Power to the people: Building real engagement with Consumer Generated Content | Liana Furini | Skillshare

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Power to the people: Building real engagement with Consumer Generated Content

teacher avatar Liana Furini, Digital Marketing

Watch this class and thousands more

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Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Watch this class and thousands more

Get unlimited access to every class
Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Lessons in This Class

7 Lessons (31m)
    • 1. Class introduction

    • 2. User empowerment

    • 3. Consumer-generated content

    • 4. Getting to know your audience

    • 5. Return on Investment

    • 6. How to create a persona

    • 7. Final thoughts

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About This Class


On the internet, anyone can create and share their own content, something that was never possible before. This is irreversible and is actually pretty great! This course is about how a brand can take advantage of the power that the internet users have in a smart, cheap and - most important - real way.

In this class, the students will learn:

  • What is user empowerment and why it is important for the brands to be aware of;
  • What is Consumer Generated Content and how to approach the audiences to get them to get involved with the company/brand/product;
  • Why CGC is important for the company;
  • How to measure the Return on Investment of these marketing efforts;
  • What is a persona and why it is important for the brands;
  • How to create a persona related to the company/brand/product and how to leverage it.

For this class, the student need a little knowledge of marketing, but mainly the student needs to be curious, open-minded and eager to learn.

Meet Your Teacher

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Liana Furini

Digital Marketing


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1. Class introduction: Hello. Welcome to the course. Power to the people building Really engagement with consumer generated content. We all hear big fence of the Internet, right on the Internet. Anyone can create and share their own content, something that was never possible before. This is irreversible and is actually pretty great. This course is about how a brand can take advantage of the power that the Internet uses half in his marks, cheap and most important, re away in our first class. We'll start by explaining how the Internet works and why the user empowerment is something that is out there for good. We talk about the difference between traditional and directive media, the concept off pro sumer and how all of this can be good for the brand. In our second class, we will go through the concept off CGC, the consumer generated content. We talk about a few possibilities off how brands can use the content created by other people and take advantage of it. Also, we'll show you a few examples both good and bed off what the brands are already doing and how they're leveraging or not. They're citrusy. Next in this class, you see how you can get to know your brain audience using data generated by tools such as Google analytics, Facebook stats, Twitter analytics and others. The majority of the stools air free and provide a lot of insides about your followers, their interests, choices, connections. And you can also compare your digital presence with your competitors. In the fourth class, we talk about how to bring people's attention and how to get them to participate and involved with the message programs and general products that you're creating to promote her brand product or service. Here. We'll bring some examples to inspire you to engage your own audience later on. Now let's talk about money. This class will be dedicated to understand how the investment on relationship can bring positive results to the brand, both in revenue and brand awareness. The return on the investment is super important, and very often it's hard to prove that's why this class is so useful. This is our class project. After discussing what a persona ease and how it can be useful for brands, products and companies, we request that you create a persona for your own brand. Proud of our company. We'll give you all the information you need to do so. And don't worry. We'll be there if you need help during the stresses. Well, that's it. We hope you like what it have prepared for you. See you soon. 2. User empowerment: Hi. Welcome back to the course. Power to the people building. Really engagement with consumer generated content in this class would talk about the Internet and user empowerment. As many of you know, the Internet was not the first net were created. ARPA. Net was a network created by our for the Advanced Research Projects Agency off the United States Department of Defense. In 1969 our planet was created with the purpose off communicating and sharing resource is among scientific users and universities. The development off the TCP I P protocols in the 19 seventies made it possible to expend the site of the network, which now had become a network of networks which today we call the Internet. So the Internet is not only a network, but a network of networks. We shouldn't look at the Internet as a network of computers, but rather as a network off people. It's in simple right, but actually is not. Quite When we think about her audience as actual people, we may change perspective. We don't need to be the most techie and loud and present ever. We just need to care and be helpful. That's actually what matters. The most the media Internet is very different than the other ones on the traditional media . The content is produced by specialists, usually communication professionals, journalists adds people public relations, etcetera and controlled by a few like agitators or channel owners. On the Internet, especially on social media, the content is produced by pretty much everybody and controlled by nobody. Off course, there are rules, but the Internet itself doesn't control the content that is being shared. That's where the communication and computer paradigm many to maybe comes from. Many to many means that the Internet has multiple users contributing and receive information, and that these information