Let Your Customers Do the Talking: The True Value of User-Generated
Content JOANNA ALTER, YOTPO CO-MARKETING MANAGER
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
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
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.
INTRODUCTION
UGC is any content relating to your brand voluntarily produced by customers. This includes customer reviews, Instagram photos,
customer Q&A and more.
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).
THE TRUE VALUE OF USER-GENERATED CONTENT: RISE ABOVE THE NOISE
Peace immediately hit the #1 paid app in the App Store—then was abruptly pulled by its creator after just 2 days.
THE TRUE VALUE OF USER-GENERATED CONTENT: RISE ABOVE THE NOISE
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 !
THE TRUE VALUE OF USER-GENERATED CONTENT: RISE ABOVE THE NOISE
People like to hear from their peers:
• What are they saying?!
• What are they doing?!
• How can I emulate those experiences?!
THE TRUE VALUE OF USER-GENERATED CONTENT: RISE ABOVE THE NOISE
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.
THE TRUE VALUE OF USER-GENERATED CONTENT: SOCIAL PROOF
Let your customers share their experiences with each other.
THE TRUE VALUE OF USER-GENERATED CONTENT: SOCIAL PROOF
Consumers are looking at UGC on social media—you should be there to greet them.
THE TRUE VALUE OF USER-GENERATED CONTENT: SOCIAL PROOF
50min/day Facebook, Instagram, Messenger!
Reading (19 min/day)!
|
THE TRUE VALUE OF USER-GENERATED CONTENT: SOCIAL PROOF
50min/day Facebook, Instagram, Messenger!
Reading (19 min/day)!Exercising (17 min/day)!|
THE TRUE VALUE OF USER-GENERATED CONTENT: SOCIAL PROOF
50min/day Facebook, Instagram, Messenger!
Reading (19 min/day)!Exercising (17 min/day)!Socializing (4 min/day)!
|
THE TRUE VALUE OF USER-GENERATED CONTENT: SOCIAL PROOF
50min/day Facebook, Instagram, Messenger!
| Reading (19 min/day)!
Exercising (17 min/day)!Socializing (4 min/day)!
Eating & Drinking (67 min/day)!
THE TRUE VALUE OF USER-GENERATED CONTENT: SOCIAL PROOF
Happy customers are your best brand advocates—let them be your voice!
THE TRUE VALUE OF USER-GENERATED CONTENT: SCALABILITY
Content Generation
THE TRUE VALUE OF USER-GENERATED CONTENT: SCALABILITY
• Higher volume!
• Authentic !
• Improved SEO!
Increase brand loyalty:
THE TRUE VALUE OF USER-GENERATED CONTENT: SCALABILITY
• Build two-way relationships with customers !
• Show your brand personality !
• Value their input!
UGC Campaigns:
THE TRUE VALUE OF USER-GENERATED CONTENT: SCALABILITY
• Strengthen brand community!
• Encourage creativity!
• Incentivize participation!
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
JOANNA ALTER Co-marketing Manager, Yotpo
@alterjoanna
THUE MADSEN Marketing Operations Manager, Kissmetrics
@ThueLMadsen
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