Social Soup - User Generated Content Masterclass
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Transcript of Social Soup - User Generated Content Masterclass
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Influencer MarketingThe Role of User Generated Content
in Marketing Today
Sharyn Smith (CEO)
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WHAT IS SOCIAL SOUP?We are an influence platform with a highly engaged community we guarantee greater insights and impact
• Social Soup is an influence platform. We have direct, active relationships with an ever growing 150,000 engaged people ranging from peer influencers to top tier social influencers
• Social Soup can uniquely target the right people with particular behaviours and networks
• With this network we can develop insights campaigns, trial or sharing occasions to build or launch new products.
• We have a technology platform built for live insights, analysis and sharing
• Our influencers create shared experiences which lead to significantly higher impact and with high engagement we achieve greater insights
• Our campaigns target people who will create social content (real user generated content) from their experience and share with their networks with high impact creating scale
• We manage the entire process from recruitment selection, fulfillment, community management/communication, collateral design, insights and reporting making the process easy for you
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Launchteams scaling advocacy
User Generated Content
Live Insights and learnings
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What if I told you there was a way to increase your marketing effectiveness by 22 times?
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Australian’s Spend
1.7 hrsa day on Facebook
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Nielson 2015
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of all time spent on a mobile device is on Facebook
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–¹³
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Teens 13–15 years spend 18.7 hours in an average week onlineNielson 2015
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60%smartphone users in the 13-34 age bracket are active on SnapchatSnapchat, US
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It’s clear we are now watching each other more than we are watching any brand message
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TRUSTis in almost
terminal decline
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WHOdo we trust?
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3732
26 25 2216
14 11 10 8
Friends & family
Consumer reviews
Social media
TV In-store display
Expert reviews
Mags Blogs &Forums
Brands own
website
Radio Email
Friends & family, consumer reviews and
social media are the most trusted channels
“Which sources do you trust when making a decision to buy/try new grocery and household products?” Base: All respondents: n=547 All figures % 15
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We trust EACH OTHER
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What is User Generated Content (UGC)
1 Content made publicly available over the Internet,
2 Content which reflects a ‘certain amount of creative effort,’ and
3 Content which is ‘created outside of professional routines and practices
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Reviews, photos, video, comments, stories …
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UGC is not a new concept, but it is snowballing to become the most powerful tool digital marketers have at their disposal.Econsultancy 2015
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78% of US-based B2C companies are planning to use user generated content (UGC) in their marketing strategies this year Content Marketing Institute (CMI), 2015
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Why does UGC work? Why is it 22 times more persuasive?
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Psychological principle of Social Proof
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Content marketing and social proof work hand in hand. This theory proposes that people are automatically drawn to a product that they know others already like and trust
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ChallengesHow do you create UGC/stimulate it?
Can UGC be high quality enough to use – it’s our brand!
Internal resources to manage, monitor?Distribution, need to amplify it?
Content rights management?
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Social SoupA community of content creators
High quality content
Authentic
DigitalIntegration
Highly targeted
High organic reach
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Burberry: The Art of the Trench websiteUsers upload and comment on pictures of people wearing Burberry products.
ecommerce sales of Burberry surged 50% year-over-year following the launch of the site.
THE CUSTOMER SELFIE
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Bonds:#Backtoschoolfun
Promote Bonds as the choice for back to school supplies
200 families with 7-12yrs olds to create content of their ‘talent’ through instagram
Bonds back to school starter pack
THE CUSTOMER SELFIE
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#Bondsbacktoschoolfun
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Sales Conversion UGC: Royal Canin
Live social review platform with curated social content created by the Social Soup community
21% more sales with rich social content
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Earned UGC:KopparbergPartnering with influencers to create high quality content
75 social boosters with medium to high reach on instagram(1-25k followers)
Objective to make it more visible and popular in Victoria
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MumsFashion
Kopparberg Ambassador EventTotal reach: 180,000 on the night
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High Quality User Generated Content
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Content Dashboard
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Content Dashboard
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Paid Social UGC: Amplified Live Reviews
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Creates Social Demand
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Paid Social UGC: Amplified Live Reviews
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Paid Social UGC: Amplified Live Reviews
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Instead of creating content, we should be creating opportunities for content creation: instagrammablemoments, inspiring experiences, content fueled competitions
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Thank you.
+61 2 9356 7500 soupaustralia soupcommunity socialsouphq company/soup_2