Influencer MarketingThe Role of User Generated Content
in Marketing Today
Sharyn Smith (CEO)
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WHAT IS SOCIAL SOUP?We are an influence platform with a highly engaged community we guarantee greater insights and impact
• Social Soup is an influence platform. We have direct, active relationships with an ever growing 150,000 engaged people ranging from peer influencers to top tier social influencers
• Social Soup can uniquely target the right people with particular behaviours and networks
• With this network we can develop insights campaigns, trial or sharing occasions to build or launch new products.
• We have a technology platform built for live insights, analysis and sharing
• Our influencers create shared experiences which lead to significantly higher impact and with high engagement we achieve greater insights
• Our campaigns target people who will create social content (real user generated content) from their experience and share with their networks with high impact creating scale
• We manage the entire process from recruitment selection, fulfillment, community management/communication, collateral design, insights and reporting making the process easy for you
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Launchteams scaling advocacy
User Generated Content
Live Insights and learnings
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What if I told you there was a way to increase your marketing effectiveness by 22 times?
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Australian’s Spend
1.7 hrsa day on Facebook
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Nielson 2015
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of all time spent on a mobile device is on Facebook
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–¹³
Teens 13–15 years spend 18.7 hours in an average week onlineNielson 2015
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60%smartphone users in the 13-34 age bracket are active on SnapchatSnapchat, US
It’s clear we are now watching each other more than we are watching any brand message
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TRUSTis in almost
terminal decline
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WHOdo we trust?
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84
3732
26 25 2216
14 11 10 8
Friends & family
Consumer reviews
Social media
TV In-store display
Expert reviews
Mags Blogs &Forums
Brands own
website
Radio Email
Friends & family, consumer reviews and
social media are the most trusted channels
“Which sources do you trust when making a decision to buy/try new grocery and household products?” Base: All respondents: n=547 All figures % 15
We trust EACH OTHER
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What is User Generated Content (UGC)
1 Content made publicly available over the Internet,
2 Content which reflects a ‘certain amount of creative effort,’ and
3 Content which is ‘created outside of professional routines and practices
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Reviews, photos, video, comments, stories …
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UGC is not a new concept, but it is snowballing to become the most powerful tool digital marketers have at their disposal.Econsultancy 2015
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78% of US-based B2C companies are planning to use user generated content (UGC) in their marketing strategies this year Content Marketing Institute (CMI), 2015
Why does UGC work? Why is it 22 times more persuasive?
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Psychological principle of Social Proof
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Content marketing and social proof work hand in hand. This theory proposes that people are automatically drawn to a product that they know others already like and trust
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ChallengesHow do you create UGC/stimulate it?
Can UGC be high quality enough to use – it’s our brand!
Internal resources to manage, monitor?Distribution, need to amplify it?
Content rights management?
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Social SoupA community of content creators
High quality content
Authentic
DigitalIntegration
Highly targeted
High organic reach
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Burberry: The Art of the Trench websiteUsers upload and comment on pictures of people wearing Burberry products.
ecommerce sales of Burberry surged 50% year-over-year following the launch of the site.
THE CUSTOMER SELFIE
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Bonds:#Backtoschoolfun
Promote Bonds as the choice for back to school supplies
200 families with 7-12yrs olds to create content of their ‘talent’ through instagram
Bonds back to school starter pack
THE CUSTOMER SELFIE
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#Bondsbacktoschoolfun
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Sales Conversion UGC: Royal Canin
Live social review platform with curated social content created by the Social Soup community
21% more sales with rich social content
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Earned UGC:KopparbergPartnering with influencers to create high quality content
75 social boosters with medium to high reach on instagram(1-25k followers)
Objective to make it more visible and popular in Victoria
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MumsFashion
Kopparberg Ambassador EventTotal reach: 180,000 on the night
High Quality User Generated Content
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Content Dashboard
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Content Dashboard
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Paid Social UGC: Amplified Live Reviews
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Creates Social Demand
Paid Social UGC: Amplified Live Reviews
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Paid Social UGC: Amplified Live Reviews
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Instead of creating content, we should be creating opportunities for content creation: instagrammablemoments, inspiring experiences, content fueled competitions
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Thank you.
+61 2 9356 7500 soupaustralia soupcommunity socialsouphq company/soup_2