Social Soup explores the role of user generated content in marketing today. The presentation covers: launch teams scaling advocacy, user generated content and live insights and learnings.

1. Influencer Marketing
The Role of User Generated Content
in Marketing Today
Sharyn Smith (CEO)

2. 2
WHAT IS
SOCIAL
SOUP?
We are an
influence
platform with a
highly engaged
community
we guarantee
greater insights
and impact
• Social Soup is an influence
platform. We have direct,
active relationships with an
ever growing 150,000
engaged people ranging from
peer influencers to top tier
social influencers
• Social Soup can uniquely
target the right people with
particular behaviours and
networks
• With this network we can
develop insights campaigns,
trial or sharing occasions to
build or launch new products.
• We have a technology platform
built for live insights, analysis
and sharing
• Our influencers create shared
experiences which lead to
significantly higher impact and
with high engagement we
achieve greater insights
• Our campaigns target people
who will create social content
(real user generated content)
from their experience and
share with their networks with
high impact creating scale
• We manage the entire process
from recruitment selection,
fulfillment, community
management/communication,
collateral design, insights and
reporting making the process
easy for you

3. 3
Launch
teams scaling
advocacy
User
Generated
Content
Live Insights
and learnings

4. 4
What if I told you there
was a way to increase your
marketing effectiveness by
22 times?
“

6. Australian’s
Spend
1.7 hrs
a day on
Facebook
6
Nielson 2015

7. 7
of all time
spent on a
mobile
device is
on
Facebook
7
–¹
³

8. Teens
13–15 years
spend
18.7 hours
in an average
week online
Nielson 2015
8

9. 9
60%smartphone
users in the
13-­34 age
bracket are
active on
Snapchat
Snapchat, US

10. It’s clear we are now
watching each other
more than we are
watching any brand
message
10

11. TRUST
is in almost
terminal decline
11

12. 12

13. 13

14. WHO
do we trust?
14

15. 84
37
32
26 25
22
16
14 11 10
8
Friends
& family
Consumer
reviews
Social
media
TV In-­store
display
Expert
reviews
Mags Blogs &
Forums
Brands
own
website
Radio Email
Friends & family,
consumer reviews and
social media are the
most trusted channels
“Which sources do you trust when making a decision to buy/try new grocery and household
products?” Base: All respondents: n=547 All figures % 15

16. We trust
EACH OTHER
16

17. 17
What is User
Generated Content
(UGC)
1 Content made publicly
available over the Internet,
2 Content which reflects a
‘certain amount of creative
effort,’ and
3 Content which is ‘created
outside of professional
routines and practices

18. 1818
Reviews, photos, video,
comments, stories …

19. 19
UGC is not a new
concept, but it is
snowballing to become
the most powerful tool
digital marketers have
at their disposal.
Econsultancy 2015

20. 20
78%
of US-­based B2C
companies are
planning to use user
generated content
(UGC) in their
marketing strategies
this year
Content Marketing
Institute (CMI), 2015

21. Why does
UGC work?
Why is it 22 times
more persuasive?
21

22. Psychological
principle of Social Proof
22
Content marketing and social
proof work hand in hand. This
theory proposes that people are
automatically drawn to a product
that they know others already like
and trust

23. 23
Challenges
How do you create UGC/stimulate it?
Can UGC be high quality enough to use
– it’s our brand!
Internal resources to manage, monitor?
Distribution, need to amplify it?
Content rights management?

24. 24
Social Soup
A community of
content creators
High quality
content
Authentic
Digital
Integration
Highly
targeted
High
organic
reach

25. 25
Burberry:
The Art of the
Trench website
Users upload and
comment on pictures
of people wearing
Burberry products.
ecommerce sales of
Burberry surged 50%
year-­over-­year
following the launch
of the site.
THE CUSTOMER SELFIE

26. 26
Bonds:
#Backtoschoolfun
Promote Bonds as
the choice for back
to school supplies
200 families with
7-­12yrs olds to
create content of
their ‘talent’ through
instagram
Bonds back to school
starter pack
THE CUSTOMER SELFIE

27. 2727
#Bondsbacktoschoolfun

28. 28
Sales Conversion
UGC: Royal Canin
Live social review
platform with curated
social content
created by the Social
Soup community
21% more sales with
rich social content

29. 29
Earned UGC:
Kopparberg
Partnering with
influencers to create
high quality content
75 social boosters
with medium to high
reach on instagram
(1-­25k followers)
Objective to make it
more visible and popular
in Victoria

30. 30
Mums
Fashion
Kopparberg Ambassador Event
Total reach: 180,000 on the night

31. High Quality User Generated Content
31

32. Content Dashboard
32

33. Content Dashboard
33

34. Paid Social UGC:
Amplified Live Reviews
34
Creates Social Demand

35. Paid Social UGC: Amplified Live Reviews
35

36. Paid Social UGC: Amplified Live Reviews
36

37. 37
Instead of creating content,
we should be creating
opportunities for content
creation: instagrammable
moments, inspiring
experiences, content fueled
competitions
“

38. Thank you.
+61 2 9356 7500 soupaustralia soupcommunity socialsouphq company/soup_2