Retailers are increasingly using content created by their most rabid fans to promote their products. This presentation takes a data-driven look at the practice of incorporating reviews, ratings, photos and other types of user-generated content in your marketing.

2. User Generated
Content: The Basics

3. User-generated content is any fan
What is is repurposed by brands to
engagement that user-generated
drive sales or marketing messages
content?

4. Ratings & Reviews
#ecommerceUGC

5. Photos & Videos
#ecommerceUGC

6. Collaborative Filtering
#ecommerceUGC

7. A Little History…
It all started with comments and user reviews
The founding fathers of user generated content
#ecommerceUGC

8. And they still got it…
#ecommerceUGC

9. We’re taking a different approach. We want to
Reviews were revolutionary for
make every book available—the good, the
bad, andtheir time… loose.
the ugly...to let truth
— Jeff Bezos

10. User-generated content is creeping up on all ofis
And user-generated content our
marketing channels. That’s where content is
still evolving…
trending.
— Moira
Gregonis, Urban
Outfitters

11. Why is UGC important
for retailers?

12. Why is UGC important for retailers?
• 75% of reviews posted on review websites are positive.
• 95% of unhappy customers will return to your business if an
issue is resolved quickly and efficiently.
• 71% agree that consumer reviews make them more
comfortable that they are buying the right product/service.
• 70% of people consult reviews/ratings before purchasing.
• People are 63% more likely to purchase a product from a site
if it has product ratings and reviews.
• Customer reviews create a 74% increase in product
conversion.
#ecommerceUGC

13. The UGC Maturity Model
Collect and display
UGC on-site
Engage users on
social networks
#ecommerceUGC
Engage users on
social
networks, then pull
that content back
on-site

14. The UGC Maturity Model
Ad Value
Engagement
Conversion
#ecommerceUGC

15. The UGC Maturity Model
Ad Value
None
Engagement
Low
Conversion
High
#ecommerceUGC

16. The UGC Maturity Model
Ad Value
None
Moderate
Engagement
Low
Moderate
Conversion
High
None
#ecommerceUGC

17. The UGC Maturity Model
Ad Value
None
Moderate
High
Engagement
Low
Moderate
High
Conversion
High
None
High
#ecommerceUGC

18. Takeaways:
Frame the conversation by driving
engagement on-site.
Pull user-generated content back to your
product pages to generate conversions.

19. Why do Customers Want
UGC?

20. UGC Performs 4 Key Functions
#ecommerceUGC

21. ―Social proof… is driven by the assumption that surrounding people
possess more knowledge about a given situation.”
#ecommerceUGC
#ecommerceUGC

22. Merchandising
• Most products are easier to
evaluate in person than
online
• Merchandizing with user
generated images provides
tactility
• Increase the amount of timeon-site
#ecommerceUGC

23. Trust
To what extent do you trust the following forms of advertising?
(Neilsen, 2013)
Emails I signed up for
Online video ads
Ads on social networks
Display ads on mobile
Online banner ads
56%
48%
48%
45%
42%
Recommendations from
people I know
84%
Online consumer opinions
68%
#ecommerceUGC

24. Trust
#ecommerceUGC

25. Fan Celebration
#ecommerceUGC

26. Adoption of UGC in the
IR500

27. Where are we now?
IR 500
•
•
•
73% of retailers use product reviews
69% of retailers use product ratings
19% of retailers use collaborative filtering
#ecommerceUGC

28. Where are we now?
What % of the IR 500 uses:
Facebook
85%
Twitter
79%
Google+
36%
Instagram
14%*
Pinterest
48%
YouTube
48%
#ecommerceUGC

29. Where are we now?
What % of the IR 500 uses:
UGC Photos
UGC Videos
#ecommerceUGC
3.3%
1.5%

30. Takeaway:
We’re still in the early stages.
Significant opportunities exist for
innovators.

31. Awesome UGC Case
Studies

32. Impact on Performance: Dessy.com
Challenge
Keeping visitors engaged longer
Solution
A user-driven wedding style gallery
Results
#ecommerceUGC

33. Impact on Performance: Ben & Jerry’s
Challenge
Activate dormant customers and
generate user images for national ad
campaign
Solution
User image campaign via
#captureeuphoria
Results
#ecommerceUGC

34. Impact on Performance: Rent the Runway
Challenge:
Provide users with confidence when renting
previously owned dress to increase conversions
Solution:
Crowd-sourcing user-generated images to
display on product pages
Results:
#ecommerceUGC

35. Impact on Performance: Urban Outfitters
Challenge:
Capitalize on the 100,000+ brand endorsements
from user-images being shared across social
Solution:
On-site UGC gallery which links to product
pages
Results:
#ecommerceUGC

36. What can you do today?

37. What can you do today?
• Use an ecommerce platform with a ratings and reviews
component built in.
• Incentivize UGC on social media
– Consider contests and promotions!
• Experiment with UGC call to actions in-store and in
product packaging.
#ecommerceUGC