Is user-generated content surpassing company-branded content? In today’s world, consumers are addicted to social media. So why not give them what they love? User-generated content is 50% more trusted and 35% more memorable than other forms of media. Consumers tend to be drawn to websites where conversations and interaction between real people happen. Customers prefer and trust visual content that comes from other users because it gives value, adds credibility and sparks online users’ interest in a brand. Although branded content is key, when coupled with user-generated content, your content is 28% more effective in converting conversations into sales opportunities. Come join Barbara Giamanco, a leader in social selling and learn how to leverage the power of content contributed by your customers to promote your company brand, increase sales and ultimately, drive business growth.

1. Leveraging User-Generated Content to Grow
Your Buyer Community
Barbara Giamanco, Social Sales Advisor, Social Centered Selling / March 16, 2016
Public

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Content marketing is defined as “a marketing technique of creating and
distributing relevant and valuable content to attract, acquire, and engage a
target audience—with the objective of driving profitable customer action.
– Content Marketing Institute (CMI)
“
”

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The buyer’s journey
Buyer is expressing
symptoms of a problem or
opportunity. They begin
doing some homework to
better define the problem
they want to solve.
The problem or
opportunity is now clearly
defined. Research
begins to understand
the available options,
approaches or methods
to help them solve
the problem.
Now the buyer has decided on
their strategy and has begun
compiling a list of the vendors
and products to see which ones
fit their strategy. That becomes a
short list, that ultimately leads to
a decision to buy.

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Disruption
90% of decision makers say they
NEVER respond to cold outreach
82% of prospects can be REACHED
via social networks
75% of B2B buyers use social media
to RESEARCH vendors
57% of the buying journey happens
BEFORE a sales rep is involved
Sources: CEB, Harvard Business Review, comScore, IDC

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It all starts with a strategy

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And…
According to research by
The Sales Management
Association, about
of companies do not have any
sort of social media strategy
for those sales teams.

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Sales
Demonstrates by example,
drives execution and
accountability with sales teams
Enablement
Supports the adoption plan
and provides an environment
for ongoing learning
Marketing
Develops the content,
creates systems for sharing easily,
support social ambassadors

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Without alignment…
Sellers do not adopt new
behaviors and revert
to old habits
No accountability for
consistent execution
Sales force isn’t provided
educational content or
tools needed to create
new sales opportunities

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Content is key for sales and marketing
Sources: DemandGen, Dell, CEB
of B2B buyers
used social media
to research their
purchase
decision.
of B2B buyers said
that they do not talk
to a salesperson
until they do their
research.
of executives
browsed existing
discussions to
learn more about
the topic.
77% 72% 57%

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There are only two ways for companies to break through in an
environment that is unprecedented in its cacophony. They can be
‘amazing’ or they can be useful. Instead of betting all your money on
‘amazing,’ what if… you just focused on being useful?
– Jay Baer
“
”

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In the past, this is how content
was generated.
More time-consuming and
one-directional.

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Today we have webinars,
ebooks, whitepapers, research
reports, quizzes, video, and
more. All consumed in
multiple ways.

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Static content vs. interactive
Interactive content is a browser-based digital experience designed for
visitor participation. It isn’t content created solely to be read or watched,
rather it’s designed to be something that your audience engages with.
– Ion Interactive
Quizzes Surveys
Assessments Contests
88%
55%
88% of marketers
say interactive
content is effective
at differentiating
their brand.
Just 55% indicate
that static content
is effective at
differentiating.
70%
36%
70% of marketers
say interactive
content is effective
at converting
visitors.
Just 36% indicate
that static content
is effective at
converting visitors.
93%
93% of marketers say interactive
content is effective at educating
buyers.
The eye-opening data on interactive content*
* Demand Metric, Enhancing The Buyer’s Journey

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User-generated content in marketing
User-generated content (UGC) is defined as "any form of content such as
blogs, wikis, discussion forums, posts, chats, tweets, podcasting, pins,
digital images, video, audio files, advertisements and other forms of
media that was created by users of an online system or service, often
made available via social media websites
– Wikipedia
“
”

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According to Bazaar Voice, 64% of
millennials and 53% of baby
boomers want more options to share
their opinions about brands, while
other studies show user-generated
content is 50% more trusted and 35%
more memorable more than all other
forms of media.
Source: Hubspot

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5 reasons to do it
Builds your reputation
Foster loyalty
Generates leads
Younger buyers love it
Similar to a focus
group, but cheaper Add in graphics

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Most trusted by Millennials
By 2018, they overtake boomers at work
Millennials spend 18 hours daily with media
30 percent of that time engaging with UGC
60% of their time is spent on social media
Spending power of $2.45 trillion in 2015

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Gen Z
86% use their smartphones
multiple times a day
70% watch more than 2 hours of
YouTube content daily
75 percent used social media
weekly
60 percent reported taking
pictures and video
Social media use + pictures and
video = UGC campaigns
Source: Marketing Magazine
image

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Creating UGC campaigns
Match the promotion type to
your audience
Request entries that you can
repurpose later
Make the reward match the
effort required
Simplify the process
Consult legal up front

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Success story – Xerox
Xerox launched Chief Optimist in the Apple App
Store in November 2012.
The application is essentially a digital
publication that targets senior decision makers
at large enterprises.
The publication features content from influential
customers and business stalwarts from around
the world.

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Success story – Belkin
In 2013, Belkin and Lego collectively
developed a line of customizable
iPhone cases.
The company created a social
platform for customers, giving them a
place to share pictures of their cool
new cases and to show others the
benefits of making their own.

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Success story – T-Mobile
T-Mobile offered to pay the contract
cancellation fees of any person who
“broke up” with their existing cell
phone service and switched to
T-Mobile.
80,000+ breakup letters photos posted
across various social media sites.
Strong engagement but didn’t correlate
to same number of people switching to
T-Mobile.

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When the campaign is hijacked
Clear policies listed on platform
being used
Decide how you will handle the
situation – in advance
Plan for continual monitoring
Tips for getting the
conversation back on track

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And your strategy still needs company-branded content
that is mixed with user-generated content.

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Final thoughts or questions?

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Let’s connect
Barbara Giamanco, Sales and Social Selling Advisor
404-647-4925
barbara.giamanco@scs-connect.com
www.linkedin.com/in/barbaragiamanco
www.twitter.com/barbaragiamanco
227 Sandy Springs Place
Suite D333
Atlanta, GA 30328
Website: www.scs-connect.com
Blog: www.barbaragiamanco.com

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