Final report topic user generated content marketing – effectiveness and application

Finally, on a social level, the Internet and mobile platforms create an environment in which millions of people can create and share content, form new social connections, and strengthen

MINISTRY OF EDUCATION AND TRAINING

UNIVERSITY rACULTYOF LOGISTICS-INTERNATIONAL TRADE

Phan Thanh Trường 22000257

MINISTRY OF EDUCATION AND TRAINING

UNIVERSITY FACULTY OF LOGISTICS-INTERNATIONAL TRADE

Phan Thanh Trường 22000257

3 22000441 Quách Nhật Thy Part 3;4;5 100%

4 22014476 | Nguyễn Ngọc Hải Đông Part 3; 4; 5 100%

5 2180695 Võ Thị Minh Như Part 3 ;4 100%

Acknowledgments

6 22013025 | Trần Nguyễn Hữu Nhân Part 1 ;4 100%

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HONOR PLEDGE

“T have read and understood the behaviours of academic integrity violation

I affirm that I have not given or received any unauthorised help on this assignment, and that

this work is my own”

Võ Thị Minh Như

Trần Nguyễn Hữu Nhân

RECOMMENDATIONS OF LECTURER

ACKNOWLEDGMENTS

Our team would like to express our deepest gratitude to the contributions not only of the team members but also to the supporters, whether directly or indirectly, in this final report

of our group

To be able to complete this final report, the team would like to thank Ms Ngo Minh Tra,

a lecturer at Hoa Sen University She enthusiastically guided and answered the lessons, enthusiastically guided and helped our group a lot in this final report

And thank you to Hoa Sen University for allowing us to study E-Commerce Without the knowledge of the subject and the teaching of the teachers in this subject, we would not have been able to make a report that understands how important user-generated applications

Also thank the team members for their efforts, best efforts, solidarity, enthusiasm -

enthusiasm with this final report Thanks to that, the report this term can be completed on time and on time for her and Hoa Sen University

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TABLE OF CONTENTS

ACKNOWLEDGMENTS 1 vì

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INTRODUCTION . 1

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1.2.3 The role of User-Generated Marketing - 5 cScsSSseiseereeeeree 5 1.2.4 Types of User-Based Content Marketing SẶẶẶScSSiseeeeeere 7 2 UGC IN SOCIAL MEDIA AND E-COMMERCE SITIES -5S-<S<<<<S2 9 2.1 UGC Marketing in Social media - - SĂ S-S St HH xe, 9 ZVD Facebook he 9

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LIST OF FIGURES

Figure 1- Retail E-Commerce sales worldwide 2014-2025 oo eee 3 Figure 2- Stackla survey on the authenticity of branded content UGC 7 Figure 3- The usage of social media around the world -<<+<<+<«2 9 Figure 4- Facebook LIS€TS - -ĩ- + SH HH "TH HH HH TH Hà HH TH Ha, 10 Figure 5 Tools on EacebOOk - - «sk sex k1 HH HH TH HH HH HH ghe 10 Eigure 6- Marketplace on FaceboOkK - - -c- kckHHHHHHH HH HH HH re 11 FEigure 7- UGC as a pOSf On ÏnSÍa8TAI Ác c1 HH HH re, 12 Figure 8- Reels on Ïnsfàram + k4 SH HH HT HH HH HH Hit 12 Figure 9- Creator in the coding ÍieÌC - - 5 << ++s<+s +41 re, 15 Figure 10- Creator in the beauty Íleld 5 S5 Sex 1A1 1 re 15 Figure 11- Converting video to IP - S5 S5 k2 1H19 HH HH re 16 Figure 12- short videos on Youtube - - - «ke + 2121211311111 2 1 re 17 Figure 13-The State of User-Generated Content 2022.00 eee 19 Figure 14- Shopee's review policy .ccccec cece cee eee eee ete eseeeeeeeaeteeseeseaeaes 20 Figure 15- Coin exchange interface o.oo eee eee tee cee eeeeeeeteeeeeseaeeaes 21 Figure 16- Example of Customer”s Đ@VIGWS Ăn hen rret 22 Figure I7- Interface after reviewing TÌIKI - 5-25 5< sec 23 Eigure 18- Tiki Affiliate Marketing Program -«++s<+< + xseesexsexse 24 Figure 19- Shopee Blog - “Review hay nhan ngay ngan xư” 25 Eigure 20- Example of Review on Google ĐeVIeW cài 26 Eigure 21- Logo SHOpHÍY 5 S4 LH HH "TH HH HH TH HH HH HH 27 Figure 22- Review Of SHOpHÍY - - «sec HH1 HH HH TH HH HH HH 28 Figure 23- “Are ratings and reviews important for your organization?” 33 Figure 24- Business performance on ShopIÏY -sc se series 36 Eigure 25- Ecommerce Platform Market Share in USA 2022 37 Figure 26- "Stranger Things” ƯỚC - - 2Á SH HH 1 He 40 FEigure 27- The #ShotOnlphone campalgn - - S5 se sse + 40

