1. IRCE 2015 Unlocking The E-Commerce Power of Consumer-Generated Images 2. TODAYS SPEAKERS SHAWNA HAUSAMAN, VICE PRESIDENT, ECOMMERCE and DIGITAL MARKETING PAU SABRIA - CO-FOUNDER, CEO OF OLAPIC 3. OLAPIC OVERVIEW 200+ retail and brand clients Collect, curate, display, measure, and extend consumer generated content on your site Improve eCommerce performance, build community, reduce lifestyle content costs & win the omni- channel shopper Feature user photos on product detail pages and increase your conversion rates by 5% and average order value by 2% 4. GIGGLE OVERVIEW giggle.com giggle isnt just a baby store; its a new parent storeoering a carefullyedited selection of healthy, innovative, and stylish baby products,so you only buy the best, every time. Our No. 1 goal is to take the stress out of new parenthood in any way we can, which is why each and every one of the products we sell has been hand-picked, rigorously tested, or designed ourselves with input from moms and dads. In other words, weve done the homework so you dont have to! 5. 880 BILLION PHOTOS WERE TAKEN IN 2014 6. 3x more inuential than when making a purchase over conventional advertising 1.6 billion photos are liked every day on Instagram 70 million photos are shared every day on Instagram 260% the rate at which visual content sharing increased over 2013 65% of consumers seek out UGC before making a purchase 2014: THE YEAR OF UGC Sources: Instagram; DigiDay; Crowd Tap, Elon University; Nielsen" 7. WHAT UGC MEANS TO GIGGLE Maintain a sleek and modern brand identity while providing customers with rich and engaging content. Leverage customer photos as a testament to the popularity of our products with babies and parents, allowing us to show rather than tell. Integrate social content with data-driven marketing programs from post-purchase emails to holiday campaigns and contests. Create a more inspiring and personal shopping experience, deepening the emotional connection to our customer. Invite our customer to be a part of our brand story by encouraging them to share their own photos. 8. SHOWING PRODUCTS IN ACTION 9. OMNI-CHANNEL CONTENT Mobile Email Oine Analytics Campaigns Ads Creative Social Loyalty CRM 10. CONTENT COLLECTION 11. #GIGGLEPICS GALLERY 12. PRODUCT DETAIL PAGE 13. #SHAREAGIGGLE CAMPAIGN Landing page and Homepage link Social promotion Email Promotion 14. #PROMOTION: EMAIL Post Purchase Email PromotionalEmails 15. #PROMOTION: SOCIAL 16. CASTING CALL 17. CONTENT USAGE 18. RECOGNIZE THOSE WHO #HASHTAG Gather rights 19. SPREADING THE USE OF PHOTOS Wide range of use-cases Display advertisingOffline Marketing Mobile Commerce Email MarketingSocial eCommerce 20. IDENTIFY THE BEST UGC 21. RESULTS: CONVERSION & ENGAGEMENT 4 Average number of photos browsed per session 10%+ Increase in conversions after interacting with user photos on PDP 5,000 Photos collected 85% from Instagram 22. WHATS NEW Email 23. WHAT WORKS BEST? 24. TOP THREE DOS 1. Give your consumers credit for their photo 2. Incentivize your top ambassadors to keep them engaged 3. Choose photos that best aesthetically speak to your unique brand image (black/white, bright colors, faded colors, group shots, sele shots, etc) Bonus: Animal pics always help! 25. TOP THREE DONTS 1. Use celebrity photos without their explicit consent, or any consumer photo without your designated brand hashtags or locations 2. Use the same type of shot every time, especially if using consumer photos is new to your marketing program. Mix it up with camera angles, content, and colors to gauge what resonates most with your consumer base. 3. Expect photos to drop on your lap. Promote your initiative with paid media, ambassador programs, social posts, and more. " 26. In the next ve years, user-generated content will be a vital ingredient in creative campaigns across all marketing channels. It will bridge the gap between brands and their fans and continuously strengthen customer loyalty. FUTURE OF VISUAL UGC " 27. THANK YOU