User-generated content; When users "work"
• Picture of Nutella chocolate on the breakfast table, Instagram!
• A sharp and critical tweet about the two-hour delay of an airline, Twitter!
• A short note in support of the new benchmark campaign, Blog!
• Group photo of a birthday party at Viona Chain Cafe, Facebook!
• Text in support of Samsung's latest galaxy, Forum!
• Release of unboxing video of the new Xbox console, YouTube!
We call this user-generated content (UGC-generated content). Users and audiences are present in all interactive media and are constantly producing content. Part of this huge volume of content is related to brands; Brands that are in touch with the lives of their audiences.
What do people say about your brand?
Google your brand name to get started. You can also access content related to your brand on social media through hashtags. You see, people are talking about your brand. You may feel proud and proud of your brand for reading the opinions of your loyalists; Of course, this does not happen most of the time and you will encounter a lot of complaints and negative points. Someone has slaughtered and brutally attacked your brand with their sharp language. You do not need to be depressed. Think of these ideas as the result of real field research to identify your brand's weaknesses. Take things in stride and try not focus too much on the problem. No market research institute talks to you so frankly!
Want user-generated content? So push the car!
The production of user-generated content that aligns with the brand's goals often needs encouragement. In fact, mechanisms need to be defined to encourage the audience and produce content for us. These incentives can be monetary or non-monetary. For example, launching a campaign and awarding prizes is one of the most basic ways to stimulate the audience content engine. Audiences produce content and reward the brand. Does not look like a bad deal! But as we said, this support is not always going to be monetary. In many cases, users produce and publish related content simply because of its inherent brand value. So maybe it's better to be a value-added brand. Create value for people
User-generated content, threat or opportunity?
In many cases, user-generated content may seem troublesome. This may be true to some extent, but it is definitely a positive sign. People often talk about key people, products and brands; I have never seen anyone tweet about trivial products. Here is a quote from Oscar Wilde, an Irish writer and poet on the subject: "There is only one worse thing in the world than to be talked about; "That is not to say anything about you!" So all you have to do is help build and influence this flow of content; An impact that aligns with your business goals.
Be part of the flow
Launching a positive stream of application content is not a complicated task. In the book Oral Marketing, Andy Cernowitz states that people love to talk and just give them a reason to talk about you. In other words, in this book, Andy has given the role of facilitator to the brand, so that this conversation can take place more easily. In addition, the emergence of new platforms has led to a kind of oral marketing (or word of mouth marketing or WOM) in the digital space (WOW = Word Of Web).
Do something to catch the tongues
Whether offline or online, if you want your brand to be about languages, just follow the following four carefully: 1) Pay attention: no one talks about dulls! If you want people to talk about your company or products, you have to do interesting things; Interesting things that match your brand personality.
2) Make it easy: the message should be simple; So simple that it is easy to remember. At the same time, try to publish it as much as possible. 3) Have a satisfied audience: Keep customers satisfied so that they can talk about your goodness with family and friends. Satisfied customers will be your best promoters.
4) Be trusted and respected: If you are not respected, you will not get a positive word. Do not forget that no one will talk about a brand that they do not like or trust.
