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Unlocking the Power of User Generated Content

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Unlocking the Power of User Generated Content

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User-generated content (UGC) has become a bit of a buzz term in communications and PR. UGC offers low-cost, high-impact content opportunities for brands of all scopes and sizes. Studies show that many consumers identify user-generated content as holding more weight than other forms of promotional content in their purchasing and viewing decisions. This session will help attendees learn how to unlock the power of UGC by identifying and leveraging standout content related to their brand, and how to use it ethically and responsibly. Attendees will also gain an understanding of the etiquette and disclosures required to avoid running into privacy or security issues as well as some tactics they can apply immediately to finding this content and using the data to inform content creation decisions.

User-generated content (UGC) has become a bit of a buzz term in communications and PR. UGC offers low-cost, high-impact content opportunities for brands of all scopes and sizes. Studies show that many consumers identify user-generated content as holding more weight than other forms of promotional content in their purchasing and viewing decisions. This session will help attendees learn how to unlock the power of UGC by identifying and leveraging standout content related to their brand, and how to use it ethically and responsibly. Attendees will also gain an understanding of the etiquette and disclosures required to avoid running into privacy or security issues as well as some tactics they can apply immediately to finding this content and using the data to inform content creation decisions.

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Unlocking the Power of User Generated Content

  1. 1. UNLOCKING THE POWER OF USER-GENERATED CONTENT Evan Atkinson Institute Social Media Officer Georgia Institute of Technology Steven Norris Director of Media Relations and Social Media Georgia Institute of Technology
  2. 2. 51% of consumers say less than half of the brands they know are creating content that feels authentic to them. (Nielsen Media) WHY GO USER- GENERATED?
  3. 3. 92% of marketing professionals believe all or most of their content resonates as authentic for their audiences. (Stackla) WHY GO USER- GENERATED?
  4. 4. WHY GO USER-GENERATED? We’re fighting an ever-increasing tidal wave of content on all-platforms and a battle for attention spans.
  5. 5. WHY GO USER-GENERATED? Content creation isn’t getting any easier either…
  6. 6. WHY GO USER- GENERATED? UNLOCKING USER- GENERATED CONTENT • Cheap and cost-effective for teams of all sizes and budgets. • Allows our audiences to participate in brand conversations and growth with us. • 2.4x times more engaging than standard content.
  7. 7. UNLOCKING USER- GENERATED CONTENT It’s digital word-of-mouth advertising.
  8. 8. WHY GO USER- GENERATED? UNLOCKING USER- GENERATED CONTENT • How to successfully MINE for UGC. • How to successfully MAXIMIZE the UGC you find. • How to MINIMIZE the issues you might face (particularly IP / Usage).
  9. 9. WHY GO USER- GENERATED? MINING FOR UGC Where does UGC come from? Well, that depends! • Customers • Brand loyalists / Fans • Industry or Community Partners • Online Reviews • Staff • People already interacting with your brand in digital spaces
  10. 10. WHY GO USER- GENERATED? MINING FOR UGC Build a strategic community on your social channels That means following people closest to your brand Who engages with you regularly? What are they talking about? For Georgia Tech that looks like students, aspiring students, professors, alumni, parents of students, our community, industry partners, sports fans…
  11. 11. WHY GO USER- GENERATED? MINING FOR UGC Influencers don’t need to be celebrities or have millions of followers to make a big-time impact.
  12. 12. WHY GO USER- GENERATED? MINING FOR UGC • Check in regularly on your brand’s footprint. ✓ Tags ✓ Mentions ✓ Geolocated Posts ✓ Comments or Reviews
  13. 13. MINING FOR UGC • Combine these two tactics, and when you log in as your brand, the algorithms start to work for you
  14. 14. MINING FOR UGC • Try this simple exercise with your team: In one or two words who are we, what makes our brand different, what does are brand aspire to be? Use these terms to help find content that fits into these themes.
  15. 15. MINING FOR UGC For Georgia Tech this looked like: Nerdy Urban Environment / Atlanta Shared Success Educational Opportunities Challenge Stereotypes
  16. 16. MINING FOR UGC
  17. 17. MINING FOR UGC
  18. 18. Create opportunities for people to make branded content.
  19. 19. MAXIMIZING UGC Build a community hashtag. #croctok (You only need few. Not 239.)
  20. 20. MAXIMIZING UGC Look for great visuals that help tell your story.
  21. 21. MAXIMIZING UGC Tell impactful and authentic stories. Highlight your employees. 257 ♡ 20,406 ♡
  22. 22. MAXIMIZING UGC Engage with users and *share something* if you put out an ask. (So many brands never actually follow up on this and users notice.)
  23. 23. MAXIMIZING UGC Also… the days of grainy selfies are behind us! Our communities can create amazing content.
  24. 24. Cover your You-know-what! A UGC CHECKLIST… ✓ Ask for explicit permission before using any photo. ✓ Ask whether or not the person would like to be tagged in the post. ✓ Let users know exactly how you plan to use their post (platforms and timing). ✓ Check on comments on your UGC post and moderate if necessary. Don’t let a person get trolled on your social channels ✓ If you are planning on using the photo any where besides your social channel (marketing, websites, etc.) send the user a release form.
  25. 25. SOCIAL MEDIA IS SOCIAL *there is no secret formula* • Is your content reflective of your audience? • Use the social function of your platforms • Find accounts and people to follow in your own community • Make your platforms a two-way street • Ask questions, use polls, use easy engagement strategies
  26. 26. UNLOCKING USER-GENERATED CONTENT • MINE for it. • MAXIMIZE it. • MINIMIZE any issues.
  27. 27. UNLOCKING THE POWER OF USER-GENERATED CONTENT Evan Atkinson Institute Social Media Officer Georgia Institute of Technology Steven Norris Director of Media Relations and Social Media Georgia Institute of Technology MINE for it. MAXIMIZE it. Plan ahead to MINIMIZE any issues.

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