Brewing Success: How to Create a User-Generated Social Media Campaign
Coffee plays a pivotal role in our agency life. Conversations around the coffee maker have led to some of the best creative ideas. Leaving dirty coffee mugs in the office sink has become the ultimate cardinal sin. People have been known to hoard their favorite coffee mugs. When clients come in, we can be found deep in contemplation before our mug cabinet, trying to find “the perfect mug” that would make their day because as an agency that prides itself on exceptional client service, we know it’s the little things that count.
Cameron’s Coffee, our client who provides us our lifeblood, asked us to create a digital campaign to help people celebrate their daily cup of joe, our creative team grabbed their favorite mugs and had a field day celebrating “#muglove”.
Social media campaigns that ask for user generated content are tricky. They can go awry really quickly. Here are the five best practices that we use at FRWD to ensure that each campaign we create has the best chance for success:
- ASK THE RIGHT QUESTION
Would you want to answer the question? How long would it take for you to do what’s asked of you? In this case, we only asked users to share a photo of their favorite mug and “Tell us in five words why your morning mug makes you happy”. If someone wanted to elaborate on their mug story, we created an optional field where they could share the entire story.
- BE OPEN TO THE UNEXPECTED
Creating too many rules or being too prescriptive can make the connection feel less sincere. It’s important to allow enough leeway for content that you may not expect. Let them surprise you. The best content comes from when you allow users to use their creativity and imagination to express themselves.
- USE A MODERATION TOOL
Federal Trade Commission (FTC) regulations around user-generated campaigns (UGC) can be complicated. Depending upon whether users are compensated, with a product or monetarily, or not at all; how your brand plans to use the UGC and the required rights associated may require your brand to use a tool to prove that you are managing the conversation for brand reputation. This is needed to combat brand-jacking, ensuring proper disclosure, and measuring the engagement of the content.
- REWARD PARTICIPATION
There is a difference between rewarding and incentivizing. Something like public recognition from a brand can often be more rewarding than a monetary gift. Celebrating organic engagements between brands and their fans often lead to serendipitous moments of surprise and delight for the brand and the fan. From a brand standpoint, empower your social team to celebrate the fans of the brand and ensure they have the time, resources, and your permission to sincerely foster these important relationships.
- BE HUMAN & TALK BACK
A simple thank you goes a long way. When an individual takes the time to send you content be sure to recognize and appreciate the effort involved. As a guideline, the level of response should be in direct correlation to the level of effort that the user took to create the content.
Biggest Rule of Thumb: Do not overthink it and have fun! Just like when you start networking or meeting new friends in real life, putting yourself out there can be scary at first, but once you do, you can build connections that last a lifetime.
Check out the #muglove campaign and if you have a mug you love make sure to enter your photo for the chance to win a cool Cameron’s gift pack full of great coffee.