DRIVING CONVERSIONS with USER-GENERATED CONTENT … 1130 Jim Klar Driving Conversions.pdfINCREASE...
Transcript of DRIVING CONVERSIONS with USER-GENERATED CONTENT … 1130 Jim Klar Driving Conversions.pdfINCREASE...
Jim Klar Easy2 Technologies [email protected]
DRIVING CONVERSIONS with USER-GENERATED CONTENT
The True Voice of Your Customers
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AGENDA
• Easy2 Introduction
• What is User-Generated
Content?
• What impact does UGC
have on shoppers?
• What is the opportunity
for marketers?
• Success Stories
• Best Practices &
Recommendations
• Today’s Technology,
Tomorrow’s UGC
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• 15 Years Experience
• Serving 200+ Clients
> Home Improvement
> Major Appliances
> Housewares
> Juvenile Products
> Consumer Electronics
> Sporting Goods
• Product Demos &
Selectors
• Multi-Channel &
Multi-Device
INTERACTIVE MERCHANDISING
an Answers company
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Monthly UGC Engagement in the last 5 years: Grown by 32 million users TYPES OF UGC: WORD OF MOUTH / SOCIAL PRODUCT REVIEWS VIDEO
User-Generated Content Basics an Answers company
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WORD OF MOUTH / SOCIAL • 58% share positive
experiences and seek advice (Source: SDL)
• 43% are more likely to buy a new product afterward (Source: Nielsen)
• 92% trust word-of-mouth from friends and family, above all else (Source: Nielsen)
Word of Mouth an Answers company
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PRODUCT REVIEWS • Online reviews: second
most trusted form of advertising (70%) (Source: Nielsen)
• 87% agree favorable reviews affect purchase decision (Source: Cone Inc)
• 85% consumers are more likely to spend when online recommendations support offline advice. (Source: Cone Inc)
Product Reviews an Answers company
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VIDEO • YouTube: UGC videos get
10 times more views than brand content. (Source: Octoly)
• 52% say watching product videos gives more confidence in their purchase decisions. (Source: Octoly)
• Brand engagement rises by 28% when shoppers view both professional content and UGC video (Source: comScore)
Video an Answers company
Why Users Generate Content
SELF-EXPRESSION • Speak their minds, promote their
personal views, opinions, likes and dislikes
• Connect with like-minded users with the same interests
• Perform public service • Ego
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Why Users Generate Content an Answers company
FAME & PRESTIGE • Allows consumers to increase
personal equity and reach
• Connect with like-minded peers, gain notoriety, expand personal reach and recognition or self-expression
• Hopes of “going viral” (fame and fortune)
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YOUTUBE “UNBOXING” VIDEOS • An unvarnished peek at
commercial products • Research for comparison
shoppers • Increased 871% since
2010 • 6.5 years of UB footage
was uploaded to YouTube in 2013
• Posters can make $2-$4/1,000 views
• Brands ship free samples to most popular channels.
--CNN, 2/12/2014
Video an Answers company
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“UNBOXING” VIDEOS SEARCH RESULTS • “Unboxing”: 20,900,000
results
• “Unboxing Appliances”: 486,000
• “Unboxing Housewares”: 23,500
• “Unboxing Mr. Coffee”: 8,322
• “Unboxing KitchenAid”: 5,350
Video an Answers company
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NEARLY 2/3RDS TRUST USER REVIEWS MORE TRUSTED THAN EXPERT OPINIONS • 67% would trust an
“Academic or Expert”
• 66% would trust a “Technical Expert”
• 62% would trust a “Person Like Myself”
Who Do You Trust? an Answers company
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INCREASE CONVERSIONS
• 50 reviews per product can equal 4.6% conversion increase
• 63% more likely to purchase when a site has user reviews
• Shoppers reading reviews and customer Q&A - 105% more likely to purchase, spend 11% more
• Internet Retailer: Product reviews can increase conversion by 14-76%
Key UGC: Product Reviews
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LEARN ABOUT YOUR AUDIENCE
• Their interests and passions
• What they love and hate
• Ask how they’re using your products
• Let ratings influence strategy
UGC for Marketers an Answers company
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IMPROVE SEO UGC for the top 20 brands is responsible for 25% of search results UGC CHECKLIST FOR BETTER SEO: • Uniqueness • Crawlability: so search
engines can access your content
• Depth: keywords • Coverage: all products • ReFreshness: up to date info
and reviews • Relevance: the reviews and
questions are relevant to the product
UGC for Marketers an Answers company
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Success Stories
SAMSUNG Samsung invited select customers to a SmartTV launch event, where participants could test out the product and enjoy an exclusive performance by a top artist RESULTS: • 175 influencers • Created 1200 pieces of
content • Reached 3 million people • Generated 7 million
impressions
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Success Stories
COCA-COLA Coca-Cola’s Facebook page A forum for their fans to share stories about what Coke means to them • Videos • Illustrations • Pictures • Memorabilia RESULT: 80 million likes
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Success Stories
DORITOS Crash the Superbowl Campaign • Fans created their own
commercials • $1 million prize • Winner shown during the
Superbowl RESULTS: • 2,000+ video submissions • 2M votes cast for winner • 1B impressions in all
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HOW DO YOU GET STARTED WITH UGC VIDEO?
