Discover why User Generated Content plays a vital part of any marketing strategy for the Travel & Tourism Industry. We teach you the benefits of discovering the existing content for your brand and how to make an impact with your brand ambassadors.

1. RECOMMENDED
UNTIL AUG 201
AWARD WINNER

2. WhyYouDon’tHaveto
CreateContentto
BuildYourBrand,DriveTraffic
&ScaleEngagement.

3. [1] Awindowtoyourworld.
[2] Ourexperience&advice
[3] Solutions&
theDiscvrplatform
[4] Takeaways

4. YOUR LIFE ?
does this
sound like

5. • A digitally un-savvy team?

6. • A digitally un-savvy team?
• with data paralysis?

7. • A digitally un-savvy team?
• with data paralysis?
• that can’t “Close the Loop” with the Sales Team?

8. • A digitally un-savvy team?
• with data paralysis?
• that can’t “Close the Loop” with the Sales Team?
• they find creating content difficult and laborious?

9. • A digitally un-savvy team?
• with data paralysis?
• that can’t “Close the Loop” with the Sales Team?
• they find creating content difficult and laborious?
• are struggling with engagement & your audience?

10. About Us

11. About e-Strategy
Multi Award-Winning
Travel Marketing Agency.
• Over 14 years of problem solving for our clients
• Developed a bespoke platform of Social Content Applications
• Since the early 2000’s we have been working with clients in
the same position as you to help them achieve their goals,
meet their KPIs & deliver on their social objectives.

13. EddieBent
Founder & MD
Specialising in
Travel & Tourism
Marketing

14. Wehavenoticedthat:
- Vastincreaseofchannelstopublicise&manageyourbrand
- Resourcegetsstretchedfurther&timeevaporates
- Brandsareunsureofwheretobe/whatmessagetobring
- Vastamountsofbrandrichcontentfailstogetanaudience
- Thisleavesuswiththrow-awaycontent&leavesyoufeeling
theneedtocontinuouslycreateandpublishnewmediato
keepontopofthegame.

15. HiddenGem
~UserGeneratedContent
Usergeneratedcontent(UGC)isdefinedas
“anyformofcontent suchasblogs,wikis,discussionforums,
posts,chats,tweets,podcasting,pins,digitalimages,video,
audiofiles,andotherformsofmediacreatedbyusersofan
onlinesystemorservice,oftenmadeavailable
viasocialmediawebsites”.

16. Work Smarter & Not Harder

17. BenefitsofUGC
- ReceiveamassofContent -pics&vidsgalore
- Understandconversation/topics/themes
- Contentfromthe2Keydemographics.
-Millennials/BabyBoomers
-UGCinfluencestheirpurchasedecisions.
- Lowbarriertoentry-everyonehasaccess
- MoreVideoViews/PageViews/PhotoViews.
-PeopleprefertowatchUCVthanbrandvideos

18. - Greaterhomepagevisits
-boostvisitstoyoursitebyasmuchas300%!
- Massivefanbasegrowth.
- Mobile-friendlyoptions.
- Authenticconversations.
-Trust= F/Fam1st, Peers/Strangers2nd, Brandslast.
- Lowermarketingcosts
-keymetrictoconsideristhecostpersaleslead.
BenefitsofUGC

19. Apicture
paints
1000words
PaigntonZoo
EXISTINGUGC

20. twittersearch
#paigntonzoo

21. pinterestsearch
paigntonzoo

22. youtubesearch
paigntonzoo

23. iconosquaresearch
paigntonzoo

24. instagramsearch
paigntonzoo

25. vinesearch
paigntonzoo

26. vimeosearch
paigntonzoo

27. flickrsearch
paigntonzoo

28. WhyisUGCsoImportant?
- Moreauthentic/moretrustworthy.
Morethananyotherformofcorporatecontent.
-20%moreinfluentialinthepurchasedecisionprocess
- Millennial’sspendover30%oftheirtime
interacting/engagingwithUGC
- Trusted50%morethananyothertypeofmediasource
- Buildscompellingexperiencesthatinspire
others&helpthemtodiscoveryourbrand/product