elements are internal eat across the Web. The users are able to connect and communicate dynamically and freely because the Internet treats blockages as errors. It is from these characteristics that the term pro Sumer arrives a pro. Sumer is a person who both consumes and produces media. One can say that the temporal assumption became popular because of the book economics by Don't Tapscott and Anthony Williams. They used the term perception to refer to the creation of products and services by the same people who will use them. Marshall McLuhan and Barrington of it suggested in their 1972 book Take today that with electronic technology, the consumer would become a producer. Well, if they said that about the electric technology, imagine the power that the user game from then to now and what they can do with it off course. It can be scary for the brand's having to do with this kind of consumer. But if the brands understand and acknowledge the users, there might be a very good opportunity for partnership. An empowered user is one of the reasons why platforms like Wikipedia and kick cider can exist. They rely on the users to create the largest encyclopedia off the world and to fund projects created by anyone called crowdfunding in an independent way. They both use the people's power and give power to the people. The user empowerment also creates new authorities as an example. Hannah Bronfman, one of the most influential people off the world on fitness, is a deejay and holds a degree in sculpture, and it's not a physical educator or an athlete on the Internet. She has as much space as any other people or company that is an INSTAGRAM account and has the possibility to build her own audience. But a line is that on the Internet, the power is on the user's hand. They will, actually, we're talking about s follow only the mountain that they like. And if they don't like what is available there for them, they have the possibility of creating their own content and reaching an audience even bigger than other media's group off. That is, that purify the greatest you took. Channel nowadays has over 57 million subscribers and more than 16 billion views. Can you imagine how many people he influences every day? We'll keep posted for next class. We will talk exactly about content created by the common user. How discomfort can influence other people and how the brands can take advantage of it. See you so 3. Consumer-generated content: Hi. Welcome back to the course. Power to the people building Rio engagement with consumer generated content. In this class, we're explore tickle set off consumer generated Colton and show you how you can take advantage of it. Also, you show you a few examples both good and bad, off what the friends are already doing and how they're leveraging or not juicy, juicy. First of all, do you know what consumer generated continis consumer generated content or user generated content consists off original words. Thoughts, images, videos and all kinds of content they uses, create and share online, mentioning a brand or a company or presenting their experience with the product or service . This content is usually created voluntarily, but it can also be teased or requested by a brand. Today's consumer is less impact by owned media and more influenced by real people. According to the research institute Newsome, 92% of consumers stressed recommendations from friends and family and 70% trust online reviews. That's big. Imagine that you need to buy a new backpack and you want to listen to what others have to say about brands, types and models off backpack. Think about this would you trust more? The store owner saying that the backpack that he sells is the best in the market or in your friend. They uses a certain type of back back every day and says that he like it. I'm sure it's her friend, not only because it's your friend, but also because it's a real person with a real experience. This cartoon describes very well what we're talking about. When we first thought about marketing the best people to advocate for a product used to be a sales person after it. With the popularization of television, the X people became the number one a little bit. After that, brand started using characters to speak on behalf of them following them. The hawkers were the number one responsible for cell, and now we're in the era where the consumer is the best person to talk in the name of a brand. Remember a real person, as we said in our last class. The Internet is the first media that allows the consumer to be a creator as well. Because of this characteristic, Internet users are usually willing to create content, which sometimes mean Onley, providing feedback with the popularization off mobile devices, especially smartphones. The social websites and apps that have remained focus on images such as instagram, Snapchat and interests became very popular. And here comes a great tip. If your brand have the opportunity to focus and photos or graphic design, the social media are perfect for you to dig into and find potential consumer generated content. Haven't said that this agency could be an image that a person took from his dinner and tagged the restaurant on Mr Graham in this case ah, Hollywood actress or someone who share his breakfast in a very creative way. Share boards on Pinterest are also a great idea. Let a consumer beauty actual creator of your brain content showing the uterus. A few specific consumers may show them that you trust all of your consumers and that they can be the next one producing contents on your behalf. Reviews are powerful. Do you know those reviews that pop up when you're looking for a place on Google? They were created by people Rio consumers. They only work because the aerial, so a brand shouldn't try to transform them into an advertisement, but at least incentivized the consumer to do reviews. Reviews are also powerful on Yeah, and off course, Amazon. This is all consumer generated content. Okay, so you can see that CDC is everywhere. But what other brands doing with it? Well, CDC can be collected and used for various aspects off the brand. One way to take advantage of the consumer generated content is to make it official. For example, when you access the GoPro Facebook page, you notice that the content posted there is mainly citizen. Every day, the