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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.
It’s not quite over yet, but 2016 has been busy. As I predicted last year, mobile has been a definite focus for almost every marketer and we’re slowly starting to see VR and wearable technology take off.
I've found it interesting to see how businesses have started to scope out new and creative ways to incorporate all of these technologies and opportunities into their marketing strategies.
A Reevoo study found that 70% of consumers place peer recommendations over professionally written content.
So it's no surprise that user-generated content is an increasingly common sight, from rich product pages in ecommerce to sourcing ideas for product development.
These days we have fewer guest posters on the Econsultancy blog, but those that remain still bring us a fresh perspective on the industry.
Here we've picked out the top 10 guest posts of 2015 (by page views) for your delectation.
Thanks to all our contributors.
Social proof is nothing new. It’s the idea that people will naturally follow the actions of the majority. Basically it’s a fancy way of saying 'herd mentality'.
My first (unbeknown to me at the time) experience with social proof was through a game my friends and I used to play at school.
We’d stand under a random tree and stare up as if something interesting was happening. Gradually a crowd would begin to gather, joining us in the staring until they finally realised they were looking at absolutely nothing.
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.
User generated content (UGC) is not a new concept, but for digital marketers, UGC has never offered as many exciting possibilities for engaging with consumers and building brand loyalty.
With the recent billion dollar acquisitions of content companies like Instagram and Tumblr, tech giants are further demonstrating the immense value of content today,and the opportunities are apparent for marketers.
In a January 2013 Econsultancy/Adobe report on digital marketing trends, over 700 digital professionals identified content marketing as the single most significant trend in marketing today.
Content, in short, is king, so it’s incumbent upon brands to make good use of it.
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.
What do Facebook, Buzzfeed, and Pinterest have in common besides keeping us from getting actual work done?
Each of them is powered by pictures. That’s right: jpegs, pngs, graphics, photographs. Facebook’s April acquisition of Instagram and more recent launch of its camera app announced to the world what it’s known for a while.
That the best way to keep users engaged is to give them lots and lots of images to view, post, and share. This will be among Facebook’s greatest successes.
Thanks to the rise of the social web, some of the most valuable content on many websites isn't created by their owners - it's created by the users in the form of comments.
When it comes to providing the functionality that enables users to comment, third parties often play a key role.
That's because instead of rolling their own commenting functionality, many website owners turn to companies like Facebook and Disqus, which have carved out a niche for themselves by offering commenting functionality that can be enabled with a few lines of code.
I’ve been asked a few times recently how social media users behave over different channels, and I thought it was worth jotting down some notes on what to expect if you’re running a campaign that includes user-generated content.