#Manship4002 The Power of User-Generated Social Media Content - Lecture 19

Corporate PR:
The Power of User-
Generated Social Media
Content
#MANSHIP4002

Don’t Sabotage your brand
online
YES, “professionals have lost their jobs, been evicted, or
even been arrested for things they've done on social
networks.”
First impressions, for both brands and individuals, happen
online.
So?
http://mashable.com/2010/02/11/avoid-sabotage-personal-brand/

Don’t Sabotage your brand
online
1. Don’t ignore brand mentions: “The viral nature of social networks, as
well as their new ubiquity, should encourage you to start listening in on
what people are saying about you.”
2. Don't Spread Yourself Too Thin: focus on the best networks / platforms
for you or your brand (Are you visual? Do you break news?)
3. Know Your Audience: Is your audience mostly local? Or global? What
are their values? Their concerns? What do they like to share? Are they
younger or older? What is their average education level?
4. Limit Self-Promotion: “If you're helping people 80 or 90% of the
time, then people will be much more accepting of your self-promotional
messages the other 10%. You will also start to notice that other people
will promote you — and their endorsement is even stronger than your
own proclamations.”
5. Be Consistent
http://mashable.com/2010/02/11/avoid-sabotage-personal-brand/

The Effect of Social-Media
Communication on Consumer
Perceptions of Brands
“The social Web is changing traditional marketing
communications. Traditional brand communications that
were previously controlled and administered by brand and
marketing managers are gradually being shaped by
consumers.” - Bruno Schivinski and Dariusz Dabrowski
Has social media reduced our control over brand
management?
Social media has allowed customers to interact with other
consumers… companies are no longer the sole source of
brand communication.

“Social networking through online media can be understood
as a variety of digital sources of information that are
created, initiated, circulated, and consumed by Internet
users as a way to educate one another about
products, brands, services, personalities, and issues.”
Can we think of some examples where social media was
the primary influence of awareness or opinion on a
brand, personality or issue?
Which social media platforms do this the most?

User-generated content (UGC) is a rapidly growing vehicle
for brand conversations and consumer insights (George
Christodoulides, Jevons, and Bonhomme 2012).
• UGC = i) content that is made publicly available over the Internet, ii)
content that reflects a certain amount of creative effort, and iii)
content created outside professional routines and practices.
What motivates user-generated content?
• self-promotion, intrinsic enjoyment, desires to change public perceptions…

Brand equity
◦ “a set of brand assets and liabilities linked to a brand, its name
and symbol that add to or subtract from the value provided by
a product or service to a firm and/or to that firm’s customers”.
◦ = brand awareness and the strength, favorability and uniqueness of
brand associations that consumers hold in memory
Brand attitude = “consumer’s overall evaluation of a brand”
What are the effects of social media communication on
consumer perceptions of brands? What do YOU think?

We expect the following:
H1a. Firm-created social media communication positively influences brand
equity.
H2a. User-generated social media communication positively influences
brand equity.
H3. Brand attitude positively influences brand equity.
H1b. Firm-created social media communication positively influences the
brand attitudes of consumers.
H2b. User-generated social media communication positively influences the
H4. Brand attitude positively influences purchase intention.
H5. Brand equity positively influences purchase intention.

We expect the following:
H1a. Firm-created social media communication positively influences brand
equity.
H2a. User-generated social media communication positively influences
brand equity.
H3. Brand attitude positively influences brand equity.
H1b. Firm-created social media communication positively influences the
H2b. User-generated social media communication positively influences
the brand attitudes of consumers.
H4. Brand attitude positively influences purchase intention.
H5. Brand equity positively influences purchase intention.

Remember brand equity = brand
awareness and the
strength, favorability and
uniqueness of brand associations
that consumers hold in memory

Summary
“Because consumers typically judge the information provided by other
individuals to be trustworthy and credible (Pornpitakpan 2004), user-
generated social media communications have a greater effect on
consumers’ overall perception of brands than firm-created social media
communication. This effect is noticeable in that UGC was found to
positively affect both brand equity and brand attitude.”
- firm-created social media content only serves directly to build
awareness of and positive associations with a brand but does not affect
consumer perceptions of brand value.
- it is strongly recommended that managers illicit user-generated
communication by marketing action programs while maintaining an
active profile of social media advertising.

Discussion
How can social media managers / PR professionals
attract or encourage consumers to generate
content that reflects support for the brands and
products of their companies?
How can we encourage user-generated content?

Jump to the beat –
Hotelsbycity.net

Coka-Cola: More “story”
than marketing messages

Contests Are Only the Start
There’s tons of data showing that consumers want to hear from other people
like them more than the companies trying to sell them something. That helps
explain why […] consumers trust user reviews three times more than
professional reviews. Video make consumer reviews and testimonials even
more effective because they are more trustworthy (hard to be anonymous on
video) and better to share. Think about how a hotel chain could leverage
customer-created video: People on trips (not just vacation) are already creating
tons of short videos on their phones and tablets and posting them to
Facebook, Instagram and Twitter. Why not get them to create some content
about the experience they're having? Once they share it across their social
networks the hotel will have an incredibly powerful piece of content that is both
authentic and trustworthy.
Source: Brands Should Encourage User-Generated Video Content to Spread the
Word http://www.reelseo.com/brands-encourage-usergenerated-video-
content-spread-word/#ixzz2xgi00aDw

Trust Your Customers
Your best, most loyal customers are your fans. They love your brand and
your products. Let them show it. Video gives them a chance
to show how they use your product, how your brand is part of their
life, what it means to them. A clothing retailer could create a powerful
loyalty and influencer program all in one by having their best customers
show off how they wear the clothes, how they incorporate them into
their own style. They may not hit all the marketing points of a
professional pitch but the authenticity of a real fan and customer will
have far more impact.
Source: Brands Should Encourage User-Generated Video Content to
Spread the Word http://www.reelseo.com/brands-encourage-
usergenerated-video-content-spread-word/#ixzz2xgiKJSQ9

Case Study: Tourism
Australia
In mid-2011, Tourism Australia chucked its usual Facebook tactics and
decided to hand the page over to fans. Who better to tell others about
Australia than the people experiencing its beauty?
“The whole process is organic because people love to share what
they’re doing.”
The Power of a #hashtag: Hashtags provide an easy way for you to
track content and bring fans together around a common purpose or
interest.
http://www.socialmediaexaminer.com/encourage-fans-to-create-share-visual-content/

http://www.slideshare.net/TourismAustralia/the-worlds-biggest-social-media-team-16545786

#Manship4002 The Power of User-Generated Social Media Content - Lecture 19

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#Manship4002 The Power of User-Generated Social Media Content - Lecture 19