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Relying on user generated content (UGC) in social media marketing can be a gamble.
It can work if you have a great creative idea, a sizeable existing audience and a brand that people want to engage with.
But if you’re lacking any one of these elements, you could find it’s a steep hill to climb.
Is honesty the boldest action in marketing?
Here, I'll look at First Direct's Live campaign, which invited users to be part of its marketing by providing live comments, and ask why companies aren't more transparent with their advertising.
One of the boldest actions in marketing this century has come from a reinvigorated player in a traditionally conservative sector. First Direct’s ‘Live’ campaign invited users to be part of its marketing by providing live comments about the retail bank.
There’s not much you can’t buy online these days. However, one purchase that will remain bricks-and-mortar for the foreseeable future is the automobile (unless you’re Volvo or Tesla).
The process of buying a car is split, just like an online purchase, in two phases: initial research and the purchase.
The difference here is where it happens. The first, for most consumers, happens online. The second does not, and that’s where digital marketers begin to pull their hair out.
Online reviews of your company and its products and services are great tools for growing your online reputation that consumers trust.
That value goes so much further when customers not only write reviews about you but share them through social media channels too.
UGC within the voucher code space has been a contentious issue for quite some time prompting many a discussion at the IAB Affiliate Marketing Council and earning itself a reference in the Voucher Code of Conduct.
However, the affiliate industry to date has struggled to find any real consensus on how this area should be managed and regulated, and as a result one of the key players in the market has embarked on its own version of UGC within voucher codes with a 'social codes' platform.
One of the most effective techniques you use on your ecommerce site to increase the confidence of buyers is 'social proof'.
Social proof is the phenomena where people tend to believe that the decision and actions of others reflect the correct behaviour in a given situation.
Here are 11 examples of social proof in action on ecommerce sites.
Some obvious, some more innovative. Please suggest any other great examples you've seen...
Social Media Week in New York started big with Ford's announcement this morning with a new Ford Fiesta ad campaign that will use content created only by users - in fact, it'll be their first ever user generated campaign that spans the entire advertising year.
Ford are focusing on creating a team of 100 social influencers who will create the advertising material that Ford will distribute through a mix of paid media, social media and experiential events. These will be the new Ford Fiesta Agents - I'm just glad they didn't opt for Guru or Ninja. Phew.
So the content the agents create can be in whatever form they choose to do. Ford gives them cars, a camera and in addition to this open remit of any content goes, the group will also have to complete challenges with properties such as American Idol, the X Games and music festival, Bonnaroo.
It’s unlikely you’ve missed the recent internet meme that is the Harlem Shake, which is currently sweeping across the world.
And it was pretty inevitable that it wouldn’t be too long before brands jumped onto the bandwagon - already, Pepsi and Red Bull are among the companies who have already tried to prove that they’ve got their fingers on the pulse.
This in itself brings about various debates around user-generated content and the associated lifetime of memes (do they stop being a natural commentary of culture once commercialised?) - but, thought-provoking issues aside, it’s actually the massive uptake within the digital (and wider marketing and advertising) industry that’s of interest.
Sometimes, those working in and around social media every day can forget just how much many, if not most, of the population may take the internet for granted.
Especially teens and tweens, who, posting from the safety and security of their own bedrooms, can feel free to say, do and broadcast what they like without worrying too much about the consequences.
Eurostar is to integrate social media mentions with advertising, promoting its connection from London to Amsterdam in the run-up to the Olympics.
The brand claims to be the first to integrate real-time comments and photos from Facebook, Twitter and more with “large-scale” advertising, predicting that it will place 4,000 mentions per day onto digital screens around London and the South East
There was an interesting study published this week which looked at 1,000 search terms in Google and measured the rankings for Wikipedia.org, which posed the question does Google give too much prominence to Wikipedia?
As a quick recap, Wikipedia ranked for a huge 99% of the terms (as selected with a random noun generator).
While many people may consider this an unfair bias from Google towards Wikipedia, I'm not so sure...
Is it ever OK to close comments on a blog, Facebook page or online news article?
It’s a question we often hear, particularly from companies who’ve found, for a variety of reasons, that their online communities have been flooded with posts that they simply weren’t prepared for.
2011 saw some high-profile examples of Facebook page owners taking the decision to block comments.