Bringing UGC into the Ecommerce Experience

Moira Gregonis, Urban Outfitters

+

Brendan Lowry, Curalate

Details• Brendan will lead Q&A at end of call

• Tag your tweets with #CuralateUGC

• A follow up will be sent with slides and recording of the webinar

What you’ll learn• 3 reasons to combine UGC and ecommerce

• How UO got organization-wide buy in for UGC

• Why fan photos have been so valuable for Urban

• A few lessons learned by Moira along the way

• Use-cases for UGC outside of ecommerce

1.8 BILLIONimages shared daily

YOU & THEM.

THEM & THEM.

IT’S HAPPENING IN PUBLIC.

CONSUMERS LIKE TO BRAG.

UGC matters because…• Generates social proof

• Improves merchandising

• Creates a more visual “review & ratings” system

• Celebrates advocates

SOCIAL PROOF.

Traditional Product Shot Fan Photo

Merchandising

VS

Text Review Fan Photo

Ratings & Reviews

VS

SOCIAL HIGH FIVE.

HOW?

Moira Gregonis, Senior Marketing Manager

GETTING VISUAL.

#UOONYOU

Ah-ha! Moment with Sincerely Jules.

“UGC IS THE FUTURE OF MARKETING.”

OOPS.

Why UGC?• Natural progression of the brand based on

customer behavior

• We are proud of our customers and people that are associated with our brand

• Customer appreciation

• Localized style inspiration

Team Structure• Associate Marketing Manager

• Coordinator - Instagram asset creation

• Coordinator - Fanreel management

Success Metrics• Engagement w/ photos that contain the

#urbanoutfitters hashtag increased 94.51% since the launch of Fanreel (September 2013)

• On average, over 900 photos per week are now shared to Instagram with the hashtag #UOonYOU

• That's a 2x increase in photos shared each week compared to January 2014

Next Steps• Promoting hashtag in-store

• Fanreel in our mobile app

• Pulling images for the music gateway

• New Gallery page that allows us to filter

• Better UX design throughout our site

• Monetizing our OWN instagram account

Collect Moderate Productize Display

Fanreel Overview

Additional Fanreel Use Cases• Instagram Campaign

• Product Detail Page

• Content Repository

CAMP AI GN

CAMP AI GN

Instagram impressions

1M 238%increase in

engagementgrowth in followers

32%

PROD U CT DETAIL

PROD U CT DETAIL

images in the first 3 months

10K 20%average click through rate

increased time on site

11%

YES ! T AG S

YES ! T AG S

ANNOUNCING

Discover. Personalize. Purchase.

What is Like2Buy?•Monetizes your Instagram account in under five minutes

•Provides the optimal mix of safety and speed for the consumer

•Generates revenue from the likes you already have

•Delivers rich analytics so that social teams can show results

How it works.•Fans sees your photo in their feeds

•Fans simply click on your name to arrive at your profile

•Your captions continue to maintain the creativity and voice that you’re used to: no need to clutter things with prices, sizes, etc.

•Super safe - No need for consumers to put personally identifiable info such as email addresses in a comment

How it works.•Fans click on the link on the profile

How it works.•A gallery of the Instagram photos you’ve associated with a product in Curalate’s back end is shown to the consumer

•Consumer can tap on the product they’re interested in or continue to scroll down the “Featured” tab for further inspiration

How it works.•Consumer can also click “My Likes” to see any product photos they’ve previously liked from your brand

•Enables you to monetize past engagement

•Tapping an image takes the consumer directly to that product’s detail page

How it works.•Consumer arrives on your product page to purchase

•Enables them to explore additional product photos, confirm product availability, and read your product story

•Seamless fulfillment with the systems you already have in place and in an environment consumers trust - your site

Your site is optimized for transactions and trust. Leverage it.

!

Like2Buy lets you take credit for delivering traffic to your site and gives you ownership of

the consumer experience.

Q&A

+

Brendan Lowry, Curalate

brendan@curalate.com

curalate.com