brand shares an image or a video off the day generated by consumers, athletes and ambassadors and gives away products for the best content created. You may wonder, how does it benefit the brand? Well, the brand has a possibility to share images and videos produced in the most exotic places in the world by people practicing all kinds of sports and sharing their personal experiences. The best thing is that there really people talking about real life experiences and actually using a product. Now imagine if the brand preferred to share Onley its own content. How much money would they have to spend for it? A lot. Another form of CDC is to create channels that allow your consumers to access highly personalized products and share their experience with all their friends on social media. Campaigns like this bring the consumer closer to the brand, since the brand is making them feel part of the creation of the product. One of the most long running and successful campaigns like that is a Nike I D, which allows Nike consumers to customize their sneakers. The company has identified initiative as a key part of its overall consumer channel strategy. It is difficult to talk about marketing and not mention Coca Cola. In 2011 Coca Cola alarms the share a Coke campaign in which the company produced personalized bottles with consumers, name on the labels and send them out to different cities around the world. Consumers were then invited to share the pictures off their personalized bottles on Twitter and other social media channels. The company said that this campaign was responsible for a 2% increase in the U. S. Sales after more than a decade off declining revenues. After six years, it is still possible to buy customize cans and T shirts with your name on the company's website. Product development is an amazing way to engage consumers and to build loyalty. Some brains go even further and as their consumers to be part of the creative team, like Procter and Gamble's Connect Blood, the Vala program. In this campaign, the customers invited to become a partner of the company when their ideas and suggestions are chosen and applied. But consumer generated content can be something even bigger. Companies like Airbnb Eat C and E Bay have space called community for the customers to ask questions, engage with other customers and buyers, help each other and shut tips about the products or services these communities work has a future for the call center and help to address a number of consumer problems. The companies are not offering anything in return, but what matters in this space is is the authority generated by those who are most active as a bid credibility and authority to talk about the brand. Also, by providing a space like this, the brand has more control over what's being talked about and generates a huge amount of data. They will help you to improve the channels, creating products and even increased profit. After all those examples, do you believe that your company's prepare for it. Open space for communities, reviews, content sharing etcetera is a good way to encourage citizen. However, it is important that the brand already have a digital presence for a while. And be prepared to receive criticism, too. If your brand is not gratitude dealing with content created by the users, things can get out of control. In a campaign created by McDonald's, the company started to share the HASHTAG made the farmers on Twitter to talk more about the farmers that supply food for the restaurants. In the middle of the campaign, the company shared another hashtag M C D stories and the followers side to share their own personal stories about Neck Tom's. In a few hours, the hashtag became viral and many people were sharing funny, terrible when unhygienic stars about the restaurants, Keep in mind that negative comments will always exist, and they need a proper answer not to be deleted or responded in a rude way. So before opening space for consumers to evaluate or interact with your product, be sure that it has a good acceptance in the market and that to have a professional team prepared for all types of contents and comments that will come out here. Two more examples, both from Trip Advisor when the 1st 1 the website was accused to fraud reviews. And on the 2nd 1 there's a restaurant where the owner didn't accept criticism and was ruled with his customers. Another example is one big created, a pen that they called big for her. They received a lot of bad, angry and ironic reviews, and a lot of them still were on their Amazon page five years later. In his examples, a woman said ironically, that she finally could use a pen now that there's one for women and another said that she wanted to buy the pen but needed approval from her husband. These comments are pretty funny, but they're actually very bad consumer generated content for the brand. Well, now that you know what CDC is in, the next class will show you examples off free tools that can help you to get to know your audience and create citizen campaigns. See you soon 4. Getting to know your audience: Hi. Welcome back to the course. Power to the people Building Rio Engagement with consumer generated content With so many social media tools, available media opportunities and marketing strategies, it is sometimes easy to lose sight of the main focus of our work. Our customers. If you don't know your audience, you won't know where strategist to use or what are the best ways to communicate with them. You also won't know which messages to send or how to treat them was they become your client in this class, we talk about how to know when understand the brands audience utilizing that are from tools such as Google Analytics, Facebook stats, Twitter Analytics and YouTube analytics. The better you know your audience, the more efficiently you can create appealing content. Make former decisions promoter content, and it can also help you to make important business decisions. If you have a website, the hate of receivers can give you valuable information about their brands. Audience. Google Analytics, for example, is a free Web analytics service offered by Google that tracks and reports website traffic. Google Analytics can tell you a lot about your visitors like their age, gender, demographic, information, behaviour, device used to get to your website