So You Think You Can… UGC
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The document discusses user-generated content (UGC) and provides tips for generating and using UGC in social media strategies. It defines UGC and explains why brands use it, noting that consumers value authenticity and trust user content more than traditional advertising. The document outlines types of UGC and what makes good UGC, then provides several tips for generating UGC, such as creating branded hashtags, contests and promotions, and directly asking customers. It also discusses managing rights and celebrating UGC in social feeds. The presentation concludes by advising attendees to get started with UGC by testing and measuring impact.
So You Think You Can… UGC
- 1. SO YOU THINK YOU CAN…UGC? #FalconEd #growwithsocial November 18th 2021
- 2. Your Presenters. Letizia Zappa Jr. Product Marketing Manager Falcon.io Alex Vaidya CEO & Co-founder StoryStream @letiziazappa #FalconEd #growwithsocial @alexvayda
- 3. 1. Trust issues 2. Content creator economy 3. Gen-Z 4. Why UGC? 5. What makes for good UGC? 6. Top tips for generating UGC 7. Getting started with UGC Today’s Agenda. #FalconEd #growwithsocial
- 5. (Housekeeping) rules help control the fun! - Monica Geller Recording & Slides Available on-demand and sent to you in tomorrow’s FUP e-mail. Questions Use the Q&A box to submit your questions for speakers. Chat Communicate with others by selecting “All panelists and attendees” before you send your message. Social Tag us across all socials using @FalconIO with the hashtags #FalconEd #growwithsocial and we’ll reshare. Survey We would love to get your feedback upon exiting the webinar. 1 2 3 4 5 6 Facebook Group Join “Grow With Social” to continue the conversation. Q: Are you currently using or have tested UGC in your social strategy to date?
- 6. Trust Issues ● Consumers are bombarded with options and ads ● ...So consumers have become belief-driven: ● They rely on trust and authenticity when making purchases There’s a BUT!
- 7. Content Creator Economy Passive Consumers Traditional Media Social Media Rise Social Media Maturity Active Users Influencers & Creators
- 8. A brand that keeps it “real” uses real, relatable people in its communications and advertising. Gen-Z Winnow out the ‘noise’ easily Authenticity is critical First mobile-native in history Not just users but creators
- 9. ● Social Proof & Online Word of Mouth ● Delivers brand’s values ● Unique content produced for free + ● Get to know your audience! Why UGC? ‘Authentic content created by real users’
- 10. UGC (User- Generated Content) Any form of content including imagery, video and text that has been created and shared by users, often on a social media or other digital platforms.
- 11. Types of UGC
- 12. What Makes Great UGC? Authentic Reflect the culture and diversity of your audience Local Get content that is relevant to your country and audience Informative Content focused on detail or particular features is popular
- 13. Top Tips for Generating UGC
- 14. ● Create a branded hashtag ● Use consistently across social media ● Encourage creators to tag Generating UGC Tips Clear Calls to #Action
- 16. ● Run a dedicated contest ● Give clear instructions of what you want ● Create an instant UGC library! Generating UGC Tips Contests & Promotions
- 17. Case Study Trusted House Sitters ● Over 4,200 submissions in 12 days ● Instant asset library ● Equivalent creative cost of £100k ● Website dwell times >11mins
- 18. ● Get specific types of UGC ● Request UGC as part of CRM activity ● Add CTA’s on product labels ● Add upload forms on your website Generating UGC Tips Ask Customers Directly
- 19. Case Study Damart ● Collecting UGC from non-social native customers ● 65% of UGC from direct upload ● 48% increase in conversion rate
- 20. ● Don’t get sued!! ● You need to have creator permission ● Get rights by requesting permission ● Need to refer to your T&C’s ● Keep an audit trail Generating UGC Tips Managing Usage Rights
- 21. Case Study Hendricks Gin ● Get explicit rights to UGC ● Manage all UGC rights centrally ● Key to be compliant in industry ● Keep audit trail
- 22. ● Increase social post volume ● Without cost of content creation ● Boost organic reach ● Provide localisation ● Be more diverse Generating UGC Tips Celebrate UGC In Your Social Feed
- 23. Case Study NYX Cosmetics ● Grew Insta engagement by 33% ● >90% rights approval rate ● Increased organic posting ● Got more DE relevant content #FalconEd #growwithsocial
- 24. ● Create authentic UGC experiences ● Provide real content to help shoppers ● Increase site engagement ● Increase conversion rates Generating UGC Tips Make It Part Of Your Website Experience
- 25. Case Study #Bodenbyme ● Increase page dwell time >30% ● Increase basket size by 70% ● Provides site localisation
- 26. 1. See what’s out there already 2. Decide how you will encourage UGC generation 3. Get a clear rights management process in place 4. Create a central UGC pool for your brand 5. Test using on social (organic & paid) 6. Test using on websites, email etc (it works!) 7. Measure impact and scale Generating UGC Tips Get Started With UGC!
- 27. ● StoryStream provides full UGC management solution ● Discover, get rights and manage UGC globally ● Integrated directly into Falcon.io content pool ● Offer website/ eCommerce integration too Our Partnership StoryStream x Falcon.io
- 28. #FalconEd #growwithsocial Q: Will you look to use UGC in your 2022 social media strategy?
- 29. 1. Trust and authenticity are critical 2. UGC provides a trusted and authentic form of content 3. Create a scalable UGC strategy, test and learn