How to create and use user generated content

3. Explosion of
social media
Smartphones with
powerful cameras
The rise of mobile
broadband

5. User-Generated Content (UGC)
is defined as "any form of content such
as blogs, wikis, discussion forums, posts,
chats, tweets, podcasts, digital images,
video, audio files, and other forms of
media that were created by users of an
online system or service, often made
available via social media websites"

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10. Generates Trust
Consumers are 92%more likely
to trust recommendations by
people they know over other forms
of advertising (Nielson)

11. Generates Trust

12. Increases Conversion
Businesses that use customer
content on their marketing
channels see higher conversion,
click-through rates to product
pages, and average order values.

13. Supplies Content
Your UGC is a limitless pool of
content that resonates with
potential customers and keeps your
marketing campaigns fresh.

15. 123% increase in
time on site

16. 6% increase in site
conversion

18. 80% marketing
reach

19. • Handouts
• Flyers
• Packaging
• Discount offers
• Product samples
• Thank you cards with CTA

20. 35% increase in
click through

22. • Support a good cause
• Have fun
• Share our joy
• Challenge ourselves
• Join the community
Motivations to create UGC:

23. • Target
• Concept
• Rules
What is your campaign?

24. • Product launch campaigns
• Photo-of-the-day campaigns
• Contests
• Galleries
What kind of UGC campaign should you run?

25. • Website
• Social Networks
• Exclusive Mobile App
Which platform do you want to use?

26. Burberry: The Art of Trench
• Launched The Art of the Trench in 2009
• Burberry’s e-commerce sales surged 50% year-over-year following the
launch of the site.

27. Cheetoz: Cheetovideoz

30. • Voting System
• Email Marketing
• Offline Channels
• Social Influencers
How will you promote the campaign?

31. • Negative info and comments
about your brand
• Maintaining your cause
• Judging Problems
• What are you going to do with
your UGC
What challenges will you face?

32. Starbucks: White Cup Contest
• Launched in April 2014
• The winning entry would be the template for a new limited edition
Starbucks cup
• Nearly 4,000 customers submitted entries

33. Coca-Cola: Share a Coke
• Customers were asked to share pictures of their personalized coke
bottle on Twitter and other social media platforms
• The company attributes the campaign to a 2% increase in U.S.
sales after over a decade of declining revenues.

34. Signal: Behkhand

35. Roozaneh: Supershir

36. Cheetoz: Cheetovideoz

37. Nescafe: Elhambakhsh