what days and times they access your website. What's bringing them to your own life store? What did they do once they're there and so won in your account? You can also find out which keywords people are using to find your business online. Understanding what keywords matter for your brand and how people are currently fighting a right side is valuable information to produce content for your audience. This way, your website analytics can help you toe picture the gaps in your own life. Marketing strategy. If you already have a Facebook account, you have free access to a lot of relevant information about your followers with Facebook insights. By logging into your account, you can access the inside stag to access your followers demographic and behavioral information. You also see the content there being more successful in terms of engagement. Number of Page likes page views, which former performs better. What is the best day of the week and time to publish your content, etcetera? Those air precious information knowing what performs better is key. To create better content, right? Facebook also provides a tool called Facebook audience insights, which will help you to learn more about your target audiences, including information about geography, demographics, birches, behavior and more. Audience insights is different from page insights because it focuses on trends about your current and potential customers across Facebook, where stage insights focuses in the interactions with your page. For example, if you want to raise awareness for a woman's Jim that you have in Los Angeles, you want to know how many people in Facebook leave nearer Jim as well as their interests, their exercise behavior and how they tend to find you like online versus in store. Using audience insights, you can get information such as demographics, Page likes, location and language, Facebook usage and purchase activity. Twitter analytics help you to understand how the content you share on Twitter can help your business to grow. When you access your account, you find metrics for every one of your tweets. How many times Twitter's users have seen retweeted light and reply to age sweet like Facebook, Twitter also has an audience insights dashboard. Which one things valuable information about the people who follow you on Twitter. You can track your follower growth over time and learn more about your followers, interests and demographics. Just like in place looking sites, these air information and help you to understand your audience and off course, perform better on you tube analytics. You can get a lot more information from the videos you post on your channels than the number of views YouTube Analytics offer you everything from the behavior off your viewers to which parts of the world your most popular, how people are discovering your videos and someone. You can also see more insights such as engagement rate, comment, rate and, of course, information about your subscribers, including how many people subscribe or unsubscribed during a specific time frame. All of these tools are available to help you verify the success rate of your media channel as a whole or a specific post video picture. Etcetera. In this class, we tried uncover the most popular ones and free of charge. But there's a lot more tools available when you use those. Resource is to measure the success of your content and campaigns. You're going a step further and not only tracking numbers, you're learning about your audience letting what they like and how together attention and engagement well, but this is a topic for next class. See you soon 5. Return on Investment: Hi. Welcome back to the course, our to the people building Rio engagement with consumer generated content. In this class, we talk about our oh, I the return on investment. You learn that investing on relationship can bring positive results to the brand both in revenue and in brand awareness. First of all, do you know what are over Chinese? Are Why measures the amount of return you get from an investments cost? This calculation is easy to do when we talk about investments in which we know the exact return such as Google AdWords campaign, for example. However, measuring success off social media marketing efforts isn't s clear as running an online advertising campaign, it's hard to tell how much revenue our Facebook poster published last week brought in or if you're last instagram post boosted your brand as expected. Basically, your social media are a why is what your company is getting back from the time money and resources expend with social media marketing. You also need to track what you're doing, what's being spent and what kind of results you're getting. Ideally, your return will be measured in money, so you must know how much money you're investing your social media marketing efforts and how much money are your social media goes worth. The first step starts before the actual measurement off the return. You have to start by setting her goals. Your goal should be quantifiable and linked to a specific campaign. However, keep in mind that metrics like social shares and followers are important to track, but they shouldn't be. Your main goes. If your main goal is to get more traffic to your physical store, for example, that's your conversion. Go in order to get to the main go, you need to set the goals that will help you together to make it easier. Here goes a few examples of how to create goes to help you to get your conversion go. The first go could be to get more followers on their social media and then more engagement on this. Channels such as likes, share comments, reviews, etcetera, then get more hits on your website, possibly with traffic coming from your social media channels. The next goal could be to get more subscriber to your newsletter or referral program, and after that, get virtual clients to come to your physical location and buy your products. Did you see the logic note that is no limit to the number of smaller goals that will help you to get your mango, because each marketing campaign has its own characteristics. Once you've defined your goals, the next step is to track and measure them. In this part. You can knows all the stool from the last class. Google Analytics is a great tool for tracking your goes. It allows you to create goals and social