Getting Your UCG ASAP
• Where do you get it?
• How do you get it?
• What do you do with it?
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CREATE THE PROCESS Critical steps to maximizing results when collecting and using UGC Video
• Second submissions for
rejected videos
• Selected Products
• Outline Legal/Safety Requirements
• Provide Guidance - Product Features to consider
• List Demographic Qualifiers
• Publicize
• Social Media Sites
• Email Registered Product
Owners
• Incentivize referrals
• Reviews videos for final
approval
• Contact all participants
• Social Media
• Ratings & Reviews (Corp)
• Ratings & Reviews (Retailers)
• Product Content
• Register users
• Follow-Up contact
• Create Database
• Set up a simple interface
• Outline step-by-step recording
instructions
• Clicks submit
an Answers company Getting Your UCG ASAP
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CLEAR CALL TO ACTION Be specific. Identify objectives of your campaign. Outline your desired contributions.
ENSURE QUALITY Set clear expectations at the outset. Offer incentives for winners. Place a premium on quality. Tap into people’s competitive nature.
MAXIMIZE CAMPAIGN VALUE Incentivize both content submitters and content viewers.
KEEP IT AUTHENTIC Drive a two-way conversation throughout your campaign -- from the submission stage, to social sharing, voting, and beyond. Keep it transparent.
What Makes a Good UGC Campaign? an Answers company
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The Future of UGC? Collecting, Reviewing & Syndicating UGC
Collection: Mobile-Friendly, Web-Facing Portal 1) Set-Up & Guidelines 2) Record the Video 3) Upload the Video, Provide Contact Info/Create Profile
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Collecting, Reviewing & Syndicating UGC The Future of UGC?
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Corporate Website Syndication: A) Optimized for Multiple Platforms B) Placed on PDP on Corporate Website C) UGC Video Integrated with Product Content
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Collecting, Reviewing & Syndicating UGC
Corporate Website Syndication: A) Optimized for Multiple Platforms B) Placed on PDP on Corporate Website C) UGC Video Integrated with Product Content
The Future of UGC? an Answers company
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Collecting, Reviewing & Syndicating UGC The Future of UGC?
an Answers company
Retailer Website Syndication: A) Optimized for Multiple Platforms B) Placed on PDP on Retailer Website C) UGC Video Integrated with Product Content
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Collecting, Reviewing & Syndicating UGC The Future of UGC?
an Answers company
Retailer Website Syndication: A) Optimized for Multiple Platforms B) Placed on PDP on Retailer Website C) UGC Video Integrated with Product Content
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INTERACTIVE MERCHANDISING EXPERIENCE Using interactive product content to drive online and in-store sales.
MULTI-PLATFORM SAVVY Tablet, laptop & smartphones – Allow for every preference with multi-platform interfaces
RETAILER RELATIONSHIPS Getting your UGC on the product page - Strong retailer relationships make this happen
EXPERIENCED WITH STANDARDIZING VIDEO SPECS Keeping the format, relative length & content guidelines uniform for greater consistency, fewer problems
KEEP IT REAL Work within rules & regulations - Keep the content fresh and realistic or lose UGC’s primary benefit
Finding a UGC Partner an Answers company