Cue the time machine: Long before smartphones, selfies, and our unquenchable online sharing culture, photos were the best mementos we had when returning from vacation. We shared prints with family and friends, pasted them in photo albums and loved showing off the fun we had during our travels. Universal Orlando’s “Show Us Your #UniversalMoments” campaign, with its tagline “Vacation like you mean it,” has captured this nostalgic sharing perfectly for our modern times. Their clever use of shared customer vacation memories offer marketing pros four user-generated content (UGC) tips to harness “universal” human behavior into marketing gold.   

Launched in April 2014, #UniversalMoments invited Universal Orlando visitors to upload their favorite photos and videos to Instagram, Twitter, Vine, or the Universal website accompanied by the hashtag “#UniversalMoments.” Since then, viewers have been sharing, downloading, and commenting, collectively building a vast catalog of UGC all about the fun times you can find at Universal Orlando.

Universal Orlando shares customer content on its website and social channels, including Instagram, Twitter and YouTube. And, many customer images were even used in a recent Universal Orlando TV commercial.

This UGC campaign works because it taps into basic “universal” human behavior.

4 universal UGC tips that tap into human behavior

1. Make your customers the stars

People love to show and tell vacay photos, especially the photos that capture the essence of the vacation, or the ones where we look our best, goofiest, or relaxed. #UniversalMoments allows visitors to pick the perfect photo and memory and share it with the world —hanging out with Scooby Doo characters to enjoying time with the family and riding roller coasters. True fans love seeing their photos on the website, and imagine the heightened excitement for those who had photos selected for the TV commercial.

2. Connect with human emotions

Universal doesn’t just post all the images on its site; it filters them into categories: excite, relax, play, connect, or thrills. This helps future customers hone in on what they want from their vacation and envision themselves at the park. As a bonus, these “vacation verbs” might inspire visitors to participate in other activities while at the park. By connecting with emotions of the customer they create a deeper desire to take action (book the trip)!

3. Give people a reason to share

We know people share their favorite images on social media, both while traveling and when they arrive at home. Through this campaign, Universal encourages their customers to tag those very photos with a simple hashtag, with the potential to be featured online. When someone’s images are showcased on Universal’s website, they are likely to share the campaign itself.

4. Use real people to tell a story

When we share our photos with friends, they enjoy it because they know us, they like us, and they are happy to see us happy. To our friends, we are real people, not just another model on location at a photo shoot in Florida. UGC used in this campaign manages to instill the same feeling. The photos that are submitted by customers are not professional shots; the people have not been cycled through hair, make-up and wardrobe, and they look like, well, real people. Real people bring authenticity to any marketing campaign.

Ultimately, what makes the #UniversalMoments campaign work is that customers become engaged through memories. Everyone wins;  those creating the moments captured in the images, the people sharing them with others, those who are planning their next vacation and Universal itself.

The post #UniversalMoments Campaign Reveals Four Universal UGC Tips appeared first on Thismoment Content Marketing Blog.

The other day I did something I have never done before—I visited the BuzzFeed website. Crazy, right? I’ve read their LOL, WTF, and occasional news articles a thousand times, but I’ve always read them off of their site, usually on Twitter or Facebook. But that’s the point—and one of the secrets of success behind the fastest growing site on the Internet. My visit, combined with a recent presentation from BuzzFeed founder, Jonah Peretti, brought to life six “aha” content tips from which all content marketers can learn.

6 BuzzFeed Content Tips for Marketers

BuzzFeed Content Tip 1: No click-bait headlines

Sure, BuzzFeed headlines get your attention and usually they’re straightforward. “23 Things Only Eurasians Understand” gets the point across but also has that high-volume sharing probability with the readers that relate.

“We don’t make money on click bait, and it’s deceptive,” Peretti says. BuzzFeed cares more that you see a sampling of their best content —such as the funny #5 on one of their quizzes that you can share with a click or the most compelling paragraph of an article.

“We optimize articles to share, not to click through and lead to nowhere,” he said. That doesn’t mean that BuzzFeed doesn’t care about metrics though, far from it.

BuzzFeed Content Tip 2: Use sharing metrics to connect the dots

Clearly, BuzzFeed is focused on getting its content spread across multiple platforms and people, and sharing data is their most important metric. But, it’s not that simple.

“The sharing nature of BuzzFeed drives growth, and we think it’s the quality signal embedded in sharing, not to mention your own reputation when you do this. It’s a nice combination of quality and growth,” Peretti says.

That’s why BuzzFeed is so open to sharing its content with other platforms. Make no mistake, though—the more open the network is with data, the more likely it is that you’ll find BuzzFeed’s content. Peretti cited Facebook, which is very open, versus Netflix, which doesn’t offer up data.

