There is no marketing without user generated content
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This document discusses the importance and power of user-generated content (UGC) for marketing. It notes that word of mouth has always driven marketing and that UGC is more influential than other media. UGC affects purchase decisions, especially for millennials, and is trusted more than branded content. UGC drives more engagement than branded content. The document provides examples of how brands can leverage UGC for insights, promotion, and activation by curating UGC, recognizing UGC creators, and involving consumers in content creation.
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There is no marketing without user generated content
- 1. THERE IS NO MARKETING WITHOUT USER GENERATED CONTENT GUY KEDAR HEAD OF SOCIAL & INNOVATION MEC
- 2. 2 WORD OF MOUTH HAS ALWAYS POWERED MARKETING
- 3. USER GENERATED CONTENT IS MORE INFLUENTIAL THAN OTHER MEDIA Source: Ipsos 2014
- 4. USER GENERATED CONTENT AFFECTS MILLENIALS PURCHASE DECISIONS Source: Ipsos 2014
- 5. USER GENERATED CONTENT IS TRUSTED MORE THAN BRANDED CONTENT Source: Nielsen 2015
- 6. UGC DRIVES MORE ENGAGEMENT THAN BRANDED CONTENT Source: mavrck 2017
- 7. 7 Source: mavrck 2017 SUPPORTED BY FACEBOOK’S ALGORITHM
- 8. THERE IS SO MUCH OF IT!
- 9. Source: Smartinsights EVERY 60 SECONDS!
- 10. CONSUMERS SPEND MOSTOF THEIR TIME ONLINE CONSUMING UGC 10 SO HOW CAN BRANDS LEVERAGE UGC?
- 11. NOT ALL (UG) CONTENTS ARE EQUAL (#1) POST IMAGE TWEET LIKE VIDEO REVIEW COMMENT CHAT SPOOF SHARE RETWEET CREDIBILITY CONTROL
- 12. NOT ALL (UG) CONTENTS ARE EQUAL (#2) POST IMAGE TWEET LIKE VIDEO REVIEW COMMENT CHAT SPOOF SHARE RETWEET
- 13. 3 MAIN USE CASES FOR USER GENERATED CONTENT INSIGHTS PROMOTION ACTIVATION
- 15. 15 MINING ONLINE CONVERSATIONS TO INFORM CONTENT AND MEDIA
- 16. TRACKING PINS TO IDENTIFY TRENDS
- 18. CURATE AND PROMOTE UGC Examples of some players in the space
- 19. •ASK MUDIT RECOGNIZE AND CELEBRATE UGC
- 21. 21 MARRIOTT COURTYARD INVOLVED CONSUMERS IN CONTENT CREATION
- 22. 22 APPLESIENTJE PUT UGC AT THE CENTRE OF A CAMPAIGN TO INCREASE CREDIBILITY
- 23. 3 MAIN USE CASES FOR USER GENERATED CONTENT INSIGHTS PROMOTION ACTIVATION
- 24. Thank you Please find me at: guy.kedar@mecglobal.com @guykedar