UGC To Fuel Campaigns

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?