Table of Contents mid-term - Tài liệu tham khảo | Đại học Hoa Sen

Table of Contents I - OVERVIEW 1. Concept
2. History and Development of UGC 3. Types of UGC
II - METHODS OF IMPLEMENTING UGC
1. How to Find and Identify UGC Sources 2. Where Can UGC Be Deployed?
3. Methods of Implementing UGC
4. Considerations When Implementing 5. Case Study III - EVALUATION 1. Advantages 2. Disadvantages I - OVERVIEW 1. Concept
User-Generated Content (UGC) refers to content created and shared by users on
online platforms, such as photos, videos, reviews, posts, and comments (Ngọc, 2021).
Unlike brand-produced content, UGC is content created by customers as they share
personal experiences with a product or service. (Santos, 2022). 2. Types of UGC
Here are some types of User-Generated Content (UGC): (Miles, 2024); (Beveridge, 2024) 
Videos and Livestreams: Includes YouTube videos, Instagram Stories, live
streams on Facebook, and other platforms. Typically, these are self-recorded
videos such as unboxing or shopping experiences. 
Comments: Comments under blog posts or social media posts about the brand,
helping to answer questions about the usefulness of the product or service. 
Reviews: Detailed reviews from people who have purchased the product,
providing in-depth information and the ability to persuade potential customers. 
Forum and Blog Posts: Quality UGC from individuals interested in specific
topics, often a source of potential customers if used effectively. 
Social Media Posts: Any social media posts related to the brand, such as
Instagram posts or Facebook updates.
II - METHODS OF IMPLEMENTING UGC
1. How to Find and Identify UGC Sources Hashtags (#)
There are various ways to find user-generated content, one of which is creating
hashtags (#). Hashtags are words or phrases following the pound sign (#), used on
platforms like Facebook, Instagram, and Twitter to categorize content and topics.
Hashtags help brands reach their target audience, build brand awareness, and increase
visibility. Typically, hashtags include product names, brand names, marketing
campaigns, or messages the brand wants to convey. To be effective, hashtags should
be short, clear, and under 15 characters.
Example: Brands like Coca-Cola have used the hashtag #ShareACoke to encourage
users to share images with Coca-Cola bottles featuring their names. Nike, with
#JustDoIt, connects and motivates sports enthusiasts to share their workout moments.
In addition to hashtags and tagged photos, there are several other ways to find user- generated content (UGC): 
Search on platforms like Facebook, Twitter, TikTok, and Pinterest. 
Read product comments and reviews.  Look for mentions on YouTube.  Check event photos. 
Review tagged locations if your brand has a physical store. 
Use Google Analytics to see where website traffic is coming from Using Social Monitoring
Social Monitoring is a valuable tool for searching and analyzing user-generated content
(UGC). Instead of relying solely on hashtags and tagged photos, Social Monitoring helps
brands track all mentions of their brand across social media platforms. Example:
Social Monitoring tools like Hootsuite or Brandwatch allow brands like Starbucks to
track every post containing the name “Starbucks” on social media, regardless of whether
the user includes a hashtag. This helps them capture feedback, stories, and real experiences from customers
2. Where Can UGC Be Deployed?
Social media is the most common platform for sharing UGC, where users post and tag brands. In Advertisements
UGC can make advertisements more authentic and relatable, whether you're creating ads
for social media, websites, or any other format.
On Website Display Galleries
UGC can also be showcased in galleries on the brand's website. This approach allows
brands to highlight customer experiences and interactions, making the site more engaging
and trustworthy by showing real user content. UGC on Product Pages
Displaying UGC on product pages can boost conversion rates by up to 64%. Product
pages are often at the end of the customer journey, summarizing items of interest. Adding
UGC to these pages makes them more engaging and helps hesitant customers decide to purchase.
UGC can also address customer questions about fit and size by showing real people using
the products, which reduces return rates. For instance, Jolie Home has effectively used
customer reviews and images on its paint product pages, showing how colors look when
applied and inspiring future projects. Email
Brand email campaigns offer another opportunity to showcase user-generated content
(UGC) and engage subscribers. Since incorporating UGC into its emails, fashion retailer
Monsoon has seen a 14% increase in click-through rates and a 3% boost in revenue from email campaigns.
3. Methods of Implementing UGC
Developing a Strategy: Create a UGC strategy to organize and publish content effectively for the brand.
Obtain User Permission: Always seek permission before reusing content and keep proof of this consent.
Give Credit: Respect creators by crediting them and tagging them when reposting content.
Share Diverse Content: Ensure variety in UGC to attract a wide audience.
Review and Curate: Monitor UGC around the brand and select content that best fits the audience.
Set UGC Campaign Goals: Define objectives and how you intend to use UGC before starting the search.
Select UGC Collection Channels: Focus on high-engagement channels like email,
website, social media, Google Maps, and e-commerce platforms.
Leverage UGC Effectively: Publish UGC on suitable channels to maximize its benefits.
Build a Community: Encourage interaction by sharing genuine feedback from users.
Monitor Performance: Track each UGC’s results to understand the best audience responses.
Improve Product and Service: Ensure quality products to generate positive UGC
and make improvements based on negative feedback.
4. Considerations When Implementing
Obtain User Permission: Ensure customer consent is received before using UGC to
avoid misunderstandings and build trust.
Reuse UGC: Leverage UGC multiple times across various channels like websites, video
marketing, and ads to diversify content.
