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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.

Publicada em: Educação, Tecnologia, Negócios
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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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