Empower Your Audience To Become Your New Creative Agency

@Social_Responsesocialresponse
Empower your audience to become
your new content agency
17.5.17

I am Anand Mavani
I am here because I love to give presentations.
You can find me being social here:
@social_response socialresponse

You-gc
#DigitalGaggle

User Generated What?

Trust

Social Proof

Stats

Why is UGC so powerful
● Visuals are everything.
● Over X of photos are uploaded and shared by consumers
on social media daily.
● Millennials & Gen-Z trust user-generated content X% more
than traditional media.
● In the B2B sector, surveys predicts that by 2020 more than
X% of commercial content will be created outside of
marketing.
● UGC videos on Youtube get X as many views as videos
created by the actual brand.
● UGC-based ads get X higher click through rates and a X%
drop in cost per click than average
● UGC is one of the most talked about marketing strategies
and with the rising popularity of Instagram in particular, the
next revolution is already underway in how businesses can
harness the power of UGC.

Buffer consistently curates images from its “Buffer
Community” to show how other people work, play
and live. What they also do really well is engage
with their followers. The community management
team actively engage with those who like and
comment in the post’s fee, taking every
opportunity to thank people for the love they show
whilst asking more questions to maximize on their
engagement.
● Conversation, Consistency, Community
● Buffer are very selective with the pictures
they choose to post on their feed leaving
them with a beautiful stream of photos.
● Buffer have created a community of
engaged followers all interacting around a
piece of content that they haven't even
had to produce
● Deliver messaging that reflects your brand
values.
What can we learnBuffer

● This was a super engaging way for people
to show off their epic work locations!
People love nothing more than showing off
on social media how awesome their
work-life balance is right?
● Competitive nature of the campaign
ensured the content was of high quality.
● Think of themes! In a longer campaign like
this it is important to refresh the theme.
Hootsuite chose a different theme each
week to keep engagement high
● Over 1,400 hootsuite branded photos
shared. The only cost was a prize of two
flights to anywhere in the world
Hootsuite’s #IWorkFromHere competition
absolutely nailed it! They encouraged people to
post a photograph of their view from work. This
resulted in an incredible array of beautiful views
and scenery being shared on social, thus provided
them with a stream of engaging, authentic, and
genuine content.
What can we learnHootsuite

● UPS asked people to photograph an image
of the item they were posting and post it on
their feed. If chosen it was then posted on
the UPS Instagram feed.
● This built UPS a large and engaged social
media following over a short period of time.
● This type of UGC content benefits both the
business sending their photo to UPS and
UPS themselves as they gain a stream of
free content.
● Without having an actual product to use
UPS have created a fun UGC campaign for
their customers to get involved in.
What can we learnThe UPS Store
The UPS store faced the challenge of having a
large range of clients and therefore couldn't make
their UGC campaign particularly specific at the risk
of excluding customers from participating.

What can we learnAdobe
Adobe uses its Instagram feed to display raw
creativity from its community. A great example of
empowering an audience who are already super
engaged with a service. It takes an asset and
brand driver, and turns it back to its audience.
● Adobe has used its Instagram as a UGC
gallery to enforce its brand reputation and
reflect its lifestyle. All the posts reinforce
creativity and deliver a wow factor effect!
● It doesn’t take rocket science to deliver a
high impact campaign. Super engaged
audiences!
● The quality of the content on their feed is
very high. With so many pieces of UGC
being sent in they can afford to be picky
and only choose the most aesthetically
pleasing pictures.

