atidenu 4 -- user generated content campaigns

User Generated Content Campaigns

Lisa ColtonChief Learning Officer, See3 Communications

President, Darim Onlinelisa@see3.com @lisacoltonSlides: http://bit.ly/atidenu3

Agenda Today

• What we’ve done:– Understand the networked landscape– Find your online influencers & ambassadors– Build trust with transparency– Clarify key value propositions

• Now: Activate your people• User Generated Content• Leveraging Their Networks• Make It Happen!

• Training and examples

• Planning guide

• Design your campaign (Sept)

• Get the details in order (Oct)

• Put it in motion (Nov/Dec admissions season)

Your Value Propositions

• Superior teaching

• Affordability

• Social/emotional development

• Parent and student communities

• Small class size

• What else?

Good: Their Voice in Your Channel

Better: Your Value Propositionin Their Network

Your Proposition to Them

YOUR VALUE PROPOSITION

WHAT THEY WANT TO POST

ABOUT

User Generated Content (UGC)

Content that is created by the users of a site, app, tool or service, often shared via social media.

Have you participated in a user generated content campaign?

Why is UGC Powerful?

• Authentic and personal• Helps you listen• Can be more creative, fresh• Generates “free” content• Activates your network• Is a tool to ripple through THEIR networks

BUT YOU MUST DESIGN FOR USER BEHAVIOR, AND ATTEND TO THE DETAILS

TO MAKE IT FUN AND REALISTIC!

#1: TO REACH YOUR GOAL, PEOPLE MATTER

YOUR GOAL

YOUR CURRENT NETWORK

THEIR VAST AND DIVERSE NETWORKS ONLINE

AmbassadorsGiven your goal and target audiences, who in your network are the best positioned people to amplify the messages through UGC?

• Know people in the target demographic• Are a trusted voice• Have a large network• Are “happy customers”

Plan for the Goal. And Behavior.What do your people want to DO?

Community: A Piece of the Whole

Community: A Piece of the Whole

Finish the Sentence…

Plan the Details & Teach Ambassadors

• Make the papers

• Have bold markers

• Cue to value proposition messages

• Include hashtag and tell people to include in their post

• Where to post

Trigger“A good trigger needs to do more than instigate a reaction—it needs to invite consumers to connect with your brand.” – Dianna Koltz, Rivet

Target asked high school seniors to submit videos of them opening college acceptance letters. High emotion, very raw and honest. Connects with brand – all incoming college freshman shop at Target! Used footage for a TV ad.

More Tips

• Line up some ambassadors for an energetic launch (and to invite others to participate)

• Do some activities on-site to trigger participation

• Make sure to thank participants

• Be playful and have fun!

• Think: “celebrate your family” not “sell our school”

Other IdeasLip sync videos to other soundtracks (all the rage with the younger set!)

Art of the trench coat microsite concept – photos of real people wearing trench coats (any brand) in any weather. -> Real life families at Jewish day schools? Humans of… !!

WHAT’S NEXT?

Networks + Transparency + Parent Ambassadors

Plan Your UGC Campaign (Sept)

Do It! (Oct/Nov)

Your Successes and Examples!

Q&A

• Lisa Colton lisa@see3.com

• Twitter: @lisacolton @see3 @darimonline

• Slides: http://bit.ly/atidenu4