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Archive for the ‘Social Media’ Category

Preparing for the next Social Media Revolution in 6 easy steps

Posted by Chris Johnstone | March 23rd, 2015 | Social Media


We believe the next social media revolution has started – and it will take place on brands own websites! Let us explain why.

As Social Networks like Facebook and Twitter have become more influential, brands have shifted more and more resources towards them, often at the expense of their own websites.

We have now reached a turning point in this trend. Its time for brands to put their own digital assets at the heart of all their online and social marketing campaigns and Hubb Media was established to help them do this.

Towards the end of 2014, a market research report from Forrester Research entitled “Social Relationship Strategies That Work” advised brands to move away from Social Networks in favour of branded websites and email marketing. This report and others gave the Hubb Media team the hard numbers they needed to validate their business idea.

Why Hubb Media came about:

Social Networks are fantastic tools for marketers; but should be treated by brands like any other paid marketing channel. It was inevitable that Facebook would eventually start charging brands to boost the visibility of their posts and we believe over time, other Social Networks will apply algorithms and follow suit.

So what should brands do now? They’ve spent large sums of money building communities on Social Networks but they neither own those communities nor the data gathered from them.

How do they transition them back to the brands own digital assets?

We believe this transition should take place in stages and there are a suite of tools to help brands do this.

Step 1: Curate all of your social media content on your own website.

It might seem obvious that if you’re sending time and money creating great content, it should be curated on your own website but globally, the vast majority of brands do not yet do this. There are numerous platforms out there including our own Social Hubb that allow brands to curate, moderate and publish their social media content in a matter of minutes.

Step 2: Publish all content on your website first and then share on Social Networks

All content, stories, competitions, promotions and giveaways should be built on your website. This content should be exclusive to your website for a period of time before it is shared out to Social Networks. This strategy can be achieved via most existing CMS platforms like WordPress or via our Content Hubb.

Step 3: Drive traffic from Social Networks back to your website

All links on your social media posts and advertising should drive traffic back to your own website, not your social media pages. There are many new tools out there to help brands convert this inbound traffic including the excellent Instapage and HubSpot tools.

Step 4: Stop advertising Social Networks on your ATL marketing campaigns

Social Networks have never been big advertisers, and why would they when brands do their advertising for them, adding social media URL’s to print, radio and television campaigns. Replace these URL’s with your own website address and start generating longer term brand equity.

Step 5: Engage your community

Maintain and grow your own community of fans by engaging them on a regular basis through content creation (blogs, newsletters, videos, articles, reviews, polls and surveys) and gamification strategies (competitions, giveaways, rewards and achievements).

Perhaps the most important strategy of all is to encourage user generated content (UGC) and social proof in the form or reviews, tweets, photos and blog posts. UGC has been measured as 30% more memorable and 50% more believable than other marketing content.

Step 6: Use new and old technologies to bring your community back on a regular basis

While people visit multiple social networks on a daily basis they are unlikely to be such frequent visitors to a brands own website – so how do you maintain engagement rates? Email marketing and newsletters remain a very effective, yet under appreciated marketing tool.

One of the most exciting emerging technologies is the web push notification which allow brands to send updates to web browsers on any device (laptop/desktop/mobile). Safari users have already been enjoying this service for over 1 year and it’s only a matter of time before other web browsers catch up. Roost allows a website to engage users via push notifications.

Brands should think of this in terms of rent vs own. By investing in their own digital assets they will enjoy immediate benefits as well as generating longer-term brand equity.

User-Generated Content: 5 Amazing Ideas To Boost Marketing Campaigns

Posted by Amit Mehta | March 5th, 2015 | Social Media User-Generated Content


User-Generated Content

User-generated content (UGC) refers to all the content created by a brands end user- as simple as that. Imagine taking a photo with Starbucks and posting it on any social media network with “#ILoveStarbucks”- this is user generated content. UGC includes everything from Facebook/ Twitter posts, YouTube videos, Instagram photos, online reviews etc.


It forms a part of developing social proof for a brand. In turn encouraging other brand users to create their own brand related content.

According to a survey, millennials aka Generation Y

– Trust UGC 50% more than any other traditional + non UGC media

– Find UGC 35% more memorable

– Let UGC have 20% more influence on purchasing decisions

User-Generated Content Marketing Campaigns

Brands have now understood the wide reach of UGC and are utilizing it to bring customers back on their websites.

UGC can complement existing social media marketing campaigns or help build new ones. Additionally, it can drive high engagement rates & conversations within the community.

If you want to make user-generated content a part of your marketing strategy here are a few steps:

– Encourage customers and fans to create fresh content.

– Create a campaign hashtag that makes the fan content relevant to your brand.

– Find this content and display it on a website/ campaign’s microsite.


Social Hubb, our Social Media Aggregator platform helps brands find this user generated content from all major social networks. This includes Twitter, Instagram, Facebook and display it in a bespoke style on websites, mobile apps and anywhere else.

Here are examples of how some brands are utilizing user content:

Hashtag Campaigns: Coca-Cola #ShareACoke


What started off as a national level campaign in Australia turned into a global marketing game changer for Coca-Cola. The most popular names where inserted on Coke cans & bottles that read Share a Coke with (insert name). This campaign rolled out in multiple countries. Coke drinkers were more than excited and happy to take this viral by sharing pictures of the cans via #ShareACoke. Various localised microsites developed showcased this user generated content for the world to see.

Brand Website: Pepsi #LiveForNow


Where there’s a Coke there has to be a Pepsi. The brand displays user generated Instagram images of cans/bottles from all eras on its global website. Based on the region, its promoted hashtag changes from #LiveForNow in the US/ UK to #YallaNow in Middle East among others. I most definitely felt the nostalgia when I noticed Pepsi logos evolve through time and made me stick around to check the rest of the website out.

Competitions: Tissot #TopMoment


Tissot one of the title sponsors of the RBS 6 Nations Rugby Championship wanted to engage more with the fans of the tournament. Fans could win a Tissot watch by sharing their pictures and messages via #TopMoment. Tissot used our Social Hubb platform to display this content on the 6 Nations website.

Converting Customers into Super Models: Asos #AsSeenOnMe


ASOS is setting an excellent example of using user generated content on its website with direct ROI. Customers are encouraged to share their photos wearing ASOS products later catalogued on the website. There is a call to action (CTA) here- the users who click on any of these user images can directly buy the products from the ecommerce portals.

Creating models and brand advocates out of customers is a win- win situation for both parties. As an ecommerce site, they get photos of people wearing their products in real environments rather than a made up model in a studio. This makes these brands feel more authentic to potential customers. And as a user, well who wouldn’t love being a model on a fashion website? Kate Upton or Gisele Bundchen for a day ladies? :)

Additional Mention:

Peer Reviews build trust and loyalty


87% of consumers have based their decisions on favourable reviews and yet, surprisingly this form of user-generated content is usually overlooked.

Reviews on websites are a perfect way to drive purchasing decisions. It helps increase conversations on the website with potential customers contacting previous ones. These conversations help create an online community that also boosts a websites SEO. Check out our Review Hubb platform for more details to build your websites social proof.

User-generated content marketing can reap high quality rewards for any brand, making the customer feel like a part of a brand’s marketing strategy. Not to forget, increase in shares, likes, comments and the usual social media actions!

Want to create user generated marketing campaigns? Contact Us