Das Ass im Ärmel: UGC Kampagnen.

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Leider sind Marketer von Natur aus nicht vertrauenswürdig. Wir haben die Aufgabe, Produkte und Dienstleistungen ins beste Licht zu rücken, und Details die sich negativ auf die Kaufentscheidung der Verbraucher auswirken könnten werden gerne weggelassen. Gerade das letzte Jahr hat gezeigt, dass Authentizität, Ehrlichkeit und Nahbarkeit das Make oder Break einer Marke sein können. Das Ass im Ärmel für mehr Authentizität, ein positives Markenimage und überzeugender Faktor für eine Kaufentscheidung von Konsumenten: UGC. Doch wie motiviere ich Nutzer mir Inhalte zur Verfügung zu stellen, was muss ich urheberrechtlich beachten und vor allem wie ziehe ich eine UGC-Kampagne auf, die den Nerv der Zeit trifft und mir mehr Conversions bringt?

Mídias sociais

Das Ass im Ärmel: UGC
Kampagnen
#FalconEd #growwithsocial

Eure Referentinnen.
Lisa Raab
Community Marketing Manager
Falcon.io
Lisa Weigert
Social Media Managerin
Bergfreunde

Intro & Grundlagen
UGC in der Marketingstrategie
Vorteile von UGC
Business Case: Wie Bergfreunde User-generated Content verwendet
Rechtliches: Sicheres Abfragen und Terms & Conditions
Q&A
Die Agenda.

(Organisatorisches)
Regeln helfen, den Spaß
zu kontrollieren!
- Monica Geller
Aufzeichnung & Folien
Verfügbar on-demand und in der
morgigen FUP-E-Mail.
Fragen
Q&A gibt es während und im
Anschluss an das Webinar.
Chat
Kommt untereinander ins Gespräch -
indem du “Alle Panelists und
Teilnehmer“ auswählst bevor du die
Nachricht sendest.
Social Media
Finde uns unter dem Handle
@FalconIO and benutze #FalconEd.
Wir teilen eure Posts!
Umfrage
Wir freuen uns über euer
Feedback nach Beendigung des
Webinars.
1
2
3
4
5
6
GrowWithSocial
Tritt unserer Facebook Gruppe
‚GrowWithSocial‘ bei und führe das
Gespräch fort.

Jetzt abstimmen!
Q: Nutzt ihr derzeit UGC in eurer
Marketingstrategie?

UGC, Substantiv
[ /ˌju: dʒi: ˈsi:/]
UGC steht für nutzergenerierte Inhalte. Definitionsgemäß sind
nutzergenerierte Inhalte jede Form von Inhalten - Texte, Beiträge,
Bilder, Videos, Bewertungen usw. - die von einzelnen Personen
(nicht von Marken) erstellt und in einem Online- oder Social Media
Netzwerk veröffentlicht werden.

UGC als Teil deiner Marketingstrategie.
• Einfaches Sammeln und Teilen von
echten Bewertungen
• Aufbau einer loyalen Fangemeinde
und Community rund um deine
Marke
• Besucher mit einer starken
Kaufabsicht auf deine Website
bringen
• Generierung eines erschwinglichen
Marketingstroms
Source: Pixlee

UGC auf Instagram & Facebook.
o Plane deinen
Feed vor.
o Themenblöcke.
o Organisiere
UGC Content.
o Live Content.
o UGC prominent platzieren.
o Ads optimieren

UGC Marketing Kampagnen – aller Anfang ist schwer.
o Unterstütze deinen nächsten
Produktlaunch.
o Zeige deine Kunden ❤
o Verwende UGC in deinen
Anzeigenkampagnen.
o Hashtags für alle.
o Giveaway und Contest.

Jetzt abstimmen!
Q: Was sind die größten Herausforderungen
UGC zu verwenden?

Implementierung, Vorteile und
Verwendung
The Power of
User Generated Content

• Stärkung der Kunden-Community & des Markenimages
• Höhere Interaktion zwischen Marke und Kunden
• Signifikant längere Verweildauer auf Websites
• Mehr Marketing-Content bei geringen/keinen Kosten
• Mehr Engagement als im Durchschnitt
• gesteigerte Conversionrate bei Produkttags
The Power of User Generated Content

Wie finde ich passenden Content?
1. Markierungen auf Instagram & Facebook
2. Hashtagkampagnen #WirSindBergfreunde
3. Microinfluencer / Incentivierung
4. Geduld J

Rechtssicheres Abfragen von Nutzungsrechten
1. Darf ich Bilder, auf denen ich als Marke getaggt wurde einfach reposten?
2. Darf ich die Nutzer per DM anfragen?
3. Wie gelingt eine rechtssichere Abfrage?
4. Was muss dokumentiert werden?

