Explosion of

social media

Smartphones with

powerful cameras

The rise of mobile

broadband

User-Generated Content (UGC) is defined as "any form of content such as blogs, wikis, discussion forums, posts, chats, tweets, podcasts, digital images, video, audio files, and other forms of media that were created by users of an online system or service, often made available via social media websites"

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Generates Trust

Consumers are 92% more likely

to trust recommendations by people they know over other forms

of advertising (Nielson)

Generates Trust

Increases Conversion

Businesses that use customer content on their marketing

channels see higher conversion, click-through rates to product

pages, and average order values.

Supplies Content

Your UGC is a limitless pool of content that resonates with

potential customers and keeps your marketing campaigns fresh.

123%increase in

time on site

6%increase in site

conversion

80%marketing

reach

• Handouts• Flyers• Packaging• Discount offers• Product samples• Thank you cards with CTA

35%increase in

click through

• Support a good cause• Have fun• Share our joy• Challenge ourselves• Join the community

Motivations to create UGC:

• Target• Concept• Rules

What is your campaign?

• Product launch campaigns• Photo-of-the-day campaigns • Contests• Galleries

What kind of UGC campaign should you run?

• Website• Social Networks• Exclusive Mobile App

Which platform do you want to use?

Burberry: The Art of Trench

• Launched The Art of the Trench in 2009• Burberry’s e-commerce sales surged 50% year-over-year following the

launch of the site.

Cheetoz: Cheetovideoz

• Voting System• Email Marketing• Offline Channels• Social Influencers

How will you promote the campaign?

• Negative info and comments about your brand

• Maintaining your cause• Judging Problems• What are you going to do with

your UGC

What challenges will you face?

Starbucks: White Cup Contest

• Launched in April 2014• The winning entry would be the template for a new limited edition

Starbucks cup• Nearly 4,000 customers submitted entries

Coca-Cola: Share a Coke

• Customers were asked to share pictures of their personalized coke bottle on Twitter and other social media platforms

• The company attributes the campaign to a 2% increase in U.S. sales after over a decade of declining revenues.

Signal: Behkhand

Roozaneh: Supershir

Cheetoz: Cheetovideoz

Nescafe: Elhambakhsh