29. YouCanCapitaliseonUGC
- Usewebsiteasasocialhubtodriveawareness.
- Benefitfromfrequent,richuser-generatedcontent
- Utiliseuserstoriestoengage/reachnewaudiences
- Increasevisitortimes,pageviewsand
conversionratesonyourwebsite
- Buildbrandauthority&receivegreaterorganicvisibility
- UGCisn’ta‘flavourofthemonth’,
it’sasustainableapproachtomarketing

30. Discoveringthe
UserGeneratedContent
thatexistsforyourbrand
willhelpyouto:

31. Personally&foryourteam
- Uncoveranaudienceyouneverknewyouhad
- Letyouraudiencedotheworkforyouin
termsofsharing/promoting
- CreateSocialAmbassadors/extendyournetwork
- Automatemostofthework/achieveotherthings
- Littleselfmanagementneeded
- Gettransparentdatatoshowyourtoplinereports

32. Thebusinessbenefits
- Grabattentionatanearlystageofthefunnel&help
togeneratedirectbookingsovertheOTAs
- Improvesengagement&interactionwithyourbrand
- Helpsbuildbrandawareness/findnewaudiences
- Buildstrustandapositiveimageofyourbrand
- Helpstodrivemorerelevantvisitorstoyourwebsite
- Increaseconversionratesviasocialmediachannels.
- EnhancesyourorganicSEO!

33. Toshowyou
howthisworks
inthe
realworld
takealookat
thiscasestudyfrom
RichardsonHotels

34. 1630
comments
shares
likes
568
415
May2015

35. AverageSMcampaign
resultsyoucanexpect: (upto)
150%+inaudiencegrowth
125%+incustomerengagementwithyourbrand
65%+ofentrantsoptintoreceivefuturemarketing
200%+inreferringvisitorstoyourwebsite
40%+inconversions

36. UGC: Easywaystogetstarted
1. Searchthenetworksforyourkeywords,hashtag&brand
2. Look&Listentounderstandthegeneralperspectives
&perceptionofyourbrandtoinformyourmarketing
3. Createaswipefile/createanarchiveorindexofcontent
4. Re-share,re-post,re-purposeandjointheconversation
5. Buildarelationshipwithfrequentcontentcreators
toincreasetheirparticipation/influence

37. us.
or...
speak to

38. Asocialmediaplatformthatenablesyoutodiscover,
curate,moderate&publishexistingstories&content.
• Automaticallycollectcontentfrom:
Facebook,Twitter,Instagram,YouTube
• CollectVideo,Text&Photos.
• Curatecontentbyhashtag,keywordorchannel.
• Moderate&publishtoyourwebsite&socialchannels.
• Encourageuserstoshare,vote&engagewithUGC
• Capturedataforimprovedprofiling/personalisedcoms.
• Storywallpublication&SocialCommerce
DISCVRencouragesyourcustomerstobestorytellers
storytellersthathelpyoutoreachnewaudiences,engage
withthemandconvertthemintocustomers.

39. getademoat
e-strategy.net/discvr

40. takeaways

41. WhenyoumakethemostofUGC
- Createcontentwithoutaneedtobetechnical
- Thedataistransparentandresultsareobvious
- Pickuponwarmleadswiththesalesteam
- Ownyourcontentwhilstleveragingothers
- ParticipationonSocialMediaisfluid/continual
- Yourcontenthastrust,personality&socialproof

42. WhenyoumakethemostofUGC
- Youneedlesstime&resourcetocreate&publish
- Contentisdeliveredforyoutocherrypick
- AudienceswillengagewithsharedUGCcontent
- Amplifyyourmessagetoawidernetwork
- Retain/convertleadsfordirectbooking

43. linkedin e-Strategy Ltd
twitter @estrategyltd
dog&bone 01803 203311
The Byre. Berry Pomeroy. Devon. TQ9 6LH
getademoat
e-strategy.net/discvr
THANK
YOU