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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
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
