THE ‘ UGC’ PROJECT

By: GROUP-10

Sagar Sheth(38) Palash Sureka (26) Godavari Sai Suresh (15)

How can brands leverage UGC from social media and channel it into marketing communication?

What is UGC User-generated content (UGC) refers to earned

media that is produced by product reviews, guest posts, social media posts, photos, videos or question-and-answer forums.

Examples: Instagram photo of you with a Starbucks coffee. Tweet about how much you love Oreo cookies 

Why Users generate content? To express their feelings and views For self-publicity To let off steam To be a part of something Ainvayi

Some Crazy Statistics

For your eyes only

In a span of 60 seconds,

125K Tweets684K Shares on Facebook35K Likes on Facebook2.8 M Videos viewed on Youtube2 M Google searches3600 photos shared on Instagram

Important Purchases done using UGC

The ratio of User Generated content to Officially released content is

10: 1

A few examples of companies that thrives on such

amount of UGC

How to Leverage UGC

Follow the User’s Gaze Be Visible where the users communicate Ensure presence on social networks Give users a chance to interact

Let people talk about you

Communication Channels Official Websites

Indulge and Innovate Constant Interaction and Response

Clever Keywords & hashtags

+ Habitual response

= SEO benefits

Let the users do the talking Provide them a ‘Stage’ Encourage them to indulge and

innovate

Promote your promoters Their publicity is your publicity Use of content in campaigns Rewards and Recognition

Find the Influencer and pamper him..!!! Difficult but very productive endeavor Varies from individual, blogger,

community or an organization Explore Mutual Benefit opportunity Entitle him as ‘Guest Blogger’

Create a content environment Websites, web portals and blogs Quality content in one place Feel of belonging to a ‘community’

Push for Innovation Inspire them to Innovate Contribute towards your product

development Recognition and Brand loyalty

Filter, Collaborate and Utilize Not every content is meaningful. Hell,

95% of it is not. Find the aggregators that push the

brand Locate the target audience. Identify the

Painpoints. Analyze. Modify. Improve. Satisfy

Benefits Increase Brand Awareness Community of Loyal customers Building up a emotional connection Brand Loyalty In depth knowledge of customer base Increase in Sales

Shortcomings “Finding a needle in a haystack” Immediate results not guaranteed Innovate – Keep the crowd talking

The ones who succeeded

Old Spice “ The Man your Man could smell like”

campaign. Mustafa featured in 186 videos 2700 % rise in twitter followers in 2 days Sales increased by 107% User customized videos + Social

Media =

Strong Brand Publicity and Sales

Tourism Queensland “ The Best Job in the World “ campaign Caretaker of Great Barrier Reef Island for

6 months for $ 1,50,000 AUD 34000 user generated videos received

from applicants from 200 countries. $200 million revenue generated. User’s fantasy + One of a kind opportunity

= Global Awareness

Heineken“ Reinvent the Draught Beer Experience “ User generated ideas to design better

drinking experience. Incentives to be part of beer making

workshop and cash prizes User generated ideas + Considering the

need of consumers = Product Innovation

Burberry“ Art of the Trench “ campaign Brands signature vintage piece ‘ the

Trench coat ’. Fans posted their photos wearing the

trench on the website. Generated 7 million views. Sales figures

flew out of the rooftop Loyal followers + Innovative idea =

Brand Image and Market Recognition

“ Anything can work if you know the right way to Leverage it “

THANK YOU