The document discusses user generated content (UGC) campaigns and provides tips for activating people within an organization's network to create and share content. It recommends identifying ambassadors within the target network who are trusted voices and have large online networks. It also stresses planning campaign details like hashtags, where to post, and activities to trigger participation. The goal is for the authentic UGC to spread organically through the ambassadors' networks to reach recruitment goals. Sample campaign ideas include asking students to share college acceptance videos or photos of families at Jewish day schools.

1. User Generated Content
Campaigns
Lisa Colton
Chief Learning Officer, See3 Communications
President, Darim Online
lisa@see3.com @lisacolton
Slides: http://bit.ly/atidenu3

2. 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!

3. • Training and
examples
• Planning guide
• Design your
campaign (Sept)
• Get the details in
order (Oct)
• Put it in motion
(Nov/Dec
admissions
season)

4. Your Value Propositions
• Superior teaching
• Affordability
• Social/emotional development
• Parent and student communities
• Small class size
• What else?

5. Good: Their Voice in Your Channel

6. Better: Your Value Proposition
in Their Network

7. Your Proposition to Them
YOUR VALUE
PROPOSITION
WHAT THEY
WANT TO POST
ABOUT

8. 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?

9. 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!

10. #1: TO REACH YOUR GOAL,
PEOPLE MATTER
YOUR GOAL
YOUR CURRENT NETWORK
THEIR VAST AND DIVERSE NETWORKS ONLINE

11. Ambassadors
Given 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”

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

13. Community: A Piece of the Whole

14. Community: A Piece of the Whole

15. Finish the Sentence…

16. 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

17. 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.

18. 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”

19. Other Ideas
Lip 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… !!

20. WHAT’S NEXT?
Networks + Transparency + Parent Ambassadors
Plan Your UGC Campaign (Sept)
Do It! (Oct/Nov)
Your Successes and Examples!

21. Q&A

22. • Lisa Colton lisa@see3.com
• Twitter: @lisacolton @see3 @darimonline
• Slides: http://bit.ly/atidenu4