Today’s consumers trust past buyers more than they trust branded content. Compared to traditional advertisements, authentic content from customers is way more persuasive. But why does it work, how can you collect it, and what should you do with it? In this webinar we’ll discuss the growing importance of user-generated content and where it’s heading. Join us to hear about: The impact of social proof on purchase decisions How to scale your UGC and encourage customer evangelism Which UGC metrics you should be keeping track of

1. Let Your Customers Do the Talking:
The True Value of User-Generated
Content
JOANNA ALTER, YOTPO CO-MARKETING MANAGER

2. @Kissmetrics
#KissWebinar
@thuelmadsen

3. Thue is the Kissmetrics Webinar Wizard and Marketing Ops
Manager. Before joining forces with Kissmetrics, he was a Lyft
driver in SF, which is also how he ended up as a KISSmetrics
marketer. Whenever Thue is not trying to automate everything
around him, you can find him hiking in the Sierras.
THUE MADSEN
Marketing Operations Manager, Kissmetrics
@ThueLMadsen
Joanna is Yotpo’s resident sunglasses aficionado and Co-
marketing Manager. She really enjoys exploring new places
and observing her surroundings—so much so that she
frequently trips while gazing at impressive buildings,
beautiful landscapes, or anything else that catches her eye.
JOANNA ALTER
Co-marketing Manager, Yotpo
@alterjoanna

4. @Yotpo
#KissWebinar
@alterjoanna

5. 1 Section One - Introduction
Rise Above the Information Overload
Social Proof
Scalability
2 Section Two – The True Value of UGC
3 Section Three – Measuring the Impact of UGC
TABLE OF CONTENTS

6. WATCH WEBINAR RECORDING NOW

7. Introduction
WHY USER-GENERATED CONTENT?

8. INTRODUCTION
Consumers are confronted with so much branded content
that we easily tune it out.
The more “salesy” it feels, the more likely we are to
disregard it.
But businesses need to communicate with their
audiences.

9. INTRODUCTION
In the last 10 years, the number of branded messages we are exposed
to per day has nearly tripled from 3,500 to 10,000.

10. INTRODUCTION
Our mobile lifestyle and waning attention spans makes achieving
consumer awareness increasingly difficult.

11. So what’s a company to do?
INTRODUCTION

12. User-Generated Content!

13. INTRODUCTION
UGC is any content relating to your brand voluntarily produced by
customers. This includes customer reviews, Instagram photos,
customer Q&A and more.

14. >
INTRODUCTION

15. The True Value of
User-Generated Content
YOUR CUSTOMERS ARE YOUR BEST BRAND ADVOCATES

16. Rise Above the Noise

17. Marketing Challenges:
THE TRUE VALUE OF USER-GENERATED CONTENT: RISE ABOVE THE NOISE
1. Reaching your audience!
2. Earning consumer trust!
3. Scaling your activities!

18. Businesses need to sell to customers, but customers
don’t want to be sold to (at least not so overtly).
THE TRUE VALUE OF USER-GENERATED CONTENT: RISE ABOVE THE NOISE

19. Peace immediately hit the #1 paid app in the App Store—then was
abruptly pulled by its creator after just 2 days.
THE TRUE VALUE OF USER-GENERATED CONTENT: RISE ABOVE THE NOISE

20. Marco Arment
Peace
Ad-blocking is a kind of war — a first-
world, low-stakes, both-sides-are-
fortunate-to-have-this-kind-of-problem
war, but a war nonetheless, with
damage hitting both sides.
“

21. UGC Solutions:
1. Rise above the noise!
2. Provide social proof!
3. Amplify customer voices!
THE TRUE VALUE OF USER-GENERATED CONTENT: RISE ABOVE THE NOISE

22. People like to hear from their peers:
• What are they saying?!
• What are they doing?!
• How can I emulate those experiences?!
THE TRUE VALUE OF USER-GENERATED CONTENT: RISE ABOVE THE NOISE

23. Social Proof

24. Social Proof
THE TRUE VALUE OF USER-GENERATED CONTENT: SOCIAL PROOF
A psychological phenomenon where people assume
the actions of others in an attempt to reflect correct
behavior for a given situation.!

