On today’s episode, Kunle is joined by Adam Dornbusch, Founder and CEO of Entribe, an all-in-one CRM platform that simplifies creator management and the process of acquiring high-quality, brand-approved UGC at scale.

It is common knowledge that good quality user generated content outperforms all other types of content by some distance. Yet most brands struggle to create a steady flow of UGC that can be leveraged. The common “fix” is to give away big rewards hoping that luck out with good UGC, or simply pay an influencer. But neither of these methods offer consistent results. But then what can brands do?

Spoiler Alert: generating brand-appropriate UGC on a consistent basis requires a LOT of work. You need to start with building a real community of your fans and having the right tech to help you stay on top of things.

In this episode, Kunle and Adam talk about the ingredients you need to start generating UGC. You will get to hear about what builds a sense of community, how to source brand-appropriate content, importance of rewards, and much much more. This is a great episode for marketers and social media geeks.

Here is a summary of some of the most important points made,

• • Engaging your community requires a lot of manual work which a techstack can solve
  • Encourage customers at every touchpoint to post or share
  • The goal is to not just connect with the customers, but have those customers connect with each other
  • Getting your community into a CRM helps guide the content better
  • Reviews are THE best way to sell products
  • What content looks like and how people interact with it it constantly changing
  • Just trying to hop on the next bandwagon is shortsighted

Covered Topics:

On today’s interview Kunle and Adam discuss,

• Idea Behind Entribe
• UGC for Retail
• Entribe’s Positioning
• Building the sense of Community
• Sourcing Brand-appropriate Content
• Social Media Best Practices
• Importance of Rewards
• Current Trends in UGC
• Licensing
• UGC for Performance Marketing

Timestamp:

• 10:15 – Meet Adam:
  • Digital media background
  • Started the media company at GoPro
  • “Authentic User generated content helped build the GoPro brand”
• 11:10 – Life at GoPro:
  • Passionate about capturing life’s most amazing moments
• 12:40 – Idea behind Entribe:
  • Engaging your community requires a lot of manual work which a techstack can solve
  • Took 2 years to build the platform
  • Originally built for brands struggling to connect with their fans
• 15:00 – UGC for Retail:
  • Encourage customers at every touchpoint to post or share
  • Some common touchpoints are checkout, invoice, or even on the product, follow up emails/texts
• 17:20 – How Entribe is structured:
  • Entribe is a CRM to manage your community in one place
  • Integrates directly with social media platforms like IG and Tiktok
• 18:00 – Definition of Community:
  • “Community is anyone you engage with on a regular basis”
• 22:40 – Building the Sense of Community:
  • The buzzword these days is “meta”
  • The goal is to not just connect with the customers, but have those customers connect with each other
• 25:20 – Sourcing Brand-appropriate Content:
  • Brands typically have a ”drive-by” approach to UGC
  • Getting your community into a CRM helps guide the content better
• 28:30 – How Entribe helps generate UGC:
  • Vertical-specific templates
  • Brand-appropriate activation guides
  • Customer Success Team to handhold brands
• 30:15 – What is the Destination of UGC:
  • “Reviews are the best way to sell products”
  • Use it through social media and reviews
  • You can even use it on billboards
• 32:45 – Best practices for UGC on social media:
  • Blanket all places you’re already touching people
  • Place the content close to your product pages
• 34:30 – eCommerce UGC case study:
  • Activate the customer at the point of purchase
  • Again while sending a thank you email
  • Make it easy to upload / share content and reward customers that do share
• 36:10 – Importance of Rewards:
  • Rewards are important but don’t always have to be cash
  • Social media credit itself is very appreciated by customers
• 36:50 – Current trends for UGC:
  • “Brand content doesn’t have to be this beautiful glossy image”
  • Now there is influencer fatigue
  • More and more people are engaging in private closed circles
• 38:00 – TikTok for UGC:
  • Tiktok is great for UGC
  • “What content looks like and how people interact with it it constantly changing”
  • Just trying to hop on the next bandwagon is shortsighted
• 39:00 – Licensing:
  • Make customers accept the terms and conditions during upload
  • Verify whether the content was actually created by the customer and not scraped off the internet
• 40:00 – UGC for Performance Marketing:
  • UGC is 11x more effective than standard digital marketing content
  • 82% customers trust UGC more than influencer marketing

Takeaways:

• Make customers accept the terms and conditions during upload
• UGC is 11x more effective than standard digital marketing content
• Brand content doesn’t have to be this beautiful glossy image, raw, user-generated content works just as well

Links & Resources

• Adam on LinkedIn

Tweetable Quotes:

“Community is anyone you engage with on a regular basis.”

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SPONSORS:

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