A key component of successful social media marketing in the UK is user-generated content. Social media campaigns led by user-generated content (UGC) are becoming the norm for marketing strategies. Getting the consumer involved is a fast way to stir interest in a brand and generate buzz about a product or service.
According to Bazaarvoice:
- 56% of UK website owners say that user-generated content lifts conversion levels; 77% say it increases traffic; and 42% say it increases the average spend on site.(eConsultancy survey of 360 website owners across all sectors, November 2008)
- In a study of online UK retailers, 59% reported that the consumer-generated activity leads to better search engine optimization.
- Online UK retailers reported improved customer retention and loyalty by 73% once they implemented consumer-generated rating and reviews.
Walkers Crisps, one of the UK’s oldest chip brands, used a UGC strategy with its new campaign called “Do us a Flavour, Pick us a winner.”
The competition asked consumers to vote on one of six of the top possible new flavors: Builder’s Breakfast, Cajun Squirrel, Chilli & Chocolate, Crispy Duck Hoisin, Onion Bhaji and Fish & Chips. The contest resulted in 1.2 million flavor nominations. The winning flavor, “Builder’s Breakfast” became Walkers’ latest brand and the person who thought it up will received 50,000 pounds and 1% of the flavor sales. Each of the remaining five finalists received 10,000 pounds.
Participants were asked to purchase each of the new flavors at participating grocers and pick the one they would like to see stay on the shelves. They then voted online at the Walkers Crisps’ website, through text, mobile, Facebook or email.
But what if the product is less well-known? Would a UGC contest be enough to keep the conversation going once the contest is over? At the heart of social media strategy is a company’s willingness to understand its consumer- Especially when a brand is up and coming. It’s a good idea to start with what has been proven successful.
Start with Content. The most popular type of social media property amongst UK users is “content communities,” such as YouTube, Digg and Flickr. Not surprisingly, Youtube and Wikipedia are the most popular sites in the UK. They are both popular and FREE. It’s always a good idea to stick your toe in the water before diving right in.