Business Lunch Podcast Summary

Episode Title: Mastering Authentic Brand Storytelling and User-Generated Content
Host: Roland Fraser
Guest: Ryan Deiss
Release Date: February 5, 2025

In this enlightening episode of Business Lunch, host Roland Fraser engages in a dynamic conversation with serial entrepreneur and business strategist Ryan Deiss. Together, they delve deep into the art of authentic brand storytelling and the pivotal role of user-generated content (UGC) in modern marketing strategies. This comprehensive discussion offers actionable insights, practical strategies, and real-world examples to help businesses harness the power of their customers' voices.

1. Understanding User-Generated Content (UGC) and Its Significance

Ryan Deiss opens the conversation by highlighting the underutilization of UGC in many businesses. He emphasizes that while many companies recognize the value of testimonials and reviews, few leverage them to their full potential in creating authentic brand narratives.

Ryan Deiss [02:21]:
"User generated content, which is basically just testimonials and brand stories and getting the people who you're working with who like your company to share that because that's so much more authentic. It resonates with people."

Deiss explains that UGC transcends simple reviews by offering deeper, story-driven content that personalizes a brand, making it more relatable and credible to potential customers.

2. Successful UGC Campaigns: Real-World Examples

The discussion transitions to notable UGC campaigns that have achieved remarkable success:

• Hosts by Airbnb: Interviews with hosts and customers shared across social media platforms, fostering a strong community connection.
• GoPro Hero Campaign: Showcased user-generated adventure footage, enhancing brand authenticity and engagement.
• Starbucks Red Cup Art Campaign: Encouraged customers to display their creativity on Starbucks' iconic red cups.
• Blue House Salmon Campaign: Achieved a staggering 1900% increase in social media followers within 12 months.

Ryan Deiss [02:22]:
"Blue House Salmon, that got a 1900% increase in social media followers, which is pretty great."

These examples illustrate the diverse ways businesses can implement UGC to amplify their brand presence and drive engagement.

3. Best Practices for Collecting UGC

Deiss and Fraser delve into effective strategies for soliciting and gathering high-quality UGC:

a. Timing of the Ask

Ryan emphasizes the importance of asking for testimonials or stories at the right moment—immediately after a customer experiences significant value from your product or service.

Ryan Deiss [12:42]:
"Instead of waiting until the end, we asked as soon as there was any clear, obvious, measurable exchange of value. And that's important, right? Because that's when they're most excited."

This approach capitalizes on the customer's positive emotions, increasing the likelihood of obtaining genuine and enthusiastic content.

b. Nature of the Ask

Rather than requesting expansive testimonials upfront, Ryan suggests making smaller, manageable asks to ease customers into contributing more substantial stories over time.

Ryan Deiss [16:52]:
"Instead of saying, can we have this big testimonial customer story? What we asked instead was a tiny ask... would you be willing to just be one of those reference clients?"

This method reduces the burden on customers, fostering a more natural and willing participation in sharing their experiences.

c. Process Improvements

Implementing measurable goals and holding team members accountable significantly enhances the volume and quality of collected UGC.

Ryan Deiss [23:58]:
"The biggest change that we made is we started measuring it now on our scorecard, our account managers were held accountable to a goal of they had to generate a certain number of client stories every week."

Tracking progress ensures consistent efforts toward gathering valuable customer narratives.

4. Production Tips for Authentic Stories

Creating authentic and engaging UGC involves thoughtful production strategies:

a. Video Content

Ryan advocates for capturing customer stories on video to preserve authenticity. He recommends using accessible tools like Zoom or FaceTime to maintain a genuine feel, avoiding overly polished productions that may seem commercialized.

Ryan Deiss [25:20]:
"The most effective is just to get people on Zoom talking or to get them like on a FaceTime, you know, record. Because there's an authenticity to it... if it looks overly produced and it looks commercialized, then it's not as effective."

b. Interview Techniques

Ensuring the interviewer can elicit detailed narratives is crucial. Ryan suggests using individuals with a journalistic background to ask follow-up questions that draw out comprehensive stories.

Ryan Deiss [31:08]:
"The interviewer should not be the CEO or owner because that can create a lot of tension and anxiety. It should almost be this separate third party."

