Optimizing your UGC strategy

1.CREATE - Create amazing collection channels using @mentions

@mentions and tags are the only way to collect and ask for rights, so make sure to create your campaigns with your @mention at center stage, and complement with evergreen and specific hashtags to guide customers throughout your campaigns.

@ MENTIONS

The @mention takes center stage
Reduce spam by giving your brand better control over your community
Better dialog between brand and consumers

EVERGREEN #

Have 1-2 evergreen hashtags
After some experimentation, select your most popular # and make it a part of your brand DNA

CAMPAIGN SPECIFIC #

Have 1-2 campaign-specific hashtags
Select an appealing, easy-to-remember and short #, which is consistent with your brand
Avoid generic hashtags like #bestgiftever or #loveit, which will cause a high volume of spam
Contests should include “contest” in the actual hashtag (e.g., #jcrewcontest), even if this is a secondary hashtag that must be included together with your campaign #

DO	DON'T
Create a simple and straightforward hashtag—should be easy to spell and remember Make sure your hashtag is on-brand Research the usage and popularity of your idea before implementation Use capital letters when necessary	Create ambiguous hashtags (e.g. #nowthatcherisdead or #susanalbumparty) Solicit answers or content from open-ended questions without considering responses (e.g. #McDStories or #AskJPM) Use too many hashtags at any given time Choose hashtags that have different or adverse meanings in different languages

2. PROMOTE - Leverage all channels

ONMICHANNEL - Start an aggressive campaign across all channels. Give an explicit call-to-action for specific content via your brand handle and designated #. Provide an example by posting the type of imagery you are looking for.

PROMOTE ON SITE - Include your brand handle and # across all aspects of your brand.com presence:

On the homepage,
On landing pages,
On product pages,
On site blog,
On brand-controlled microsites.

PUBLICIZE VIA EMAIL - NEWSLETTER - Schedule an email blast to your current consumer base and compel them to take an active part in your brand or campaign initiative by being featured on the site. For example: monthly UGC only newsletter, + other newsletters with usual content and UGC carrousel.

LEVERAGE YOUR FAN BASE - Leverage all bloggers, brand advocates, influencers, sponsored athletes, celebrities, etc.

INCLUDE ON INSERTS & PACKAGING - BEYOND ONLINE - Create a branded, visually appealing insert that prominently displays your evergreen or campaign hashtag. Include in all purchases and add the hashtag to packaging.

EMPLOY IN WEB ADVERTISING - DIGITAL ADVERTISING - Promote your brand handle and hashtag(s) across all digital advertising initiatives including search, retargeting, video, social, email, banner, etc.

DON'T AVOID OLD MEDIA - OFFLINE ADVERTISING- Promote your brand handle and hashtag(s) on TV, print, outdoor, direct mail, business cards, etc..

BE PATIENT, BE CONSISTENT - Strategy takes time and investment to gain traction:

Don’t be discouraged if users aren’t immediately using the tag
Don’t expect your brand handle or # to go viral
Don’t give up on a collection channel too soon—abandoning and creating new collectors will only serve to confuse your customer base
The more a strategy is made part of your brand DNA, the more successful it will be

3.COLLECT

INCENTIVIZE YOUR AUDIENCE TO SEND PICTURES - CONTESTS ENCOURAGE USERS TO SHARE PHOTOS:

Contests are a fun way to engage with fans, foster creativity in the communities, and reward them for their loyalty.
Contests are also enormous engagement drivers.

USE YOUR INFLUENCERS - SOURCE INITIAL CONTENT - Initiate the process with your brand advocates, celebrities, employees’ pictures before launching live to have initial content to motivate your audience to send their pictures.

Some branded content can also serve as a catalyst to the general public.

PUBLISH SUCCESS - GOOD CONTENT BEGETS GOOD CONTENT - As soon as you have any high-quality submissions, use the content to promote the campaign.

Showing fans an explicit example of what you’re looking for will encourage additional content.

Let your customers do the heavy lifting for you!

4. ENGAGE - Give your customers some love back

ENGAGE WITH YOUR CONSUMERS - Give your customers some love back to encourage them to keep sharing more photos and pass the word along to their friends:

‘Like’ their photos
Comment on their pictures

REWARD YOUR TOP PERFORMERS - The Earned Content platform tracks your top advocates, detailing which users generate the most revenue.

SECURE RIGHTS FOR USE - ASK FOR RIGHTS

Why?

Makes your consumers feel they are your advocates
Encourages virality
Once you have rights, you can repurpose the content anywhere, anytime

Best practices

Personalize the message
Choose a simple # to answer, such as #yesBrand
Add a link to Terms of Use