the power of user-generated content
TRANSCRIPT
THE POWER OF
USER-GENERATED
CONTENT
@paristhomasbel@pictawall
Who am I?
Social Marketing Platform
@paristhomasbel@pictawall
Co-founder & CEO
Who are we?
• Belgian Company born in 2013 with offices in Brussels and London
• We are a Visual Social Marketing Platform, defined in 3 offers:
Social Content
Social Wall + Advertising
Algorithm & Plateform
Social Commerce
@paristhomasbel@pictawall
‘Everypersonisanewdoortoadifferentworld’
@paristhomasbel@pictawall
My favourite quote
@paristhomasbel@pictawall
My favourite brand
SimonSinek:@paristhomasbel@pictawall
They understand
Everybrandneedstohaveastory
In this context
1. People trust people
2. People trust the stories those people tell them
3. People trust the messages those stories contain
Because
It’stimetore-thinkhowbrandssell&market
Brands create content
Share it onsocial media
To reachcustomers
Low results
People are overwhelmedby advertising
600+ ads/day
40+ channels
Nielsen, 2014
2%REACH
Penetration of brand-createdFacebook posts
actually viewed by fans
8%VALUE
Percentage of marketerswho get a decent
ROI on their social media spend
Letyourcustomerstellyourstory
As people trust people
UGC(user-generated content)
USER-GENERATED PICTURES ARE
AUTHENTIC
COMPELLING
500m 1.8bn2013 2015
# photos shared per day
Selfie revolution
66%
Of consumers trust more in customer photos than stock photos
Olapic & Fluid, 2014
+4.6%
Is the average uplift in conversion rate on websitesusing consumer-generated pictures
Olapic & Fluid, 2014
Customers share on their own social media
platforms
Brands discover and curate content
Brands publish on Owned and Paid
Media
Customers create content
Increased engagement, trust & conversion
Start here The New Marketing
ECOMMERCE
ECOMMERCE
2T
55%
39%
Market size of ecommerce in 2015 (Bigcommerce, 2015)
UK consumers have postponed or decided against a purchase due to unhelpful product photos.
UK consumers would be morelikely to buy a clothing item if it was “modeled” by a fellow customer.
If you go shopping but don’t take a #selfie, did it really happen?
Olapic & Fluid, 2014
http://www.laredoute.co.uk/my-redoute-uk.aspx
La Redoute motivates its consumers to share their
look with #myredoute.
On one hand, shoppers are more than happy to appear
on the website of their favourite brand.
On the other hand, La Redoute provides new visitors with a unique
shopping experience by using social validation along
with personalised calls to action, guiding them towards
the act of purchase.
FASHION
Drive conversion with real-life customer recommendations
ENERGY
+300% in sales !
Lampiris used Pictawall to easily find social recommendations shared by happy customers with the NEST product and to visually publish them on their website, giving the act of purchase an extra push.
MARKETING CAMPAIGNS
#IceBucketChallenge
Why was it so succesfull?
Ok, if you do it, I do it !
Let’s fight
cancer…
…Oneselfie at a
time!
$100k raised
#SingitKitty
+3M views 2.8M likes +1.8M mentions
Create your ownKitty
video !
Target – Acceptance Letter
Marketing Campaign Lifetime Value
UGC
TOURISM
What’sTHEwebsiteyourelyonwhenbookingyournextholidays?
92%
97%
47M
Of travellers trust earned media more than any form of advertising
Of millenials post on social networks & share experiences with friends while traveling
Photos have been posted on Instagram as of June 2015
If you go on vacation but don’t take a #selfie, did it really happen?
World Travel Marketing Institute, 2015
Turn customers into evangelists
TOURISM
-55% in bounce rate !
Experiences worth remembering are experiences worth sharing. Undiscovered London lets the travellers recommend its famous
London tours and enjoys the free advertising thanks to Pictawall.Increased brand trust means increased time spent on pages.
Click .
What’s next?
Push marketing using user-generated content
+35% engagement
FACEBOOK AD
EMAILSRETARGETINGONLINE DISPLAYOFFLINE DISPLAY…
ORGANIC NON ORGANIC
If you are one the B2C marketers who feel the content crunch…
51%
Struggle to produceengaging content 48%
Struggle to findenough budget
45%
Struggle to produceenough content
Content Marketing Institute, 2014
UGC
Keep calm and embrace
UGC is not a trend.
What we are experiencing is a major, irreversible step in the
evolution of marketing.
