1. Bite-Sized Social:
Winning Strategies for User-Generated Content
(UGC) Campaigns
Nick Caughel
Lead Strategist
August 9, 2012
@offerpop
#bitesizedsocial

2. AGENDA
WHAT MAKES UGC CAMPAIGNS SO SUCCESSFUL?
UGC TYPES AND VARIOUS APPROACHES
BEST PRACTICES
PHOTO CONTEST 3
2 Offerpop Confidential

3. WHAT MAKES UGC CAMPAIGNS SO SUCCESSFUL?
If approached the right way, and aligned with
the brand – they’re fun to participate in and
share
Uploading and sharing photos on Facebook
is a natural behavior for fans
Fans become invested in campaigns after
submitting
• Motivated to come back to your page
and share with friends
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4. PHOTO CONTEST
Photo Contest provides an easy
way to run fun campaigns
People share and vote on
photos, around any theme you
choose
• Fans submit photos
• Encourage friends to share
• Goes viral very quickly
Gap gave away 12 $500 gift cards
Over 1,000 entries
Over 20,000 votes
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5. APPROACH #1 – LET FANS CONTRIBUTE TO YOUR BRAND
Karmaloopfans competed to become
the next face of Karmaloop
Completely on brand
• Karmaloop’s fan base is filled with
designers and street fashion fans
130,000 fans acquired
200,000 votes
5 Offerpop Confidential

6. APPROACH #2 – HAVE FANS INTERACT WITH YOUR PRODUCTS
Kidrobot fans got creative with
the brand’s Munny figures
Promoted their merchandise
through word-of-mouth
14,000 fans acquired
40,000 votes
6 Offerpop Confidential

7. APPROACH #3 – SHOWCASE YOUR FANS’ CREATIVITY
In this series of 8 themed
contests, Pictureline fans
uploaded their own photos
A perfect fit for their audience
of photography enthusiasts
6,000 entries
75,000 votes
15,000 fans acquired
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8. APPROACH #4 – JUST HAVE FUN!
Oak Chocolate asked fans to
upload photos of what they call
“Hungrythirsty Moments”
Inspired fans to be goofy and
share their entries with their
friends
20,000 new fans and counting
8 Offerpop Confidential

9. VIDEO CONTEST
Bebe selected 100 fans to submit a
short video of why they should be the
next face of Bebe
Integrated seamlessly with Vimeo
Videos are personal and very
engaging, but require more fan
commitment
50,000 votes
Tip: Let your fans submit photos as
well to keep participation levels high
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10. CAPTION CONTEST
Fandangoasked fans to caption a
photo of the latest Ice Age movie
Very low barrier to entry
A simple way to inspire creativity
500+ captions in 2 days
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11. OVERALL UGC BEST PRACTICES
Keep the barriers to entry low
Make your instructions very clear
Include clear call to action in creative
Seed contests with 3-4 starter entries
Include brand-aligned incentives for
voters
A bigger prize isn’t always better
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12. THINGS TO LOOK OUT FOR WITH HIGH VALUE CONTESTS
Cheaters never prosper
Include a “cheating” clause in your Ts &Cs
Assured Voting
• Track Facebook ID + IP address
for every voter
Panel of judges
• Have an expert panel chose a
winner from the top 10 entrants
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13. MODERATING ENTRIES
Remember that social communities do a
good job of self-monitoring
Know your audience – if they’re young, or
prone to misbehave, you should moderate
If you need it – it’s easy to set up
• Check “Moderate entries” under
advanced options
• Entries wait in a pool until you approve
them
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14. DON’T FORGET TO PROMOTE YOUR CAMPAIGN
Pin status updates about your promotion
on your Timeline
Create a custom campaign tile and make
sure it’s visible on your main Timeline
page
Update your cover photo with campaign
imagery – no CTA’s allowed
Tap your existing marketing channels to
drive more participation
• Email
• Twitter
• Website call-out
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15. MAKE SURE YOU’RE MOBILE
Mobile participation is growing rapidly – you could be missing out
54% of Facebook traffic
25% of Offerpop campaign traffic
35% for UGC campaigns
All Offerpop apps are available on Apple iOS
and Google Android devices
All Offerpop apps support fan-gating for mobile
Tip: Make it easy for fans to participate from
devices – require 4 or less text fields for photo
submission
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16. PHOTO CONTEST 3 – NOW WITH INSTAGRAM & TWITTER
Available later this month!
Engage your fans and followers across
photo sharing platforms
Run contests across
Facebook, Twitter, and Instagram
Individual entries populate with user
information
Reports include breakdown of entries by
platform
Optionally moderate entries across
platforms
16 Offerpop Confidential

17. THANK YOU!
WE’LL SEND THE PRESENTATION SHORTLY.
QUESTIONS? FEEL FREE TO EMAIL ME AT:
nick@offerpop.com
Follow us @offerpop
17 Offerpop Confidential