Published on February 4, 2014
Making Real-Time, UGC Marketing a Reality
People love creating and sharing content
Number of photos shared per platform per day 400M 350M 350M 55M
Meanwhile, brands want authentic, timely and cost-effective content
UGC should be a great opportunity for marketers
But only 3% of e-commerce brands use UGC marketing
Three main UGC challenges for brands 1. Permission: Legal rights to use the content 2. Speed: Getting legal permission fast enough without high costs 3. Consistency: A process to source UGC while preserving brand voice and content quality
FanBranded was built to solve these challenges Percolate’s FanBranded is a simple software application to procure and obtain rights for UGC faster and safer.
Client Case Study
Shinola - “Watches Built in Detroit” Watches, bicycles and leather goods that embody “excellence of craft and pride of work.” !
Shinola’s social goals 1. Scale: Grow media library without costly photo shoots or recurring legal reviews for new content 2. Engage: Increase visual post frequency and engagement across Facebook, Twitter and Instagram 3. Delight: Thank fans and brand advocates by showcasing their signature looks (#MyShinola) !
Shinola + FanBranded on Twitter With FanBranded, Shinola’s marketing team benefits from (1) faster creative turn-around, (2) UGC rights approval directly from Twitter, (3) high follower engagement and (4) hashtag tracking.
Customer delight, great content, together
UGC complements Shinola’s full marketing lifecycle Plan Learn Inspire Brand DNA Source Engage Publish Create Shinola is a proud Detroit brand that knows what it stands for. With Percolate, Shinola can tell its story consistently, elegantly, and at scale.
Lessons for UGC success from Shinola 1. Set UGC goals and approval rules up front 2. Listen attentively to your social audience 3. Communicate sincerely and transparently 4. Streamline processes using technology like FanBranded and Percolate Photographer 5. Plan how your brand is going to organize and use its UGC ! Learn more at www.percolate.com
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