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LIST OF ACRONYMS

Before 2020, the tools to help speed up the transaction process are usually tools in the field of information technology Then, after 2020, the outstanding tool in speeding up that transaction is suddenly a tool in the field of Marketing

2020 is a milestone for the explosive development of EC because it is the result

of a pandemic that the whole world has suffered

Customers have almost completely changed their buying behavior, moving from offline to online and thus leading to a tool or to be more precise, a new form of content marketing that is user-generated

Through this report, readers will first get an overview of E-Commerce and User-generated content marketing Next, readers will be consulted about how User-generated content marketing is applied on different platforms Here, readers will find different types of User-generated content marketing, and how these types of content operate are also completely different The content types

or platforms mentioned in the article all have their limitations and are detailed

to bring the most completeness for readers to refer to the two aspects of User- generated content marketing

by electronic means over the Internet, the Web, and/or mobile devices

Crossing organizational or individual boundaries to exchange value for goods and services is referred to as a commercial transaction " (Kenneth C Laudon,

2021)

1.1.2 Major trends in E-Commerce

First, in business, all forms of e-commerce have recently continued to grow rapidly Retail e-commerce has grown at a rate of more than 20% per year over the last few years, and it is expected to reach nearly $4.3 trillion by 2020 Retail e-commerce is rapidly expanding even faster (at a rate of more than 25% per year) and reach nearly $2.8 trillion by 2020 Social networks such as Facebook, Pinterest, and Instagram promote social e-commerce by offering advertising Reporting, search, and buy buttons that enable customers to purchase the product Local e-commerce is being fueled by a surge in demand for on-

demand services B2B e-commerce, far outnumbering all other forms, is also

consolidating and growing The Covid-19 pandemic, which emerged in the first quarter of 2020, is expected to result in a gradual and long-term .” (Kenneth C Laudon, 2021)

Finally, on a social level, the Internet and mobile platforms create an environment in which millions of people can create and share content, form new social connections, and strengthen existing ones through social media Social networks, photo and video sharing websites and applications blogging websites and applications, etc " (Kenneth C Laudon, 2021)

These are also the main content that will be covered in the report's subsequent sections

1.2 Overview of User-generated content marketing

1.2.1 The concept of Content Marketing

According to CMI', Content Marketing is: “ a marketing technique based

on creating and publishing relevant, valuable content to attract and gain the influence of customers Objective the goal of achieving profitable actions from the customer” And in the field of E-commerce, (Libert, 2015) defines:" Content marketing creates a content campaign for a brand and then tries to secure placement on a variety of websites Examples of content include articles, infographics, case studies, interactive graphics, white papers, and even traditional press releases Content marketing aims to increase visitors to a company’s website, organic search rankings, and brand engagement via social

media.”

