User Generated Content: Why You Don’t Have to Create Content to Build Your Brand, DriveTraffic & Scale Engagement.

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    06-Aug-2015

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  1. 1. RECOMMENDED UNTIL AUG 201 AWARD WINNER
  2. 2. WhyYouDontHaveto CreateContentto BuildYourBrand,DriveTraffic &ScaleEngagement.
  3. 3. [1] Awindowtoyourworld. [2] Ourexperience&advice [3] Solutions& theDiscvrplatform [4] Takeaways
  4. 4. YOUR LIFE ? does this sound like
  5. 5. A digitally un-savvy team?
  6. 6. A digitally un-savvy team? with data paralysis?
  7. 7. A digitally un-savvy team? with data paralysis? that cant Close the Loop with the Sales Team?
  8. 8. A digitally un-savvy team? with data paralysis? that cant Close the Loop with the Sales Team? they find creating content difficult and laborious?
  9. 9. A digitally un-savvy team? with data paralysis? that cant Close the Loop with the Sales Team? they find creating content difficult and laborious? are struggling with engagement & your audience?
  10. 10. About Us
  11. 11. About e-Strategy Multi Award-Winning Travel Marketing Agency. Over 14 years of problem solving for our clients Developed a bespoke platform of Social Content Applications Since the early 2000s we have been working with clients in the same position as you to help them achieve their goals, meet their KPIs & deliver on their social objectives.
  12. 12. EddieBent Founder & MD Specialising in Travel & Tourism Marketing
  13. 13. Wehavenoticedthat: - Vastincreaseofchannelstopublicise&manageyourbrand - Resourcegetsstretchedfurther&timeevaporates - Brandsareunsureofwheretobe/whatmessagetobring - Vastamountsofbrandrichcontentfailstogetanaudience - Thisleavesuswiththrow-awaycontent&leavesyoufeeling theneedtocontinuouslycreateandpublishnewmediato keepontopofthegame.
  14. 14. HiddenGem ~UserGeneratedContent Usergeneratedcontent(UGC)isdefinedas anyformofcontent suchasblogs,wikis,discussionforums, posts,chats,tweets,podcasting,pins,digitalimages,video, audiofiles,andotherformsofmediacreatedbyusersofan onlinesystemorservice,oftenmadeavailable viasocialmediawebsites.
  15. 15. Work Smarter & Not Harder
  16. 16. BenefitsofUGC - ReceiveamassofContent -pics&vidsgalore - Understandconversation/topics/themes - Contentfromthe2Keydemographics. -Millennials/BabyBoomers -UGCinfluencestheirpurchasedecisions. - Lowbarriertoentry-everyonehasaccess - MoreVideoViews/PageViews/PhotoViews. -PeopleprefertowatchUCVthanbrandvideos
  17. 17. - Greaterhomepagevisits -boostvisitstoyoursitebyasmuchas300%! - Massivefanbasegrowth. - Mobile-friendlyoptions. - Authenticconversations. -Trust= F/Fam1st, Peers/Strangers2nd, Brandslast. - Lowermarketingcosts -keymetrictoconsideristhecostpersaleslead. BenefitsofUGC
  18. 18. Apicture paints 1000words PaigntonZoo EXISTINGUGC
  19. 19. twittersearch #paigntonzoo
  20. 20. pinterestsearch paigntonzoo
  21. 21. youtubesearch paigntonzoo
  22. 22. iconosquaresearch paigntonzoo
  23. 23. instagramsearch paigntonzoo
  24. 24. vinesearch paigntonzoo
  25. 25. vimeosearch paigntonzoo
  26. 26. flickrsearch paigntonzoo
  27. 27. WhyisUGCsoImportant? - Moreauthentic/moretrustworthy. Morethananyotherformofcorporatecontent. -20%moreinfluentialinthepurchasedecisionprocess - Millennialsspendover30%oftheirtime interacting/engagingwithUGC - Trusted50%morethananyothertypeofmediasource - Buildscompellingexperiencesthatinspire others&helpthemtodiscoveryourbrand/product
