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Influencer Marketing
The  Role  of  User  Generated  Content  
in  Marketing  Today
Sharyn  Smith  (CEO)
2
WHAT IS
SOCIAL
SOUP?
We  are  an  
influence  
platform  with  a  
highly  engaged  
community  
we  guarantee  
greater  insights  
and  impact
• Social  Soup  is  an  influence  
platform.  We  have  direct,  
active  relationships  with  an  
ever  growing  150,000  
engaged  people  ranging  from  
peer  influencers  to  top  tier  
social  influencers
• Social  Soup  can  uniquely  
target  the  right  people  with  
particular  behaviours and  
networks
• With  this  network  we  can  
develop  insights  campaigns,  
trial  or  sharing  occasions  to  
build  or  launch  new  products.
• We  have  a  technology  platform  
built  for  live  insights,  analysis  
and  sharing
• Our  influencers  create  shared  
experiences  which  lead  to  
significantly  higher  impact  and  
with  high  engagement  we  
achieve  greater  insights
• Our  campaigns  target  people  
who  will  create  social  content  
(real  user  generated  content)  
from  their  experience  and  
share  with  their  networks  with  
high  impact  creating  scale
• We  manage  the  entire  process  
from  recruitment  selection,  
fulfillment,  community  
management/communication,  
collateral  design,  insights  and  
reporting  making  the  process  
easy  for  you
3
Launch
teams scaling
advocacy
User
Generated
Content
Live Insights
and learnings
4
What if I told you there
was a way to increase your
marketing effectiveness by
22 times?
“
Australian’s
Spend
1.7 hrs
a day on
Facebook
6
Nielson 2015
7
of all time
spent on a
mobile
device is
on
Facebook
7
–¹
³
Teens
13–15 years
spend
18.7 hours
in an average
week online
Nielson 2015
8
9
60%smartphone
users in the
13-­34 age
bracket are
active on
Snapchat
Snapchat, US
It’s clear we are now
watching each other
more than we are
watching any brand
message
10
TRUST
is in almost
terminal decline
11
12
13
WHO
do we trust?
14
84
37
32
26 25
22
16
14 11 10
8
Friends
& family
Consumer
reviews
Social
media
TV In-­store
display
Expert
reviews
Mags Blogs &
Forums
Brands
own
website
Radio Email
Friends & family,
consumer reviews and
social media are the
most trusted channels
“Which  sources  do  you  trust  when  making  a  decision  to  buy/try  new  grocery  and  household  
products?”  Base:  All  respondents:  n=547  All  figures  % 15
We trust
EACH OTHER
16
17
What is User
Generated Content
(UGC)
1 Content made publicly
available over the Internet,
2 Content which reflects a
‘certain amount of creative
effort,’ and
3 Content which is ‘created
outside of professional
routines and practices
1818
Reviews, photos, video,
comments, stories …
19
UGC is not a new
concept, but it is
snowballing to become
the most powerful tool
digital marketers have
at their disposal.
Econsultancy 2015
20
78%
of US-­based B2C
companies are
planning to use user
generated content
(UGC) in their
marketing strategies
this year
Content Marketing
Institute (CMI), 2015
Why does
UGC work?
Why is it 22 times
more persuasive?
21
Psychological
principle of Social Proof
22
Content marketing and social
proof work hand in hand. This
theory proposes that people are
automatically drawn to a product
that they know others already like
and trust
23
Challenges
How do you create UGC/stimulate it?
Can UGC be high quality enough to use
– it’s our brand!
Internal resources to manage, monitor?
Distribution, need to amplify it?
Content rights management?
24
Social Soup
A community of
content creators
High quality
content
Authentic
Digital
Integration
Highly
targeted
High
organic
reach
25
Burberry:
The Art of the
Trench website
Users upload and
comment on pictures
of people wearing
Burberry products.
ecommerce sales of
Burberry surged 50%
year-­over-­year
following the launch
of the site.
THE CUSTOMER SELFIE
26
Bonds:
#Backtoschoolfun
Promote Bonds as
the choice for back
to school supplies
200 families with
7-­12yrs olds to
create content of
their ‘talent’ through
instagram
Bonds back to school
starter pack
THE CUSTOMER SELFIE
2727
#Bondsbacktoschoolfun
28
Sales Conversion
UGC: Royal Canin
Live social review
platform with curated
social content
created by the Social
Soup community
21% more sales with
rich social content
29
Earned UGC:
Kopparberg
Partnering with
influencers to create
high quality content
75 social boosters
with medium to high
reach on instagram
(1-­25k followers)
Objective to make it
more visible and popular
in Victoria
30
Mums
Fashion
Kopparberg Ambassador Event
Total reach: 180,000 on the night
High Quality User Generated Content
31
Content Dashboard
32
Content Dashboard
33
Paid Social UGC:
Amplified Live Reviews
34
Creates  Social  Demand
Paid Social UGC: Amplified Live Reviews
35
Paid Social UGC: Amplified Live Reviews
36
37
Instead of creating content,
we should be creating
opportunities for content
creation: instagrammable
moments, inspiring
experiences, content fueled
competitions
“
Thank you.
