User-Generated Content for Brands Overview

CONNECT THROUGH CONTENT @filemobile


Digital Media Gannett Wall Street Journal Disney ABC Hearst TV Fox News Shaw Media CBC The Weather Network Transcontinental Seattle Post Gazette Active Network

Digital Marketing Molson / Coors Honda Ben and Jerrys Life is Good Sun Life Royal Le Page Campbell’s Garage Tim Hortons Colgate Maple Leaf Foods Fisher Price

Agencies BBDO Taxi Fluid Rain 43!Full House Interactive!Brandfire Marketing!Jet Cooper!70 Mainstreet!Draft FCB!Publicis Canada!Pixel Pusher!Y&R Inc!

About Filemobile

•  SaaS based Social Marketing Suite

•  Founded in Sept 2006

•  Launched in excess of 3,000 apps

•  Partners: Brightcove & ICUC

•  Based in Toronto

“Filemobile is best in class at user generated content ” - Gannett


Some of the company we keep…

The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again.



The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file

The image cannot be displayed. Your computer may not have enough memory to open the image, or the



Companies are struggling to find fresh, relevant content to continually engage with their audience.


The creation of storytelling material that aracts people to the brand


A brand must give something valuable

to get something valuable in return.


Instead of the commercial, be the show. Instead of the banner ad, be the feature story.


The value returned is oen that people associate good things with and return to engage with — the brand.


Where are you on this chart?

Content Marketing Maturity Model


92% of consumers around the world say they trust earned media, such as word-of-mouth & recommendations from friends, above all

other forms of advertising.

Consider user-generated content:


Humans are visual beings who are aracted to images


Why? A picture is worth a 1,000 words


Photos Make Up 93% of the Most Engaging posts on Facebook

People upload 300 m photos a day on Facebook, 40% are from mobile devices

25% of consumers consider their smartphone their primary camera

Photo posts get 39% more interaction

… and people give them a LOT more aention


… and people give them a LOT more aention

Rich Media is expensive to produce


Your audience wants to give you their photos & videos


The cost is your time in the important role of curation


Publish it to your audience and let them consume it


Celebrate your customer


Let your customers help you tell your story


Introduction FORD f-150 at 1 million miles #fordpride


Reason to moderate #fordpride


Turn Words Into Images


Find a great concept that works with your brand


Make it easy for your audience to engage


YOUR DIGITAL BRAND + GOOD CONTENT

Social Activities drive engagement


YOUR DIGITAL BRAND + GOOD CONTENT

Social Activities drive engagement

= Earned Media


Types of UGC Content

BORROWED CONTENT OWNED CONTENT

!   Your Program

!   Your terms of use

!   Uploaded to you

!   Your community

!  Your hashtag


!   Give users specific tasks

!   Experiential Prize

!   Mine the Facebook Social Graph

!   Commenting / Rating / Voting

!   Ask for it at the source: Mobile app

!   Put UGC video on TV

!   Seed your content

!   Promote good content

!   Curate & moderated your content

Tips for geing beer UGC


The Solution: Filemobile’s Platform & Products

Gather. Curate. Publish. Amplify.


Flexible: How we deliver the solution:

TIME TO DEPLOY

COMPLEX I TY

White Label: Complete turnkey web and mobile apps

Template: Create web apps fast with our component library

APIs & SDKs: Fully documented, allow for custom application for any device or integration in any system

Widgets: Web iframe drop and go


Product Suite Media Factory provides a cross-platform suite of products

Live Blogging Social Feeds User-Generated News Contests Community Widgets Mobile


UGC Case Studies


Case Study: CTV Mynews

!   Type: Gamification of citizen journalism

!   Client: CTV Mynews

!   Info: TV / Web audience at CTV is asked to send

in photos/video to be integrated into the CTV

Mynews experience. Mynews has 45,000 users

and has driven over 14 million page/views.

!   Contributors are engaged in a gamified citizen

journalism hub. Points and Badges are awarded

depending on the value of the content that is

contributed. The top award is for videos that are

broadcast on TV.


Case Study – Ganne

!   API: UGC Upload/Moderate/Publish !   Integrated across 100+ Local websites.

!   API provides Gannett with freedom to integrate into their CMS and Broadcasting systems.

!   Over 200 million u/v have access to UGC functionality.

!   Integrated with Brightcove Video Cloud.

!   Images and Video uploaded to specific “themes” and “categories” drive page views inside slideshows.

!   USA Today launching in the next rollout.

!   URL: Various Sites.


Case Study – The Weather Network

!   API: Cross Platform Implementation !   UGC Submission promotion every 10 min on TV. !   15 million u/v per month [comScore]. !   Cross-platform implementation using APIs. !   Powering all photos and videos. !   Powering video w/ pre-roll / lower-thirds. !   User generated photos / videos. !   Geo-filtering on 10,000 cities. !   Push to Broadcast, Pull from Broadcast. !   Mobile / Tablet / Desktop applications(s) for

uploading and display. ! http://bit.ly/LRXpim


Case Study – Life is Good

•  API: Moderated Instagram Feeds •  Client is ingesting Instagram feeds into Media Factory.

•  Users are able to upload by using #optimism + they can upload video or photo from their computers.

•  API allows Life is Good to build a custom interface that resembles Pinterest.

Case Study – World Bank

•  Facebook Contest •  World Bank is running a photo/video contest in Facebook.

•  Their audience must “Like” the Fan Page to access the contest.

•  All social activities are broadcast through the participants feed driving most of the site discovery.


!   Deployed in : Canada, USA, Australia & Europe (Q1/2014)

!   Over 50,000,000 unique visitors per month*

!   Over 4 million user sessions per day

!   100 + million API calls per month

!   150,000 photos / videos uploaded per month

!   25,000 comments per month

!   Over 5 million registered users

!   Over 10,000,000 media items uploaded

!   20 million + media views per month

Platform Key Stats


Thanks…

@filemobile www.filemobile.com blog.filemobile.com

Technology

User-Generated Content for Brands Overview