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Unlocking the Power of User Generated Content
- 1. UNLOCKING THE POWEROF 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. 51% of consumers say lessthan half of the brands they know are creating content that feels authentic to them. (Nielsen Media) WHY GO USER- GENERATED?
- 3. 92% of marketing professionals believeall or most of their content resonates as authentic for their audiences. (Stackla) WHY GO USER- GENERATED?
- 4. WHY GO USER-GENERATED? We’refighting an ever-increasing tidal wave of content on all-platforms and a battle for attention spans.
- 5. WHY GO USER-GENERATED? Contentcreation isn’t getting any easier either…
- 6. WHY GO USER- GENERATED? UNLOCKINGUSER- 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. UNLOCKING USER- GENERATED CONTENT It’sdigital word-of-mouth advertising.
- 8. WHY GO USER- GENERATED? UNLOCKINGUSER- 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. WHY GO USER- GENERATED? MININGFOR 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. WHY GO USER- GENERATED? MININGFOR 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. WHY GO USER- GENERATED? MININGFOR UGC Influencers don’t need to be celebrities or have millions of followers to make a big-time impact.
- 12. WHY GO USER- GENERATED? MININGFOR UGC • Check in regularly on your brand’s footprint. ✓ Tags ✓ Mentions ✓ Geolocated Posts ✓ Comments or Reviews
- 13. MINING FOR UGC • Combinethese two tactics, and when you log in as your brand, the algorithms start to work for you
- 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. MINING FOR UGC ForGeorgia Tech this looked like: Nerdy Urban Environment / Atlanta Shared Success Educational Opportunities Challenge Stereotypes
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- 18. Create opportunities for people to makebranded content.
- 19. MAXIMIZING UGC Build acommunity hashtag. #croctok (You only need few. Not 239.)
- 20. MAXIMIZING UGC Look forgreat visuals that help tell your story.
- 21. MAXIMIZING UGC Tell impactfuland authentic stories. Highlight your employees. 257 ♡ 20,406 ♡
- 22. MAXIMIZING UGC Engage withusers and *share something* if you put out an ask. (So many brands never actually follow up on this and users notice.)
- 23. MAXIMIZING UGC Also… thedays of grainy selfies are behind us! Our communities can create amazing content.
- 24. Cover your You-know-what! AUGC 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. SOCIAL MEDIA ISSOCIAL *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. UNLOCKING USER-GENERATED CONTENT • MINEfor it. • MAXIMIZE it. • MINIMIZE any issues.
- 27. UNLOCKING THE POWEROF 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.