It’s Time To Stop Thinking Short Term With User Generated Content

It’s Time To Stop Thinking Short Term With User Generated Content
SHARE
THIS



Stop thinking short term with User Generated Content, Jez Clark, head of fuse, OMD Sydney has three tips for extending the life and value of UGC campaigns.

We see it every time we look at our social feeds – incentivised social media contents, asking people to upload a photo or video in return for a sparkly prize of some description.

But in the majority of cases, these tactics can often be short-sighted – focused purely on building loads of noise over a week or two, with little thought given to what long term and strategic role user shared content can play in a brand’s business.

After all, if we look at leading ‘sharing economy’ businesses such as Air BnB or Uber, it’s not the actual real-time experience that acts as its currency, it’s the ever-lasting user generated reviews and ratings that act as the backbone to the whole business.

The short term nature of UGC social competitions is further compounded by the ever-shortening lifespan of the content, with tweets for example, having an average lifespan of around 16 minutes. With this trend only set to continue, here are three thoughts from me on what brands can do to maximise the value of UGC initiatives.

Look for the utility

Along with the ‘sharing economy’, brands providing utility to their customers is also a growing trend. But what if you could marry the two? Before asking customers to upload content (be it text, videos or photos), pause to think about how their knowledge could be useful to others and how you as a brand could re-package that information to provide utility.

For example – if you’re a travel company, don’t just ask people to upload a photo of their best sunset. Instead:

  1. Research (using search, social and content tools) what content travel content gaps exist online, and tailor your contest to helping fill the void
  2. If your research revealed a lack of content about budget travel in Europe, tailor the content to crowdsourcing ideas on this topic
  3. Reformat the content into digestible, click-inviting and engaging formats, ie, 10 tips on budget travel in Europe
  4. Distribute across paid, earned and owned channels

This takes the “we’ll hero user posts by reposting” strategy to another level.

Take it off social

With the lifespan of social content so short and the likes of Facebook, LinkedIn and increasingly Instagram profiles becoming private – find another home for your content.

Taking the above example of travel content; while social is the right home for engaging people and sourcing content, repackaging and housing this content on an brand’s blog or interactive map will ensure content is searchable and potential customers, trackable. Better still, integrate Instagram content onto your website’s product pages like Free People did.

Content aggregation services like Stackla or Spredfast have technology that allows you to do this easily, but ensure that the site that sits around the code that they provide is tagged up correctly for retargeting.

From competition entrants to your CRM database

While, as social media professionals, we’ll always breathe a great sigh of relief when we get quality entries to a competition, take time to look at which of these are from people who dedicate their days to winning social competitions versus those that are of real term value to your brand.

For all the tools we have at our disposal, this is a largely manual process – assessing the number of followers, what brands have they posted about recently, can we track whether they’re an existing customer, etc.

With this data we can start to use UCG campaigns more effectively; either hero-ing advocates by giving them access to exclusive content and new products or as a way to data capture new potential customers into a CRM process.

With clear process and strategy in place, suddenly, what once appeared as a spammy contest clogging up your newsfeed, quickly takes on a much smarter life of its own…

 

Please login with linkedin to comment

Latest News

Verizon Media Academy Ends For 2021 With Youth Charity Pitch-Off
  • Advertising
  • Media

Verizon Media Academy Ends For 2021 With Youth Charity Pitch-Off

Verizon Media’s talent program has come to an end for the third year, closing with a hybrid pitch-off event for Musicians Making A Difference (MMAD). The Verizon Media Academy class of 2021, made up of 44 emerging leaders from across Australia and New Zealand media, advertising and marketing industry, were given just one hour to […]

Industry’s Gamers Unite For UnLtd’s Virtual Rocket League Comp
  • Advertising
  • Marketing
  • Media