This approach helps in capturing more nuanced and relatable customer experiences.

c. Pre-Interview Preparation

Spending time setting up the interview environment enhances the quality of the content without striving for perfection.

Ryan Deiss [32:28]:
"Let them know ahead of time you're going to do that, like, yeah, let them know, say, so we're going to spend the first like 10, 15 minutes just kind of prepping the space, getting it set up."

5. Leveraging UGC in Marketing Strategies

Once collected, UGC can be utilized across various marketing channels to maximize its impact:

a. Website and Social Media

Embedding customer stories on websites and sharing them across social platforms builds a robust wall of love, showcasing overwhelming social proof.

Ryan Deiss [29:26]:
"What you'll see there is a wall of love is what we call it. And so it's a bunch of videos, but then down below it there's also screenshots of social posts."

b. Advertising Campaigns

Integrating UGC into retargeting ads can yield high ROI, as authentic testimonials serve as powerful conversion drivers.

Ryan Deiss [35:20]:
"Testimonials are some of the highest ROI ad campaigns."

c. Sales Process Enhancements

Using UGC in sales materials and pre-call content can preemptively address objections and build trust with potential clients.

Ryan Deiss [35:20]:
"Leading up to the call saying, hey, before we get to the call, I was just looking at your stuff and you know, we've actually worked with a couple people in your industry. You might want to watch these ahead of time."

d. Retention and Referral Strategies

Maintenance campaigns using UGC can enhance customer retention, while satisfied customers can be encouraged to refer others, further expanding the brand’s reach.

Ryan Deiss [39:00]:
"It can be very, very effective for retention... and referral strategy."

6. Tools and Measurement for UGC

Effective collection and management of UGC require appropriate tools and metrics. Ryan discusses various platforms and methodologies to streamline this process:

Ryan Deiss [20:06]:
"We run NPS surveys regularly... when somebody gives you a 9 or a 10, there is software that can automatically give you an opportunity to leave a review."

Tools like Trustpilot, Testimonial.to, and CRM systems such as HubSpot can facilitate the identification and solicitation of high-quality customer feedback.

7. Overcoming Common Challenges

Ryan identifies typical pitfalls in UGC collection and provides solutions:

a. Securing Customer Participation

The primary challenge lies in convincing customers to share their stories. Strategies like small asks and emphasizing the minimal immediate effort can mitigate this issue.

Ryan Deiss [12:42]:
"You're not asking for a testimonial... you're simply asking if there'll be a reference client. Can I put your name on a list to maybe send somebody your way sometime in the future?"

b. Ensuring Story Quality

Avoiding superficial testimonials by asking in-depth questions and using skilled interviewers ensures the narratives are compelling and authentic.

Ryan Deiss [31:08]:
"Most people don't naturally tell stories. So asking the right questions, but having the right interviewer is important."

8. Maximizing the Impact of UGC

To fully exploit the benefits of UGC, businesses should continuously seek innovative ways to incorporate customer stories into their marketing and operational strategies.

Ryan Deiss [40:23]:
"There are so many different opportunities, so many different ways that you can utilize it. And even if nobody knows the individual, if they just know the organization or the group that they belong to... it doesn't have to be directly connected for it to be still effective."

From enhancing trade show presence to enriching sales books with customer success stories, the versatility of UGC offers endless possibilities for brand enhancement.

9. Final Takeaways

As the episode concludes, Ryan and Roland underscore the unparalleled value of UGC in scaling word-of-mouth marketing effectively. Unlike other marketing channels that may diminish in efficacy with scale, UGC-driven word-of-mouth continues to grow in impact, offering sustainable and scalable growth for businesses.

Ryan Deiss [41:38]:
"It is engineered word of mouth at scale. So it is a channel that if you're not investing in this year, it is absolutely worth investing in because it's going to pay dividends."

Conclusion

This episode of Business Lunch serves as an essential guide for businesses aiming to enhance their branding and marketing efforts through authentic storytelling and user-generated content. By implementing the strategies discussed, companies can foster deeper connections with their audiences, build robust social proof, and drive sustainable growth.

For those looking to dive deeper, re-listening to the episode and applying these actionable insights can transform how your business engages with customers and leverages their stories for greater success.