ugc marketing

8/19/2019 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!

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