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by Shanley Knox
When it comes to running a successful online campaign, the key is no longer just in offering great content to your users. Instead, it's important to create a campaign that convinces your followers to generate the content themselves.
So, just how do you do that?
Set Measurable Goals
Before beginning your campaign, it's important to explore your purpose. Do you want to increase your reach? Educate others? Generate sales leads? Your goal should be clearly defined, so as to inform your strategy and content.
Make it Worthwhile
Once you’ve laid out your campaign goals, it's important to ensure that you're offering fans value in exchange for providing you with content. In order to identify what makes them tick, you need to do some research. Do your fans want visibility across your platforms? Recognition for a donation? An opportunity or a prize? Once you pinpoint exactly what it is that they’re looking for, you can craft your campaign content around it.
Develop Toolkits to Support Your Fans
What do you want your campaign partners, stakeholders, and fans to do? Do you want them to share your logo, tweet a certain link, or post photos that incorporate your product? Make sure you create a comprehensive list, as this will help to ensure your campaign goals are met by the content your fans are generating. To set yourself up for success, make downloadable toolkits readily accessible, including sample tweets, shareable logos, photos, testimonials, and more.
Create Campaign Ambassadors
Campaign ambassadors are online users who spread the word on your behalf through their social accounts and personal networks. Often, your existing fans and supporters make the best campaign ambassadors. Request participation via email, and routinely follow up with specific tasks that maintain campaign momentum.
Another way to generate campaign ambassadors is to put up a registration page on your website.
Invite Fans to Collaborate
Host a Twitter chat, feature guest bloggers, invite guest pinners to your Pinterest boards. By inviting fans to collaborate with you, you're helping to create buy-in between you and your fans, while also incorporating new thoughts and/or aesthetics, and driving visibility amongst fan networks.
Don’t forget to monitor your campaign daily, and engage with your fans throughout. Like their posts, comment on their entries, share their content.... let them know you appreciate their involvement.