Key Takeaways.
1. Sei strategisch.
2. Sei inspirierend und kreativ.
3. Sei authentisch.
4. Sei divers und vielfältig.
5. Community-Building 💛
6. Quellen angeben!
7. Geduld und Kontinuität
8. Incentives sind meistens nicht nötig.

#FalconEd
18. November – So You Think You Can…UGC| Englisch
30. November – ACHTUNG! Social Media Solperfallen zu Vermeiden. | Deutsch

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Das Ass im Ärmel: UGC Kampagnen.

1. Das Ass im Ärmel: UGC Kampagnen #FalconEd #growwithsocial

2. Eure Referentinnen. Lisa Raab Community Marketing Manager Falcon.io Lisa Weigert Social Media Managerin Bergfreunde

3. Intro & Grundlagen UGC in der Marketingstrategie Vorteile von UGC Business Case: Wie Bergfreunde User-generated Content verwendet Rechtliches: Sicheres Abfragen und Terms & Conditions Q&A Die Agenda.

4. (Organisatorisches) Regeln helfen, den Spaß zu kontrollieren! - Monica Geller Aufzeichnung & Folien Verfügbar on-demand und in der morgigen FUP-E-Mail. Fragen Q&A gibt es während und im Anschluss an das Webinar. Chat Kommt untereinander ins Gespräch - indem du “Alle Panelists und Teilnehmer“ auswählst bevor du die Nachricht sendest. Social Media Finde uns unter dem Handle @FalconIO and benutze #FalconEd. Wir teilen eure Posts! Umfrage Wir freuen uns über euer Feedback nach Beendigung des Webinars. 1 2 3 4 5 6 GrowWithSocial Tritt unserer Facebook Gruppe ‚GrowWithSocial‘ bei und führe das Gespräch fort.

5. Jetzt abstimmen! Q: Nutzt ihr derzeit UGC in eurer Marketingstrategie?

6. UGC, Substantiv [ /ˌju: dʒi: ˈsi:/] UGC steht für nutzergenerierte Inhalte. Definitionsgemäß sind nutzergenerierte Inhalte jede Form von Inhalten - Texte, Beiträge, Bilder, Videos, Bewertungen usw. - die von einzelnen Personen (nicht von Marken) erstellt und in einem Online- oder Social Media Netzwerk veröffentlicht werden.

7. UGC als Teil deiner Marketingstrategie. • Einfaches Sammeln und Teilen von echten Bewertungen • Aufbau einer loyalen Fangemeinde und Community rund um deine Marke • Besucher mit einer starken Kaufabsicht auf deine Website bringen • Generierung eines erschwinglichen Marketingstroms Source: Pixlee

8. UGC auf Instagram & Facebook. o Plane deinen Feed vor. o Themenblöcke. o Organisiere UGC Content. o Live Content. o UGC prominent platzieren. o Ads optimieren

9. UGC Marketing Kampagnen – aller Anfang ist schwer. o Unterstütze deinen nächsten Produktlaunch. o Zeige deine Kunden ❤ o Verwende UGC in deinen Anzeigenkampagnen. o Hashtags für alle. o Giveaway und Contest.

10. Jetzt abstimmen! Q: Was sind die größten Herausforderungen UGC zu verwenden?

11. Implementierung, Vorteile und Verwendung The Power of User Generated Content

12. • Stärkung der Kunden-Community & des Markenimages • Höhere Interaktion zwischen Marke und Kunden • Signifikant längere Verweildauer auf Websites • Mehr Marketing-Content bei geringen/keinen Kosten • Mehr Engagement als im Durchschnitt • gesteigerte Conversionrate bei Produkttags The Power of User Generated Content

13. Die Bergfreunde Content Strategie

14. Wie finde ich passenden Content? 1. Markierungen auf Instagram & Facebook 2. Hashtagkampagnen #WirSindBergfreunde 3. Microinfluencer / Incentivierung 4. Geduld J

15. Unsere #Bergfreundschaft Brand Kampagne Marken erlebbar machen für alle Kunden

16. Brandkampagne meets UGC

17. Rechtssicheres Abfragen von Nutzungsrechten 1. Darf ich Bilder, auf denen ich als Marke getaggt wurde einfach reposten? 2. Darf ich die Nutzer per DM anfragen? 3. Wie gelingt eine rechtssichere Abfrage? 4. Was muss dokumentiert werden?

18. Key Takeaways. 1. Sei strategisch. 2. Sei inspirierend und kreativ. 3. Sei authentisch. 4. Sei divers und vielfältig. 5. Community-Building 💛 6. Quellen angeben! 7. Geduld und Kontinuität 8. Incentives sind meistens nicht nötig.

19.

20.

21. #FalconEd 18. November – So You Think You Can…UGC| Englisch 30. November – ACHTUNG! Social Media Solperfallen zu Vermeiden. | Deutsch

22. @falconIO falcon.io welcome@falcon.io

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