BuzzFeed Content Tip 3: Let the magic happen with the human connection

Peretti says if you zoom out, social content is all about how people use it.

For example, take one of their many viral articles, “Weird Things Every Couple Fights About.” For Peretti, “it’s about the conversations it spurs, the joking comments online, the recognition of yourself.”

Another example he pointed out: “Sharing a recipe from BuzzFeed, seeing the photos of the recipe on Instagram with comments on how it tastes. These all lead to that human interaction.”

He points out that social is exploding because content is going to people where they are, versus the other way around. “The structure of media, now with social, mobile, and video content for all these different target groups, is making for interconnected and diverse audiences. It finds them.”

BuzzFeed Content Tip 4: Content and ads should be separate but equal

The reason BuzzFeed is a sponsored content trailblazer is because Peretti hated banner ads and refused to use them on the site.

For example, he sold HBO on the idea that writing sharable, compelling Game of Thrones quizzes is a far better use of their money than a “Watch HBO” ad. “We also realize the interdependencies of content and ads, and make better ads because of it,” he says.

Even so, just last week BuzzFeed adopted strict guidelines on the separation of church and state, especially with its journalistic ethics in hot water recently in its growing news division. Admittedly, Peretti said BuzzFeed has a reputation for most as pure entertainment versus covering hard news but aims to change that perception over time. “Working with reporters is the most rewarding part of my job,” he said.

BuzzFeed Content Tip 5: Don’t worry about the competition and imitators (at not least publicly)

“Copycats don’t scare us. They might get surges, but they can’t game the system if they’re doing click-bait, as an example, and people will realize this.”

Legacy media companies, like Time or Newsweek, try to co-opt some of the success of the BuzzFeed formula. However, they carry a lot of baggage from their print days and have a difficult time adopting nimble media publishing models like BuzzFeed.

Peretti acknowledges and admires companies like Snapchat that are experimenting with content, such as its new Discover platform, which seamlessly pulls in various media content to the Snapchat app. Asked if it’s a threat to BuzzFeed, however, he says that he welcomes “experiments.”

BuzzFeed Content Tip 6: Be a living lab

Peretti is adamant that BuzzFeed carry on as a place for trying new content formats, seeing what works, and building on it if it’s a hit with audiences. “We do what’s best for the consumer, not always business logic,” he says. Unlike technology or product companies, BuzzFeed can focus solely on content, organizing its employees in small groups, and working with a high degree of autonomy.

He admits it’s getting more difficult due to BuzzFeed’s increasing size. The cost of growing larger means that other groups create similar content. Does he care? “I’d rather have freedom at the cost of redundancy than consistency at the cost of freedom.” With all the sprouting groups at BuzzFeed, from their news division to new motion pictures group, he wants to stay focused on embracing innovation, and simply let people build things. “Media has more opportunities than ever,” he said.

For a company that’s valued at almost a $1B, he’s not kidding.

The post Six BuzzFeed Content Tips You’ll Love appeared first on Thismoment Content Marketing Blog.

It’s no surprise that smartphones have become virtual enemies with brick-and-mortar stores given the fierce competition for shopping dollars. But  retail and mobile can be besties if retailers embrace the digital features consumers want before they even set foot in a store and while there. In fact, 71% of smartphone users who research products inside a store say the device has become more important to their shopping experience. So how retailers can capitalize on this behavior and grab those purchasing dollars?

Understanding how we got here is just as important as solving the problem: It was a perfect storm that ultimately led to smartphones gaining shopping power and resulted in a sustained drop in CPG and tech retail businesses. Credit (or blame) it on the ease of online purchasing, meteoric rise of showrooming, and digitally fueled “now” consumer mentality.

Results, however, from Digital Impact on In-Store Shopping: Research Debunks Common Myths, a recent study by Google, Ipsos MediaCT, and Sterling Brands, indicate a new purchasing era is emerging where mobile technology can play a big role in the decision-making process beyond local search. It can help both to lure customers into the store and, once there, to open their wallets. The good news is that brick-and-mortar stores can exploit the benefits of smartphones instead of working at seemingly opposing purposes. But like any good sale, retailers should pay attention and act now.

Retail and Mobile Tip #1: Provide the right info online

With increased local search options on smartphones, consumers want tons of information before they’ll go into a store. A whopping 72% say they desire the price of the item, followed by stock availability, the location of the store, store hours, you get the idea. They want a lot of data before they even think about doing business with brick-and-mortar retail.

The study points out that three out of four shoppers who find the right information in online search results are more likely to visit stores. c Conversely, one in four say without it, they’ll steer clear of a store to avoid the risk of items being unavailable. The net-net? Geo-targeting content and ads help retailers connect with shoppers who may be close to the store.

