Social Content Marketing - Case Studies - Content Marketing Tool for User Generated Content

SOCIAL CONTENT MARKETING
Engagement & Management Service
Case Studies

- ENGAGEMENT & MANAGEMENT SERVICE -
Case Studies
Real-Life Examples

Case Study
Skyline University College

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S O C I A L C O N T E N T M A R K E T I N G
- E N G A G E M E N T & M A N A G E M E N T S E R V I C E
Skyline University College, in Sharjah, United Arab Emirates, is a business management university offering both undergraduate and
postgraduate programs. Established in 1990, Skyline University College is recognised as one of the leading universities in the United
Arab Emirates and its diversity is embodied by students from over 60 different nationalities.

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The marketing team at Skyline University College had been quite active on social media over the past 2 years and having identified that
social media was crucial in the future of communications with students, they had thus invested resources to establish a presence there.
The greatest challenge they faced throughout this period was trying to create a two-way conversation with their students through social
media. They were creating lots of great content themselves and pushing it out, but were struggling to get students to engage with the
content and establish the conversation properly.
Whilst investing resources to create all of this new social content, another challenge they faced was finding somewhere to host it so it
would have greater longevity. Social posts have a very short shelf life, and the marketing team wanted a tool that would allow them to
showcase this content from multiple channels, throughout their digital properties and allow it to be accessed at any time.
The Challenge

Upon starting to use the tool in September 2016, Skyline University College started setting up UGC displays on TV screens
throughout the campus. These screens had a clear call to action banner at the top of the display, explaining to students that they
would have their photos featured on the screens by using the brand’s hashtag on their social posts taken around the school.
Using the UGC-tool, they mirrored this content on the homepage of their website also. The main reason for doing so was to give
prospective students a better idea of what life is actually like at Skyline University College, in terms of school culture and personal
development initiatives.
For phase 2 of integrating the UGC-tool with their digital properties, the team is now looking at embedding this UGC into the
intranet portal that students use everyday, which is expected to increase engagement with them even further. The team is also
looking at showcasing this content on more of their external web touch points, i.e. student life pages and international student
pages. These web pages come with CTA buttons linking directly to admission pages to help generate more leads.
The Solution

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Skyline College University, being quite active on social media, identified that social media was critical in the future of
communications with students. However, they were struggling to engage their students online and create a two-way conversation
between themselves and the students.
In 2016 they decided to partner with us in order to increase their brand growth. In the first 3 months of using our UGC-tool, they have a
448% increase in social brand impressions (497,000 to 2,222,000) and also a 489% increase in number of posts using their brand
hashtag over the same period of time in the previous year.
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448%
Increase in social brand impressions
489%
Increase in number of posts using hashtag
2,222,000
Total impressions over 3 months
The Results

The possibility of engaging a student is now far better than ever before since we started using the UGC-tool.
Rakesh Gaur
Director of Marketing and Admissions, Skyline University College

Case Study
P.F. Chang’s

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What if social media could be used to raise money for breast cancer
awareness? That is the question PF Chang’s set out to solve for breast
cancer awareness month in 2014.
To launch their campaign, they did something unprecedented that
would warrant some social sharing: they painted the horses at all their
restaurants pink for the entire month. To incentive people to
participate in the hashtag campaign they pledged to donate $1 for
each tweet that used the hashtag. They tied the campaign to their
restaurants by pledging $1 for each pink sushi roll purchase as well.

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They also created a microsite to bring together the activity and
promoted the hashtag #PaintPFChangsPink.
PF Chang’s used the UGC- tool to pull the campaign together on their
microsite. the UGC- tool was easily embedded into their site, and
displayed a combination of PF Chang’s own posts and earned content
from users participating in the campaign. In addition to being able to
moderate the content to avoid anything off-color being promoted on
their site, the UGC- tool was easily branded and dynamically updated.

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The campaign was a huge success and generated hundreds of thousands of tweets and sushi roll purchases. As a result they blew past
their fundraising goals and sent $100,000 to the National Breast Cancer Foundation.
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“It was so fast and easy to set up. The UGC- tool will be our first resource for future campaigns.”
Chris Sharkey
User Experience Designer, P.F. Chang’s

Case Study
Specialty Produce

- E N G A G E M E N T & M A N A G E M E N T S E R V I C E15
Specialty Produce is a family-owned food service business in San Diego, California. For the past 30 years they have strived to be
the best organic food supplier in the country and currently supply over 600 food businesses with fresh produce daily.

