This is an interview with Cyle Perez, Director of Public Relations at San Antonio Zoo. The transcript has been edited for brevity and clarity. Download your copy of the 2023 State of Social & User-Generated Content. David Ramirez Let’s start off with who you are, what you do, and where you do it. Cyle Perez My name is Cyle Perez. I am the Director of Public Relations at San Antonio Zoo. In that falls all…
There are many variants: Digital word of mouth, electronic word of mouth (eWOM), user-created content, and user-generated content (UGC). This inconsistency often raises questions about the proper term of art for marketing and communications professionals. TINT has always advocated for UGC as an umbrella term with dozens of…
In the world of media effects research, one theory that has garnered a lot of attention is that of social cognitive theory. What is social cognitive theory, you ask? In 2019, Marina Krcmar, an associate professor in the Communication Department at Wake Forest University, detailed this theory in…
Ah, Gen Z. Much of their generational identity is debatable depending on who you ask, but you can’t ignore their growing influence. The same old, go-to marketing approaches won’t work when it comes to engaging Generation Z, the most diverse generation in American history. As digital natives, accomplished researchers, value-driven consumers and diehard multi-taskers, they expect more than ever from products, experiences and brands. Unresponsive apps and websites, one-size-fits all customer service or marketing campaigns, and…
Small changes can make big differences! A study from faculty at the University of Hong Kong analyzed top influencers to find commonalities in their most engaging culinary posts. Based on this research, we’ve found five ways for restaurants to make food more hashtagable. The suggestions focus on menu…
Two of the spots nominated for the 2019 Emmy for Outstanding Commercial are wonderful collections of UGC. There’s an explosion of brands leveraging UGC (user-generated content) and it’s no surprise given that people trust other people more than brand messages. In fact, the Nielsen Consumer Trust Index reports that…
Form follows function. The smartphone was designed for convenience, ease of use, and mobility. The desktop -or modern laptop for that matter- was designed as a workhorse; it does the heavy lifting required to sustain an information age society. A 2019 study published in the AMA Journal of Marketing Research explores how user generated content (UGC) differs depending on the device used to create it. There is a device-specific emotional language in UGC that should help…
As an experienced marketing leader for the past 21 years, I’ve seen marketing go from direct mail to web to email to social and all the way to today’s owned media and content marketing. But in all that time (not to date myself) I have not quite seen the…
This is part of a 4-part series about increasing employee engagement with employee-generated content. 1) Assessing Your Employee Advocacy Opportunities 2) Strategies for launching your employee advocacy program 3) Benefits of an employee advocacy and EGC social media plan 4) Get more content from your employees Answer this:…
I remember the evening when I decided I would start TINT in 2011. I was in my college dorm room scrolling through Facebook to procrastinate the inevitable decision that my entrepreneurship professor tasked our whole class with: come up with a business idea and take it as far as you can for our semester project. I saw a Facebook post that shared “ever heard of…” with an image and a glowing recommendation about a specific…
In 2017, I’ve been traveling a lot to explore various countries and learning new skills. Whether it was going to Australia to trek some the mountains of Tasmania or flying to Colombia to learn 30 hours of salsa dancing, I’ve become a digital nomad to satiate my wanderlust. One…
We rely on testimonials in one form or another on a daily basis. Your friend tells you about a new flavor of LaCroix, and you order a pack on Amazon. Your coworker Slacks you about a tech newsletter she signed up for, so you subscribe. We’re curious to…