  28. 28. YouCanCapitaliseonUGC - Usewebsiteasasocialhubtodriveawareness. - Benefitfromfrequent,richuser-generatedcontent - Utiliseuserstoriestoengage/reachnewaudiences - Increasevisitortimes,pageviewsand conversionratesonyourwebsite - Buildbrandauthority&receivegreaterorganicvisibility - UGCisntaflavourofthemonth, itsasustainableapproachtomarketing
  29. 29. Discoveringthe UserGeneratedContent thatexistsforyourbrand willhelpyouto:
  30. 30. Personally&foryourteam - Uncoveranaudienceyouneverknewyouhad - Letyouraudiencedotheworkforyouin termsofsharing/promoting - CreateSocialAmbassadors/extendyournetwork - Automatemostofthework/achieveotherthings - Littleselfmanagementneeded - Gettransparentdatatoshowyourtoplinereports
  31. 31. Thebusinessbenefits - Grabattentionatanearlystageofthefunnel&help togeneratedirectbookingsovertheOTAs - Improvesengagement&interactionwithyourbrand - Helpsbuildbrandawareness/findnewaudiences - Buildstrustandapositiveimageofyourbrand - Helpstodrivemorerelevantvisitorstoyourwebsite - Increaseconversionratesviasocialmediachannels. - EnhancesyourorganicSEO!
  32. 32. Toshowyou howthisworks inthe realworld takealookat thiscasestudyfrom RichardsonHotels
  33. 33. 1630 comments shares likes 568 415 May2015
  34. 34. AverageSMcampaign resultsyoucanexpect: (upto) 150%+inaudiencegrowth 125%+incustomerengagementwithyourbrand 65%+ofentrantsoptintoreceivefuturemarketing 200%+inreferringvisitorstoyourwebsite 40%+inconversions
  35. 35. UGC: Easywaystogetstarted 1. Searchthenetworksforyourkeywords,hashtag&brand 2. Look&Listentounderstandthegeneralperspectives &perceptionofyourbrandtoinformyourmarketing 3. Createaswipefile/createanarchiveorindexofcontent 4. Re-share,re-post,re-purposeandjointheconversation 5. Buildarelationshipwithfrequentcontentcreators toincreasetheirparticipation/influence
  36. 36. us. or... speak to
  37. 37. Asocialmediaplatformthatenablesyoutodiscover, curate,moderate&publishexistingstories&content. Automaticallycollectcontentfrom: Facebook,Twitter,Instagram,YouTube CollectVideo,Text&Photos. Curatecontentbyhashtag,keywordorchannel. Moderate&publishtoyourwebsite&socialchannels. Encourageuserstoshare,vote&engagewithUGC Capturedataforimprovedprofiling/personalisedcoms. Storywallpublication&SocialCommerce DISCVRencouragesyourcustomerstobestorytellers storytellersthathelpyoutoreachnewaudiences,engage withthemandconvertthemintocustomers.
  38. 38. getademoat e-strategy.net/discvr
  39. 39. takeaways
  40. 40. WhenyoumakethemostofUGC - Createcontentwithoutaneedtobetechnical - Thedataistransparentandresultsareobvious - Pickuponwarmleadswiththesalesteam - Ownyourcontentwhilstleveragingothers - ParticipationonSocialMediaisfluid/continual - Yourcontenthastrust,personality&socialproof
  41. 41. WhenyoumakethemostofUGC - Youneedlesstime&resourcetocreate&publish - Contentisdeliveredforyoutocherrypick - AudienceswillengagewithsharedUGCcontent - Amplifyyourmessagetoawidernetwork - Retain/convertleadsfordirectbooking
  42. 42. linkedin e-Strategy Ltd twitter @estrategyltd dog&bone 01803 203311 The Byre. Berry Pomeroy. Devon. TQ9 6LH getademoat e-strategy.net/discvr THANK YOU

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