This document discusses user-generated content (UGC) and how marketers can leverage it. UGC refers to any material created by non-professionals and uploaded to the internet, such as reviews, videos, blogs, and social media posts. As UGC grows in volume and importance, marketers are looking for ways to influence and use it. Marketers can encourage UGC by making reviews easy to leave on their website and taking control of their online reputation. They can also solicit reviews from top customers and encourage social discussion. The example of the University of Oregon athletic department's "Quack Cave" shows how monitoring and sharing fan UGC during games helps engage fans.

1. User-Generated Content
Marketing
Alex J Pattara

2. 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

3. 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

4. UGC Marketing
• As the volume and importance of user-generated
media grow, marketers are looking for effective
ways to influence and leverage customers

5. 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

6. • 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

7. Example
University 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

8. 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

10. 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