13 Things You Learned in Preschool That’ll Help With UGC Campaigns

In the 1980s, American minister Robert Fulghum published a simple credo – that everything he needed to know in life, he learned as a child. His book became a #1 New York Times bestseller, inspiring a global return to simple, kind living.  We’ve put the idea to the test at TwineSocial, and here’s what we discovered.

It’s true. Even social media campaigns work better with preschool rules.

1. Treat everyone as a friend.

    Acknowledging others on the world wide playground is good practice. Don’t send the wrong message by ignoring gestures of goodwill – the friendly “hello” from the kid on the slide or the fans engaging on brand pages. Take the time to like, reply, or even feature selected posts on your social media channels. Like kindness, UGC works best when it spreads!

    Related Read: “8 Brilliant Ways to Use Hashtag Content”

    2. Laugh!

      Who says creative play can’t last forever? Sure, the jokes get more sophisticated when you’re not five years old, but the principle remains the same. In PlayDoh and Photoshop, sandboxes and social media, have fun. Enjoy the journey.

      Take a peek at how German pharmaceutical provider Klosterfrau Healthcare Group brought laughter into social media marketing. The company’s Die Männergrippe campaign (translated: “the man flu”) poked fun at an epidemic rendering men helpless. A full slate of content, including coverage on the epidemic and helpful information on Klosterfrau cures, got social users smiling and following brand accounts.

      3. Tell the truth.

        Youngsters are quick to spot a falsehood, and so are consumers. In fact, according to the “When Trust Falls Down” study, 42 percent of consumers instinctively view brands with distrust, and 69 percent distrust their advertisements. To win back trust, brands need to be ruthlessly honest. First, recognize that consumers trust other consumers more than brands. That’s why UGC is the future of marketing. By showcasing real-life customers – incorporating content that speaks to actual brand experience – leading marketers are creating believable campaigns that resonate.

        4. Some kids are mean. Don’t let it get to you.

          Chances are someone will post negative feedback about your brand at some point. Don’t panic. The online community knows “haters gonna hate,” so as long as your customer service team appropriately responds, your brand’s reputation will likely survive. But that’s the key: respond. Don’t censor. Don’t ignore. And don’t make excuses for unmet expectations. This is an incredible opportunity to demonstrate your organization’s interest in welcoming honest opinions. Offering a personal apology and acknowledging room for improvement can go a long way in resolving an issue. Of course, you may not win over every bully, but a thoughtful response will certainly earn the respect of others.

          5. Don’t take anything that isn’t yours.

            Just because it’s reachable doesn’t mean it belongs to you, and we’re not just talking about Billy’s cookie. As grown-ups, we know it’s easy to access social media content, but there are limits to what brands can do. Fortunately, social media aggregation and display platforms like TwineSocial partner with social networks in a way that allows content strategists to curate engaging, relevant UGC into owned content. After requesting publishing rights, that authentic material can then be used to communicate the brand’s story not just on websites, apps, and display screens, but also in print and e-mail publications.

            For more information on why UGC matters, check out this article.

            6. Visuals make learning a lot easier.

              Need to see it to believe it, right? No wonder then that shoppable social galleries are becoming hugely popular. Millennials and Gen Zers – the largest demographics in the marketplace – are endlessly curious about what others are doing and eager to share their own experiences. Rather than devote resources toward recreating what already exists, let customers do the work! For powerful and more efficient results, capture engaging fan content and slip it into every touchpoint of the buyer journey.

              7. Always help your friends.

                The Internet doesn’t do business hours. Consumers shop around the clock and, if they message your brand, they’re expecting a fast reply. That doesn’t mean marketing teams need to be on-duty at 2 a.m., but at least one person in your organization should be monitoring social media accounts daily. Leaving comments or questions unanswered gives visitors the impression you’re not there or you’re too busy to care – neither desirable for your brand image. One of the perks of social media platforms like TwineSocial is that all relevant posts can be compiled into an administrative hub for easy review.

                8. Stay curious.

                  Want to know what people really think? It’s not enough to check the company’s social media accounts for comments and likes. To gain an accurate picture, you’ll need to dig deeper.  According to Brandwatch, a whopping 96 percent of people discussing brands don’t even “follow” official brand accounts. That means the bulk of the conversation is happening behind your back.

                  Building a social media hub gives brand managers the ability to access publicly-accessible UGC on 12 of the most popular networks, like Instagram, Twitter, Pinterest, YouTube, and Facebook. Using keywords to search for complaints, praises, and opinions about your brand, products and competitors is a smart way to propel brand development.

                  9. Not everyone is going to like you, and that’s OK.

                    Social media offers an abundance of opportunity. Marketers can reach nearly any demographic, any time. But without predefined goals, it’s easy to target the wrong audience and get sucked into a vortex of costly, fruitless endeavors. After all, incorporating consumer voices into content marketing is only effective if it’s the right fit, and that’s something you’ll only know if you have a solid grasp of your brand’s audience. Be sure to begin each campaign with a strong understanding of the brand’s existing base and focus on growing those relationships.

                    10. Sharing is caring.

                      Too much “me talk” bores even the most faithful friends. Spice up the relationship by flipping the conversation around. Host contests, ask questions, and put fans in the spotlight by featuring their comments and reviews. For an even more engaging customer experience, consider taking digital content offline. Think of cutting-edge stadium displays, live social walls, and even showcasing real customer photos in retail environments! The brands of the future are doing just that – creating highly-personalized, unified shopping experiences that put consumers at the center – and fans can’t get enough.

                      Related Read: “9 Explosive Examples of Omni-Channel  Marketing”

                      11. Learn from mistakes and celebrate successes.

                        Life’s earliest experiences taught us the value of social cues. In marketing, we call them analytics. Key performance indicators – KPIs – provide actionable insight to ensure brands are getting the best results possible, but few brands take advantage of available tools. To determine a campaign’s success, brand managers need to look at more than likes and comments. KPIs that measure post popularity, follower demographics, engagement rates, reach, and more can better guide future efforts.

                        12. Use your imagination.

                          The end result may be a purchase, but consumers care more about the experience of getting there. For many, shopping is now entertainment, and good service more important than convenience. That’s inspired many brands to break out of the mold and create major success stories! In an era where cars communicate with houses, and ice cubes order refills, chances are if you can dream it, it can be done.

                          13. Be good listeners.

                            Social media isn’t just for promotion. The best brands take a holistic approach, embracing customers at every point in the purchase path. Listening to prospective buyers, responding to customer inquiries, managing relationships with brand ambassadors, and keeping tabs on the overall climate of the marketplace are huge features of an effective strategy. As CEO Joanna Griffiths of intimates e-commerce brand Knix Wear told Inc., “The amazing thing about marketing to millennials is that they are so good at telling you what they love... and what they hate. And if you are listening— truly listening—this can be incredibly helpful.”

                            It seems Fulguhm was right. Childhood do’s and don’ts are just as true later in life as they are in the classroom. For more information about how to proceed, drop us a note or try TwineSocial free today.

                            For more ideas on how to promote shared enthusiasm around an idea, product, or community, check out our solutions gallery. Then, kick off your own success story with a free 7-day trial of TwineSocial. Let us know how we can help!

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