People love to contribute content to their favorite brands and what better way for your company to connect with consumers? With the social media explosion in marketing it is advantageous for companies to use user-generated content in their marketing and loyalty programs.
Back in 2008 I came up with the idea of using customer submitted photos for an email program “Kodak Moment of the Month” after the success of the staff photo slideshow in our newsletter. It was time to take the concept a step further and the program was born. This program of course did not come without its challenges and I will go into that later in the post. But the results made it all worth it – the response was overwhelmingly positive. I learned quickly that people love to show off their photography skills! Check out John Harrisons’ post on user-generated content and the “Kodak Moment of the Month.”
Kodak Recently launched a site celebrating your Kodak Moments, user images and video, “ The real Kodak Moment happens when you share.” Disney Parks launched last month a new site dedicated to fan content very similar to Kodak Moments, in which you can share your photos, videos and stories from your trips to Disney Parks. One nice feature is that you can also categorize the content by theme, location and the emotion. Check out this post on Mashable, on Disney’s “Let the Memories Begin” campaign.
A few things to consider if you are building out a user-generated marketing program, depending on the size of your company it will take a lot of work to manage all that content, so make sure you have the resources and have a clear goal on how you want to engage your customers and use the content now and in the future. Try to be as specific as you can when you request content, trust me it will help you out tremendously to receive more relevant content. Copyright is always a concern in the digital age so consider all avenues when creating your Terms and Conditions. This content is also a great opportunity to index your site with this rich content and optimize for SEO.
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