This document discusses the use of user generated content (UGC) in social media marketing. It provides three case studies of companies that successfully used UGC: iClothing engaged loyal customers to generate photos with the #iWear hashtag, increasing engagement and revenue; 53 Degrees North created content on a small budget with the #53DegreesNorthChallenge; and Tesco Ireland built trust with the #socialboosts campaign to improve sentiment towards the brand. The document emphasizes that authentic UGC generates more engagement than professional content and that paid promotion is needed to kickstart UGC campaigns.

1. Title Slide

2. Meet the Wolfgang

3. #Photobomber

4. Meet the Wolfgang

10. #AskTheAudience

11. “cohesive with page content…”

16. Facebook Share Price

19. Social’s USP

20. “The Social Sweet Spot”

21. ?

23. What is User Generated
Content?Any form of content such as blogs, posts, tweets, podcasting, pins,
digital images, video, audio files, and other forms of media that was
created by users of an online system or service, often made available
via social media websites

24. “More Native Than Native
Ads Themselves”

25. • iClothing: Using UGC to reach loyal
customers
• 53 Degrees North: Using UGC to
create content with a small budget
• Tesco Ireland: Using UGC to build
trust

26. Award Winning
Campaign

27. iClothing: Engaging with their loyal
customers

28. X 2
The Importance of Repeat
Customers

29. 1. Increase revenue from existing customers
2. Transform existing customers into a
marketing asset
Objective

30. Creative Concept
Development

31. #iWear

32. #iWear

33. Authenticity is key to UGC success
0.9% CTR 7.4% CTR

34. Authenticity is key to UGC success
25.75% Engagement
2% Engagement

35. #iWear – Paid
Promotion

36. #iWear album

37. Shoppable Landing Page

38. ------Results-----
1. Authentic images 10x more engagement than “professional images”.
2. 22% increase in Facebook followers
3. Revenue from repeat customers up 80% yoy,

39. UGC USP: “Warm Fuzzy Feeling”

40. “Warm Fuzzy Feeling”

41. 53 Degrees North:
Creating Content with Small Budget

42. Insights: What Did We Know About This
Audience?

43. #53DegreesNort
hChallenge

47. CTR 0.91% CTR 3.5%

48. Transforming their social content…

49. Transforming their social content…

50. • 7,000 engagements
• Authentic Images getting 10x more
engagements
• Transforming their social content on a small
budget

51. Tesco Ireland: Building Trust

52. Customers have little to no
brand affinity with Tesco…

53. #socialboosts sentiment

54. We’re scared of user generated content,
there is too much possibility for negativity!

55. UGC is the holy grail of social
media marketing!

57. Live Q+A

58. Getting to know you

59. Using the Data…

61. Tesco’s KPI…

62. What is trust?

63. We trust our friends…
- Nielson

64. #socialboosts sentiment

65. Social Boosting Sentiment

66. UGC is great for..

67. Key Takeaways
 “What pictures are already on their phone?”
 Creative Concept ties that to your brand.
 Paid promotion is key to kickstart.
 No need for large prizes.
 Keep re-using user generated content!

68. hi@wolfgangdigital.com