Industry’s Gamers Unite For UnLtd’s Virtual Rocket League Comp

Social purpose organisation UnLtd’s Big Games competition has raised a combined $85,000 for children and young people at risk. Running over five weeks, the competition involved 32 teams from across the advertising, marketing and media industries battling it out virtually for a chance to qualify for the Rocket League final. The tournament culminated in a […]

Sam Worthington And Phoebe Tonkin To Star In New Stan Original Film ‘Transfusion’
  • Media

Sam Worthington And Phoebe Tonkin To Star In New Stan Original Film ‘Transfusion’

Stan has announced that the Stan Original Film Transfusion commenced filming in Sydney earlier this week and will premiere on Stan in 2022. Transfusion is a taut, muscular thriller starring Sam Worthington (Avatar) as Ryan Logan, a former Special Forces operative, who is battling to cope with life after the loss of his wife and is thrust […]

COVID-19 Saw Stock Imagery Return To Harmful Gender Stereotypes
  • Advertising
  • Marketing

COVID-19 Saw Stock Imagery Return To Harmful Gender Stereotypes

According to a decade of data collected by iStock, Australian brands turned to imagery depicting outdated gender stereotypes during the pandemic. Tracking the keyword ‘women’, iStock by Getty Images found that in 2020, ANZ brands and businesses reverted to gender stereotypes. Images of mothers home-schooling were used at almost twice the rate of images of […]

by B&T Magazine

B&T Magazine
Maddison Connaughton Ends Time As Editor Of The Saturday Paper
  • Media

Maddison Connaughton Ends Time As Editor Of The Saturday Paper

Schwartz Media is congratulating Maddison Connaughton on her three years as editor of The Saturday Paper. Connaughton has decided to finish up her editorship this month. “It’s been an honour to edit the paper,” Connaughton said. “The Saturday Paper is one of the brightest voices in Australian media and I have been happy to see […]

Teenage boy wearing headphones works at desk in his bedroom
  • Media

New Research Names Olivia Rodrigo And BTS The Most Popular Study Music

Research from EdBbirdie using Spotify data has identified the most popular songs to study to. After analysing thousands of studying and homework playlists on Spotify, American singer Olivia Rodrigo’s ‘drivers license’ came out as top song to study to. It featured on 48 study playlists, while other top songs included ‘Ophelia’ by The Lumineers, ‘Falling’ […]

Happy woman drinking tea and waving to someone while having video call over desktop PC in the evening at home.
  • Marketing
  • Opinion

Building A Successful Remote Marketing Team

Dayna Stewart is the Business Director – Digital Marketing, Media & Creative Services at The Nudge Group. Here, she discusses the challenges that come with building a successful marketing team when working remotely. Before COVID-19 changed the way businesses work, most marketing teams spent their days together in a meeting room collaborating on the next […]

Opinion

by B&T Magazine

B&T Magazine
Australia’s The Kid LAROI Joins Billie Eilish, Dua Lipa, Olivia Rodrigo And More In iHeartRadio Festival Line-Up
  • Media

Australia’s The Kid LAROI Joins Billie Eilish, Dua Lipa, Olivia Rodrigo And More In iHeartRadio Festival Line-Up

The line-up for the 2021 iHeartRadio Music Festival has been announced as the legendary event returns live in Las Vegas in September. This year, the epic two-day lineup for the iHeartRadio Music Festival main stage will feature performances by Billie Eilish, Cheap Trick, Coldplay, Dua Lipa, Florida Georgia Line, Journey, Khalid, Lil Baby, Maroon 5, Nelly, […]

Shop! ANZ Calls On Industry To Participate In ANZ Shopper And Retail Marketing Industry Survey
  • Marketing

Shop! ANZ Calls On Industry To Participate In ANZ Shopper And Retail Marketing Industry Survey

Shop! ANZ is calling on shopper and retail marketing professionals from all retail related disciplines to participate in the first ANZ Shopper and Retail Marketing Industry Survey in four years. This important research provides a guide of where the retail marketing industry in Australia and New Zealand has come from and what is anticipated to […]