This document discusses the power of user-generated content (UGC) for brands. It notes that people trust other people and the stories they tell more than advertising. UGC, like customer photos and videos, are seen as authentic and compelling. Examples are given showing how brands like La Redoute and Lampiris have driven higher engagement, trust and conversions by curating and publishing UGC on their owned media channels. The document advocates that brands should empower customers to tell their story in order to reap the benefits of UGC for marketing campaigns, ecommerce, and industries like tourism.

1. THE POWER OF
USER-GENERATED
CONTENT

2. @paristhomasbel
@pictawall
Who am I?

3. Social Marketing Platform
@paristhomasbel
@pictawall
Co-founder & CEO

4. Who are we?
• Belgian Company born in 2013 with offices in Brussels and
London
• We are a Visual Social Marketing Platform, defined in 3 offers:
Social
Content
Social
Wall + Advertising
Algorithm &
Plateform
Social
Commerce
@paristhomasbel
@pictawall

5. ‘Every person is a new door
to a different world’
@paristhomasbel
@pictawall
My favourite quote

6. @paristhomasbel
@pictawall
My favourite brand

7. @paristhomasbel
@pictawall
They understand

8. Every brand needs to have a story
In this context

9. 1. People trust people
2. People trust the stories those people tell them
3. People trust the messages those stories contain
Because

10. It’s time to re-think how brands sell & market
Brands create
content
Share it on
social media
To reach
customers
Low
results

11. People are overwhelmed
by advertising
600+
ads/day
40+
channels
Nielsen, 2014
2%
REACH
Penetration of
brand-created
Facebook posts
actually viewed by fans
8%
VALUE
Percentage of marketers
who get a decent
ROI on their
social media spend

12. Let your customers tell your story
As people trust people

13. UGC(user-generated content)

14. USER-GENERATED PICTURES ARE
AUTHENTIC
COMPELLING

15. 500m 1.8bn
2013 2015
# photos shared per day
Selfie revolution

16. 66%
Of consumers trust more in
customer photos than stock photos
Olapic & Fluid, 2014

17. +4.6%
Is the average uplift in conversion rate on websites
using consumer-generated pictures
Olapic & Fluid, 2014

18. Customers share on
their own social media
platforms
Brands discover and
curate content
Brands publish on
Owned and Paid
Media
Customers create
content
Increased engagement,
trust & conversion
Start here The New Marketing

19. ECOMMERCE
ECOMMERCE

20. 2T
55%
39%
Market size of ecommerce in 2015 (Bigcommerce, 2015)
UK consumers have postponed or decided against
a purchase due to unhelpful product photos.
UK consumers would be more
likely to buy a clothing item if it was “modeled” by a
fellow customer.
If you go shopping but don’t take a #selfie,
did it really happen?
Olapic & Fluid, 2014

21. http://www.laredoute.co.uk/my-redoute-uk.aspx
La Redoute motivates its
consumers to share their
look with #myredoute.
On one hand, shoppers are
more than happy to appear
on the website of their
favourite brand.
On the other hand, La
Redoute provides new
visitors with a unique
shopping experience by
using social validation along
with personalised calls to
action, guiding them towards
the act of purchase.
FASHION

23. Drive conversion with real-life customer recommendations
ENERGY
+300% in sales !
Lampiris used Pictawall to easily find
social recommendations shared by
happy customers with the NEST product
and to visually publish them on their
website, giving the act of purchase an
extra push.

27. MARKETING CAMPAIGNS

28. #IceBucketChallenge
Why was it so succesfull?

29. Ok, if you do it, I do it !

30. Let’s
fight
cancer…
…One
selfie
at a
time!
$100k raised

31. #SingitKitty
+3M views 2.8M likes +1.8M mentions
Create
your
own
Kitty
video !

32. Target – Acceptance Letter

33. Marketing Campaign Lifetime Value
UGC

34. TOURISM

35. What’s THE website you rely on
when booking your next holidays?

37. 92%
97%
47M
Of travellers trust earned media more than
any form of advertising
Of millenials post on social networks & share
experiences with friends while traveling
Photos have been posted on Instagram as of
June 2015
If you go on vacation but don’t take a #selfie,
did it really happen?
World Travel Marketing Institute, 2015

38. Turn customers into evangelists
TOURISM
-55% in bounce rate !
Experiences worth remembering are experiences worth sharing.
Undiscovered London lets the travellers recommend its famous
London tours and enjoys the free advertising thanks to Pictawall.
Increased brand trust means increased time spent on pages.
Click .

39. What’s next?

40. Push marketing using user-generated content
+35%
engagement
FACEBOOK AD
EMAILS
RETARGETING
ONLINE DISPLAY
OFFLINE DISPLAY
…

41. ORGANIC NON ORGANIC

42. If you are one the B2C marketers who feel the
content crunch…
51%
Struggle to produce
engaging content
48%
Struggle to find
enough budget
45%
Struggle to produce
enough content
Content Marketing Institute, 2014

43. UGC
Keep calm and embrace

44. UGC is not a trend.
What we are experiencing is a
major, irreversible step in the
evolution of marketing.

45. Thomas Paris
tp@pictawall.com
www.pictawall.com
THANK YOU