25. We are influenced by the behaviors and experiences of others.
THE TRUE VALUE OF USER-GENERATED CONTENT: SOCIAL PROOF

26. Let your customers share their experiences with each other.
THE TRUE VALUE OF USER-GENERATED CONTENT: SOCIAL PROOF

27. Consumers are looking at UGC on social media—you should be there to
greet them.
THE TRUE VALUE OF USER-GENERATED CONTENT: SOCIAL PROOF

28. 50min/day!
THE TRUE VALUE OF USER-GENERATED CONTENT: SOCIAL PROOF

29. 50min/day
Facebook, Instagram, Messenger!
Reading (19 min/day)!
|
THE TRUE VALUE OF USER-GENERATED CONTENT: SOCIAL PROOF

30. 50min/day
Facebook, Instagram, Messenger!
Reading (19 min/day)!
Exercising (17 min/day)!
|
THE TRUE VALUE OF USER-GENERATED CONTENT: SOCIAL PROOF

31. 50min/day
Facebook, Instagram, Messenger!
Reading (19 min/day)!
Exercising (17 min/day)!
Socializing (4 min/day)!
|
THE TRUE VALUE OF USER-GENERATED CONTENT: SOCIAL PROOF

32. 50min/day
Facebook, Instagram, Messenger!
|
Reading (19 min/day)!
Exercising (17 min/day)!
Socializing (4 min/day)!
Eating & Drinking (67 min/day)!
THE TRUE VALUE OF USER-GENERATED CONTENT: SOCIAL PROOF

33. THE TRUE VALUE OF USER-GENERATED CONTENT: SOCIAL PROOF

34. Scalability

35. Happy customers are your best brand advocates—let them be your voice!
THE TRUE VALUE OF USER-GENERATED CONTENT: SCALABILITY

36. Content Generation
THE TRUE VALUE OF USER-GENERATED CONTENT: SCALABILITY
• Higher volume!
• Authentic !
• Improved SEO!

37. THE TRUE VALUE OF USER-GENERATED CONTENT: SCALABILITY

38. Increase brand loyalty:
THE TRUE VALUE OF USER-GENERATED CONTENT: SCALABILITY
• Build two-way relationships with customers!
• Show your brand personality!
• Value their input!

39. UGC Campaigns:
THE TRUE VALUE OF USER-GENERATED CONTENT: SCALABILITY
• Strengthen brand community!
• Encourage creativity!
• Incentivize participation!

40. THE TRUE VALUE OF USER-GENERATED CONTENT: SCALABILITY

41. THE TRUE VALUE OF USER-GENERATED CONTENT: SCALABILITY

42. Measuring the Impact of
User-Generated Content
SEE MORE CONTENT AND HIGHER ENGAGEMENT FROM UGC

43. UGC Metrics
MEASURING THE IMPACT OF USER-GENERATED CONTENT
• Volume of customer content!
• Review conversion rate!
• On-site engagement!

44. MEASURING THE IMPACT OF USER-GENERATED CONTENT: VOLUME OF CUSTOMER CONTENT
Most customers will gladly send UGC if you take all the work out of it.

45. MEASURING THE IMPACT OF USER-GENERATED CONTENT: REVIEW CONVERSION RATE
Consider the customer experience to optimize review requests.

46. MEASURING THE IMPACT OF USER-GENERATED CONTENT: ON-SITE ENGAGEMENT
Traffic from UGC has a lower bounce rate and more page views.

47. Key Takeaways
• UGC bridges the communication gap between
consumers and businesses!
• Increased time on social media increases the
impact of social proof!
• Amplifying customer voices broadens company
reach and brand visibility!
THE TRUE VALUE OF USER-GENERATED CONTENT

48. LEARN MORE NOW
Discover how Kissmetrics can help you optimize your marketing

49. JOANNA ALTER
Co-marketing Manager, Yotpo
@alterjoanna
jalter@yotpo.com
THUE MADSEN
Marketing Operations Manager, Kissmetrics
@ThueLMadsen
tmadsen@kissmetrics.com
Questions?