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How Brands Integrate Experts & User Generated Content презентация
Содержание
- 1. How Brands Integrate Experts & User Generated Content
- 2. 700+ Local Contributors 7,500 Destinations 80,000
- 3. How do you solicit quality UGC?
- 4. Who Did
- 5. Attracting + Cultivating Your Audience
- 6. Develop your pool of potential
- 7. User Generated Content: Collaborators Not Contributors
- 8. How do you use UGC on a non-UGC site? Let’s Talk About Cake
- 9. BonAppetit.com is not a UGC site. Our
- 10. Our Version
- 11. (just 20 of them, there were more, a lot more) Their Version
- 12. #BAreaders
- 14. FROM THE PROFESSIONALS FROM THE USERS FRESH
- 15. Both numbers are shown together on every
- 16. Reviews from both critics and experts are
- 18. Source: Bottlenose 2014 • To validate
- 19. Strengths of #PROvsUGC Immediate/Real Time Audience Engagement
- 20. Who Do You Trust? Hotels
- 21. Who Do You Trust? Recipes
- 22. WHO DO YOU TRUST? CRITICS
- 23. Questions?
Слайд 2700+
Local Contributors
7,500
Destinations
80,000
Expert Recommendations
909,280
Community Topics
Fodor’s Travel: America’s Oldest Guidebook Company
The Fodor’s
Слайд 4
Who Did We Ask to Nominate Hotels?
Social Followers
Fodors.com Readers
Forums Users
Newsletter Subscribers
Editorial
Слайд 6
Develop your pool of potential
UGC contributors by making targeted audience
Result: Outstanding
Traveler Recommendations
Provide consistent content with a specific point of view to attract users with the same mindset.
Слайд 9BonAppetit.com is not a UGC site. Our brand promise, in fact,
Our readers are better than experts,
they are experimenters.
Слайд 13
Established in 1998, it is the most trusted measurement of quality for filmed entertainment.
Слайд 14FROM THE PROFESSIONALS
FROM THE USERS
FRESH
ROTTEN
CERTIFIED FRESH
AUDIENCE SCORE
Tomatometer is 60% or higher.
Tomatometer
Tomatometer is 75% or higher, with 40 reviews (movies) or 20 reviews (TV). At least 5 reviews from Top Critics.
Received 3.5 stars or higher by Flixster and Rotten Tomatoes users.
AUDIENCE SCORE
Received less than 3.5 stars by Flixster and Rotten Tomatoes users.
How are expert and user opinions represented on Rotten Tomatoes?
Expert opinion is represented by the Tomatometer, which represents the percentage of professional critic reviews that are positive for a given film or television show.
User opinion is represented by the Audience Score, which represents the percentage of Rotten Tomatoes and Flixster users that positively rated a movie or TV show
Слайд 15Both numbers are shown together on every movie and TV page
SCRIPTED
MAJOR FILM RELEASES
Слайд 16Reviews from both critics and experts are shown for each title
CRITICS’
AUDIENCE REVIEWS
Слайд 18
Source: Bottlenose 2014
• To validate opinions about content quality
• To compare and contrast
Fans & Journalists Use Rotten Tomatoes Scores
Слайд 19Strengths of #PROvsUGC
Immediate/Real Time
Audience Engagement
Listening Device
Constant Content Stream
Trusted
Objective
Structured
Scalable
Expensive
Conversation Starter
Слайд 20
Who Do You Trust? Hotels
Built in 1886 and impeccably restored, The
Each room—decorated with old photos, vintage curios, and refurbished antiques—is unique, so specific requests should be made when reserving.
Standard guestrooms are cramped, but corner rooms showcase nice city views.
Leading Travel User Review Site
DETAILED | OBJECTIVE | ACTIONABLE
INSIDER INFORMATION
MYOPIC | SUBJECTIVE | NEGATIVE
NOT ACTIONABLE
The rooms (3 of which I visited) were all worn out. The carpet dirty, the beds creeky, some had high ceilings which felt eerie, some awkward layouts of furniture.
The elevator made me nervous with funky noises.
The bathroom in my room was big as it was a handicap but the water ran cold for a good two or three minutes, had low pressure and after letting it run I was standing in ankle deep cold water as I showered.
Слайд 21
Who Do You Trust? Recipes
Leading User-Submitted Recipe Site
REAL INGREDIENTS |
EXPLANATION OF COOKING METHOD
UNCLEAR ORIGIN | COMMENTS MORE HELPFUL THAN INSTRUCTIONS LACK OF COOKING CUES
Слайд 22
WHO DO YOU TRUST? CRITICS VS. FANS
Source: Bottlenose 2014
Who Do
AUDIENCE
Reflects fans’ passions
Come from fans that chose to see a film or TV show
Consensus gets closer to critics assessment over time.
Can help you see if a movie or TV show lives up to fan expectations.
CRITICS
Deeper and more analytical than most
fan reviews
Less swayed by marketing
Consensus tends to stay the same over time
Can help you decide on films or TV shows you don’t know about.
