The context
User Generated Content (UGC) is content created and shared by users of a product or service, rather than by the product or service itself. UGC can take the form of social media posts, blog posts, images, videos, product reviews, and a lot more. It is generally considered invaluable material by any marketing department worth its salt.
However, not all companies or brands are lucky enough to sell something that lends itself to User Generated Content happening in the first place. So when that does happen, it's important to make the most of it.
The problem
The Salesforce Developers community publishes a large amount of interesting and helpful content each year. The sheer volume of material means that even the stuff that becomes officially published by Salesforce can become buried and largely forgotten about.
Our objective as the Salesforce Developers Marketing team was to help this high quality UGC stay surfaced and relevant longer. Both to benefit users of the technology and to keep some of our best content 'evergreen' and delivering on business goals.
The solution
I figured that a year-end "awards ceremony" of sorts would fit the bill nicely. We decided to run with this and named it "The Codeys" as a riff off of popular awards ceremonies and the Salesforce Developers mascot, Codey the bear.
The result
After developing the social media creative assets we would need to make it happen, the week-long campaign came to life and was well received by the Salesforce Developers community after debuting in the new year.
Click below to see the original blog post I authored for the campaign.
Read the blog post