Leveraging User-Generated Content (UGC)

Need Overview:

A recently signed BePozzi client is interested in putting a social media strategy and guidelines in place that focuses on how to curate and leverage user-generated content. This strategy and guide will be used by their event and social marketing teams to create consistency in the gathering process and brand voice.

In addition, they need assistance to determine the best repository for this content for later use and also a process to develop and store consent from content creators.

User-Generated Content (UGC) is a powerful way to show customers that you appreciate them posting your product on their social feeds. Not only are they sharing your product on their social network, but there is a good chance that someone in their community wants to be like them.

UGC works at two levels:

• Social Proof: If Joe likes that product and I like Joe, I will probably like that product as well or at least try it.

• Reciprocity: A great way to recognize and give a shout out to your brand followers that Joe is a cool dude. Be like Joe.

Client Background:

This client has recently moved from start-up mode to a growth and expansion stage and needs help to fill thought leadership gaps on their team. They are an outdoor lifestyle brand with a combined dealer and DTC online model. An exciting and energetic team that loves and believes in their product and how it helps their customers.

“I’ve known the founder of BePozzi, Drew Smith, for years and have watched him build incredibly engaging social media brands for other companies. So glad he finally gets to work with us” - Paul W. - CEO and Founder

Solution:

BePozzi is working with the leadership team and marketing function to evaluate the scope of existing UGC and develop standards to leverage this user content and expanding it beyond the scope of singular use on existing social media.

Leveraging deep relationships in the social micro-influencer and influencer space in their target market, we will determine and test to see if it's a viable option for marketing and content generation.

Finally, we will develop a voice of customer campaign that leverages focus groups, surveys, and product reviews that round out our client's understanding of the customer and lead to new marketing opportunities and new strategies.

This project will be a fun one, for sure.