Page 79 - The Content Code: Six essential strategies to ignite your content, your marketing, and your business - PDFDrive.com

evangelism strategy is to curate videos from users of its products and
broadcast them on YouTube. Not only does GoPro provide a place for
authentic advocates to share their most enthralling moments, but its channel
is a great way for potential users to see the products in action.
Fiskars Scissors: How do you ignite passion about something as mundane
as scissors? With people who love scissors, of course! After about a year of
research, Fiskars decided there was an opportunity to create community
around a group of people who are passionate about scrapbooking and the
tools they use in their hobby. Part of the process involved turning their blog
over to customers—four lead “Fiskateers,” who sparked a scrapbooking
movement that now includes store appearances and conventions. Letting
their Alpha Audience lead the content strategy has helped the company
dramatically increase positive brand awareness, loyalty and sales.
Urban Outfitters9: The retail chain has a successful social media franchise
with its #UOOnYou initiative. This campaign invites shoppers to upload
and tag photos of themselves wearing branded clothes. The retailer selects
photos to feature on its website, Instagram, Tumblr, and product pages. The
shopper gets to be a model, other shoppers are inspired by these authentic
styles, and for current items, the images link back to OU’s e-commerce to
make them shoppable.
J. Crew: The retailer noticed that shoppers were posting online photos of
one of its most popular Madewell bags—a transport tote—and launched a
contest encouraging them to tag the images #totewell for a chance to be
featured in company advertising. Even after the contest closed, the most
loyal shoppers continued to add photos and artful images to their social
profiles and to the brand’s various online outlets. Not only did the effort
generate content and buzz, but the effort was a good way to identify new
Alpha Audience members.
Tourism Australia: Jesse Desjardins calls himself community manager
and leader of “the world’s largest social media team.” His agency receives
thousands of fan photo submissions to post on the Tourism Australia
Facebook page, one of the largest destination sites in the world. It’s not
unusual for their amazing photos to get tens of thousands of Likes and
shares. Tourism Australia outperforms every other tourism board in the
world, and it accomplishes that based on two primary ingredients: user-
generated content and community co-creation. Desjardins told me, “We aim
to make our audience the hero of our site.”
Medtronic Diabetes10: A company that manufactures diabetes