Using UGC To Fuel Campaigns
Ryan Johnson
Original by @justinogarrity and @kendrabracken
Psychology of UGC
Ego• I love
myself
Rewards
• I want something for free
Community
• I want to be part of something bigger
We interact with UGC daily
But some is more special
Case Study: Nike
Case Study: Nike
Case Study: Nike
1. UGC2. Dedicated Team 3. Hashtag (one only)4. Call to action/Goal 5. Conceptual Content 6. Aggregate, Curate & Display7. Terms and Conditions8. Amplification
8 Core Elements of a UGC Campaign
Case Study: Lego/Belkin
Case Study: Independent Lens
Case Study: Independent Lens
UGC Tips
Make it worthy of the user’s timeline Make the collection interesting Curation is your friend Curation can drive repeat visits Reward great posts Consider barriers to entry Think beyond the web
Trends in UGC
UGC and SEO will have a BFF moment. Copyright concerns will trigger debate. Content creators will lead creative
ideation. Maintaining a consistent hashtag on all
social networks. Specific roles for curation. UGC will be commonplace on product
pages and in-store.
Discussion
Discussion What clients could benefit from UGC How could you create a UGC campaign
that is uniquely suited for them? How can you aggregate and display the
UGC? Who can manage the curation? What are possible barriers to entry?