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Twitter Chat: Integrating User-Generated Content in Your Social Strategy - Transcript & Summary

Twitter Chat: Integrating User-Generated Content in Your Social Strategy - Transcript & Summary featured image

Thanks to all who participated in the ManageFlitter #SocialROI Twitter Chat on Tuesday, 31st October 2017.

Madalyn Sklar hosted a Twitter Chat with Shayla Price around the topic of “Integrating User-Generated Content in Your Social Strategy”.

Details of our next Twitter Chat:

Topic: How to Launch and Measure Targeted Social Marketing Campaigns

Guest: Mindi Rosser – Social Media Business Strategist
Date & Time: Tuesday, 7th November 2017, 5.00pm EST
Channel: #SocialROI Chat

Click here for more information about our Twitter Chats.

Below is a curated version of the Twitter Chat with Shayla Price.

From the CEO Questions:

  1. ManageFlitter has a decent following. How often do you receive positive User Generated Content and what do you do with it?

Guest Questions:

  1. What is User Generated Content (UGC)?
  2. What are the benefits of incorporating User Generated Content (UGC) into your marketing strategy?
  3. Where should you share/place User Generated Content? Are there any vehicles that are particularly effective?
  4. There must be some laws around using other people’s content. What are some best practices when it comes to using UGC?
  5. Is it possible for marketers to monetise UGC? If so, how?
  6. UGC isn’t easy to come by. How do marketers tackle this problem? Is it rude to ask your customers for content?
  7. In your opinion, which brands are utilising User Generated Content best and why?

From the CEO Questions:

Q) ManageFlitter has a decent following. How often do you receive positive User Generated Content and what do you do with it? #SocialROI pic.twitter.com/hzeLLJNA7c
— ManageFlitter (@ManageFlitter) October 31, 2017

CEO Answers

A1: We receive a few tweets every day. We always respond, sometimes retweet & often share internally. #SocialRoi https://t.co/XZLenW2Wkg
— Kevin Garber (@Ke_Ga) October 31, 2017

A2: We also respond to every single blog comment. #SocialRoi https://t.co/XZLenW2Wkg
— Kevin Garber (@Ke_Ga) October 31, 2017

A3: And of course the #SocialRoi chat itself is UGC at its finest! https://t.co/XZLenW2Wkg
— Kevin Garber (@Ke_Ga) October 31, 2017

A4: All are part of our ongoing dialogue with our users which is very valuable to us. #SocialRoi https://t.co/XZLenW2Wkg
— Kevin Garber (@Ke_Ga) October 31, 2017

A5: I also use @brand24 to monitor the web for any company mentions that I have missed. #SocialRoi https://t.co/XZLenW2Wkg
— Kevin Garber (@Ke_Ga) October 31, 2017

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Guest Questions:

Q1: What is User Generated Content (UGC)? #SocialROI pic.twitter.com/ewlwBMefBf
— ManageFlitter (@ManageFlitter) October 31, 2017

Guest Answers

A1a: UGC is any form of content created by your consumers that highlights your brand. #SocialROI
— Shayla Price (@shaylaprice) October 31, 2017

A1b: UGC ranges from blog posts and videos to tweets and photos. It also can reflect your brand in a positive or negative manner. #SocialROI
— Shayla Price (@shaylaprice) October 31, 2017

A1c: Here’s a UGC example from a @Chobani customer: #SocialROI pic.twitter.com/crAJ7cM4P0
— Shayla Price (@shaylaprice) October 31, 2017

Other Answers

A1) User Generated Content is defined as any type of content that has been created and put out there by unpaid contributors or fans. #SocialROI
— James Mann (@jamesmann23) October 31, 2017

A1B) It can refer to pictures, videos, blog posts and is the act of users promoting a brand rather than the brand itself. #SocialROI
— James Mann (@jamesmann23) October 31, 2017

A1) Always look for opportunities to “give others a chance to take a selfie with you”- ie: let others promote you, take a photo of your product etc, give you a review, create an “unboxing” video.. let your customers big you up, and you won’t need to! #SocialROI #UGC https://t.co/SUVN2eIUYB
— Gary Ennis (@nsdesign) October 31, 2017

A1: When I get complimentary tweets, I'll ask if I can use it as a testimonial. It's a great way to take advantage of UGC. #SocialROI
— Madalyn Sklar (@MadalynSklar) October 31, 2017

