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Case study

Fantastic use of TAP's Content feature

With NCUK

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.

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121% increase in the amount of content posts published

The challenge

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 back 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.

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Easy to commission content

It's really easy to commission content from your student ambassadors, collect it in the Admin Dashboard and pick out the best pieces for use elsewhere. By keeping each stage of the creation process separate you reduce risk. There's no need to hand over social media passwords to students.

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Publish and download

As well as publishing to your TAP Feed, Admins can also download content with single click.

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Repurpose and reuse

It’s then simple to repurpose and reuse this content elsewhere. For example you can use a single piece of content on a tweet, upload multiple videos as an Instagram story, or stitch them into a more substantial video for YouTube or your website.

Results

NCUK achieved:

  • 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.

"TAP enables us to seamlessly harness the power of our ambassadors to inspire and inform our next generation of students. It also provided our students a great source of peer-to-peer advice at this current time of uncertainty."



Dawn Hayes
Head of Marketing
NCUK

Impact

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).

 

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They also shared uplifting video messages from their ambassadors across social media during the coronavirus pandemic, notably on Twitter and Instagram.

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:

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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?

Ready when you are!