User-Generated Content

User-Generated Content

Below is the plan for Igloo's User Generated Content campaign. Content, when created at the grass roots level is truly the definition of engagement. Content users create themselves is naturally more relevant to them. This campaign is built around encouraging users to add content within guidelines and this support can go a long way to make everyone feel included.


High Level:

Need:

When users generate content at the grass roots level, it’s more relevant to everyone. Running a campaign around encouraging users to add content with guidelines and support can go a long way to make everyone feel included.

Pillar:

Knowledge Management

S.M.A.R.T Goal Details:

Specific

Increase engagement by enabling users to create content.

Measurable

Review Creator stats in workplace analytics.

Achievable

With education, training and enablement.

Relevant

Content created by users will be relevant to them.

Time Bound

Measure levels of Creator stats in workplace analytics quarterly.

Communication Plan:

Audience

Entire organization.

Medium

Webinar, videos, wiki articles.

Information

Explain the reason for calling for user generated content. 

Education

Educate the organization on how to add content, publishing guidelines.

Defined Action

Create content – for use by all personas – me, we, or us focused.

Measures

Review Creator stats in workplace analytics before, after and during campaign, then ongoing to confirm it’s sticking.

Other Campaign Details:

Overview:

The initial campaign can be short duration (1 month) with subsequent reminders on an ongoing basis.

Budget:

No funding necessary.

Time Period:

The initial campaign can be short duration (1 month) with subsequent reminders on an ongoing basis.

Suggested Delivery Plan for this Campaign:

MediumConceptGoalTiming

Champions

Grass Roots Influence

Have Champions show how it’s done.

Launch

Engagement

Lead by Example

Executives Lead

Executives create and post content and set the mandate that their reports must do the same.

Launch

Engagement

Governance

Broadcasts & Posts

Ensure Reach

Share information about how to create content via broadcasts and posts.

Engagement

Contests

Gamification

Give awards for the person who adds the most content, or the most popular content.

Engagement


Digital Media

Reinforce Message

Share content created by users on Digital Screens.

Engagement


Videos

Reinforce Message

Short video clips on how to create content go a long way to ensuring end users know that it’s easy to do.

Launch

Engagement

Governance


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