conventions for each social media channel. For example, if your goal is to increase the time that INSTAGRAM users spend on your website or to get traffic from Facebook toe, watch a video or download some material that we're offering on the website, you must choose the appropriate gold type. You can also set a value for each conversion, and this will help you to calculate your R A Y off course. Your numbers on social media can tell you a lot, but to really see if you're getting a positive or negative return on the investment of your campaigns, you have to measure how much money you're spending first and the man hours invested in a specific campaign or specific period of time, it's important to remember to calculate the time you spend on any marketing efforts. Time is money second at any expenses that you may have with some water social media campaigns. If you're doing ads like promoted tweets, Facebook cats boasting a Facebook post or video on YouTube, for example, add these costs as well. Finally, remember to include the costs off specific pay tools that you may be using to manage the campaign. Without this information in mind, it's time to calculate your social media. Are a wife for every company or every channel with this formula your earnest minus that, cause that you had to run the campaign and remember to include here the salaries of the people involved? Times 100 divided by the costs. With the results in hand, you can analyze which channels air, bringing the best results for a brand and which ones should be adjusted or reconsidered. Okay, after learning more about CDC, how to measure it, what tools to use and how to measure the return on the investment. Now we did your time. In the next class. We'll talk about personas and work on the hands on project to this course. See you soon 6. How to create a persona: Hi. Welcome back to the course. Power to the people Building Rio engagement with most humor generated content. This is a very exciting class because we're going to talk about her class project. This project is actually very fun to do and very useful. We want you to create a persona for your company brand product or service. We'll explain what that means in a minute. Think about it when you're having a conversation one a one or the friend. You know the person you're talking to, and it makes everything is your right. But when you're talking about the same topic with a larger audience, it's harder because you don't know them. What did they like? What they need, where our day in the buyers journey? Well, to make this simpler, let's think about who do we want to reach out? Who is this person? Where does she live? What kind of music does she like? What is her favorite TV show? What does she do after school? These air questions we need to know about her audience before we start talking to them. This way we'll have a speech that is Taylor for our audience and therefore way more efficient. We will present the possible re sources and tools that you can use to understand the market before you create a persona and teach you how to extract the data from this resource is and tools. The persona will be useful to generate insights to create marketing and communication campaign. Your persona can be a buyer, a company and ideal customer, a re, a customer, a dealer and so one. So the first thing to do is to collect all the possible information about that person. You can use the sources that you already have about your audience, such as Google analytics, Facebook insights and all those tools we've talked about before. Also identified the relationship that that person has with your product or service based on the information collected. Formulate hypotheses about those users and describe the differences between them. After that, you need to set the numbers off personas you need to create. That will make sense for your project. Now it's time to describe your personas. The percent of you can see stuff. The description off the character containing the highlights of the physical and demographic are 36 personal characteristics and preferences like profession education, hobbies, social behavior and etcetera so that the person is very close to a real person. Described her day. Future goes media preferences TV, computer and Internet uses, etcetera, prepare situations and scenarios for your personas. You should put the person in a specific context with a problem that he or she has to. So how he or she will use your product. And for what reason, ask your colleagues for opinions. Try to validate your ideas and description of your personas. This exercise is more effective results When it's done in group. Remember that your persona should be very close to a real person, So if you realize that you need to add something, just do it. Ideally, you should review the personas description in a regular basis. When you create personas, you're creating a guide to help you to achieve your goals on your marketing campaigns. Now it's your turn to create the personas who best described the customers of your business . We look forward to see your work. Please let us know if you need help or if you have any further questions about his exercise . See you soon 7. Final thoughts: Hi. Welcome back to the final class off the course power to the people building Really engagement with consumer generated content. You've made it in discourse. We went over a number of concepts, examples, tools and insights to help you understand a bit more about consumer generated content and how you can use your customers power to grow your business. We've presented just a few ideas about what it can do to engage your customers and showed you the most common tools for getting information about them. There are many more possibilities. Don't forget that digital marketing is something complex and requires a lot of work and strategy. So we recommend that you assign your tasks to people or companies qualified in this field. They will certainly help you to reach your goals in the best and most efficient way. We hope you enjoy their lessons and look forward to seeing you again and more classes. If you like this course and think it can be useful for more people, you can always share it with your friends and colleagues. Please don't hesitate to contact us if you have any questions. We're here to help. See you soon