A1: UGC is any type of content generated by users of your product/service. Can include: Testimonials, articles, photos, memes etc.#SocialROI
— Kate Frappell (@katefrappell) October 31, 2017

A1: it's content that users post to social media that usually include a product in the photo or gives a shout-out to a brand. #SocialROI
— Maria Marchewka (@_MariaMarchewka) October 31, 2017

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Q2: What are the benefits of incorporating User Generated Content UGC) into your marketing strategy? #SocialROI pic.twitter.com/PQTSjk8MfM
— ManageFlitter (@ManageFlitter) October 31, 2017

Guest Answers

A2a: UGC helps build consumer trust, improve brand perception, and facilitate the sales process. #SocialROI
— Shayla Price (@shaylaprice) October 31, 2017

A2b: With UGC, brands can collect feedback about their products. You can find out what’s going well and what needs improvement. #SocialROI
— Shayla Price (@shaylaprice) October 31, 2017

Other Answers

A2 It’s a very authentic portrayal of your brand/business and one that people trust and pay attention to #SocialROI https://t.co/hZufJUiwpq
— Louise Upchurch (@Loulou_Uberkirk) October 31, 2017

A2 people are more apt to trust brands messages when it comes from people like them or that they look to, than from brands #SocialROI
— LUCYrk (@LUCYrk78) October 31, 2017

A2) Your potential new customers don’t trust you. Don’t take it personally – they just don’t know you yet. What they trust is other people. Your Customers, your 3rd party reviews, their friends etc. #UGC is trusted content that boosts your reputation. #SocialROI https://t.co/ZGrNqNfVHY
— Gary Ennis (@nsdesign) October 31, 2017

A2 Incorporating user-generated content in your marketing strategy shows customers it's not all about you. We're a community. #SocialROI
— Jim Katzaman (@JKatzaman) October 31, 2017

A2) We all like personalization; so, the more connected individuals feel, the more likely they are to engage with a product. #SocialROI
— James Mann (@jamesmann23) October 31, 2017

A2:

  1. Somebody did the work for you!
  2. It’s a virtual pat on the back.
  3. You potentially have a new brand ambassador.#SocialROI
    — Kate Frappell (@katefrappell) October 31, 2017

A2: it's a great way to motivate your followers to engage & interact w/ you for a chance to be featured on your social profiles. #socialroi
— Maria Marchewka (@_MariaMarchewka) October 31, 2017

You discover how they live their own personal #UX, which is absolutely precious to know and may give you unexpected insight! #SocialROI
— Silvia Del Corso (@Silvia_PinkSEO) October 31, 2017

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Q3: Where should you share/place User Generated Content? Are there any vehicles that are particularly effective? #SocialROI pic.twitter.com/Um7CeqFBk0
— ManageFlitter (@ManageFlitter) October 31, 2017

Guest Answers

A3a: Share UGC where your audience lives. This includes online and offline channels. #SocialROI
— Shayla Price (@shaylaprice) October 31, 2017

A3b: Online channels: social media, website, email, community forums; Offline channels: direct mail, store signage, radio ads. #SocialROI
— Shayla Price (@shaylaprice) October 31, 2017

A3c: Here’s @GoPro sharing UGC on Facebook: #SocialROI pic.twitter.com/tWFdIUaMAO
— Shayla Price (@shaylaprice) October 31, 2017

Other Answers

A3 generally place it where it comes from. That encourages others to share. If it fits, adjust for platform & repurpose. #SocialROI
— LUCYrk (@LUCYrk78) October 31, 2017

A3: I add UGC testimonials on my website, tweets and my online course sales pages. #SocialROI
— Madalyn Sklar (@MadalynSklar) October 31, 2017

A3 If possible, share user-generated content at least at the same places users generated it b/c that's where they & friends are. #SocialROI
— Jim Katzaman (@JKatzaman) October 31, 2017

Share it where most of your audience listens to you! This could be a podcast, video, #SMC etc so that you have max engagement! #SocialROI
— Nimit Bhatt (@BhattNimit) October 31, 2017

A3 Definitely on social media. Facebook has over 2 billion users and 1.5 billion active. It's where everyone lives in the digital world. #SocialROI
— Dominic Cruz (@I_Am_DCruz) October 31, 2017

