Using User-Generated Content to Fuel Campaigns: A SXSW Session with Justin Garrity and Kendra Bracken-Ferguson

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Published on March 11, 2014

Author: Postano



The emergence of social media several years ago changed the way brands communicated with and to consumers – forcing them to completely change their approach to marketing products and services not only online, but offline as well. This emergence of consumer-to-consumer communications has been greatly magnified in the marketplace – and become an essential piece of the marketing puzzle for brands. Finding unique ways to leverage these consumer conversations into marketing strategies is essential and integrating user-generated content is an important component of brand building. Unlike traditional marketing communications, where brands and marketing managers had a high degree of control, today’s marketers have to learn how to best leverage and shape consumer discussions and generated media. In recent months, more and more brands have realized the power in using consumer-generated media from social networks - shaping and changing the way they are reaching consumers.

© 2014 TigerLogic Confidential!1 U S E R using GENERATED CAMPAIGNS to fuel CONTENT


4 THE PSYCHOLOGY OF UGC ego reward community




8 CORE ELEMENTS 1. 2. 3. 4. 5. 6. 7. 8. UGC Dedicated Team Hashtag (just one) Call to Action / Goal Contextual Content Aggregate, Curate and Display Terms and Conditions Amplification



7 TIPS 1. 2. 3. 4. 5. 6. 7. Make it worthy of user’s timeline Make the collection interesting Curation is your friend Seed content Reward great posts Consider barrier to entry Think beyond the web


6 TRENDS 1. 2. 3. 4. 5. 6. UGC and SEO will finally have BFF moment. Copyright concerns will trigger debate. Content creators will lead creative ideation. Searchable hashtags on all social networks. Specific role / responsibility for curation. UGC will be commonplace on product pages and in store


© 2014 TigerLogic Confidential!41 Y O U THANK

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