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Content Creation · MS elective · 3 credit hours · 16 sessions

User-Generated Content Curation

Authenticity is the new currency. This course explores how brands can leverage content created by their own customers (UGC) to build trust and social proof. Students will learn the legalities of rights management, the psychology that motivates users to post, and strategies to curate and repurpose UGC across marketing channels without looking exploitative.

§ 01 By the end you can
  1. Develop strategies to incentivize and harvest User Generated Content
  2. Master Rights Management: Permissions, Credits, and Legal Use
  3. Curate visual UGC to align with Brand Aesthetics
  4. Design "Unboxing" experiences that encourage social sharing
  5. Integrate UGC into paid ads and e-commerce product pages for conversion
§ 02 Sixteen sessions

The whole semester.

  1. 01The Power of Social Proof & Authenticity
  2. 02Types of UGC: Reviews, Photos, Videos
  3. 03Motivating Users: Contests & Challenges
  4. 04Unboxing Experience Design
  5. 05Hashtag Campaigns & Aggregators
  6. 06Curation Tools: TINT, Stackla, Yotpo
  7. 07Visual Consistency: Filtering UGC
  8. 08 · MidtermMidterm Examination
  9. 09Rights Management: Asking for Permission
  10. 10Repurposing UGC for Ads (Whitelisting)
  11. 11Community Spotlights & Takeovers
  12. 12Influencer vs. UGC Creator: The Distinction
  13. 13UGC in E-Commerce (Shoppable Galleries)
  14. 14Handling Negative UGC & Reviews
  15. 15Measuring the Impact of UGC
  16. 16Final Project: The UGC Activation Campaign

Midterm around session 8. Final project briefed at session 8 or 9 and developed in stages until the juries.

§ 03 Final project

Final Project: The UGC Activation Campaign

How it’s judged

Recommended reading
  1. Fanocracy: Turning Fans into Customers and Customers into Fans by David Meerman Scott
  2. Superfans by Pat Flynn
  3. User Generated Content by R. T. Rausch
  4. Marketing Rebellion by Mark Schaefer
  5. Brand Advocates: Turning Enthusiastic Customers into a Powerful Marketing Force by Rob Fugetta
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