+61  2  9356  7500                  soupaustralia soupcommunity socialsouphq company/soup_2

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Social Soup - User Generated Content Masterclass

  • 1. Influencer Marketing The  Role  of  User  Generated  Content   in  Marketing  Today Sharyn  Smith  (CEO)
  • 2. 2 WHAT IS SOCIAL SOUP? We  are  an   influence   platform  with  a   highly  engaged   community   we  guarantee   greater  insights   and  impact • Social  Soup  is  an  influence   platform.  We  have  direct,   active  relationships  with  an   ever  growing  150,000   engaged  people  ranging  from   peer  influencers  to  top  tier   social  influencers • Social  Soup  can  uniquely   target  the  right  people  with   particular  behaviours and   networks • With  this  network  we  can   develop  insights  campaigns,   trial  or  sharing  occasions  to   build  or  launch  new  products. • We  have  a  technology  platform   built  for  live  insights,  analysis   and  sharing • Our  influencers  create  shared   experiences  which  lead  to   significantly  higher  impact  and   with  high  engagement  we   achieve  greater  insights • Our  campaigns  target  people   who  will  create  social  content   (real  user  generated  content)   from  their  experience  and   share  with  their  networks  with   high  impact  creating  scale • We  manage  the  entire  process   from  recruitment  selection,   fulfillment,  community   management/communication,   collateral  design,  insights  and   reporting  making  the  process   easy  for  you
  • 4. 4 What if I told you there was a way to increase your marketing effectiveness by 22 times? “
  • 5.
  • 6. Australian’s Spend 1.7 hrs a day on Facebook 6 Nielson 2015
  • 7. 7 of all time spent on a mobile device is on Facebook 7 –¹ ³
  • 8. Teens 13–15 years spend 18.7 hours in an average week online Nielson 2015 8
  • 9. 9 60%smartphone users in the 13-­34 age bracket are active on Snapchat Snapchat, US
  • 10. It’s clear we are now watching each other more than we are watching any brand message 10
  • 12. 12
  • 13. 13
  • 15. 84 37 32 26 25 22 16 14 11 10 8 Friends & family Consumer reviews Social media TV In-­store display Expert reviews Mags Blogs & Forums Brands own website Radio Email Friends & family, consumer reviews and social media are the most trusted channels “Which  sources  do  you  trust  when  making  a  decision  to  buy/try  new  grocery  and  household   products?”  Base:  All  respondents:  n=547  All  figures  % 15
  • 17. 17 What is User Generated Content (UGC) 1 Content made publicly available over the Internet, 2 Content which reflects a ‘certain amount of creative effort,’ and 3 Content which is ‘created outside of professional routines and practices
  • 19. 19 UGC is not a new concept, but it is snowballing to become the most powerful tool digital marketers have at their disposal. Econsultancy 2015
  • 20. 20 78% of US-­based B2C companies are planning to use user generated content (UGC) in their marketing strategies this year Content Marketing Institute (CMI), 2015
  • 21. Why does UGC work? Why is it 22 times more persuasive? 21
  • 22. Psychological principle of Social Proof 22 Content marketing and social proof work hand in hand. This theory proposes that people are automatically drawn to a product that they know others already like and trust
  • 23. 23 Challenges How do you create UGC/stimulate it? Can UGC be high quality enough to use – it’s our brand! Internal resources to manage, monitor? Distribution, need to amplify it? Content rights management?
  • 24. 24 Social Soup A community of content creators High quality content Authentic Digital Integration Highly targeted High organic reach
  • 25. 25 Burberry: The Art of the Trench website Users upload and comment on pictures of people wearing Burberry products. ecommerce sales of Burberry surged 50% year-­over-­year following the launch of the site. THE CUSTOMER SELFIE
  • 26. 26 Bonds: #Backtoschoolfun Promote Bonds as the choice for back to school supplies 200 families with 7-­12yrs olds to create content of their ‘talent’ through instagram Bonds back to school starter pack THE CUSTOMER SELFIE
  • 28. 28 Sales Conversion UGC: Royal Canin Live social review platform with curated social content created by the Social Soup community 21% more sales with rich social content
  • 29. 29 Earned UGC: Kopparberg Partnering with influencers to create high quality content 75 social boosters with medium to high reach on instagram (1-­25k followers) Objective to make it more visible and popular in Victoria
  • 31. High Quality User Generated Content 31
  • 34. Paid Social UGC: Amplified Live Reviews 34 Creates  Social  Demand
  • 35. Paid Social UGC: Amplified Live Reviews 35
  • 36. Paid Social UGC: Amplified Live Reviews 36
  • 37. 37 Instead of creating content, we should be creating opportunities for content creation: instagrammable moments, inspiring experiences, content fueled competitions “
  • 38. Thank you. +61  2  9356  7500                  soupaustralia soupcommunity socialsouphq company/soup_2