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Sunday, March 15 • 3:30pm - 4:30pm
A Happy Marriage: How To Integrate Experts and UGC

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The debate around user-generated versus expert content has been a hot topic among content creators for years. Each one has its strengths and weaknesses, so which type of content should brands prioritize? The answer is you don’t have to choose: successful companies leverage both content types, creating a mutually beneficial relationship.
This panel will give business leaders, content strategists and marketers the chance to hear firsthand how three brands from food, travel and film successfully integrate user-generated and expert content to create dynamic platforms that build consumer trust and brand authority, as well as stimulate engagement.
The panelists will demonstrate how expert perspectives and UGC, including social media and user reviews, can differ drastically, highlighting reviews of local Austin hotels, restaurants and movies—asking the audience “who do you trust?”

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avatar for Matt Atchity

Matt Atchity

Editor in Chief, Rotten Tomatoes
Matt Atchity has over fifteen years of experience managing and building online destinations that cover a variety of entertainment categories, such as movies, TV, music, celebrities and video games. Under Matt's leadership, Rotten Tomatoes has seen its traffic more than double over... Read More →
avatar for Arabella Bowen

Arabella Bowen

Editor in Chief, Fodor's Travel
Arabella Bowen is the Editor-in-Chief of Fodor's Travel, America's oldest guidebook company. In this role, she oversees the travel brand’s content strategy across print and digital media, leveraging expert and user-generated content alike to provide the best possible recommendations... Read More →
avatar for Stacey Rivera

Stacey Rivera

Digital Director, Bon Appetit
Stacey C. Rivera, the Digital Director at Bon Appetit, reads 1,000 headlines a day and has had a varied career, working as managing editor everywhere from Latina magazine to Stuff magazine to CafeMom.com. A graduate of New York University, she also holds a Professional Pastry and... Read More →

Sunday March 15, 2015 3:30pm - 4:30pm
Hyatt Regency Austin Texas Ballroom 2-3 208 Barton Springs Rd

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