Ce diaporama a bien été signalé.
Nous utilisons votre profil LinkedIn et vos données d’activité pour vous proposer des publicités personnalisées et pertinentes. Vous pouvez changer vos préférences de publicités à tout moment.

Let Your Customers Do the Talking: The Real Value of User-Generated Content

1 402 vues

Publié le

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

Publié dans : Marketing
  • Soyez le premier à commenter

Let Your Customers Do the Talking: The Real Value of User-Generated Content

  1. 1. Let Your Customers Do the Talking: The True Value of User-Generated Content JOANNA ALTER, YOTPO CO-MARKETING MANAGER
  2. 2. @Kissmetrics #KissWebinar @thuelmadsen
  3. 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. 4. @Yotpo #KissWebinar @alterjoanna
  5. 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. 6. WATCH WEBINAR RECORDING NOW
  7. 7. Introduction WHY USER-GENERATED CONTENT?
  8. 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. 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. 10. INTRODUCTION Our mobile lifestyle and waning attention spans makes achieving consumer awareness increasingly difficult.
  11. 11. So what’s a company to do? INTRODUCTION
  12. 12. User-Generated Content!
  13. 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. 14. > INTRODUCTION
  15. 15. The True Value of User-Generated Content YOUR CUSTOMERS ARE YOUR BEST BRAND ADVOCATES
  16. 16. Rise Above the Noise
  17. 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. 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. 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. 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. 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. 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. 23. Social Proof
  24. 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. 25. We are influenced by the behaviors and experiences of others. THE TRUE VALUE OF USER-GENERATED CONTENT: SOCIAL PROOF
  26. 26. Let your customers share their experiences with each other. THE TRUE VALUE OF USER-GENERATED CONTENT: SOCIAL PROOF
  27. 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. 28. 50min/day! THE TRUE VALUE OF USER-GENERATED CONTENT: SOCIAL PROOF
  29. 29. 50min/day Facebook, Instagram, Messenger! Reading (19 min/day)! | THE TRUE VALUE OF USER-GENERATED CONTENT: SOCIAL PROOF
  30. 30. 50min/day Facebook, Instagram, Messenger! Reading (19 min/day)! Exercising (17 min/day)! | THE TRUE VALUE OF USER-GENERATED CONTENT: SOCIAL PROOF
  31. 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. 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. 33. THE TRUE VALUE OF USER-GENERATED CONTENT: SOCIAL PROOF
  34. 34. Scalability
  35. 35. Happy customers are your best brand advocates—let them be your voice! THE TRUE VALUE OF USER-GENERATED CONTENT: SCALABILITY
  36. 36. Content Generation THE TRUE VALUE OF USER-GENERATED CONTENT: SCALABILITY •  Higher volume! •  Authentic ! •  Improved SEO!
  37. 37. THE TRUE VALUE OF USER-GENERATED CONTENT: SCALABILITY
  38. 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. 39. UGC Campaigns: THE TRUE VALUE OF USER-GENERATED CONTENT: SCALABILITY •  Strengthen brand community! •  Encourage creativity! •  Incentivize participation!
  40. 40. THE TRUE VALUE OF USER-GENERATED CONTENT: SCALABILITY
  41. 41. THE TRUE VALUE OF USER-GENERATED CONTENT: SCALABILITY
  42. 42. Measuring the Impact of User-Generated Content SEE MORE CONTENT AND HIGHER ENGAGEMENT FROM UGC
  43. 43. UGC Metrics MEASURING THE IMPACT OF USER-GENERATED CONTENT •  Volume of customer content! •  Review conversion rate! •  On-site engagement!
  44. 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. 45. MEASURING THE IMPACT OF USER-GENERATED CONTENT: REVIEW CONVERSION RATE Consider the customer experience to optimize review requests.
  46. 46. MEASURING THE IMPACT OF USER-GENERATED CONTENT: ON-SITE ENGAGEMENT Traffic from UGC has a lower bounce rate and more page views.
  47. 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. 48. LEARN MORE NOW Discover how Kissmetrics can help you optimize your marketing
  49. 49. JOANNA ALTER Co-marketing Manager, Yotpo @alterjoanna jalter@yotpo.com THUE MADSEN Marketing Operations Manager, Kissmetrics @ThueLMadsen tmadsen@kissmetrics.com Questions?

×