Marketing in Year 2: Empowering Ambassadors Lisa Colton Chief Learning Officer, See3 Communications President, Darim Online [email protected] @lisacolton Slides: http://bit.ly/nyteensugc
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Marketing in Year 2:Empowering Ambassadors
Lisa ColtonChief Learning Officer, See3 Communications
President, Darim [email protected] @lisacoltonSlides: http://bit.ly/nyteensugc
Agenda Today
10:00-10:30 Introductions10:30-12:00 Session Block 112:00-12:45 Lunch!12:45-1:15 Email Acquisition1:15-2:45 Session Block 22:45-3:15 Wrapping Up3:15-4:00 Group Debrief
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
Introductions!
• Name• Program/Role• Most successful
marketing effort or skill• Less you learned from
past experience• What you need to
achieve goals this year
Session Blocks
1. Paid media, Google and Facebook Ads2. User generated content, ambassadors
Leveraging Participants
Ladder of Engagement
Big Duck: Engagement Steps
Give them something to talk about:What’s Your Value Proposition?
Then add:What do THEY want to talk about?
Your Proposition to Them
YOUR VALUE PROPOSITION
WHAT THEY WANT TO POST
ABOUT
Good: Their Voice in Your Channel
Better: Your Value Propositionin Their Network
TO REACH YOUR GOAL, PEOPLE MATTER
YOUR GOAL
YOUR CURRENT NETWORK
THEIR VAST AND DIVERSE NETWORKS ONLINE
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?
AmbassadorsGiven 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”
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?
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!
Plan for the Goal. And Behavior.What do your people want to DO?
Community: A Piece of the Whole
Community: A Piece of the Whole
Valentine’s Day Campaign: Leverage Cultural Momentum
Other IdeasLip 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?
Pics + Videose.g….Finish the Sentence…
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
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.
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)
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?)
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!
• Design your campaign (Nov/Dec)
• Get the details in order (Jan)
• Put it in motion (Feb/March application season)
Q&A
• Lisa Colton [email protected]
• Twitter: @lisacolton @see3 @darimonline
• Slides: http://bit.ly/nyteensugc
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