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Specialty Produce was looking for a software solution to find engaging user-generated content (UGC) from their employees and
manage it in one place. How could they do this? Enter the UGC- tool. the UGC- tool’s software gave Specialty Produce the ability to
collect user-generated content, identify the most relevant posts, and publish it across digital screens, websites, jumbotrons, mobile
sites, and more.
As Specialty Produce had different sides to their business, the farm side and the restaurant side, each team member played a vital role
in the farm to plate journey, but few employees could see how their work contributed to the full picture. The executive team wanted to
show Specialty Produce’s entire operations process, how the produce was used, and the people involved. They believed this would
inspire employees, increase understanding of each individual's impact, and lead to more engaged employees. And, more engaged
employees would ultimately lead to better service for their customers.
The Challenge
The Solution

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Specialty Produce encouraged their employees to share social content
using #SpecialtyProduce. Employees would see their posts displayed
in the warehouse, on the website, and eventually at partner
restaurants.
As this inspired more sharing and content creation, Specialty Produce
had built a library of assets that they could re-purpose in digital
campaigns and print collateral, which meant a big decrease in content
creation costs . Moreover, the posts together created a brand story
based on reality, and the pride, excellence, and service that Specialty
Produce worked hard to establish throughout their business naturally
emerged.
How they did it?

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Over the past couple of years, Specialty Produce set up a number of displays using the UGC-tool for their website, office displays, and
partner restaurants to showcase different content for different purposes. Some of this content is intended to build the Specialty
Produce brand, and some of this content is intended to spread awareness about the farm to table movement.
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500+ M
Impressions
79,000+
Posts Using Their Hashtag
#SpecialtyProduce
The Results

We are currently working to get the UGC- tool into our partner restaurants to help build their business and help
grow our #SpecialtyProduce hashtag along with many others that we have started along the way to document the
process of Farm to Table. We love the simplicity of the UGC- tool and we hate that we didn’t have it 10 years ago!”
Kelly Orange
Social Media & Community Affairs Director, Specialty Produce

Case Study
ROVE Hotels

Rove Hotels is a Dubai born-and-bred global lifestyle brand that brings smart, fuss-free hospitality to the new generation of the
modern traveler and nomad who believes in exploring without borders.

- E N G A G E M E N T & M A N A G E M E N T S E R V I C E -
Website home page

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Rove has taken the tool’s custom API feature, integrated it within their website and molded it into a beautiful, authentic digital
experience that will have you say “Nice!” out loud.
The main approach towards engaging their audience is the strategic use of hashtags on the website, each representing a different
experience. As hashtags is the modern day tool for a wider social outreach, organizations are use this means of communication
more and more to audience engagement around their brand. Over time, this creates a brand-to-consumer relationship that helps
both to lower the cost of creating marketing content dramatically, it increases the chance of marketing going viral, and ultimately
brand growth.
Rove is also using their visitors’ images and feedback and posting them back to social media as an engagement strategy and ways of
listening to their guests. Giving their guests a medium of communication and acknowledging them can have a greatly positive
return, turning some guests into brand ambassadors.

Website home page displaying the UGC from multiple social feeds

Feature the UGC from multiple
social tools on your website to
increase page visits
Website Integration

Facebook posts, tweet, and
Instagram posts work together
create an enigmatic experience
Social Feeds

Add Call To Actions to allow for
better conversion rates
Social CTAs

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Rove has brilliantly created a UGC strategy around three central areas of activities – #Stay, #Dine, and #Meet.
Each section redirects to a tailored webpage with further UGC to enhance the web experience and guides the user into the
intended user journey, an effective way to convert website visitors. For example, #Stay redirects you to book your rooms with
special offers and a gallery of images of the hotel and around its premises.
#Dine gives you information on all their eateries along with the menus and a gallery of UGC from their restaurants. Any food
related hashtags are automatically pulled in to the page.
Finally, #Meet, of course provides information about the different choices of meeting rooms, formal and/or informal, along with
their event planning services.

Website home page displaying the three central areas of activities

#Stay

#Dine

#Meet

Case Study
Georgia State University

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To help reach this enormous and diverse audience, Georgia State has used the UGC-tool across their campus to help encourage
students, alumni, and other supporters to share about Georgia State. They display the UGC-tool year round on digital signs in their
Welcome Centre and on their admissions page online; they embed the UGC-tool in stories published online that have a social
component; and use the UGC-tool for special events like Homecoming and Graduation, where they use both web embeds and digital
signs to showcase the relevant social content.
Georgia State is a major public research university in Atlanta. Their communications team has a big task cut out for them — the
University is consolidating with a two year college, so they’ll be adding 20,000 more students.
They are also entering a capital campaign, have goals around admissions, current students and alumni engagement. Their social media
efforts must reach prospective students, current students, alumni, faculty and staff, as well as the City of Atlanta, institution partners
such as the Innovation Alliance, and press.
The Challenge
The Solution

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Showing the posts not only creates a more
personal and dynamic experience in that
downtime before graduation, it prompts a lot
of positive social sharing around this
important day.
The UGC-tool is used across the campus
because it gives Georgia State the ability to
incorporate social media in their events and
stories without being worried about what will
show up.

