Right from when they first started working with us, NCUK has consistently repurposed the excellent content created by their ambassadors to use on their social media channels and their website. Not only has this given their channels a vibrant feel and engaging content, it’s also ensured the faces of their ambassadors are across their digital touchpoints. They have included links back to their TAP profiles, so prospects can easily start a conversation with them.
During the coronavirus pandemic in 2020 they increased the amount of content their ambassadors created and the number of FAQs they answered, allowing NCUK to continue with their important recruitment work digitally.
121% increase in the amount of content posts published
Experience Communication Management (XCM) is about so much more than just peer-to-peer conversations. It’s about embedding content and information about student life, created by your students, across your channels and offering plenty of touchpoints that will allow a prospective student to imagine themselves studying with you.
That’s why we’re so passionate about encouraging your student ambassadors to create content for you. Research backs up our passion for content. Social campaigns that incorporate UGC see a 50% lift in engagement (Salesforce), 75% of people think UGC makes content more authentic (TintUp), and 35% of Gen-Z think that, by 2023, UGC will have more credibility than traditional content created by a company or independent source (Cognizant).
In fact, as long ago as 2014, there was data to show UGC was 35% more memorable and 50% more trusted than other media (Ipsos Millennial Social Influence Study). In short: it’s powerful and important.
With our Content feature it’s really easy to commission, collect, and publish user-generated content across your TAP Feed. But, why limit that terrific content to just one place? Why not maximise it across your digital touchpoints?
NCUK wanted to get more student faces and user-generated content across their digital channels and, as soon as their account was set up, they quickly set about making sure the content they gathered through our platform didn’t just live on their TAP Feed.
Fast forward a few months, and NCUK are experts at repurposing content created by their ambassadors across their social media and digital channels to give those spaces an authentic, student-focused feel. They are also adept at using their student ambassador-generated content to drive traffic back to their TAP Feed and start more of those valuable peer-to-peer conversations.
This proved particularly valuable during the coronavirus pandemic in 2020. It meant NCUK could continue to harness the power of XCM in their online activities.
- 121% increase in the amount of content posts published from March-May 2020, compared to the previous three months.
- 429% increase in the amount of FAQs answered during March-May 2020, compared to the previous three months.
- 460% increase in FAQ views by prospects during the first three months of the coronavirus pandemic, compared to before the pandemic began.
You can find fantastic examples of user-generated content created on TAP and then reused elsewhere across NCUK’s channels.
They turned introductory videos created by their ambassadors into an excellent Instagram Story (click the image to watch it).
In response to a content request sent using our content schedule feature NCUK Ambassadors quickly created and submitted videos of themselves talking about their favourite aspect of university life:
NCUK’s admins also stitched together videos created on TAP by their ambassadors into a longer film that not only sits on their YouTube channel but also features on the home page of their website:
As well as using content groups to commission and collect their user-generated content, NCUK also used the feature as an effective communications channel to stay in touch with their ambassadors.
NCUK's content groups are proving a great space for admins to clarify requests, give feedback and, crucially, thank ambassadors for their hard work. This helps keep the NCUK ambassadors motivated and feeling valued.
If you’d like to find out more about how we can help you tell prospects what it's really like to be part of your institution then why not book a demo of The Ambassador Platform?