Leveraging User-Generated Video in

Social Marketing

Presented by Traci Mazurek & Sarah Parker

Hello!

Sarah ParkerSocial Media Manager,

Union Metrics@sparkerworks

Traci MazurekContent Strategist,

Spredfast@heytrace

“User-generated videos are the new black (or something like that).

With the rise of Meerkat, Periscope, Instagram, Snapchat, Vine, and more on the horizon, how can brands best

utilize this content?

But first...

...one of the best UGC videos as of late.

http://youtube.com/v/WSiehK2asbI

Before You Curate:Some Considerations

1

When curating videos...

◎ Is it reasonably high-quality?

◎ Is the length appropriate for the channel I have in mind?

◎ Does it fit my brand identity? ◉ Just because a video is funny or poignant

doesn’t mean it’s necessarily right for your brand. Feel free to test content with your audience, but keep in mind that content too far removed from your identity and voice can alienate your fans.

...and don’t forget Legal.

◎ Does the video include music?◎ Do I have user permission to use the

video? ◎ Are other brands or licensed products

identifiable in the video?◎ Is the content offensive to certain

groups?

A legal disclaimer hosted on your website, shortened with Bit.ly, can be useful to gather permission from users.

Channel GuideBecause Snapchat isn’t

Instagram, and vice-versa.

2

Facebook◎ Sharing videos from

fans (cross-channel or native)

◎ Creating videos from fan-shared photos

◎ Engaging with videos shared by fans/followers of your page

Twitter◎ Favorite follower

videos and Vines◎ Retweet or Quote

follower videos and Vines

◎ Repost follower video or Vine as new brand tweet (with user permission)

Vine◎ Re-Vine videos within

platform ◎ Seamless integration

with Twitter, Tumblr, or Facebook

Instagram◎ Regram fan video

using a regramming app (capability isn’t natively available in Instagram)

◎ Download, then upload as new brand post, crediting user (with previous permission from user)

Snapchat◎ Brand-specific stories

announcing contests◎ Cross-channel

promotion (like Twitter) with specific hashtags

◎ Paid opportunity to promote UGC within longer brand stories (Discover)

Tumblr◎ Reblogging UGC video

with or without unique caption

◎ Cross-post embedding from YouTube or Vine

Meerkat & Periscope◎ Channel takeovers by

fans or influencers◉ Promote live-stream on

other channels in advance to gather fans

◉ Video libraries now available for both apps post-broadcast

◉ New feature: Cameo on Meerkat

YouTube◎ Seamless cross-

channel integration on just about any social platform

◎ Embed into company blog updates to showcase fans and influencers

Strategies to Consider

3

Including examples from some of our favorite brands!

UGC strategies to get started:

◎ Contests◎ Event celebration or

ongoing collaboration (image: TGIF #Apptography)

◎ Influencer takeovers◎ Shout-outs to users

providing video (Royal Caribbean #RoyalWOW)

Harassment and Trolls: Welcome to the Internet

Unfortunately, trolls are rampant on the Internet, particularly social.◎ Brands should set a policy that makes

sense for their values and resources ◎ Personal brands face more personal

vitriol ◎ “Don’t Feed The Trolls” isn’t always the

best advice◎ Know your blocking & reporting options

Thanks!

Any questions?Ping us on social @heytrace @sparkerworks, or email us at:

tmazurek@spredfast.comsarah@unionmetrics.com