After riding his bike on a beautiful San Antonio spring day, John stops for a water break along the historic San Antonio River Walk. There alongside John is a statue of a leprechaun wearing a Texas state flag tie and John’s mode of transportation – his Schwinn bicycle. John smiles and the moment is captured on his Instagram account. That moment would later become the April “Where is Your Schwinn” contest winner. A customer happily pictured with their product. It’s the kind of authentic brand experience only a customer could create.
The #schwinnlocal contest is a great example of how Eric Peckham, Widen DAMster at Pacific Cycle, and Pacific Cycle are increasing their engagement on social media. It’s also about how curating user-generated content became a streamlined and centralized process by integrating the tools they already were using – Instagram, Dropbox and the Widen Media Collective.
The Idea – Creating an Emotional Connection on Social Media With User-Generated Content
There’s no doubt social media has opened new opportunities for brands to connect with customers. While traditional methods of promotional ads haven’t been the ticket to success on social networks, brands are beginning to create stronger engagement and emotional connections with their customers using more authentic content.
One means of sharing more authentic content is user-generated content, which has never been so accessible. Smartphones now enable consumers to take good-quality photos and share them with their networks, allowing connections between customer communities and the brands themselves to be created.
Realizing the opportunities for strong customer engagement, the Pacific Cycle Marketing Department started building their social media strategy.
Learning from the Widen User Community
Eric heard about the Dropbox integration when Widen released it, but he wasn’t super interested the first time around. He saw a post on Widen’s LinkedIn group featuring the BEAM Interactive use case and was surprised by their clever implementation. Like BEAM Interactive’s work with MINI USA, the struggle was how to collect, organize and share all this great, authentic content users were creating. It was a great example for Eric to discover as the Pacific Cycle Marketing Department was ramping up social media activity.
This cross pollination of ideas is one of the advantages of being a part of a strong user community. Facilitating idea sharing is something that sets apart Widen’s SaaS DAM solutions. It’s one thing to have the functionality to be able to support your marketing efforts, but it’s another to have a user community that is exploring and pushing the capabilities of that functionality and sharing it.
After realizing the potential of the Dropbox integration, Eric contacted Widen’s support team, and Pacific Cycle was on its way to streamlining the ingestion, management and publishing of user-generated content.
Leveraging Multiple Tools to Curate User-Generated Content
Eric started by setting up an IFTTT recipe for specific hashtags. If someone tags an image with that hashtag, those images are automatically uploaded into the Media Collective via the Dropbox integration. In Eric’s words, “It just worked right away.”
All this content their users are creating is now centrally located in the Media Collective. Teams can go into the DAM site, pick out the content they like and then share it out. Not only does it streamline the process, but it also keeps these valuable assets secure for future use and re-use.
Use Case #1 - #schwinnlocal Contest
The #schwinnlocal contest asked people around the world to post an Instagram photo where ever they were and tag it with #schwinnlocal. All content with that tag was automatically fed into the Media Collective. Every week, someone from the marketing team went in and selected the images they want. And just like that, John’s photo from the San Antonio River Walk was the April contest winner.
Use Case #2 - Mongoose Jam
The Mongoose Jam’s audience is teenage kids who are all about social media and Instagram. The event has had a hashtag and a lot of participation in the past. This year, the marketing team will collect all the great content being shared for the Mongoose Jam in Media Collective and feed it through to their public website for all customers to see.
Very cool workflows, right?