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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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User Generated Content
Tap into the POWER
Tom Williams
www.InnoGage.com
What is UGC?
User Generated Content
• Social Networks
• Video
• Photos
• Blogs
• Wikis
• Discussion Boards
www.InnoGage.com
What is UGC?
User Generated Content
• Social Networks
• Video
• Photos
• Blogs
• Wikis
• Discussion Boards
www.InnoGage.com
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
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 Imptthan “Quality”
www.InnoGage.com
Social Networks
MySpace
Ning
www.InnoGage.com
Social Networks
• Facebook – No Brainer
• MySpace – younger, lots of fake accounts
• Ning – personalized social networks
• Can share text, photos, video…etc.
www.InnoGage.com
PEOPLE MUST HAVE A REASON TO JOIN AND
STAY IN THE NETWORK
www.InnoGage.com
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
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
www.InnoGage.com
Café New Paltz
• All the features
– Photos (1,063)
– Videos (19)
– Groups (20)
– Discussion Forum (98)
– Members (563)
www.InnoGage.com
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
Video
Launching a successful Video Contest
Illinois Institute of Technology
DePaul University
www.InnoGage.com
Launch a Video Contest
• DePaul University
– 120 days conception to launch
– Prize $$
– Approx 250 hours
– Channel: YouTube
– Promoted heavily on FB, Email, newspaper, fliers
www.InnoGage.com
Launch a Video Contest
• DePaul University
– Voting 1,2,3 closed
– People’s choice
– 19 videos submitted
– Traffic: 10,000 views
• Ah Hahs!!
– Most waited to last min
– Negative voting
– Negative comments
www.InnoGage.com
Launch a Video Contest
• Illinois Institute of Technology
– First Video Contest EVER in Higher Ed.
– Prize $$
– Provided equip, stock footage
– Provided Music (eliminated copyright risk)
– Channel: MyCollegeVid.com
– Promoted online, print, email
www.InnoGage.com
Launch a Video Contest
• IIT Results
– Very successful
– Supported rebranding
– Repurposed the video
– Total cost: $1,750
– Voting required custom development
www.InnoGage.com
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
Photos!
A Picture is worth a Thousand Words
Ohio State University
www.InnoGage.com
O-H-I-O Campaign
• Fell into it
• Provided a channel
• Promoted it
• 3,047 photos
• Used content for TV commercials!
www.InnoGage.com
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
Student Blogs
Cornerstone of your social media
www.InnoGage.com
Blogs: Value is ??
• What is your school getting out of this?
• Your brand or the bloggers?
• Reporting?
• Metrics?
www.InnoGage.com
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
Security
• Social Media Policy
• Blogger Agreement
• Restrict Live Posting
• Moderate Comments
• reCAPTCHA
www.InnoGage.com
[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.shtml
• 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
Friend me up!Tom Williams
W | 614.360.1872C | 773.213.8579@tom8williamstwilliams@innogage.comhttp://profile.to/tom8williamshttp://delicious.com/tom8williamshttp://flickr.com/photos/tom8williamshttp://www.linkedin.com/in/tom8williams
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