Post on 08-May-2015
Bite-Sized Social: Winning Strategies for User-Generated Content (UGC) Campaigns
Nick CaughelLead StrategistAugust 9, 2012
@offerpop #bitesizedsocial
Offerpop Confidential2
AGENDA
WHAT MAKES UGC CAMPAIGNS SO SUCCESSFUL?
UGC TYPES AND VARIOUS APPROACHES
BEST PRACTICES
PHOTO CONTEST 3
Offerpop Confidential
WHAT MAKES UGC CAMPAIGNS SO SUCCESSFUL?
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If approached the right way, and aligned with the brand – they’re fun to participate in and share
Uploading and sharing photos on Facebook is a natural behavior for fans
Fans become invested in campaigns after submitting
• Motivated to come back to your page and share with friends
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PHOTO CONTEST
• Fans submit photos• Encourage friends to share• Goes viral very quickly
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Gap gave away 12 $500 gift cardsOver 1,000 entriesOver 20,000 votes
Photo Contest provides an easy way to run fun campaigns
People share and vote on photos, around any theme you choose
Offerpop Confidential
APPROACH #1 – LET FANS CONTRIBUTE TO YOUR BRAND
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Karmaloop fans competed to become the next face of Karmaloop Completely on brand • Karmaloop’s fan base is filled with
designers and street fashion fans
130,000 fans acquired200,000 votes
Offerpop Confidential
APPROACH #2 – HAVE FANS INTERACT WITH YOUR PRODUCTS
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Kidrobot fans got creative with the brand’s Munny figures
Promoted their merchandise through word-of-mouth
14,000 fans acquired40,000 votes
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APPROACH #3 – SHOWCASE YOUR FANS’ CREATIVITY
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In this series of 8 themed contests, Pictureline fans uploaded their own photos
A perfect fit for their audience of photography enthusiasts
6,000 entries75,000 votes15,000 fans acquired
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APPROACH #4 – JUST HAVE FUN!
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Oak Chocolate asked fans to upload photos of what they call “Hungrythirsty Moments”
Inspired fans to be goofy and share their entries with their friends
20,000 new fans and counting
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VIDEO CONTEST
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Bebe selected 100 fans to submit a short video of why they should be the next face of Bebe
Integrated seamlessly with Vimeo
Videos are personal and very engaging, but require more fan commitment
50,000 votes
Tip: Let your fans submit photos as well to keep participation levels high
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CAPTION CONTEST
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Fandango asked fans to caption a photo of the latest Ice Age movie
Very low barrier to entry
A simple way to inspire creativity
500+ captions in 2 days
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OVERALL UGC BEST PRACTICES
Keep the barriers to entry low
Make your instructions very clear
Include clear call to action in creative
Seed contests with 3-4 starter entries
Include brand-aligned incentives for voters
A bigger prize isn’t always better
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THINGS TO LOOK OUT FOR WITH HIGH VALUE CONTESTS
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Cheaters never prosper
Include a “cheating” clause in your Ts & Cs
Assured Voting• Track Facebook ID + IP address
for every voter
Panel of judges• Have an expert panel chose a
winner from the top 10 entrants
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MODERATING ENTRIES
Remember that social communities do a good job of self-monitoring
Know your audience – if they’re young, or prone to misbehave, you should moderate
If you need it – it’s easy to set up• Check “Moderate entries” under
advanced options • Entries wait in a pool until you approve
them
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Offerpop Confidential
DON’T FORGET TO PROMOTE YOUR CAMPAIGN
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Pin status updates about your promotion on your Timeline
Create a custom campaign tile and make sure it’s visible on your main Timeline page
Update your cover photo with campaign imagery – no CTA’s allowed Tap your existing marketing channels to drive more participation• Email • Twitter• Website call-out
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MAKE SURE YOU’RE MOBILE
Mobile participation is growing rapidly – you could be missing out
54% of Facebook traffic
25% of Offerpop campaign traffic
35% for UGC campaigns
All Offerpop apps are available on Apple iOS and Google Android devices
All Offerpop apps support fan-gating for mobile
Tip: Make it easy for fans to participate from devices – require 4 or less text fields for photo submission
Offerpop Confidential
PHOTO CONTEST 3 – NOW WITH INSTAGRAM & TWITTER
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Available later this month!
Engage your fans and followers across photo sharing platforms
Run contests across Facebook, Twitter, and Instagram
Individual entries populate with user information
Reports include breakdown of entries by platform
Optionally moderate entries across platforms
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THANK YOU!
WE’LL SEND THE PRESENTATION SHORTLY.
QUESTIONS? FEEL FREE TO EMAIL ME AT:
nick@offerpop.com
Follow us @offerpop