Andy Mallinson - Managing Director, Stackla. Joined by Alexis Sitaropoulos - VP of Marketing,...

Big Data needs

Big Content.

The role of User Generated Content in the purchasing cycle

Andy Mallinson Managing Director, Stackla @andymall

Alexis Sitaropoulous VP of Marketing, Contiki @itsalx

twistdee Denise KwongKanangra - Boyd National Park, NSW Australia

Curate, don’t create

Curate, but it’s also quite a good idea to blend it with some other branded

content that you spent a lot of money creating too

Curate, don’t create

An evolutional shift in consumer behaviour has opened up new opportunities for

marketers.

Purchasing decisions are now being made based on shared experiences.

Power to the people!

Why is UGC so powerful?

Why is UGC is so powerful?

1. Real 2. Relevant 3. Ridiculous volumes

UGC CREATES TRUST 92% of consumers trust earned media more

than any other form of advertising

92%

UGC GUIDES DECISIONS 81% of consumers’ purchasing decisions are influenced by their friends’ social media posts

UGC is powerful because it’s real

Source : Nielsen

81%

UGC is powerful because it’s relevant

Womenswear

Monochrome

Activewear

UGC is powerful because it’s in ridiculous volumes!

80MillionInstagrams daily

1.8BillionPhotos daily

500MillionTweets daily

Email

E-commerce Website

Display

Outdoor

Retargeting

Social

UGC fuels the entire purchasing cycle

COSTS

40%Brand Networks

Cost per engagement11:1Topshop

ROI21%Crown

CPM

68%Stylematch

Time on site3xHamilton Island

Engagement

SBS

25 minsAverage session timeENGAGEMENT

SALES

75%Topshop

Sales uplift30%Wanted Shoes

Conversions12%Stayz

Bookings30%No Kid Hungry

Donations

UGC results are also real

Curate, don’t create

Alexis Sitaropoulos VP of Marketing, Contiki Holidays

“When we incorporate the customer voice at every stage of the purchasing

cycle, we create a sense of authenticity, trust and loyalty that's simply not

possible with branded content.”

SOCIAL TO THE CORE

A MARKETING STRATEGY BUILT ON

CONTENT

SOCIAL A CONTENT STRATEGY BUILT ON

SOCIAL TO THE CORE

INSPIRATION

PRACTICAL

Seeing friend's Instagram pics

Which islands are the most beautiful?

Watching some inspiring sailing videos

How much are flights?

Stay in a hotel or pension?

Currency? How much, and where do I get it?

“MY CROATIA TRIP”

NO LINEAR PATH TO PURCHASE

UGC AS A CLOSER

UGC AS AN ENTRY POINT

GOING ANALOGUE

WO

RLD

WID

E

TRAVEL WITH no REgRETs

6 R E G I O N S , 6 5 C O U N T R I E SC O U N T L E S S M E M O R I E S , N O R E G R E T S

W O R L D W I D E

ADVEN

AN

LIFE

TURE

IS

CheCk out @CONTIKI and #CONTIKI for more of our travellers’ pics.

THINK BEYOND IN-NETWORK

BE DELIBERATE WITH YOUR UGC GENERATION PROGRAMS

START WITH THE END IN MIND

TRIP MANAGER PROGRAM

• #NOREGRETS, TRIP #, TM # • Over 7,000 pieces of content each week

PLAN WITH THE END IN MIND

USING DATA DRIVEN UGC

PERSONALISATION

4 PERSONALISATION DIMENSIONS

BUYING CYCLE

TRAVELSTYLE

EXPERIENCE

DESTINATION

BUDGET

#LONDONTOATHENS #VIETNAMEXPERIENCE #BEACHESANDREEFS

FORMULATION

BIG DATA NEEDS BIG CONTENT (…AND A TOOL TO MANAGE IT!)

APPLYING CONTENT TO PERSONAS ORGANICALLY

FORMULATION

• Visits Asia regional landing page• Reads blog article on passports• Visits 2 or more Asian trip pages

‘Inexperienced Asia Intender’

APPLYING CONTENT TO PERSONAS ORGANICALLY

FORMULATION

• Searches for ‘Europe’ • Visits ‘European Vista’ trip page twice in one week • Checks departures of ‘European Vista’

‘Europe Purchaser’

APPLYING CONTENT TO PERSONAS ORGANICALLY

FORMULATION

• Arrives at site from SEM • Visits ‘Spanish Spree’ trip page

Retargeted Display using Stackla & AdRoll

MEASUREMENT

THE MEASUREMENT CONUNDRUM"DATA IS THE OIL OF THE 21st CENTURY"

twistdee Denise KwongKanangra - Boyd National Park, NSW Australia

THANK YOU

Any questions?

Andy Mallinson Managing Director, Stackla @andymall

Alexis Sitaropoulous VP of Marketing, Contiki @itsalx