This document discusses using user-generated content (UGC) in ecommerce experiences. It provides an overview of Urban Outfitters' use of UGC through their Fanreel program, which collects, moderates, and displays customer photos on their site. The summary discusses the benefits UGC provides for social proof, merchandising, and reviews. It also introduces Curalate's new Like2Buy product for monetizing Instagram engagement by linking likes to purchases.
Bringing User Generated Content into the Ecommerce Experience – Curalate Partner Webinar Series
1. Bringing UGC into the
Ecommerce Experience
Moira Gregonis, Urban Outfitters
Brendan Lowry, Curalate
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2. Details
• Brendan will lead Q&A at end of call
• Tag your tweets with #CuralateUGC
• A follow up will be sent with slides and
recording of the webinar
3. What you’ll learn
• 3 reasons to combine UGC and ecommerce
• How UO got organization-wide buy in for UGC
• Why fan photos have been so valuable for Urban
• A few lessons learned by Moira along the way
• Use-cases for UGC outside of ecommerce
28. Why UGC?
• Natural progression of the brand based on
customer behavior
• We are proud of our customers and people that
are associated with our brand
• Customer appreciation
• Localized style inspiration
33. Success Metrics
• Engagement w/ photos that contain the
#urbanoutfitters hashtag increased 94.51%
since the launch of Fanreel (September 2013)
• On average, over 900 photos per week are
now shared to Instagram with the hashtag
#UOonYOU
• That's a 2x increase in photos shared
each week compared to January 2014
34. Next Steps
• Promoting hashtag in-store
• Fanreel in our mobile app
• Pulling images for the music gateway
• New Gallery page that allows us to filter
• Better UX design throughout our site
• Monetizing our OWN instagram account
47. What is Like2Buy?
•Monetizes your Instagram account
in under five minutes
•Provides the optimal mix of safety
and speed for the consumer
•Generates revenue from the likes
you already have
•Delivers rich analytics so that social
teams can show results
48. How it works.
•Fans sees your photo in their feeds
•Fans simply click on your name to
arrive at your profile
•Your captions continue to maintain
the creativity and voice that you’re
used to: no need to clutter things
with prices, sizes, etc.
•Super safe - No need for consumers
to put personally identifiable info
such as email addresses in a
comment
49. How it works.
•Fans click on the link on the profile
50. How it works.
• A gallery of the Instagram photos
you’ve associated with a product in
Curalate’s back end is shown to the
consumer
•Consumer can tap on the product
they’re interested in or continue to
scroll down the “Featured” tab for
further inspiration
51. How it works.
•Consumer can also click “My Likes”
to see any product photos they’ve
previously liked from your brand
•Enables you to monetize past
engagement
•Tapping an image takes the
consumer directly to that product’s
detail page
52. How it works.
•Consumer arrives on your product
page to purchase
•Enables them to explore additional
product photos, confirm product
availability, and read your product
story
•Seamless fulfillment with the
systems you already have in place
and in an environment consumers
trust - your site
53. Your site is optimized for transactions and
trust. Leverage it.
!
Like2Buy lets you take credit for delivering
traffic to your site and gives you ownership of
the consumer experience.