One of our biggest successes has been using the UGC-tool during graduation. We hold graduation in the Georgia
Dome and there's a lot of excitement. Students and families arrive almost two hours early to get a parking spot
and seat. We have a whole pre-show set up on the jumbotrons and about three years ago we started introducing
pulling in live social feeds. We started with another service, but switched to the UGC-tool because of their ability
to pull in feeds from many social platforms. Both the students and their families love seeing their photos and
tweets pushed to the screen. It is entertaining and personal. We typically get too many post in that two hours to
even show them all in the allotted time on the jumbotron.
Terry Coniglio
Assistant Director, Social Media at Georgia State University

Case Study
The Association of Jesuit Colleges and Universities

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The Association of Jesuit Colleges and Universities (AJCU) is a
national organization that represents Jesuit higher education and
facilitates collaboration among its member institutions. The marketing
arm of the AJCU works to increase awareness of the 28 U.S. Jesuit
colleges and universities through the #JesuitEducated campaign.
The #JesuitEducated campaign aimed to share one important
message: graduates of Jesuit institutions go on to do amazing things,
from serving in Congress to leading the Catholic Church. In the 8
weeks leading up to Pope Francis’s U.S. visit, AJCU asked alumni to
share their story — how their Jesuit education has transformed them
and what makes them proud to be #JesuitEducated.

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To promote the campaign AJCU used the UGC-tool to embed the posts
on the microsite for their campaign, promoted it on Twitter and
Facebook, and erected a large banner in Philadelphia’s train station.
The campaign was launched at the end of July and ran through the end
of September. In addition to the microsite, the UGC-tool was used at
live events in Washington DC, New York, and Philadelphia.
They experienced a big spike in traffic on the day of their campaign
launch and big spike on the day of pope’s arrival, for a total of 3.55
million impressions, mostly on Twitter.

To be honest, we weren't really sure what to expect, having never done a social media campaign like this before.
But after seeing how high our impressions were at the very beginning of the launch, we were very encouraged and
pleased to see the levels of engagement. The dashboard was extremely helpful, as was the app.
Deanna Howes
Director of Communications, Association of Jesuit Colleges and Universities

Case Study
INSEAD

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INSEAD is one of the world’s leading graduate business schools, with campuses in Europe, Asia and the Middle East.
Their overall goal is to increase brand awareness, engagement and conversion rate with current and prospective students, faculty, and alumni--
ultimately creating a 'social campus'.
The UGC-tool helps INSEAD move towards this goal by giving them a tool to display social feeds at their alumni reunions and forums,
graduations, and speaker series (TEDxINSEAD, Global Business Leadership Conference, etc). With the UGC-tool they also display ongoing
campaigns on social walls around their 3 locations, helping to create a bridge between the campuses.
Their most successful campaign is the ongoing #INSEADMoments hashtag initiative. They ask members of the INSEAD community to share
posts about their best 'INSEAD Moments' which can be anything from courses they've found particularly interesting to events they've attended,
social gatherings, etc. This initiative has been going on for over a year, and they still get multiple posts per day showing the richness and diversity
of their community.

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This has allowed INSEAD to:
▪ Identify and increase engagement with members of their community on social media
▪ Create an authentic snapshot of what's currently being discussed about INSEAD, as well as an archive of what's happened in the past.
They particularly love the UGC-tool's ability to change the format and easily display their the UGC-tools on multiple channels - from slideshows
to social walls, to websites, depending on the purpose.