A3 Most importantly, share it aligned to channel & ways audience is used to consuming it. A shoutout & thank yous go a long way #SocialROI https://t.co/OczNNe1BZN
— Zala Bricelj (@ZalkaB) October 31, 2017

A3. Twitter seems to be the best place for user generated content due to the "real time" presence #socialroi
— Cheval John (@chevd80) October 31, 2017

A3: WEBSITES! People visit sites to get info on your brand. They can be heavily influenced by what other people think of you. #SocialROI
— Kate Frappell (@katefrappell) October 31, 2017

Convert into graphics, and spread around on #socialbookmarking sites like #Pinterest, #Tumblr, or #WeHeartIt #socialroi
— j simpson (@for3stpunk) October 31, 2017

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Q4: There must be some laws around using other people’s content. What are some best practices when it comes to using UGC? #SocialROI pic.twitter.com/hBU7OymN2S
— ManageFlitter (@ManageFlitter) October 31, 2017

Guest Answers

A4a: It’s okay to share UGC on the intended platform (e.g. retweeting). #SocialROI
— Shayla Price (@shaylaprice) October 31, 2017

A4b: UGC gets tricky when you want to use it in a campaign. Always ask customers for permission and get a signed contract. #SocialROI
— Shayla Price (@shaylaprice) October 31, 2017

A4c: Here’s a post from @SMExaminer on how to legally leverage UGC. (Of course, ask an attorney, too!) https://t.co/tYl1KDM1GH #SocialROI
— Shayla Price (@shaylaprice) October 31, 2017

Other Answers

A4 It depends on the content and where you are sharing it from. If you are going to use someone's content you better respect it #socialroi https://t.co/kmwAEOIv1g
— Jade Alberts Consult (@Jade_A_Consult) October 31, 2017

A4: “Share” other people’s content via the RT or Share button… and feel free to add comments on top… don’t copy paste the original content into “new” posts… it’s someone else’s content – give them credit for it and stay on the right side of #copyright #SocialROI pic.twitter.com/zsiWKXcXDb
— Gary Ennis (@nsdesign) October 31, 2017

A4: I ALWAYS ask permission before I use UGC outside a RT or sharing a social media post. #SocialROI
— Madalyn Sklar (@MadalynSklar) October 31, 2017

A4 As a courtesy, ask users if it's OK to use what they already shared with you mostly out in the open. Flattery pays dividends. #SocialROI
— Jim Katzaman (@JKatzaman) October 31, 2017

A4. Make sure you quote the sources when you are putting out content especially if it is a blog post #socialroi
— Cheval John (@chevd80) October 31, 2017

A4: I always make sure to give credit to the user. Never claim as your own unless you get written permission. #SocialROI
— Maria Marchewka (@_MariaMarchewka) October 31, 2017

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Q5: Is it possible for marketers to monetise UGC? If so, how? #SocialROI pic.twitter.com/V9d8hTmGT5
— ManageFlitter (@ManageFlitter) October 31, 2017

Guest Answers

A5a: Yes! Monetization isn’t necessarily a direct sale. UGC helps guide consumers down the sales funnel by building brand trust. #SocialROI
— Shayla Price (@shaylaprice) October 31, 2017

A5b: .@GlamGlow adds UGC to its product pages as social proof to persuade buyers: #SocialROI pic.twitter.com/5szFCQhtuQ
— Shayla Price (@shaylaprice) October 31, 2017

Other Answers

A5 Be very careful about monetizing user-generated content. It might not be worth the legal effort. You don't need to chase $$$$. #SocialROI
— Jim Katzaman (@JKatzaman) October 31, 2017

A5. Crowdsourcing. UGC is a shortcut to new product introductions / variations. Already crowd tested = less risk, faster $$$ #SocialROI
— Su Doyle (@sudoyle) October 31, 2017

A5 @innocent do this well in the U.K., for charity. Their UGC is little knitted hats on the bottles which increase sales #SocialROI
— Cathy Wassell (@CathyWassell) October 31, 2017

A5: Possible.. but why try. The value is in the positive #UGC itself. A testimonial is the most valuable bit of marketing you can do.. and you don’t actually do it – they do! #SocialROI
— Gary Ennis (@nsdesign) October 31, 2017

A5. Indirectly yes. They are ur brand advocates to a degree. When they see u are trusted source, some will do business with you #socialroi
— Cheval John (@chevd80) October 31, 2017

