
@tylerjanderson
@tylerjanderson
@tylerjanderson
Brand Content UGC
UGC had 132%
More Engagement
H O W D O Y O U G E T
P E O P L E T O C R E A T E
I T ?
@tylerjanderson
A S K F O R I T
1. Email newsletters
2. Social media updates
3. Contests/promotions
4. Window clings
5. Paper “tents” or table tops
6. Signage on the shelves
7. Packaging
8. Receipts
9. Menus of products/services
10.Posters/flyers
11.Stationary/cards by staff
12.Display screens
13.Chalkboards
14.USE YOUR CREATIVITY!
@tylerjanderson
@tylerjanderson
@tylerjanderson
@tylerjanderson
H O W D O Y O U U S E I T
T O P O W E R Y O U R
M A R K E T I N G ?
@tylerjanderson
1. Go Find It
@tylerjanderson
@tylerjanderson
@tylerjanderson
1. Go Find It
2. Get Permission To Use It
@tylerjanderson
– @ M I T C H J A C K S O N | S T R E A M I N G . L A W Y E R
A T T O R N E Y F O R J A C K S O N & W I L S O N , I N C .
“Copyright protection is automatic. It doesn’t matter if the
photographer is a paid professional or an ordinary
person sharing on Instagram in exchange for smiles.”
@tylerjanderson
@tylerjanderson
@tylerjanderson
@tylerjanderson
C O N S E Q U E N C E S
‣ Photographs are protected under copyright law
‣ Person could issue a Digital Millennium Copyright Act
Takedown against your service provider (DMCA
takedown)
‣ Could lead to lawsuits for statutory damages, and/or
website and social media accounts being shut down
@tylerjanderson
@tylerjanderson
1. Go Find It
2. Get Permission To Use It
3. Use It & Repurpose It
@tylerjanderson
W H E R E T O U S E U G C
1. Social Media
2. Website
3. Blog Posts
4. Social Ads
5. Email Newsletters
6. Sales Presentations &
PowerPoints
7. Offline Marketing
Materials
8. Menus
9. Printed Collateral
10.Packaging
11.USE YOUR
CREATIVITY!
@tylerjanderson
@tylerjanderson
September 17th, 2017
October 3rd, 2017
@tylerjanderson
U G C T O O L S
@tylerjanderson
U G C M A N A G E M E N T T O O L S
1. Tack - foundontack.com
2. Stackla - stackla.com
3. Crowdriff - crowdriff.com
4. Hyp3r - hyp3r.com
5. Tint - tintup.com
6. Ground Signal - groundsignal.com
7. Candid - candid.io
8. Pixlee - pixlee.com
@tylerjanderson
F R E E R E S O U R C E S
@tylerjanderson
F R E E . F O U N D O N T A C K . C O
M
F R E E U G C L O C A T I O N R E P O R T
@tylerjanderson
H T T P S : / / W W W . I N S T A G R A M . C O M / P / B B X A X 1 O H 2 0 U / ? T A K E N -
B Y = T A R A M I C H E L L E B R O S E
R E P L A C E ? T A K E N - B Y = U S E R W I T H
/ M E D I A ? S I Z E = 1
H T T P S : / / W W W . I N S T A G R A M . C O M / P / B B X A X 1 O H 2 0 U / M E D I A ? S I Z E = 1
T Y L E R A N D E R S O N
t y l e r @ c a s u a l f r i d a y s . c o m
c a s u a l f r i d a y s . c o m
f o u n d o n t a c k . c o m
@ t y l e r j a n d e r s o n
T H A N K Y O U !