Harnessing the Most Powerful Advertising Tool, Earned Media, via UGC strategy.

USER GENERATED CONTENT

Earned Media=

UGC

Earned Media V Paid & OwnedThe paid, owned, earned online advertising theory. Increasingly blurred by ‘native ads’ & online PR. Paid + Owned can drive Earned Media strategy. Positive feedback loop…

Consumer Trust Earned Media / Paid & Owned

2012 Nielsen Study: -92% of OECD consumers trust Earned Media above other forms of

brand communication. -Next best was Owned Media, like websites, at 52%.

-40% of people trusted Paid Media messages like banner ads and SEM.

Paid Owned Earned0%

10%20%30%40%50%60%70%80%90%

OECD Consumer Trust in Advertising Media

Trust

Source: Nielsen Online Consumer Report 2012

‘Trust’ in online media advertising channels.

• ‘Word-of-mouth’ from peers/influencers: 92%• Online Reviews/ recommendations: 70%• Owned media, such as company websites: 58%• Emails (that they consented to receive): 50%• Product placement in TV shows: 40%• Radio advertisements: 42%• Cinema advertising: 41%• Online video ads: 36%• Online banner ads: 33% (up from 26% in 2007)• Paid search results: 40% (up from 34% in 2007)• Sponsored ads on social networking sites: 36%• Video or banner ads on smartphones and tablets: 33%• Mobile phone text ads: 29% (an increase of 61% since 2007)

Source: Nielsen (2012)

“Consumers around the world continue to see recommendations from friends and online consumer

opinions as by far the most credible…“Successful brand advertisers will seek ways to better connect with consumers & leverage their goodwill in

the form of consumer feedback and experiences.” - Randall Beard, Global Head of Advertiser Solutions,

Nielsen, August 2012.

How Social Media users trust what their friends say via social.

• 2011 Study:

• 70% of US Facebook users would be “more likely to buy a specific brand” after a positive recommendation by a friend.

• - Morpace Market Research

Encouraging users to share UCG via social

Brands must find ways to encourage users to share authentic, positive brand experiences via social.

• #Hashtags, Check-Ins & Tagging: Use the power of Twitter, Tumblr, Instagram, Vine, Pinterest to encourage sharing of images, video OR encourage tagging, check-ins on Facebook, Foursquare.

• Use owned channels: Website, packaging to encourage social sharing.

• Influencer Outreach: Recruit influencers to advocate for your brand via UGC, 70% of consumers trust online influencer.

UGC campaigns

Check out these ongoing UGC campaigns from Tourism Australia (Instagram), University of Wisconsin-Madison (Pinterest) & Ford (Twitter)