How Brands Integrate Experts and User Generated Content

A Happy Marriage: Experts & UGC #PROvsUGC #SXSWA Happy Marriage: Experts & UGC #PROvsUGC #SXSW

How Brands Integrate Experts & User Generated Content

Matt AtchityEditor in Chief@Matchity

Stacey RiveraDigital Director@staceriv3

Arabella BowenEditor in Chief@arabellabowen

A Happy Marriage: Experts & UGC #PROvsUGC #SXSW

700+ Local Contributors

7,500Destinations

80,000Expert Recommendations

909,280Community Topics

Fodor’s Travel: America’s Oldest Guidebook Company

The Fodor’s name has been synonymous with travel for almost 80 years. Our team of global correspondents offers advice on how to travel smarter through our guidebooks, Fodors.com, eBooks and apps.


How do you solicit quality UGC?


Who Did We Ask to Nominate Hotels?

Social Followers

Fodors.comReaders

Forums Users Newsletter Subscribers

Editorial Curation


Attracting + Cultivating Your Audience


Develop your pool of potential

UGC contributors by making

targeted audience acquisitions.

Result: Outstanding Traveler Recommendations

Provide consistent content with a

specific point of view to attract

users with the same mindset.


User Generated Content: Collaborators Not Contributors


How do you use UGC on a non-UGC site?

Let’s Talk About Cake


BonAppetit.com is not a UGC site. Our brand promise, in fact, is that our recipes, cooking tips, restaurant and lifestyle coverage all come from experts.

Our readers are better than experts, they are experimenters.


Our Version


(just 20 of them, there were more, a lot more)

Their Version


#BAreaders


IS THE LEADING SOURCE OF MOVIE & TV SHOW RATINGS, REVIEWS, AND

“FRESH” EDITORIAL.

Established in 1998, it is the most trusted measurement of quality for filmed entertainment.


FROM THE PROFESSIONALS FROM THE USERS

FRESH ROTTEN CERTIFIED FRESH AUDIENCE SCORETomatometer is

60% or higher.Tomatometer is

59% or lower.Tomatometer is 75% or higher, with 40 reviews (movies) or 20 reviews (TV). At least 5 reviews

from Top Critics.

Received 3.5 stars or higher by Flixster and

Rotten Tomatoes users.

AUDIENCE SCORE

Received less than 3.5 stars by Flixster and

Rotten Tomatoes users.

How are expert and user opinions represented on Rotten Tomatoes?

• Expert opinion is represented by the Tomatometer, which represents the percentage of professional critic reviews that are positive for a given film or television show.

• User opinion is represented by the Audience Score, which represents the percentage of Rotten Tomatoes and Flixster users that positively rated a movie or TV show


Both numbers are shown together on every movie and TV page

SCRIPTED TELEVISION

SHOWS

MAJOR FILM RELEASES


Reviews from both critics and experts are shown for each title

CRITICS’REVIEW QUOTES

AUDIENCEREVIEWS


Source: Bottlenose 2014

• To validate opinions about content quality• To compare and contrast shows to decide what to watch

Fans & Journalists Use Rotten Tomatoes Scores


Strengths of #PROvsUGC

Immediate/Real Time

Audience Engagement

Listening Device

Constant Content Stream

Trusted

Objective

Structured

Scalable

Expensive

Conversation Starter


Who Do You Trust? Hotels

Built in 1886 and impeccably restored, The Driskillrepresents a time when people mingled in grandiose settings. The lobby, highlighted by vaulted ceilings, decorative columns, and chandeliers, epitomizes Old World, Texas luxury.

Each room—decorated with old photos, vintage curios, and refurbished antiques—is unique, so specific requests should be made when reserving.

Standard guestrooms are cramped, but corner rooms showcase nice city views.

Leading Travel User Review Site

DETAILED | OBJECTIVE | ACTIONABLE

INSIDER INFORMATION

MYOPIC | SUBJECTIVE | NEGATIVE

NOT ACTIONABLE

The rooms (3 of which I visited) were all worn out. The carpet dirty, the beds creeky, some had high ceilings which felt eerie, some awkward layouts of furniture.

The elevator made me nervous with funky noises.

The bathroom in my room was big as it was a handicap but the water ran cold for a good two or three minutes, had low pressure and after letting it run I was standing in ankle deep cold water as I showered.


Who Do You Trust? Recipes

Leading User-Submitted Recipe Site

REAL INGREDIENTS | HOW-TO VIDEO FOR HELP

EXPLANATION OF COOKING METHOD

UNCLEAR ORIGIN | COMMENTS MORE HELPFUL THAN

INSTRUCTIONS LACK OF COOKING CUES


WHO DO YOU TRUST? CRITICS VS. FANS

Source: Bottlenose 2014

Who Do You Trust? Movies

AUDIENCE- Reflects fans’ passions- Come from fans that chose to see a film or

TV show- Consensus gets closer to critics assessment

over time.

Can help you see if a movie or TV show lives up to fan expectations.

CRITICS- Deeper and more analytical than most

fan reviews- Less swayed by marketing- Consensus tends to stay the same over time

Can help you decide on films or TV shows you don’t know about.


Questions?

How Brands Integrate Experts and User Generated Content

Marketing

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