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

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

Content JOANNA ALTER, YOTPO CO-MARKETING MANAGER

@Kissmetrics

#KissWebinar

@thuelmadsen

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

@Yotpo

#KissWebinar

@alterjoanna

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

WATCH WEBINAR RECORDING NOW

http://grow.kissmetrics.com/webinar-165?utm_medium=slideshare_deck&utm_source=slideshare

Introduction

WHY USER-GENERATED CONTENT?

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.

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.

INTRODUCTION

Our mobile lifestyle and waning attention spans makes achieving consumer awareness increasingly difficult.

So what’s a company to do?

INTRODUCTION

User-Generated Content!

INTRODUCTION

UGC is any content relating to your brand voluntarily produced by customers. This includes customer reviews, Instagram photos,

customer Q&A and more.

>

INTRODUCTION

The True Value of User-Generated Content

YOUR CUSTOMERS ARE YOUR BEST BRAND ADVOCATES

Rise Above the Noise

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!

Businesses need to sell to customers, but customers don’t want to be sold to (at least not so overtly).


Peace immediately hit the #1 paid app in the App Store—then was abruptly pulled by its creator after just 2 days.


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.

“

UGC Solutions:

1.  Rise above the noise !

2.  Provide social proof !

3.  Amplify customer voices !


People like to hear from their peers:

•  What are they saying?!

•  What are they doing?!

•  How can I emulate those experiences?!


Social Proof

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.!

We are influenced by the behaviors and experiences of others.


Let your customers share their experiences with each other.


Consumers are looking at UGC on social media—you should be there to greet them.


50min/day!


50min/day Facebook, Instagram, Messenger!

Reading (19 min/day)!

|



Reading (19 min/day)!Exercising (17 min/day)!|



Reading (19 min/day)!Exercising (17 min/day)!Socializing (4 min/day)!

|



| Reading (19 min/day)!

Exercising (17 min/day)!Socializing (4 min/day)!

Eating & Drinking (67 min/day)!


Scalability

Happy customers are your best brand advocates—let them be your voice!

THE TRUE VALUE OF USER-GENERATED CONTENT: SCALABILITY

Content Generation


•  Higher volume!

•  Authentic !

•  Improved SEO!

Increase brand loyalty:


•  Build two-way relationships with customers !

•  Show your brand personality !

•  Value their input!

UGC Campaigns:


•  Strengthen brand community!

•  Encourage creativity!

•  Incentivize participation!

Measuring the Impact of User-Generated Content

SEE MORE CONTENT AND HIGHER ENGAGEMENT FROM UGC

UGC Metrics

MEASURING THE IMPACT OF USER-GENERATED CONTENT

•  Volume of customer content!

•  Review conversion rate!

•  On-site engagement!

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.

MEASURING THE IMPACT OF USER-GENERATED CONTENT: REVIEW CONVERSION RATE

Consider the customer experience to optimize review requests.

MEASURING THE IMPACT OF USER-GENERATED CONTENT: ON-SITE ENGAGEMENT

Traffic from UGC has a lower bounce rate and more page views.

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

LEARN MORE NOW

Discover how Kissmetrics can help you optimize your marketing

https://www.kissmetrics.com/drive-more-growth/?kme=Clicked%20Slideshare%20CTA&km_CTA%20Location=Slideshare%20Deck

JOANNA ALTER Co-marketing Manager, Yotpo

@alterjoanna

[email protected]

THUE MADSEN Marketing Operations Manager, Kissmetrics

@ThueLMadsen

[email protected]

Questions?

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

Marketing

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