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InnoGage EduWeb Conference UGC - Tapping The Power

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Want to supercharge your marketing? Why not let your students be your voice! Find out how attracting User Generated Content (UGC) adds authenticity, creativity and saves a ton of money.

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  • Thanks so much for the kind compliment! I'm glad you got good value out of the presentation. Feel free to reach out to me if you have any follow up questions.
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  • This was probably one of the best sessions at EduWeb that I attended, thanks for posting online as a re-cap
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InnoGage EduWeb Conference UGC - Tapping The Power

  1. 1. User Generated Content Tap into the POWER Tom Williams
  2. 2. What is UGC? User Generated Content • Social Networks • Video • Photos • Blogs • Wikis • Discussion Boards www.InnoGage.com
  3. 3. What is UGC? User Generated Content • Social Networks • Video • Photos • Blogs • Wikis • Discussion Boards www.InnoGage.com
  4. 4. Problems with UGC • Students are controlling the content • You can’t stop it • You must walk the line between influence and control www.InnoGage.com
  5. 5. Benefits of UGC • Users are more creative than you • Much is practically free • It’s REAL • It’s GENUINE • It’s NOT CANNED • Credibility more Impt than “Quality” www.InnoGage.com
  6. 6. Social Networks Facebook MySpace Ning www.InnoGage.com
  7. 7. Social Networks • Facebook – No Brainer • MySpace – younger, lots of fake accounts • Ning – personalized social networks • Can share text, photos, video…etc. www.InnoGage.com
  8. 8. PEOPLE MUST HAVE A REASON TO JOIN AND STAY IN THE NETWORK www.InnoGage.com
  9. 9. DePaul Quad & Café New Paltz • Depaul Quad – Parents of first year students – Scared, nervous, looking for support – Astounding success – Helped keep helicopter moms at bay www.InnoGage.com
  10. 10. DePaul Quad & Café New Paltz • Café New Paltz – Social network for accepted first year students – Highly successful: Model for other institutions – Formal UGC push failed; Organic content huge success! www.InnoGage.com
  11. 11. www.InnoGage.com
  12. 12. Café New Paltz • All the features – Photos (1,063) – Videos (19) – Groups (20) – Discussion Forum (98) – Members (563) www.InnoGage.com
  13. 13. Social Network Recap • Have a reason for the community – one that makes sense • Set ground rules, light the fire & step back • Enable/encourage users to invite friends • Highlight, promote, inspire and let it happen • Participate but be explicit about your identity www.InnoGage.com
  14. 14. Video Launching a successful Video Contest Illinois Institute of Technology DePaul University www.InnoGage.com
  15. 15. Launch a Video Contest • DePaul University – 120 days conception to launch – Prize $$ – Approx 250 hours – Channel: YouTube – Promoted heavily on FB, Email, newspaper, fliers www.InnoGage.com
  16. 16. Launch a Video Contest • DePaul University – Voting 1,2,3 closed – People’s choice – 19 videos submitted – Traffic: 10,000 views • Ah Hahs!! – Most waited to last min – Negative voting – Negative comments www.InnoGage.com
  17. 17. Launch a Video Contest • Illinois Institute of Technology – First Video Contest EVER in Higher Ed. – Prize $$ – Provided equip, stock footage – Provided Music (eliminated copyright risk) – Channel: MyCollegeVid.com – Promoted online, print, email www.InnoGage.com
  18. 18. Launch a Video Contest • IIT Results – Very successful – Supported rebranding – Repurposed the video – Total cost: $1,750 – Voting required custom development www.InnoGage.com
  19. 19. Video Contest Recap • Define contest clearly – Video length, Info inclusion, Ground rules • Give clearly defined rewards (Cash is King) • Provide equipment (level playing field) • Use formal voting (positive only) • Promote!! • Get Creative – Animoto! www.InnoGage.com
  20. 20. Photos! A Picture is worth a Thousand Words Ohio State University www.InnoGage.com
  21. 21. O-H-I-O Campaign • Fell into it • Provided a channel • Promoted it • 3,047 photos • Used content for TV commercials! www.InnoGage.com
  22. 22. Photo Recap • Keep your eyes open – What are student and alum already doing? • Catalogue as you go • Use Keywords • Capture stories behind the photos • Get rights if you can www.InnoGage.com
  23. 23. Student Blogs Cornerstone of your social media www.InnoGage.com
  24. 24. Blogs: Value is ?? • What is your school getting out of this? • Your brand or the bloggers? • Reporting? • Metrics? www.InnoGage.com
  25. 25. Formula for Success • Plan Plan Plan! • Tie in SEO • Pick Bloggers Carefully • Engage audience • Don’t get stale! • External Analytics • Internal Analytics www.InnoGage.com
  26. 26. Security • Social Media Policy • Blogger Agreement • Restrict Live Posting • Moderate Comments • reCAPTCHA www.InnoGage.com
  27. 27. [RE]sources • Social Media Policy Examples – http://my.opera.com/community/blogs/corp-policy/ – http://blogs.cisco.com/news/comments/ciscos_internet_postings_policy/ – http://www.intel.com/sites/sitewide/en_US/social-media.htm – http://www.bbc.co.uk/guidelines/editorialguidelines/advice/personalweb/index.s html • 10 Must Haves for your social Media Policy (via Mashable) – http://mashable.com/2009/06/02/social-media-policy-musts/ • Example Blogger Agreement – http://centeach.uiowa.edu/BloggersAgreement.pdf www.InnoGage.com
  28. 28. Friend me up! Tom Williams W | 614.360.1872 C | 773.213.8579 @tom8williams twilliams@innogage.com http://profile.to/tom8williams http://delicious.com/tom8williams http://flickr.com/photos/tom8williams http://www.linkedin.com/in/tom8williams www.InnoGage.com

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