Is any brand above collecting feedback?
In any business, it’s crucial to know what your customers are thinking. Most new businesses know this and ask for feedback as standard. In fact, some of the biggest success stories of recent years — think Airbnb and Uber — have put customer reviews at the heart of their business model. But what about established brands? […]
How UGC can help utilities companies in hard times
We all know that being in the utilities business is no beach holiday. But right now it feels more like Dunkirk. You’re getting slated in the press for things beyond your control. Wholesale costs are rising, and government policies are asking more of the utilities providers. That’s forcing consumer prices up. It’s not your fault, […]
The one thing keeping brands from collecting inspiring UGC
When a new iPhone comes out these days, what do you see on the billboards? A list of its features? Close-ups of the phone from five different angles? No – you see beautiful photos taken by real iPhone users. Sure, these “Shot on iPhone” ads are partly about showing off what a great camera the […]
Why humans are kings of content moderation
“Everything in moderation — including moderation”, said that old wag Oscar Wilde. In May this year, Facebook announced it was hiring 3,000 extra staff to moderate its content and flag up inappropriate stuff. This was on top of the 4,500 it already had — an immoderate number of moderators, we think you’ll agree. When a […]
David VS Goliath: How your travel company can take back control from TripAdvisor
TripAdvisor is the Google of the travel world – a vast behemoth you can’t afford to avoid. People used to go there for honest, unbiased reviews of hotels, restaurants, and activities by fellow travellers. Not anymore. The bigger it gets, the less trustworthy it gets. Remember what happened to Goliath, the giant that everyone thought […]
Is the Citymapper bus a preview of realtime UGC?
Is there anything more idyllic than travelling across a busy city? From nuzzling into someone’s armpit to enjoying the calming influence of traffic, roadworks and faulty signals, there are so many highlights to enjoy. Then again, non-armpit fans might disagree. The folks at Citymapper certainly do. Which is why the self-professed “ultimate transport app” recently […]
Have travel companies missed the point of user-generated content?
Holidays are made for user-generated content. That camera around a tourist’s neck? It’s a marketer’s best friend. Whatever the holiday, people are capturing beautiful little moments the entire time. But when they return home, and the company they booked with asks about their trip, they normally end up with stuff like this… Where are those […]
What’s the real essence of the travel industry?
What happens when you’re on holiday? You make memories you want to share. It was a no-brainer for British Airways Holidays to start asking customers to share their holiday memories in the form of reviews, stories and photos. But it was the possibilities of what they could do with that user-generated content (UGC) which was […]
4 tips for collecting high-quality UGC
Everyone’s a content creator these days. But who are the editors? Reviews, photos, videos, mini-stories and quotes from customers are jam-packed in almost every brand and retailer’s website and social media channels. Take a quick look and it becomes obvious that despite the riches of quantity, there is a real issue with quality of content. […]