A complete guide for your user-generated content strategy.

1. How to Create The Perfect
User-Generated Content
Strategy for Your Brand
Saumya Verma, Artifacia
Webinar | July 20, 2017 | 1:00 PM EST

2. Why User-Generated Content
Smart
Phones
24*7
Internet
Social
Media
UGC

3. What’s in for the Marketers
Good News Bad News

4. Why a Strategy for UGC Content
● Manage your UGC effectively right from the start.
● Monitor the performance of your UGC campaigns.
● Plan the work of your teams involved in UGC campaigns.
● Minimize the risk of failure from UGC campaigns.

5. Or Simply...

6. Agenda
1. Understand your needs
2. Understand your audience
3. Plan for the logistics
4. Monitor the performance

7. 1.Understanding Your Needs

8. The Purpose
Why do you want to use UGC content in
your marketing mix ?

9. For Example
● Spreading the brand awareness.
● Asking general product feedback.
● Launching a new feature/product.
● Promoting occasional campaigns.

10. Duration of the UGC campaign
First
Week
Second
Week
Third
Week
Fourth
Week
Example of one month long campaign

11. Type of UGC content
Be a bit forward looking here and decide on the basis of:
- The places where you want to use the UGC content.
- The theme of your campaign like fun, creative or
adventure.
- The type of product/service you sell.

12. Here is a small tip:
To keep your UGC
consistent and easy to use,
you should always use one
content format for one
campaign.

13. 2. Understanding Your Audience

14. Your Audience
Content
Generators
Content
Consumers

15. Understanding Content Generators
● What Incentive they look for before sharing their content

16. Starbucks Cup Art Contest

17. Some Incentives
● A special feature on your website.
● A special mention on your social media channels.
● A surprise free gift.
● An early view of your upcoming product/feature.
● Any promotional discount on your products.

18. Here is a small tip:
It's always a good practice
that you announce the
incentive at the start of
UGC campaign to motivate
your users for participation.

19. Understanding Content Generators
How They Generate
Content
- What devices they use to
generate the content
Where They Generate
Content
- What social media
platforms they use
● Mode of Submission
● Social Media Platform

20. Understanding Content Consumers
What They Like To See
- Demographics, interests
and age groups.
Where They Like To See
- What social media
platforms they use
● Type and Content of UGC
● Social Media Platform

21. Here is a small tip:
One of your employees
shared a good testimonial
of your company on
Facebook with a lovely
image. Now, LinkedIn will
be the best place to share
this type of content rather
than Facebook.

22. Here’s What We Got

23. 3. Planning The Logistics

24. Till Now
Why
What
How

25. Planning The Logistics
Planning
● Set measurable goals
● Amount of reach
● Number of submissions
● Timelines
Promotions
● List of places where you
will promote
● Like your website, in-
store ads, email, prints
etc.

26. Here is a small tip:
● Make sure you don't over-
promote the campaign.
● Don't choose irrelevant places
for campaign promotions.
● Plan for consistent promotions
and frequent timely checks
throughout the duration of the
campaign.

27. Planning The Logistics
Communications
● Clearly, define what you expect
from your users to share.
● Clear and visible CTA for
submitting the entries.
● The mode of submission.
● Submission deadline.
● Rules and guidelines for
● Your contact details.
● Permissions and rights
management policy.
● In the case of contests, please
mention prize, judging criteria
and jury explicitly.
● Frequently asked questions, if
applicable.

28. Here is a small tip:
Put some sample content in
your communication, so that
your users can take
inspiration from it. You
should also keep sharing
some great submissions
during the campaign to
create the buzz.

29. Planning The Logistics
Mode of Submissions
● Brand Hashtag
● Social Media
● Upload on website
Prize and Judging
● Judging Criteria
● Jury
● Prize

30. Planning The Logistics
Permissions & Rights Management
● Ask for permissions.
● Draft brand’s UGC agreement.
● Ownership of content.
● Places of use.
● Consent for single or multiple use.

31. 4. Monitoring The Performance

32. Monitoring The Performance
● Monitor progress of the campaign.
● Check quality of UGC content.
● Handle unfavorable cases of inappropriate and irrelevant
UGC content.
● Pranksters spoiling the campaign.
● Have pre-defined guidelines for social media managers.

33. Here is a small tip:
One way to monitor your
UGC campaign is
establishing a voting system
for your UGC. It can be in a
form of community of your
users where they can upvote
or downvote the
submissions.

34. There is no one-size-fits-all approach.

35. Thank You
www.artifacia.com