Once you use UGC, audience is happy and now the strategy needs a scale up, use paid ads & monetize it! #SocialROI
— Nimit Bhatt (@BhattNimit) October 31, 2017

A5: Various way to monetize your UGC https://t.co/ngOwMJ8CJH #SocialROI pic.twitter.com/w4QV1id7lg
— QL Tech Australia (@QLTechAustralia) November 1, 2017

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Q6: UGC isn’t easy to come by. How do marketers tackle this problem? Is it rude to ask your customers for content? #SocialROI pic.twitter.com/Csmw0pM1CC
— ManageFlitter (@ManageFlitter) October 31, 2017

Guest Answers

A6a: Asking your customers is the best way. Most consumers want to advocate for brands they love. #SocialROI
— Shayla Price (@shaylaprice) October 31, 2017

A6b: Entice your audience to participate with hashtag campaigns, cool contests, and daily recognition. Make UGC fun! #SocialROI
— Shayla Price (@shaylaprice) October 31, 2017

Other Answers

A6: I would consider UGC as something you do later down the road after you have built an audience to ask. #socialroi
— Tim @ Stoneham Press (@StonehamPress) October 31, 2017

A6 you can give incentives to get UGC if necessary, such as giveaways but once you've built your tribe you won't need to. #SocialROI
— Cathy Wassell (@CathyWassell) October 31, 2017

A6. Just ask! Engage with your customers and encourage them to be creative. You can incentivise but it's not usually necessary! #SocialROI https://t.co/fKsUwZ8nTm
— Louise Upchurch (@Loulou_Uberkirk) October 31, 2017

A6 Facilitate possibilities & channels for users to share the experience & give their feedback. Be proactive about it #SocialROI
— Zala Bricelj (@ZalkaB) October 31, 2017

A6) Build it into your business process. When you finish a job – always ask for a recommendation. When you work with client, nudge them to take a #selfie… get into the habit of asking for #UGC – the fact is most customers love giving it! #SocialRoi https://t.co/vdmSQXJ3TF
— Gary Ennis (@nsdesign) October 31, 2017

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Q7: In your opinion, which brands are utilising User Generated Content best and why? #SocialROI pic.twitter.com/qZxLS6gclt
— ManageFlitter (@ManageFlitter) October 31, 2017

Guest Answers

A7a: The best brands strike emotion and give context with their UGC. #SocialROI
— Shayla Price (@shaylaprice) October 31, 2017

A7b: .@RenttheRunway describes the product w/ brand personality and gives the customer a shout-out. #SocialROI pic.twitter.com/gR15uFfqlH
— Shayla Price (@shaylaprice) October 31, 2017

A7c: .@HealthySpot showcases its customers and turns UGC into a friendly competition. #SocialROI pic.twitter.com/YmEvxTfJ2a
— Shayla Price (@shaylaprice) October 31, 2017

Other Answers

A7: As @shaylaprice mentioned earlier, @GoPro does a wonderful job of utilizing UGC. They have rabid fans who love the product. #SocialROI
— Madalyn Sklar (@MadalynSklar) October 31, 2017

A7: Brands with plenty of photographic content! Apple’s Instagram account is impressive. GoPro, Contiki & Topdeck are also great! #SocialROI
— Kate Frappell (@katefrappell) October 31, 2017

A7 in the UK Walkers had a UGC disaster when an automated campaign went wrong and the content wasn't desirable. So take care. #SocialROI
— Cathy Wassell (@CathyWassell) October 31, 2017

A7 The ones that use, repurpose & integrate UGC into their strategy in such way that it doesn't feel like "mktg" or publicity #SocialROI https://t.co/EJGkFDzCji
— Zala Bricelj (@ZalkaB) October 31, 2017

A7 I'd go for GoPro, Dove and I love how @buffer includes the community in everything they do! Their is empowered / empowers. #SocialROI
— Zala Bricelj (@ZalkaB) October 31, 2017

A7) Check out @trtlpillow – they do a lot of sharing great pics from other people using their product. @GoPro are excellent at this too… It helps that they ship their products with little reminders to "share using our #hashtag…." – Go do it!! #SocialROI
— Gary Ennis (@nsdesign) October 31, 2017

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We hope the above has provided some useful information.
Join our next #SocialROI Chat next week on
Tuesday, 7th November 2017, 5.00pm EST.

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