User-Generated Content Marketing

Alex J Pattara

User-Generated Content (UGC) ?

Also known as consumer generated media• Any material created and uploaded to the Internet

by non-media professionals.• It can be review left on any website by a user video uploaded to YouTube blogs It is currently one of the fastest growing forms of

content on the Internet

UGC & Social network• Social network allow networking on a grand scale,

where individuals can connect with others.• Social networks allow users to place comments,

photos, videos and Web links on each others’ pages, thereby sharing information and interests

UGC Marketing• As the volume and importance of user-generated

media grow, marketers are looking for effective ways to influence and leverage customers

How Marketer can use UGC

In order to get started with UGC marketing, it’s your users that need to get started

Make reviews easy to give on your website Take control over your online reputation Solicit reviews from your best customers Encourage social discussion

• By allowing customers to rate and review your products, you are letting them become third party endorsements for your brand.

• By creating a community forum on your site, you are encouraging your customers 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 a blog post sharing their story

ExampleUniversity of Oregon athletic department

“As marketers, we try to convince customers and prospects to generate content about our brands. In other words, to talk about us.”

Sports teams take advantage of the opportunity to

use fan-generated content to help conversion around their teams

University of Oregon – The Quack Cave

University of Oregon- Football team launched collegiate athletics’ first social media command center - Quack Cave

Quack Cave aggregates and displays content from

Official university social media channels RSS feeds from the major sports news outlets Player tweets and fan social media posts

Quack Cave team monitors the fan-generated content during the games and then pushes the best of that content back out to fans via their own dedicated Twitter channel

Thank u