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Leveraging User-Generated Video in Social Marketing
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Transcript of Leveraging User-Generated Video in Social Marketing
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Leveraging User-Generated Video in
Social Marketing
Presented by Traci Mazurek & Sarah Parker
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Hello!
Sarah ParkerSocial Media Manager,
Union Metrics@sparkerworks
Traci MazurekContent Strategist,
Spredfast@heytrace
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“User-generated videos are the new black (or something like that).
With the rise of Meerkat, Periscope, Instagram, Snapchat, Vine, and more on the horizon, how can brands best
utilize this content?
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But first...
...one of the best UGC videos as of late.
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Before You Curate:Some Considerations
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When curating videos...
◎ Is it reasonably high-quality?
◎ Is the length appropriate for the channel I have in mind?
◎ Does it fit my brand identity? ◉ Just because a video is funny or poignant
doesn’t mean it’s necessarily right for your brand. Feel free to test content with your audience, but keep in mind that content too far removed from your identity and voice can alienate your fans.
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...and don’t forget Legal.
◎ Does the video include music?◎ Do I have user permission to use the
video? ◎ Are other brands or licensed products
identifiable in the video?◎ Is the content offensive to certain
groups?
A legal disclaimer hosted on your website, shortened with Bit.ly, can be useful to gather permission from users.
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Channel GuideBecause Snapchat isn’t
Instagram, and vice-versa.
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Facebook◎ Sharing videos from
fans (cross-channel or native)
◎ Creating videos from fan-shared photos
◎ Engaging with videos shared by fans/followers of your page
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Twitter◎ Favorite follower
videos and Vines◎ Retweet or Quote
follower videos and Vines
◎ Repost follower video or Vine as new brand tweet (with user permission)
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Vine◎ Re-Vine videos within
platform ◎ Seamless integration
with Twitter, Tumblr, or Facebook
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Instagram◎ Regram fan video
using a regramming app (capability isn’t natively available in Instagram)
◎ Download, then upload as new brand post, crediting user (with previous permission from user)
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Snapchat◎ Brand-specific stories
announcing contests◎ Cross-channel
promotion (like Twitter) with specific hashtags
◎ Paid opportunity to promote UGC within longer brand stories (Discover)
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Tumblr◎ Reblogging UGC video
with or without unique caption
◎ Cross-post embedding from YouTube or Vine
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Meerkat & Periscope◎ Channel takeovers by
fans or influencers◉ Promote live-stream on
other channels in advance to gather fans
◉ Video libraries now available for both apps post-broadcast
◉ New feature: Cameo on Meerkat
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YouTube◎ Seamless cross-
channel integration on just about any social platform
◎ Embed into company blog updates to showcase fans and influencers
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Strategies to Consider
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Including examples from some of our favorite brands!
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UGC strategies to get started:
◎ Contests◎ Event celebration or
ongoing collaboration (image: TGIF #Apptography)
◎ Influencer takeovers◎ Shout-outs to users
providing video (Royal Caribbean #RoyalWOW)
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Harassment and Trolls: Welcome to the Internet
Unfortunately, trolls are rampant on the Internet, particularly social.◎ Brands should set a policy that makes
sense for their values and resources ◎ Personal brands face more personal
vitriol ◎ “Don’t Feed The Trolls” isn’t always the
best advice◎ Know your blocking & reporting options
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Thanks!
Any questions?Ping us on social @heytrace @sparkerworks, or email us at:
[email protected]@unionmetrics.com