UGC Stack Canvas
Use this stack to get under the hood of your brand and understand your audience, success metrics in order to design great conversations with your community. These conversations will generate authentic user generated content and humanise your interactions with your customers.
This board will suit marketing professionals from Head of Brand to Social Media Marketing Executives.
A detailed guide walking through this UGC Stack can be downloaded on our website https://www.stitcht.io/ugc-stack
Instructions
We recommend running this as a 90 minute workshop with people from marketing, product and design.
In preparation for the workshop collate any supporting information that will enable you to talk about your brand messages and goals; your personas; and your success metrics
Kick off with your brand messages - reflect on your vision and mission statements if this helps
Identify what your business goals are - these can be on any time horizon that is suitable for what you're doing e.g. campaign, quarterly, whole company goals etc.
Look across your brand messages and goals to identify any common themes. It can be helpful to affinity sort them and then choose as a group the top three
Now referring to your personas or customer segmentation model jot down information about who your audience are and how you currently engage them
Next think about what success looks like for you. You might have OKRs or KPIs you need to hit. How will you know the conversations you're having with your community and the content created is delivering value
Finally, reflect on all of the above and use the framework to develop conversation topics and questions for your community that will deliver on objectives. Use this to develop a conversation engagement strategy that you can then implement