What makes good B2B UGC strategy
● Create a community with your advocates
● Enter dialogue surrounding your business values
● Showcase partnerships & CSR Initiatives
● Encourage participation through social media
● Gamification in the workplace
● Hot topics in culture: harness these with UGC - flexible working,
exercise, work-life balance, wellbeing
● HR / IT / Support / Talent / Retention
● Make it easy
● Engage with slack channels to share content
● Encourage conversation where possible
● Hold a contest - offer incentives
● Collect client reviews to display on marketing collateral
● Motivate your team through UGC
● Create a culture of awareness and empathy
● Engage with your clients for content to inspire you team

What can we learnA UK brand doing great
UGC
Alongside the introduction of its new range of iced
coffees Costa launched its #ShakeUpSummer
campaign encouraging customers to ‘show-off
their shake’ by posting a video on its Instagram
account in the hope of opening new conversations
around its product launch and reigniting their
community!
● Video UGC is engaging and effective.
● You can make the campaign exclusive to
just one social media platform.
● Make your UGC campaign seasonal. E.g.
Christmas, Summer, Easter
● This campaign was combined with moving
billboards to add extra engagement with
customers
● A UGC campaign doesn’t have to operate
on its own. It can be combined with other
parts of your marketing plan for
reinforcement, think about your mailshots
for example.

What can we learnLego
Lego gave their fans an opportunity to design their
own customisable phone case & gave them a
place to show off their designs using the
#legobelkin!
You can only begin to imagine how this went!
● Be selective with the UGC content you wish
to share.
● Lego only allowed the interesting and
innovative mobile phone designs on their
feed while thousands of photos were still
being posted providing excellent reach.
● This campaign produced a great gallery
showing off people's creativity and reflected
Lego’s branded lifestyle.
● High impact, wide reach, viral nature of the
campaign!
● Choose the social platform most relevant
for your audience. Team up your marketing
efforts with a partner brand or an influencer
to amplify your UGC campaign results.

What can we learnGoPro
GoPro are the undisputed kings of UGC marketing
content. There are few people out there who in one
way or another haven’t seen a GoPro video. The
beautiful reality of their content is that when it’s
generated, it creates another piece of content in
itself. GENIUS.
● That your UGC campaign can reflect your
brand identity.
● All of GoPro’s official marketing campaigns
have been UGC led, but they only use the
ones that are adventurous and that push
the boundaries.
● Be selective with the UGC content you use. If
you have large amounts available make
sure you choose the most exciting and the
pieces that reflect your brand image.

What can we learn#OiConf
#OiConference set up a UGC gallery board at the
centre of their conference to encourage
participation and use their customers as their
marketing tool...
● UGC can be great for promoting an event.
● #OiConference got their event trending on
twitter in the UK which is great publicity.
● A UGC gallery can be a great centerpiece
for an event.
● Participation kept guests entertained
between key note speakers and other
activities.

What makes good B2C UGC strategy
● Provide unique tools for participation in the campaign
● Transparency and a clear delivery schedule
● Engagement with micro-influencers
● Keep the campaign fresh with themes (long term)
● Curate your own gallery
● Keep the competition mechanism simple
● Engage with participants - have a community
management plan in place
● Build anticipation through a solid schedule of marketing
activity.
● If you run a UGC campaign in a form of a contest, choose a
prize that would reflect your target audience interests
and/or lifestyle. No big budget is needed when your
customers’ creativity is involved.

User Generated Content VS Branded Content
UGC
● Cheaper - GoPro famously spend so little
on their marketing because their marketing
strategy is solely focused on UGC content
marketing
● Far more content to choose from
● Don’t have to come up with new ideas as
often
● The reach is greater. Your brand reaches
people that don’t follow you on social media
Branded content
● Expensive - Facebook made headlines last year
when it revealed that it was running out of
advertising space in its news feed. Marketers have
felt the effects of that decline, in the forms of
diminishing organic search returns and pricier ads
on the social network.
● Time consuming
● Have to constantly produce new content to have a
large effect
● Control of the message you want your brand to
give off

Task

Word of Mouth

Own your UGC

Problems

Drive Value

Empower

Shot on iPhone 6

Starbucks Coffee

River Island #imwearingri

Reactive

Summary

Questions

You-gc

Sources
@wyng
@socialbakers
@buffer
@hootsuite
@sproutsocial
@crimsonhexagon
@wearesocial

Come find me
Anand Mavani

Empower Your Audience To Become Your New Creative Agency

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