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Busted: Top UGC myths you’re still falling for

Kelly Grey Client Partner, Enterprise Brands

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What exactly is UGC?

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#ugcbootcamp

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Myth: Negative UGC will kill my sales!

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Quantity?

Rating?

v.

+111% Conversion Rate

+2% Conversion Rate

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Good review text (1-5 reviews)

Recent reviews

Some critical reviews

High number of reviews

Then everything else … (Star ratings, secondary ratings, social recommendations, profiles, context data, Facebook, filters, sorting, etc)

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“Quaint Hotel a Real Bargain”

“A Dump Not a Bargain”

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Truth: It’s not the perfect product for everyone…and shoppers know it.

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Myth: The consumer is always right.

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Consumers who saw brands’ responses to product misuse, with guiding instructions, were more likely to buy the product and felt more positively about the product. Increase in intent

to purchase Increase in product

sentiment

Truth: Consumers aren’t all pure geniuses. Sometimes they appreciate a little help!

186% 157%

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Myth: A couple of reviews will do.

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Truth: Be Greedy. More IS More.

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Myth: But no one will talk about that product!

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Kitty Litter

Fact:

Sponges

Frozen French Fries

Toilet Paper

Checking Account

Tax Stores

21,400

11,400

16,000

2,900

6,000

89,000

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Truth: People will talk about anything…

You just need to ask!

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Myth: Be careful…don’t ask the consumer for too much!

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Percentage of responses to surveys:

69.6% Long form

68.6% Short form:

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•  Heals cold sores fast

•  Is an effective treatment and worth it

•  Works differently than other cold sore treatments

Core Demographics

Contextual Segmentation

Loyalty and Trial

Channel Context

CRM

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Truth: He who shares his opinion…actually wants to help…usually.

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Myth: No one trusts reviews anymore.

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71% of people read consumer reviews before making a

purchase.

Truth: People are actually getting savvier about word-of-mouth.

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Myth: Word-of-Mouth. It’s a .com thing.

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Truth: Word-of-mouth lives everywhere we are.

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Myth: Your best copyeditor sits on Madison Ave.

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Truth: Your best copywriter might just be my husband.

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Myth: Word-of-mouth is just a 1-time campaign.

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We’re capturing valuable market data from reviewers…gender, age, and location as well as an explanation of why they purchased…in this regard we’re getting real data from actual purchasers that helps us understand whose buying our products and why.”

-- Bill Sokol, VP Marketing, Arrow

“

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Truth: It’s always on. Keep feeding it.

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#ugcbootcamp

Don’t stand by & watch — Get in the game!