The UGC-tool has allowed us to build a new window to showcase and promote a different take on the INSEAD
Experience.
Axel Tagliavini
Director of Digital Communications, INSEAD

Case Study
BottleRock 2015

BottleRock 2015 used the UGC-tool to make social media an integral part of the music festival. In the month leading up to the event,
they hosted the UGC-tool on their website, displaying the buzz from excited festival goers. During the three day festival, they had the
UGC-tool running on the jumbotrons at two of their biggest stages.
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500 M+
Social brand impressions
24 K+
Posts on social media

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Display the UGC on jumbotrons
or on any screen with absolute
ease to engage your
fans/audience
Display Integration

Case Study
Travelocity

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Travelocity used the UGC-tool to run 'the most successful marketing campaign in their history' using a contest centered around their
#IWannaGo. By giving away a dream vacation, Travelocity was able to inspire over 25,000 people to market their brand on Twitter,
Instagram, or Vine to win the grand prize.
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23M
Impressions
26K
Posts Aggregated
95%
of Visitors Scrolled Down
and Loaded More Content
The Results

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Feature the UGC from multiple
social platforms on your website
to increase page visits
Website Integration

Case Study
Techcrunch Disrupt

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TechCrunch required a social media event display in addition to a Q&A tweetwall for their TechCrunch Disrupt 2013 event in San
Francisco. TC chose the UGC- tool for its ease of use, self-service customizability, and diversity of display modes (website, event display,
and mobile). The UGC- tool allowed event coordinators to setup a production-ready display system in minutes, and afterwards decided
to use the UGC- tool for future TC Disrupt events.

Case Study
Disney Parks

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In 2011, Disney Parks took to social media to ask their community to submit their own memories online using YouTube, Facebook,
MySpace and DisneyParks.com/Memories, in a campaign called, “Let The Memories Begin”.
Disney Parks incorporated these family memories right into its theme parks by projecting the user generated photos against
backdrops at night at Disney World in Orlando and Disneyland in Anaheim.
User-generated content presents authentic, real-life experiences that tugs on people’s heart strings and excites and entices people
to visit the parks and resorts. It takes them on a stroll down memory lane, or it provides a glimpse into a real and magical experience
that they could enjoy themselves.

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The submitted content was used by the company, in print and TV ads, as well as social media campaigns/
Visitors were to upload photos, videos and other content through Disneyparks.com/memories and the Walter Disney World and
Disneyland Facebook pages. The submissions were moderated before display.
Disney also planned to use pictures taken daily by Disney PhotoPass photographers by projecting the candid photographs into the
night sky at Walt Disney World and Disneyland. Disney estimated that as many as 500 photos would be shown daily.

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The inspiration for this effort came from our guests. Each and every day people are making memories at our parks,
posting them online and sharing them with friends and family.
Leslie Ferraro
Global Marketing, Disney Destinations

Case Study
Universal Orlando

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Universal Orlando is finding uses for social media beyond publicity. In their case, the social interaction is happening between park
employees and park visitors. They are using their accounts to help generate excitement for upcoming visits and responding to simple
queries about issues like park weather. The company just launched its Social Engagement Center. A team of support people is following
the @UniversalORL account and hashtag #AskUniversal on Twitter and Facebook and responding to mentions during business
hours.. It’s another way for parks to offer engagement and support and may provide a valuable connection to park staff on crowded
days, for example.

Taking control on
conversations on social media
helps in brand growth and
developing trust in customers.
Audience Engagement

Our Service Offerings
Packages that best fit your needs

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Complete
coverage Setup And Installation
Creating & Managing Campaigns
Layout And Style Customization
Image & Video Hosting (For Ads)
Reporting
Support
Monthly Management
Event Management
Creative
Landing/Splash Pages
Web Implementation
Account & Relationship Management
With so many options and different ways to use the content marketing tool, you can
trust us to leverage the tool for your benefit to great results.
We help all the way from setup, managing the content to also helping shape
campaigns to get the most out of your audience.

About Us
Digital services (Em)powering your digital business decisions

(Em)powering Digital Growth
We empower companies to grow their digital revenues and brands with the right marketing
technology solutions - and manage them successfully.
We design solutions based on business- and marketing goals and budget, effectively setting up
the tools that will leverage your efforts for success.
We offer tools and technology with intent; with purpose based on business and marketing
objectives and goals.

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Clients past & present
We have worked with a wide range of companies and brands servicing multiple sectors. The work includes digital marketing planning, website and mobile
app development, digital marketing campaigns for customer growth, product launches and promotions, email and SMS marketing, social media strategy
and management, media planning and buying, customer experience design, etc.
Our work has resulted in several awards such as ‘Campaign of the Year’ at ‘The UK Marketing Stars Award’ for the Glasgow 2014 Ticketing campaign and
‘Social media strategy endorsed by Twitter’ and our team members is part of the ‘Awwwards’ Jury.

Let’s start a conversation on how we can
(Em)power your Digital Growth
TEL:
EMAIL:
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faiyazm@mzeroone.com
1007, JBC5, Cluster W
Jumeirah Lake Towers

Social Content Marketing - Case Studies - Content Marketing Tool for User Generated Content

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