The emergence of social media several years ago changed the way brands communicated with and to consumers – forcing them to completely change their approach to marketing products and services not only online, but offline as well. This emergence of consumer-to-consumer communications has been greatly magnified in the marketplace – and become an essential piece of the marketing puzzle for brands. Finding unique ways to leverage these consumer conversations into marketing strategies is essential and integrating user-generated content is an important component of brand building. Unlike traditional marketing communications, where brands and marketing managers had a high degree of control, today’s marketers have to learn how to best leverage and shape consumer discussions and generated media. In recent months, more and more brands have realized the power in using consumer-generated media from social networks - shaping and changing the way they are reaching consumers.

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U S E R
using
GENERATED
CAMPAIGNS
to fuel
CONTENT

4. QUESTION 1

5. 4
THE PSYCHOLOGY OF UGC
ego reward community

6. QUESTION 2

7. 6

11. QUESTION 3

12. 8 CORE ELEMENTS
1.
2.
3.
4.
5.
6.
7.
8.
UGC
Dedicated Team
Hashtag (just one)
Call to Action / Goal
Contextual Content
Aggregate, Curate and Display
Terms and Conditions
Amplification

13. EXAMPLES

35. QUESTION 4

36. 7 TIPS
1.
2.
3.
4.
5.
6.
7.
Make it worthy of user’s timeline
Make the collection interesting
Curation is your friend
Seed content
Reward great posts
Consider barrier to entry
Think beyond the web

38. QUESTION 5

39. 6 TRENDS
1.
2.
3.
4.
5.
6.
UGC and SEO will finally have BFF moment.
Copyright concerns will trigger debate.
Content creators will lead creative ideation.
Searchable hashtags on all social networks.
Specific role / responsibility for curation.
UGC will be commonplace on product
pages and in store

40. AUDIENCE QUESTIONS

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Y O U
THANK