How Brands Integrate Experts and User Generated Content
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The debate around user-generated versus expert content has been a hot topic among content creators for years. Each one has its strengths and weaknesses, so which type of content should brands prioritize? The answer is you don’t have to choose: successful companies leverage both content types, creating a mutually beneficial relationship. This SXSW panel gave business leaders, content strategists and marketers the chance to hear firsthand how three brands from food, travel and film successfully integrate user-generated and expert content to create dynamic platforms that build consumer trust and brand authority, as well as stimulate engagement.
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- 1. A Happy Marriage: Experts & UGC #PROvsUGC #SXSW A Happy Marriage: Experts & UGC #PROvsUGC #SXSW How Brands Integrate Experts & User Generated Content Matt Atchity Editor in Chief @Matchity Stacey Rivera Digital Director @staceriv3 Arabella Bowen Editor in Chief @arabellabowen
- 2. A Happy Marriage: Experts & UGC #PROvsUGC #SXSW 700+ Local Contributors 7,500 Destinations 80,000 Expert Recommendations 909,280 Community Topics Fodor’s Travel: America’s Oldest Guidebook Company The Fodor’s name has been synonymous with travel for almost 80 years. Our team of global correspondents offers advice on how to travel smarter through our guidebooks, Fodors.com, eBooks and apps.
- 3. A Happy Marriage: Experts & UGC #PROvsUGC #SXSW How do you solicit quality UGC?
- 4. A Happy Marriage: Experts & UGC #PROvsUGC #SXSW Who Did We Ask to Nominate Hotels? Social Followers Fodors.com Readers Forums Users Newsletter Subscribers Editorial Curation
- 5. A Happy Marriage: Experts & UGC #PROvsUGC #SXSW Attracting + Cultivating Your Audience
- 6. A Happy Marriage: Experts & UGC #PROvsUGC #SXSW Develop your pool of potential UGC contributors by making targeted audience acquisitions. Result: Outstanding Traveler Recommendations Provide consistent content with a specific point of view to attract users with the same mindset.
- 7. A Happy Marriage: Experts & UGC #PROvsUGC #SXSW User Generated Content: Collaborators Not Contributors
- 8. A Happy Marriage: Experts & UGC #PROvsUGC #SXSW How do you use UGC on a non-UGC site? Let’s Talk About Cake
- 9. A Happy Marriage: Experts & UGC #PROvsUGC #SXSW BonAppetit.com is not a UGC site. Our brand promise, in fact, is that our recipes, cooking tips, restaurant and lifestyle coverage all come from experts. Our readers are better than experts, they are experimenters.
- 10. A Happy Marriage: Experts & UGC #PROvsUGC #SXSW Our Version
- 11. A Happy Marriage: Experts & UGC #PROvsUGC #SXSW (just 20 of them, there were more, a lot more) Their Version
- 12. A Happy Marriage: Experts & UGC #PROvsUGC #SXSW #BAreaders
- 13. A Happy Marriage: Experts & UGC #PROvsUGC #SXSW IS THE LEADING SOURCE OF MOVIE & TV SHOW RATINGS, REVIEWS, AND “FRESH” EDITORIAL. Established in 1998, it is the most trusted measurement of quality for filmed entertainment.
- 14. A Happy Marriage: Experts & UGC #PROvsUGC #SXSW FROM THE PROFESSIONALS FROM THE USERS FRESH ROTTEN CERTIFIED FRESH AUDIENCE SCORETomatometer is 60% or higher. Tomatometer is 59% or lower. Tomatometer is 75% or higher, with 40 reviews (movies) or 20 reviews (TV). At least 5 reviews from Top Critics. Received 3.5 stars or higher by Flixster and Rotten Tomatoes users. AUDIENCE SCORE Received less than 3.5 stars by Flixster and Rotten Tomatoes users. How are expert and user opinions represented on Rotten Tomatoes? • Expert opinion is represented by the Tomatometer, which represents the percentage of professional critic reviews that are positive for a given film or television show. • User opinion is represented by the Audience Score, which represents the percentage of Rotten Tomatoes and Flixster users that positively rated a movie or TV show
- 15. A Happy Marriage: Experts & UGC #PROvsUGC #SXSW Both numbers are shown together on every movie and TV page SCRIPTED TELEVISION SHOWS MAJOR FILM RELEASES
- 16. A Happy Marriage: Experts & UGC #PROvsUGC #SXSW Reviews from both critics and experts are shown for each title CRITICS’ REVIEW QUOTES AUDIENCE REVIEWS
- 17. A Happy Marriage: Experts & UGC #PROvsUGC #SXSW
- 18. A Happy Marriage: Experts & UGC #PROvsUGC #SXSW Source: Bottlenose 2014 • To validate opinions about content quality • To compare and contrast shows to decide what to watch Fans & Journalists Use Rotten Tomatoes Scores
- 19. A Happy Marriage: Experts & UGC #PROvsUGC #SXSW Strengths of #PROvsUGC Immediate/Real Time Audience Engagement Listening Device Constant Content Stream Trusted Objective Structured Scalable Expensive Conversation Starter
- 20. A Happy Marriage: Experts & UGC #PROvsUGC #SXSW Who Do You Trust? Hotels Built in 1886 and impeccably restored, The Driskill represents a time when people mingled in grandiose settings. The lobby, highlighted by vaulted ceilings, decorative columns, and chandeliers, epitomizes Old World, Texas luxury. Each room—decorated with old photos, vintage curios, and refurbished antiques—is unique, so specific requests should be made when reserving. Standard guestrooms are cramped, but corner rooms showcase nice city views. Leading Travel User Review Site DETAILED | OBJECTIVE | ACTIONABLE INSIDER INFORMATION MYOPIC | SUBJECTIVE | NEGATIVE NOT ACTIONABLE The rooms (3 of which I visited) were all worn out. The carpet dirty, the beds creeky, some had high ceilings which felt eerie, some awkward layouts of furniture. The elevator made me nervous with funky noises. The bathroom in my room was big as it was a handicap but the water ran cold for a good two or three minutes, had low pressure and after letting it run I was standing in ankle deep cold water as I showered.
