Download pdf - User Generated Content Marketing: Tips & Examples

© 2014 TigerLogic Confidential1

U S E RGENERATED

EXAMPLES & TIPS marketing

CONTENT

TODAY’S HASHTAG #UGCTIPS

WITH…

AND SPECIAL GUEST …

USER GENERATED CONTENT

Making Leaders Successful Every Day

Five Best Practices For UGCKim Celestre, Senior Analyst Forrester Research

© 2014 Forrester Research, Inc. Reproduction Prohibited ‹#›

Agenda

›Why curate UGC? › Five best practices › Recommendations


Why should you curate UGC?

Buyers seek trusted content


Marketers struggle with the “how”

›How do I encourage advocates to create content? ›How do I curate the best content ›How should I display UGC on

my site? ›How can UGC help drive

conversions?


Five Best Practices


#1: Confirm that your audience will talk about your brand› Determine their social behaviors › Energize your social “stars” › Activate brand advocates through hashtag campaigns


#2: Include both brand and user generated content on your hub

› Curate your employees’ content › Aggregate your branded social network feeds › Clearly identify content sources


#3: Use UGC to complement an event

› Display a live feed from your social hub at a physical event › Curate UGC on-the-fly at the event › Show UGC both on your site and at the event


#4: Embed UGC in your product catalog

› Launch a product hashtag campaign › Curate UGC that showcases your product(s) › Embed photos in your product catalog


#5: Deploy best of breed technologies that work together› Take inventory of the capabilities you need for your

social hub › Choose technologies that best support your strategy › Implement platforms that can be integrated for a

seamless experience


Recommendations


Recommendations›Partner with your customer

experience teams. › Take inventory of all the

applications you will need. ›Determine your content

moderation requirements. ›Determine your spam filtering

requirements.

Thank youKim Celestre +1 650.581.3810 [email protected] @KCelestre

mailto:[email protected]

UGC AND CAMPAIGNS: DOS AND DON’TS

BUILD EXCITEMENT

LEVERAGE YOUR MOBILE APP

DON’T MAKE BIG PROMISES

Be realistic.

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

100%

KEEP RULES SIMPLE

#Too #many #hashtags #lead #to

#less #interaction

DON’T EXPECT THE HASHTAG TO DO ALL THE WORK

PROVIDE A PROP FOR THE SELFIE

CREATE INCENTIVES

1. Donations to non-profits 2. Contests 3. Rewards

LEVERAGE INFLUENCERS

ENGAGE DIRECTLY WITH FANS

DON’T BURY UGC ON YOUR MAIN WEBSITE

Homepage Activation page

CREATE A GALLERY FOR EXPRESSIVE PRODUCTS

CREATE A GALLERY FOR ICONIC PRODUCTS

WITH HOLIDAYS AROUND THE CORNER, IT ISN’T TOO LATE

YOU CAN EASILY INTEGRATE UGC INTO YOUR CAMPAIGN

INVITATION: http://go.postano.com/request-demo

http://go.postano.com/request-demo