In general, Content marketing is transmitted on social networking platforms

such as Facebook, Zalo, Instagram, etc., depending on user needs and

marketing needs to focus on making and providing high-value content related

to products and services The main purpose is attracting and retaining users, thereby creating an end to behavior and converting them into business customers Besides, Content Marketing also helps readers improve their knowledge in life by sharing information about different areas of daily life

1 Content Marketing Institute: one of the leading content marketing websites, as well as a pioneer in this field

1.2.2 The concept of User-Generated Content Marketing

According to (George E Belch, 2015) "User-generated content (UGC) is

an advertising and/or other forms of content provided by consumers or other nonprofessional sources.”

In general, User-generated content (UGC), means any form of content created and shared by users /consumers who are customers based on their

experiences, views, ideas, or feedback through online reviews, product images,

customer replies, products video, Nowadays, digital platforms, especially social networks, are known as "the heart" of user-generated content

1.2.3 The role of User-Generated Marketing

User-generated content has a variety of benefits, including being free, engaging your fan base of customers, and increasing the likelihood that search engines will index your website if the content is constantly changing Along with blogs and the internet, UGC has also all helped to create large new online audiences where the content is provided by users These audiences have greatly expanded marketers’ ability to reach new potential customers in nontraditional media formats Completely new marketing techniques are emerging By giving users more market power and the ability to "talk back,” these same technologies expose marketers to the risk of alienating the public (Kenneth C Laudon, 2021)

In addition, customers nowadays rarely believe brand marketing campaigns, because they rely on and trust the reviewers, opinions, and real-life experiences

of other customers when shopping online Many customers trust content created by other users to make purchases online because it provides users with more authentic reviews This can be understood because customers want to know about the reality of the product or brand they are investing in Therefore, UGC plays important roles such as

e Building trust between customers and its brand: It can be seen that UGC plays a very important role for businesses today as it can build trust between customers and its brand That is the premise for businesses to build sustainable and long-term relationships with customers, turning them into loyal customers

e Cost savings for businesses: Because using the customer's own experiences to offer a wide and practical way of marketing and promotion will help businesses save a lot of costs for other marketing means

e It is a bridge to help businesses hear customers’ opinions more clearly: By reading and hearing the customer's opinions, businesses can better understand the customer experience and the desire to change because of unsatisfactory business

e Helps establish brand loyalty and grows community: UGC gives customers a unique opportunity to participate in a brand’s growth instead of being a spectator This influences brand loyalty and affinity in a big way because people thrive off being part of something greater than themselves, and creating UGC allows them

to be part of a brand’s community (Beveridge, 2022)

In short, UGC also opens up conversations between a brand and consumer, and this level of brand interaction helps build and grow an engaged community Sharing audience content also works to develop and deepen audience/business relationships, driving more brand loyalty

51% @ 92%

of consumers believe that less of marketers believe most or all than half of brands create content of the content their brand creates that resonates as authentic resonates as authentic with

consumers

2 c 1 X 2 1 X Consumers are 2.4x more Marketers are 2.1x more likely to say UGC Is most likely to say brand-created authentic compared to content is most authentic branded content compared to UGC

Figure 2- Stackla survey on the authenticity of branded content UGC

(Source: Business Wire)

1.2.4 Types of User-Based Content Marketing

UGC is also extremely diverse, based on the form, it can be divided into the

following types:

e Review: this is a very popular form of UGC with high reliability Everyone

is free to give their opinion, and many platforms use this method You can easily see reviews anywhere on the internet such as Google, Amazon/Shopee/Lazada, and Facebook fan page, Online retailers have been very successful in creating a large place for users to review and display product reviews that are being published Besides, you can see the review

of a coffee shop or a resort in detail, including their last use

e Blog Posts: Bloggers are a great source of reviews, whether they're fashion

or technology, or food bloggers, they take the time to write down their

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experiences as well as give a few reviews regarding the subject product, service, or brand Many Blog sites work towards testing new products or services and writing reviews

Content on Social Networks: There is countless UGC Content on social

networking platforms such as Facebook, Tiktok, Instagram, and Tumblr,

Today's marketers are especially interested in this access channel because

of the large number of users, coverage, and rapid spread of information on social networks

