User Generated Content and DXM: how to increase your customer knowledge
Often considered as a means of multiplying content production at a lower cost, UGC content can offer a much greater value when combined with DXM (Digital eXperience Management).
What if brands finally consider User Generated Content (UGC) as a strategy and not just a tactic? With the advent of DXM (Digital eXperience Management), the question is taking on a new acuity.
While user-generated content is often mentioned as part of “marketing strategies,” in practice, brands use it to generate large volumes of content at reduced budgets – or, occasionally, as part of viral operations (a contest, a game). Few brands have made UGC a strategy in its own right like GoPro. But DXM should change this situation.
Usually, UGC is associated with 3 main advantages:
1) An unbeatable cost/volume ratio of content
Even by integrating the budget of the associated communication campaign, UGC generates a significant volume of content for reduced or even zero unit costs. Nearly 95% of the content published on Tourism Australia’s social media accounts is part of this approach.
2) Authentic content
With a classic production of brand content, a brand cannot get the assurance that it is aiming right. On the other hand, with UGC, this question does not arise. The content is inherently authentic since it is produced by the brand’s community of users and customers.
3) Boosted conversions
Not surprisingly, the perceived legitimacy of UGC content is stronger than that of brand content (produced by the brand or its service providers). According to a study by Ipsos MORI conducted in the United Kingdom, the sales conversion rate of an emailing with UGC content triples.
These advantages are very real but they also tend to obscure one of the major contributions of a UGC strategy: customer knowledge. A DIY brand that offers its customers the opportunity to share their best tips on video not only generates authentic, engaging and cost-effective content, it also collects a wealth of data on the uses and preferences of its community. Valuable data that can now be used.
While a marketing team can quickly be overwhelmed by the volume of content in a UGC campaign, technology can now categorize and moderate that content. Wedia’s Digital Asset Management (DAM) solution includes the necessary artificial intelligence capabilities to label and tag images or videos according to their content. It also offers an efficient pre-moderation service by identifying offensive content (nudity, violence, etc.) helping your brand avoid “bad buzz.”
From UGC to Visual Listening
In the case of our DIY brand, image recognition and speech-to-text algorithms can be used to distinguish whether the work is done indoors or outdoors, whether it involves one or more people and, of course, whether it uses specific elements (paints, materials, tools). This provides a classification of content that, in itself, documents its use.
It is not uncommon to discover new uses for products in the analysis phase of Visual Listening. In another sector, that of camping tents, a manufacturer specialized in making tents that are quick to assemble, will be able to observe how these tents are being used in unexpected ways. For example, as a “mobile garage” for motorcycles, or as a “boat shelter“.
This analysis can go even further, up to the recognition of the overall tone (aggressive, neutral, warm) of the video. Applied to UGC, artificial intelligence can perform “visual listening” of content – we speak of Visual Listening in the same vein as Social Listening, but rather than analyzing text, we can go even further by analyzing images and videos. But this is only the first part of the journey.
While the DAM is called upon to help on the first step of this journey, the DXM takes over during the second step. And for good reason: the mission of DXM is to nourish the user experience by providing the most appropriate content at the right time and via the right channel. To fulfil this mission, UGC content is a first-class material in terms of volume and variety.
UGC + DXM: a customer knowledge tool
Depending on the known path of a user (the content already consulted, the device used, etc.), the DXM solution draws from the reservoir of available and previously documented UGC content within the DAM. Either to offer content that corresponds to well-identified areas of interest, or to out try new associations (and stimulate cross-selling). In both cases, the UGC provides the DXM with a margin of flexibility that is difficult to reach with brand content alone.
From DAM to DXM, the UGC ultimately feeds a virtuous cycle of user experience. A dynamic that begins with engagement (user content submission), continues with knowledge (AI-assisted documentation of content) and self-fuels with contextual content sharing. This makes UGC much more than a “tactic for producing at low cost”; with DXM, UGC content becomes a customer knowledge tool.