atidenu 4 -- user generated content campaigns
TRANSCRIPT
![Page 1: Atidenu 4 -- User Generated Content Campaigns](https://reader031.vdocument.in/reader031/viewer/2022030318/5a6d12017f8b9af8418b4b99/html5/thumbnails/1.jpg)
User Generated Content Campaigns
Lisa ColtonChief Learning Officer, See3 Communications
President, Darim [email protected] @lisacoltonSlides: http://bit.ly/atidenu3
![Page 2: Atidenu 4 -- User Generated Content Campaigns](https://reader031.vdocument.in/reader031/viewer/2022030318/5a6d12017f8b9af8418b4b99/html5/thumbnails/2.jpg)
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!
![Page 3: Atidenu 4 -- User Generated Content Campaigns](https://reader031.vdocument.in/reader031/viewer/2022030318/5a6d12017f8b9af8418b4b99/html5/thumbnails/3.jpg)
• Training and examples
• Planning guide
• Design your campaign (Sept)
• Get the details in order (Oct)
• Put it in motion (Nov/Dec admissions season)
![Page 4: Atidenu 4 -- User Generated Content Campaigns](https://reader031.vdocument.in/reader031/viewer/2022030318/5a6d12017f8b9af8418b4b99/html5/thumbnails/4.jpg)
Your Value Propositions
• Superior teaching
• Affordability
• Social/emotional development
• Parent and student communities
• Small class size
• What else?
![Page 5: Atidenu 4 -- User Generated Content Campaigns](https://reader031.vdocument.in/reader031/viewer/2022030318/5a6d12017f8b9af8418b4b99/html5/thumbnails/5.jpg)
Good: Their Voice in Your Channel
![Page 6: Atidenu 4 -- User Generated Content Campaigns](https://reader031.vdocument.in/reader031/viewer/2022030318/5a6d12017f8b9af8418b4b99/html5/thumbnails/6.jpg)
Better: Your Value Propositionin Their Network
![Page 7: Atidenu 4 -- User Generated Content Campaigns](https://reader031.vdocument.in/reader031/viewer/2022030318/5a6d12017f8b9af8418b4b99/html5/thumbnails/7.jpg)
Your Proposition to Them
YOUR VALUE PROPOSITION
WHAT THEY WANT TO POST
ABOUT
![Page 8: Atidenu 4 -- User Generated Content Campaigns](https://reader031.vdocument.in/reader031/viewer/2022030318/5a6d12017f8b9af8418b4b99/html5/thumbnails/8.jpg)
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?
![Page 9: Atidenu 4 -- User Generated Content Campaigns](https://reader031.vdocument.in/reader031/viewer/2022030318/5a6d12017f8b9af8418b4b99/html5/thumbnails/9.jpg)
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!
![Page 10: Atidenu 4 -- User Generated Content Campaigns](https://reader031.vdocument.in/reader031/viewer/2022030318/5a6d12017f8b9af8418b4b99/html5/thumbnails/10.jpg)
#1: TO REACH YOUR GOAL, PEOPLE MATTER
YOUR GOAL
YOUR CURRENT NETWORK
THEIR VAST AND DIVERSE NETWORKS ONLINE
![Page 11: Atidenu 4 -- User Generated Content Campaigns](https://reader031.vdocument.in/reader031/viewer/2022030318/5a6d12017f8b9af8418b4b99/html5/thumbnails/11.jpg)
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”
![Page 12: Atidenu 4 -- User Generated Content Campaigns](https://reader031.vdocument.in/reader031/viewer/2022030318/5a6d12017f8b9af8418b4b99/html5/thumbnails/12.jpg)
Plan for the Goal. And Behavior.What do your people want to DO?
![Page 13: Atidenu 4 -- User Generated Content Campaigns](https://reader031.vdocument.in/reader031/viewer/2022030318/5a6d12017f8b9af8418b4b99/html5/thumbnails/13.jpg)
Community: A Piece of the Whole
![Page 14: Atidenu 4 -- User Generated Content Campaigns](https://reader031.vdocument.in/reader031/viewer/2022030318/5a6d12017f8b9af8418b4b99/html5/thumbnails/14.jpg)
Community: A Piece of the Whole
![Page 15: Atidenu 4 -- User Generated Content Campaigns](https://reader031.vdocument.in/reader031/viewer/2022030318/5a6d12017f8b9af8418b4b99/html5/thumbnails/15.jpg)
Finish the Sentence…
![Page 16: Atidenu 4 -- User Generated Content Campaigns](https://reader031.vdocument.in/reader031/viewer/2022030318/5a6d12017f8b9af8418b4b99/html5/thumbnails/16.jpg)
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
![Page 17: Atidenu 4 -- User Generated Content Campaigns](https://reader031.vdocument.in/reader031/viewer/2022030318/5a6d12017f8b9af8418b4b99/html5/thumbnails/17.jpg)
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.
![Page 18: Atidenu 4 -- User Generated Content Campaigns](https://reader031.vdocument.in/reader031/viewer/2022030318/5a6d12017f8b9af8418b4b99/html5/thumbnails/18.jpg)
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”
![Page 19: Atidenu 4 -- User Generated Content Campaigns](https://reader031.vdocument.in/reader031/viewer/2022030318/5a6d12017f8b9af8418b4b99/html5/thumbnails/19.jpg)
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… !!
![Page 20: Atidenu 4 -- User Generated Content Campaigns](https://reader031.vdocument.in/reader031/viewer/2022030318/5a6d12017f8b9af8418b4b99/html5/thumbnails/20.jpg)
WHAT’S NEXT?
Networks + Transparency + Parent Ambassadors
Plan Your UGC Campaign (Sept)
Do It! (Oct/Nov)
Your Successes and Examples!
![Page 21: Atidenu 4 -- User Generated Content Campaigns](https://reader031.vdocument.in/reader031/viewer/2022030318/5a6d12017f8b9af8418b4b99/html5/thumbnails/21.jpg)
Q&A
![Page 22: Atidenu 4 -- User Generated Content Campaigns](https://reader031.vdocument.in/reader031/viewer/2022030318/5a6d12017f8b9af8418b4b99/html5/thumbnails/22.jpg)
• Lisa Colton [email protected]
• Twitter: @lisacolton @see3 @darimonline
• Slides: http://bit.ly/atidenu4