Joel Knight, Marketing Services Manager, spoke about how to increase participation to increase UGC volume.
With these 10 best practices, a company can establish a new UGC-based marketing program, foster its success, and then take it multi-channel.
1. Launch an Engineered UGC program
- Have a launch announcement, and keep it simple!
- Use past-purchase e-mails for purchases up to six-months past (Send them on Tuesday mornings)
- Always provide a direct call-to-action
- Provide an incentive
- Connect your message to the brand (i.e., include the CEO’s signature in e-mails)
2. Build on Critical Mass
- Develop loyalty programs, giving contributors early access to products, badge consistent contributors, offer rewards, etc.
- Make internal contributors, such as your staff — especially for providing answers to customer-generated questions. Always remember to badge these folks
- Always send post-purchase e-mails.; include a direct link to where the customer can contribute their content (review, story, answer, etc.)
3. Take it Multi-channel
- Use cross-promotions to promote UGC and use reviews to prompt more purchases. Use box stuffers, catalogs, receipts, in-store signage, etc.
- Encourage reviews through warranty registrations from manufacturers and other packaged goods
- Use your customers’ words in all types of advertising – see how Office Depot got great results from their online ads featuring “reviews”