A powerful way to appeal to these hybrid mobile shoppers is to reinforce product availability with local inventory ads so consumers will feel confident when they visit the retailer. For example, Macys.com creates local inventory ads to showcase local in-store merchandise, and it’s been a successful tactic for the department store.

Retail and Mobile Tip #2: Harness mobile technology to win the in-store sale

Once they are in a storearmed with a smartphone, consumers expect an informative, customized experience. A full 42% are thinking about additional purchases in your store and doing research while inside (64% on search engines and about 40% on the retailer’s  website or app). Only a small group will explore another retailer’s website or app. This behavior presents many opportunities for retailers to connect with shoppers who want personalized coupons (85%); recommendations for what to purchase (64%); and reviews (54%). Essentially it’s the retailer’s sale to lose if they don’t supply the technology to help shoppers while in a store.

Sephora is a prime example of a retailer embracing the power of mobile search to help consumers find the right products at those pivotal moments. Designed by the company, their app offers easy access to product ratings and reviews. Retailers can use their existing online presence—whether it’s website, apps, mobile ads or search results—to help in-store shoppers make smart purchasing decisions, which ultimately discourages them from turning to the competition.

Retail and Mobile living in harmony

Overall, the Google study reveals that consumers are more than happy to make a beeline to their local store if expectations for price, availability, and other purchasing checkpoints meet consumer needs. Once inside, consumers want more of a personalized experience, using their phone as the fastest path to research additional products they are already considering. Retailers who harness mobile technology to respond to consumers’ needs rather than viewing it as competition can be a smartphone shopper’s BFF—which is a happy ending for everyone.

The post In-Store Retail and Mobile: new BFFs? appeared first on Thismoment Content Marketing Blog.

You know that moment when you’re sitting in the restaurant and you hear the sizzle of a far off Fajita plate coming your way? As it gets closer you begin to salivate and you feel an overwhelming joy as you anticipate your first bite? This sound, the sizzle, triggers a deep emotional connection. The same experience happens in marketing all the time, it’s called Sonic Branding and you should think about it when creating content.

Why sound matters

Fact: Humans are hardwired to feel emotion when we hear music, and we even release dopamine to make us feel wonderful (well, maybe not when it’s Britney Spears). The sense of hearing is one of the most powerful ways to elicit emotion and tell a story—in as little as two seconds—but when it comes to branding, it’s often overshadowed by visuals and words. Whether it’s music playing, birds chirping, or even the crunch of a potato chip, sounds are as much a part of the brand experience as anything else, even though we barely notice it. In fact, consumers are almost 25% more likely to buy a product with music they recalled, liked, and understood. Sound good?

The new frontier: sonic branding

Sonic branding, in simpler terms is “strategically using sound and music to trigger emotional responses to help consumers identify with brands and build loyalty.” Joel Beckerman, the biggest name in sonic branding and the brains behind AT&T and other iconic jingles, thinks sound is the most underutilized tool in the marketer’s toolkit. His life work is to help brands focus on that magical moment in branding—what he calls the “sonic boom”—when music and sound connect and emotionally change the person for a “boom moment.”

Beckerman makes this case in his recent book “Sonic Boom,” but also points out that sound is often experienced subconsciously and we are unaware of how it affects our behavior. That’s also why sometimes we want to leave a store or stay longer, depending on our emotional reaction (though we might not be cognizant of why we feel that way).

Strategic use of sound and music in branding can amplify—literally and figuratively—consumer response to it. He points to the Chili’s TV commercial that starts with the sizzle and ends with the fajita at the table—you hear it first, then see it, smell it, touch it—seizing the emotional effects of every possible sense. This example creates and emotional connection to sound that’s so powerful we borrowed it to open this very blog article. Beckerman also praises Disney, which uses bird songs and forest noises to create a “fake quiet” while customers move through lines as an excellent use of sonic branding.

And then there are the epic failures, or what Beckerman calls “sonic trash.” Marketing that falls into this category is brought to us by companies that don’t have a sonic strategy and slap on music as an afterthought. They instead focus on the visuals and text, not understanding how sonic branding is an essential element of the message. In most cases of sonic branding failure there is a disconnect between the visuals and the music.

Lest we forget the sound of silence, which is often likened to visual white space. This can also create a powerful sonic branding moment that marketers can use to communicate volumes of information at the right time and place. You’ll know when you “hear” it.

“Sound is really the emotional engine for any story,” Beckerman says. “Businesses should take it as seriously as they do any of the visual elements of design and advertising.” To learn more about sonic branding, check out the Sonic Boom Interactive Experience.

All of this is to say that we, as content marketers need to remember that our senses can play a valuable role in the success of our content; the written word can be enhanced by our nose and ears, even if only in memory of past experiences (like yummy fajitas).

The post Sonic Branding is Hear to Stay appeared first on Thismoment Content Marketing Blog.