Lisa Colton presents to Jewish Education Project teen programs. November 2015

1. Marketing in Year 2:
Empowering
Ambassadors
Lisa Colton
Chief Learning Officer, See3 Communications
President, Darim Online
lisa@see3.com @lisacolton
Slides: http://bit.ly/nyteensugc

2. Agenda Today
10:00-10:30 Introductions
10:30-12:00 Session Block 1
12:00-12:45 Lunch!
12:45-1:15 Email Acquisition
1:15-2:45 Session Block 2
2:45-3:15 Wrapping Up
3:15-4:00 Group Debrief

3. SESSION BLOCKS
• Paid Media: Where it fits into the mix,
Google Grants, Google Ads, Facebook
Grants, Facebook Ads. - Bridgett Colling
• Leveraging Year 1 Participants: User
Generated Content and Developing
Ambassadors

4. Introductions!
• Name
• Program/Role
• Most successful
marketing effort or skill
• Less you learned from
past experience
• What you need to
achieve goals this year

5. Session Blocks
1. Paid media, Google and Facebook Ads
2. User generated content, ambassadors

6. Leveraging Participants

9. Ladder of Engagement

10. Big Duck: Engagement Steps

11. Give them something to talk about:
What’s Your Value Proposition?
Then add:
What do THEY want to talk about?

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

13. Good: Their Voice in Your Channel

14. Better: Your Value Proposition
in Their Network

15. TO REACH YOUR GOAL,
PEOPLE MATTER
YOUR GOAL
YOUR CURRENT NETWORK
THEIR VAST AND DIVERSE NETWORKS ONLINE

16. People, People, People
• Who is your target audience to influence?
• Who are you people-assets to reach them?
• Who have the greatest influence and interest?

17. 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”

18. 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?

19. 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!

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

21. Community: A Piece of the Whole

22. Community: A Piece of the Whole

23. Valentine’s Day Campaign:
Leverage Cultural Momentum

24. 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.
Dreaming about summer in
the dead of winter?

25. Pics + Videos
e.g….Finish the Sentence…

26. Behavior and Details Matter!
• Make the papers
• Have bold markers
• Cue to value
proposition messages
• Include hashtag and
tell people to include
in their post
• Where to post

27. 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.

28. Planning: Stage 1
1. Who is your target audience?
2. What is the goal?
3. What will influence their thinking and action?
4. Who is in your network that can have that
influence? How many do you need? (Breadth
vs. Depth)
5. What do you need from them?
6. What would they find fun / meaningful?
(Relating to their experience, creativity, voice in
the future, playful)

29. Planning: Stage 2
• Where will content happen?
• What do you want them to do?
• What’s the trigger?
• What support do they need? (Instructions,
hashtag, materials)
• What needs to be included to make it work?
(Hashtag, link, etc.)
• How will you know it’s working? (Bit.ly links?
Other measurements?)

30. Planning Stage 3:
• Think about timing – launch, intensity, duration
• Create support materials (Think: “celebrate your
summer” not “sell our program”)
• Line up some ambassadors for an energetic
launch (and to invite others to participate)
• Coordinate with activities on-site to trigger
participation (e.g. Instagram photo booth)
• Make sure to thank participants
• Be playful and have fun!

31. • Design your
campaign
(Nov/Dec)
• Get the details in
order (Jan)
• Put it in motion
(Feb/March
application
season)

32. Q&A

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