Message Design Blog Assignment - Shantel Wolfe
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Transcript of Message Design Blog Assignment - Shantel Wolfe
Coffee,Coolness,andCommunityEngagementinCBUS
It’snosecretthatColumbusishometoavarietyofcaféandrestaurantswhatwithColumbusbeingasmallerscaletestinggroundforlargerrestaurantsthatwanttoopeninlargercitiessuchasNewYorkorLosAngeles. Butoutofallthesecafés,howdoesaconsumerchooseaplacetopurchasetheirliquidenergy? CommunityengagementcomesinmanyformsinColumbus,OhiobutmostlyinUserGeneratedContent(UGC).Usergeneratedcontentisafairlynewconceptbutahighlyusefuloneforcompaniesandcoffeeshopsalike. ButwhatISUGC? It’sanythingthat’sorganicallycreatedthroughconsumersofabusiness.Thiscouldbeabeautifulpictureofsomeone’smorningcoffeeorausercommentingonsomeone’spostrecommendingthebusinessandtaggingthebusinessinit.Italldependsonhowacoffeeshopwantstomarketthemselvestotheiraudience.
• Ifyouwanttohaveprofessionalphotostakenofyourfooditemsorahippictureofacupofcoffeesatnexttoasucculentandyourbusiness’logo,great!
• Ifyouwanttotakesomemediocresnapswithaphonebutpairitwith
highqualityandcreativecaptions,great!However,boththosestrategieswillonlyreachthosewhofollowyourInstagrampage.
Discovering,supportingandutilizingUGC.
àDiscovering Abusiness,whethertheyruntheirownsocialmediaorhaveasocialmediamanagerdoingso,shouldkeepupmonitoringtheirownsocialchannels.Theyshouldchecktaggedphotos,theirlocation,andwhethertheyhaveoneestablishedornot,theirhashtag.Doingthiswillhelpthebusinesstoknowwhatpeoplelikedaboutitorbetterinformthebusinessastohowtheircustomersare“checkingin”(ifthey’reusingthehashtagversusjusttaggingthebusiness‘handleorwhattimeofdaythecustomeriseatingthere).DiscoveringandcompilingUGCcanalsoletthebusinessknowwhatkindofreachtheyhave.ThismeansifaUGCpostgot200likesandtheaccountthatpostedithas1,000followers.Thatmeansthattheirreachincludesnotonlythosewholikeditbutallthefollowersthatsawitaswell.àSupporting UGCshouldbeanorganicthingbutcanyouimaginegoingtoyourfavoritecoffeeshopeveryday,Instagrammingapictureofitatleastonceweekandthenneverseeinganykindofresponseoracknowledgementfromthatbusiness?It’simportanttoRESPOND.Thiscouldbegivingallofyourtaggedpicturesalikeoraheartfeltcomment.ItmakestheuserfeelconnectedtoyourbrandandbetterincreasesthechancesofmoreUGCinthefuture.àUtilizing Inmyopinion,usinganysortofrepostor“regram”applicationtopostaUGCInstagramisabittacky.However,forsomebusiness,itworks.Thisallcomesdowntoaesthetic.YourInstagram“feed”orthesquareblocksofpicturesshownasoneclicksonyourprofile,shouldbestrategicandcommunicatesomethingaboutthewayyourunyourbusiness.
• • • • •
• Ifthebusinessisanenvironmentallyfriendlycoffeeshopthatusesrecycledcupsanddonatesproceedstoenvironmentalcauses,yourfeedshouldlookcleanandshowcasehuesofgreen,whiteorblue.
• Ifthebusinessisanoldtimeyboardgameparlorthatservescoffee,
thelookofyourfeedshouldbeold-fashionedwithvintagefontorfilters.
It’simportanttobeconsistent.Therefore,onlypickUGCthatfitsyouraesthetic.Simplyscreenshottheoriginalphotoandrepostiteitherquotingtheoriginalcaptionorrespondingtoitwithin.Tagtheoriginaluserwhoposteditandvoila–you’restayinghipwhileutilizingyourUGC.