- 21. A Happy Marriage: Experts & UGC #PROvsUGC #SXSW Who Do You Trust? Recipes Leading User-Submitted Recipe Site REAL INGREDIENTS | HOW-TO VIDEO FOR HELP EXPLANATION OF COOKING METHOD UNCLEAR ORIGIN | COMMENTS MORE HELPFUL THAN INSTRUCTIONS LACK OF COOKING CUES
- 22. A Happy Marriage: Experts & UGC #PROvsUGC #SXSW WHO DO YOU TRUST? CRITICS VS. FANS Source: Bottlenose 2014 Who Do You Trust? Movies AUDIENCE - Reflects fans’ passions - Come from fans that chose to see a film or TV show - Consensus gets closer to critics assessment over time. Can help you see if a movie or TV show lives up to fan expectations. CRITICS - Deeper and more analytical than most fan reviews - Less swayed by marketing - Consensus tends to stay the same over time Can help you decide on films or TV shows you don’t know about.
- 23. A Happy Marriage: Experts & UGC #PROvsUGC #SXSW Questions?
Editor's Notes
- Let's talk about cake, shall we? [IMAGE OF http://www.bonappetit.com/recipe/salted-texas-chocolate-sheet-cake] This has been one of our consistently highly trafficked recipes over the past year and its province speaks to how we do reader-generated content the best: we need their inspiration, not necessarily their perspiration.
- To be clear, BA.com is not a UGC site. Our brand promise, in fact, is that our recipes, cooking tips, restaurant and lifestyle coverage all come from experts in their field. We trust our readers, but groceries are expensive, cooking takes time and the service we provide is to help them live their best life through the lens of food. Our readers are better than experts, they are experimenters. They look at our recipes as guides and give us direct feedback of what worked, what didn’t and how they did it their way. We take their inspiration back to our kitchens and make it work for everyone. Which lead to the creation of Readers Choice Week and this cake. Reader’s Choice Week is a week; happen next week actually, where we let the users program the recipes coming out of the test kitchen. Every morning they get to pick what type of recipe they want us to make and we deliver it by 4 pm. We also pick our favorite reader submitted recipe and put it through the paces in our kitchens to come out with a recipe that we know tastes good, but also works technically. [IMAGE: http://www.bonappetit.com/people/our-readers/article/readers-choice-winning-recipe]
- But what about the other 51 weeks of the year? For that we have social media, which has really changed the game for how users can be co-creating with us, rather than creating for us. If you want UGC recipes on BA.com, I suggest you look a recipe with a lot of comments and get ready to be inspired—I can’t stop our users from making recipe tweaks, talking about seasoning adjustments or, and this is been the most fun for us, photographing our recipes and theirs and sharing them on Instagram. Hashtags, with all their evils, also allow for incredibly easy way to aggregate your UGC. In fact, you probably have some you don’t even realize. Use it.
- #BAreaders is for sure our proudest collection of UGC content. The platforms should dictate the user involvement. BA.com is a database of tested and approved recipes and tips. The digital universe of Bon Appetit is a highly engaged community of cooks, who do their thing and share it with likeminded people. And we let them, encourage them and give them a place to do.
- Show scores on site side by side
- Show scores on site side by side
- HBO--‐lovers leverage RT scores in a similar manner to program discussions on competing networks: Fresh vs Rotten validates consumer opinions about content quality RT scores are leveraged by top execs & journalists to justify the value of original programming
- HBO--‐lovers leverage RT scores in a similar manner to program discussions on competing networks: Fresh vs Rotten validates consumer opinions about content quality RT scores are leveraged by top execs & journalists to justify the value of original programming