User generated content is undoubtedly one of the most decisive tools when it comes to marketing research and analysis. Nothing can guide you better than this and there can be no data set more clear and accurate than this one. For any marketing department, user generated content lights the pathway that should be followed to obtain maximum market penetration and capture maximum audience.
Without arguments, social networks are the most vulnerable platforms to realistic humane data. Before anything else, having a strong social presence is necessary before you go on to the next steps. After this, increasing audience/consumer interactions through social networks and other such touch points should be given attention. One method that has been followed for quite some years now and has shown significant results is the hashtag. Hashtag has been a convincing medium of meaningful traffic generation since its conception. The hashtag is supported by the major social networks such as Twitter, Facebook, Instagram, Google+, Tumblr and Pinterest. Using the hashtag to involve audience is the key to collecting user generated content. From the quantity to the quality of data collected through such campaigns, a whole lot of marketing analysis can be done.
Some examples of successes through the hashtag are Red Bull’s campaign of #PutACanOnIt (where consumers uploaded different pictures with Red Bull cans and added the hashtag) and Oreo’s #OreoHorrorStories during the Halloween season. These posts drew significant engagements and also spilled out numerous customer thoughts.
Picture courtesy: redbull.com
Customer reviews are the second on list for collecting data which is user oriented. This data is honest and can form tough foundations for business growth in the right direction. Every business must learn to listen to its customers; all customers – whether they have something good to say or something bad to say. Your loop holes will be easily identified through this strategy and you can work towards excellence by filling them up. Encourage your customers to give you a feedback and make sure the interface is simple. A difficult interface to review submission will cause them to shun away. Companies like Nascar have a Fan council which captures consumer insights. Amazon is also a platform which functions on the basis on customer-centric reviews.
Picture courtesy: nascar.com
Contests are another persuasive method of collecting data. Having a prize or promotion to input from consumers drives them stronger into your campaign. They all hope to be a winner and will give you inputs accordingly. Ask your customers to say something about your company and offer them awards based on various indicators. This will drive more traffic and also give you scope to collect opinions about your business. Even if they are all good – they give you insights on to which areas you are performing well and which areas you need to pay attention to. And nonetheless, good ones always steer your enthusiasm! Brands like dove invited people to post photos of their friends indicating why they think the friend represents real beauty. Such contests will be able to give you some indications as to what to consider during your next advertisement campaign too.
Remember that whenever you are hosting a campaign, use creativity and stretch it. Build anticipation in the audience and do not give away the climax of your campaign too soon. This rule applies to all types of campaigns.
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