Engage with Customers: Regularly interact with UGC to maintain a content-
engagement loop, encouraging more UGC from users.
Align with Brand Image: Ensure UGC campaigns align with brand values to encourage
genuine customer participation. 5. Case Study
Samsung and #danceAwesome
Samsung launched the #danceAwesome challenge with K-pop group Blackpink to
promote the Galaxy A phone. Fans participated by dancing to the campaign song and had
a chance to win a free Galaxy A71. The campaign achieved 21.5 billion views, promoting
the product while strengthening fans' connection with Blackpink. Lessons from Samsung: 
Natural Trust: Allow users to create content on their own, increasing authenticity and engagement. 
Partner with KOLs: Collaborate with influencers to amplify brand reach. 
Encourage Purchase Behavior: Use UGC to inspire the desire to own the
product, creating a viral effect and attracting potential customers. III - EVALUATION
1. Advantages (Cross, 2023)
Increased Authenticity: Reviews from real customers make products more trustworthy
due to their objectivity, with less skepticism compared to traditional ads.
Time and Cost Savings: UGC naturally reaches interested customers without the need
for extensive targeting efforts, helping to reduce advertising costs.
Builds Trust: Positive feedback from users strengthens customer trust in the brand by
aligning with the brand’s promises.
Creative Support for Marketers: UGC eases the creative burden for marketers,
providing a variety of content naturally and effectively.
Increases Engagement: UGC enables brands to interact directly and promptly with
customers, fostering mutual understanding and stronger connections.
Drives Purchase Decisions: Positive UGC feedback encourages potential customers to
make purchase decisions more confidently.
Versatile in Usage: UGC can be utilized across various marketing channels like social
media, email marketing, and website design, boosting product credibility and persuasiveness.
2. Disadvantages (Team, 2022)
Negative Content Is Unavoidable: UGC may include negative or inappropriate content,
such as poor reviews or comments, which can harm the brand. Avoid over-deleting such
feedback to maintain authenticity and view it as a learning opportunity to improve.
Requires Close Monitoring: UGC needs to be monitored to prevent harmful content and
SEO attacks. This requires time and budget to ensure content safety before publishing.
Unreliable and Unverified Sources: UGC may come from users without expertise or
from fake accounts, which can reduce customer trust in the content.
Legal Considerations: When using UGC, brands must obtain permission from the
content creators to comply with intellectual property rights, avoiding legal issues when running promotional campaigns. IV - RECOMMENDATIONS
1. Set Clear Guidelines: Provide users with clear instructions on what content to
create, ensuring it aligns with the brand's image while allowing creativity.
Example: Lululemon offers a guideline for users to share yoga or workout routines
while wearing their products, ensuring the content fits their active and health- conscious brand image.
2. Offer Incentives: Motivate users to share content by offering rewards like
discounts or featuring them on social media. Example: Starbucks rewards
customers who post photos of their drinks using the brand’s hashtag by featuring
them on their Instagram account, encouraging more user engagement.
3. Partner with Influencers: Collaborate with trusted influencers to boost UGC
reach and credibility. Example: Daniel Wellington partners with micro-influencers
who share photos wearing the brand's watches, generating high-quality UGC and reaching a broader audience.
4. Use Monitoring Tools: Invest in tools to track and manage UGC effectively,
staying on top of content trends and feedback. Example: Nike uses tools like
Brandwatch to monitor mentions and conversations about their products, allowing
them to engage with fans and respond to feedback in real-time.
5. Build a Community: Engage with loyal customers, share their content, and create
a strong community of brand advocates. Example: LEGO has a user community
where fans can share their builds and ideas, and the brand features outstanding
creations, fostering a sense of belonging and ongoing content generation.
6. Improve with Feedback: Use negative comments as growth opportunities, make
improvements, and communicate changes to customers. Example: Domino’s Pizza
used negative feedback about the taste of their pizza to overhaul their recipe. They
then launched a campaign showing how they listened to customers and improved their product.
7. Plan for Crises: Be ready to handle potential issues like negative content or
backlash with a crisis management strategy. Example: When United Airlines faced
a crisis due to negative UGC about customer service, they had to respond quickly
with an apology and plan to address the issue to prevent further damage.
8. Diversify Content Use: Repurpose UGC across various platforms, like websites,
emails, and social ads, to maximize its impact. Example: GoPro features customer
videos on their website, social media, and in email campaigns to show the real-
world use of their cameras and inspire new customers.
9. Track Performance: Measure UGC campaign results and adjust strategies to
enhance engagement and effectiveness. Example: Fashion retailer ASOS tracks the
performance of their #AsSeenOnMe campaign to understand which types of user
photos generate the most engagement and refine their approach accordingly.
10. Follow Legal Rules: Always get permission before using content and respect
copyright laws to avoid issues. Example: Airbnb asks for explicit permission from
hosts and travelers before sharing their photos in marketing materials, ensuring
legal compliance and building trust. V. Conclusion
User-Generated Content (UGC) has become a valuable asset for brands, enhancing
authenticity, building trust, and engaging customers through diverse platforms like social
media, websites, and emails. When implemented effectively—with strategies for
obtaining permission, monitoring quality, and aligning with brand values—UGC can
strengthen customer relationships and inspire purchasing decisions. Despite challenges
such as handling negative content and legal considerations, UGC’s benefits, including
cost savings, creativity support, and versatility, make it an essential tool in modern marketing. Bibliography
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