Video image: Consumers love to post pictures of their new purchases on social media, often with a quick intro, a few compliments, or a hashtag It could be the latest collection of a fashion brand, the latest tech gadgets on

Facebook, or a tweet about the best coffee shop

Forum content: Forums are a method of sharing knowledge that has been around since the early days of the Internet Although the number of users

on the forums today is not as large as at the "golden age" a few years ago,

we cannot deny the influence of UGC Content on this channel Forum members provide a variety of content in the form of performance tips, usage

guides, workarounds, as well as recommendations, and reviews (Huyén,

2 UGC IN SOCIAL MEDIA AND E-COMMERCE SITES

2.1 UGC Marketing in Social media

Social media is an internet-based channel created for people to connect, share

ideas, share information, feelings, images, and videos With the powerful

interactivity of social networks, it is recognized as one of the most effective online marketing channels selected

Nowadays, Social media is always present in daily life, it helps people share information more quickly and effectively than traditional media Social media also

helps increase customer interaction and brand awareness (Hanh, marketingai.vn,

2022)

Social Media Users

interesting content on the website, chat live, and watch short-form videos Shared

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content may be publicly accessible, or may only be shared between a select group

of friends or family, or with a single person Nowadays Facebook is currently the largest social media platform in the world with 2.94 billion users (D6, 2020)

posts, images, videos, and stories, Facebook also has tools that other platforms do

not have such as marketplaces, groups for community discussion, etc,

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The special feature of Facebook is that it also has groups, and even a marketplace so that users can freely post content to exchange with each other The direct communication between users makes them much more trustworthy than one- way advertising that only comes from the brand

Marketplace

er 3) Browse all

On Instagram, users can create UGC by uploading an image or video, tagging,

@hashtag, and the most recently launched tool to help support UGC on the platform is Reels (Meta, 2020)

Instagram is considered the ideal channel to discover and share customers’ images or videos about a brand, product, or service Users can hashtag or tag directly the brand name on the item in the picture, and other users can easily find the products they are interested in by searching the hashtag for that item

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Figure 8- Reels on Instagram

2.1.3 Tiktok

TikTok is currently the 6th largest Short-form Video Social Network globally

with over | billion users as of 2022 TikTok allows users to watch, create and share

short videos online with various video editing effects, making it the most attractive platform for UGCs today

TikTok often has hashtag challenges (HTC) and effects (stickers) for users to record videos, participate in the hottest trends on the platform, and allows users to upload videos up to 10 minutes long It seems that no one opens the app without encountering at least one TikToker attempting to create a UGC video

Because it is a social network, TikTok works based on algorithms, depending

on the preferences or behavior of each user on the application, the system will actively recommend different content Each user “owns” a separate “News Feed” Depending on different purposes, users can use the social network TikTok to

interact with friends, find information, entertain, follow their favorite brands, sell,

and more so again (MarketingTrips, 2022)

Main features available on TikTok:

Create and edit videos: when it comes to TikTok, one of the most

notable features or features of the platform is the ability to create videos with various effects and templates Instead of essentially choosing an existing image or video from a gallery and then posting it on Facebook and LinkedIn, most TikTok users use the in-app editing tools to create

and customize videos Users can also customize the speed, add sound,

or use the phone's camera to create videos

Hashtag — Tag a post: Similar to other social networking platforms, TikTok also allows users to use hashtags to add to posts or search for other related posts

Mention: TikTok users can use this feature to tag or assign a certain user

on TikTok, the same feature as with Instagram or Facebook Users can assign other people to post content or comments by using the @ character right before the account you want to assign (MarketingTrips, 2022)

e Discover — Discover: Where users can search for new videos (by entering any keyword in the search bar) or HOT trends on the platform

e Send Message: TikTok also allows users to interact with each other by messaging each other, but depending on the settings of each account, users can send messages or can send the maximum number of messages

