Finding and curating brand advocate content is one of the most important elements of aUGC marketing campaign. Being involved with, and promoting, the content that will ultimately be used on behalf of your brand is a process that must be actively promoted. Hashtags, targeted keywords, and geolocation are three of the most reliable, tried-and-true ways to find and ultimately curate brand advocate content.
It’s important that you do more than just turn your company name into a hashtag. You have to remember that most social media users are not going to start off as advocates of your brand, but rather will be fans of a particular product, attitude, event, etc. Be creative in your use of hashtags, with the intent of turning the hashtag itself into a cultural element, or “meme”. Ideally, a hashtag will become a conversation, as users incorporate the hashtag into their posts on a particular topic.
One example of a creative hashtag is BareSnacks’ hashtag #DareToBare. Their hashtag is more than just their name, it is an attitude, which is exactly what their brand wants to convey. The contest itself asked users to share a true story or fact about themselves. In addition to giving the first 500 entrants a free bag of Bare chips and other weekly prizes (an inexpensive way to seed participation and generate buzz), users were able to vote on their favorite entry, with first place earning a trip to Hawaii. This increased user participation and created a sense of community buy-in – all crucial elements when trying to generate brand advocacy.
Target Long-Tail Keywords
Long-tail keywords are a great way to find users who are deeply involved in a particular culture, product, etc. These keywords are very specific, and can include (for example) specific model numbers, specific apps on a mobile device, or specific problems. When you create social content that incorporates long-tail keywords, you are able to target a very specific subset of an audience, which can be useful for niche products or marketing efforts. In addition, the value of medium length searches is significantly underrated. While most marketers focus on highly competitive one or two word keywords, it is estimated that around 70% of all page views are a result of long-tail keywords.
There are two main ways to gather information using geolocation. The first is to search the actual textual post of a user. In other words, you use social media search tools to search the content of user posts. The second way is to use the social network filters itself to find users in a specific geographic area, and then look at the content they are posting. One example of an effective marketing campaign that used geolocation was the Taco Bell Happier Hour Campaign on the New York Times iPhone app, which offered users specific deals based on their location. More specifically, users received advertisements for deals when they were within a particular geographic range of a Taco Bell. Geolocation is still a relatively young marketing strategy, and will likely see further developments as time goes on.