2.1.4 Youtube

Everyone today must be familiar with or have even used YouTube This is an internet-based application that users build so that each individual may use and share through movies or short tales It can be used on electronic devices such as cellphones, televisions, computers, and laptops and only requires an internet connection Millions of individuals worldwide now have access to their accounts

on YouTube They can post their videos on the account for public viewing Some main types of UGC on Youtube:

e Creator-generated content: On Youtube, the most popular UGC is creator- generated content and then customer-generated content Because the unique feature of this platform is that user accounts can only upload short or long videos depending on the user's choice and the content of the videos is also strictly controlled by the Youtube team Users on this platform tend to set

up their topics, edit content carefully and use high-quality cameras to build their Youtube channel It is these things that have inadvertently turned users

on this platform into genuine content creators With this platform, you can enjoy searching and learning information from creators in all different fields

from beauty, travel, education, (Hanh, 2022)

TRANG CHU VIDEC DANH SACH PHAT CONG DONG KENH GIGI THIEL

Xem toàn bộ đanh sách Xem toàn bộ đanh sách

Figure 9- Creator in the coding field

NikkieTutorials © TRANG CH! VIDEO SHORTS DANH SÁCH PHÁT CÔNG ĐÔNG KẼNH GIỚI THIẾU

(@ YOU CAN ORDER NIMYA: THE PALETTE HERE —

Figure 10- Creator in the beauty field

e Customer-generated content: Regarding customer-generated content, although it appears on the platform, the frequency is low and it does not have much effect in promoting the sales of the product because usually, the comment section will be less referenced and sometimes will be ignored

The user is locked, so the comments will not be able to be viewed

Moreover, Youtube also provides tools to support UGC:

« Large screen interface

This feature is often misunderstood by many as a newly updated feature of

Youtube, but this feature was available in 2014 called "Youtube Leanback", users

will see the screen is optimized if they through watching Youtube on the big screen

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or touch screen It's also quite simple, easy-to-use applications, and looking at them will still be more pleasing to the eye than when viewing the small screen Especially the feature you can control remotely when your youtube account is

connected to other devices such as a TV, or Bluetooth speaker,

e« Convert video to GIP

GIP can be seen as the language of the website on Youtube It will share the video with others and GIP a highlight clip to the viewers But transferring videos

is only allowed to subscribers who agree to allow the creation of GIPs Some people will feel this is a meme but no this feature will have more benefits than a

it Through live video demonstrations for users to watch, it is easy to attract more people, and more user interaction to know the account holders posting, and it is

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convenient to introduce their brand The special of these 2 ways of live streams

e« Short video

They were launched in 2018, these features users can only post short videos for about 30 seconds to be able to interact with users to introduce their account page when posting there will be filters for the image, text, sticker, and tag you want to tag These short videos will last up to 7 days

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advertisement The price that an advertiser pays you for each click on their ad is

known as CPC, or Cost Per Click Therefore, if an advertiser paid you $5 CPC,

you would receive $5 for each click on their advertisement

CPM and CPC are, as you can see, two quite distinct concepts There are also big differences in each one's earning potential

« Projected Income Per Subscriber

Nowadays, YouTube videos are purposefully crafted to entice you to like and subscribe to the channel You can earn more money from your videos the more subscribers you have That's because your videos are more likely to appear in the search results and the related videos area if you have a greater subscriber count

Additionally, subscribers are more likely to follow your films through to the end, increasing your likelihood of obtaining those priceless ad views Additionally, subscribers are more inclined to interact with your content, like and share your videos, and comment on them All of this results in more people seeing your videos, which increases your revenue

¢« Estimated Variance Based on Engagement in Videos

If your video material has a lot of views, you can still make some money even

if you don't have enough subscribers to profit significantly from your films This

is so because the amount of ad views your video receives determines how much money you can make on YouTube You can earn more money from your videos the more engaged your audience is

How can you gauge how interested viewers are in your videos? There are a few crucial signs:

o Watch time — The total amount of time that people have spent watching your video The longer they watch, the more engaged they are