unilever engagement
UNILEVER ENGAGEMENT Engagement Launch
|Unilever Engagement Launch
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|Unilever Engagement Launch
Unilever UBUZZ Launch What When Objectives
Deliverables
Content Document
UBUZZ Pilot
22 February – 16 March -‐ Test UBUZZ -‐ Seed content -‐ Generate buzz and excitement -‐ Create a base of users -‐ Get feedback for presentation to Laundry leadership team on 16-‐17 March -‐ User feedback on requirements -‐ Initial base of UBUZZ users -‐ Solid based for community expansion -‐ Pilot statistics report -‐ User feedback report -‐ Presentation to Laundry leadership -‐ Pilot Engagement -‐ Pilot Content -‐ Pilot Ambassador activities
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ENGAGEMENT TRIGGERS for week 2-‐3 of pilot Engagement Objectives
Engagement triggers
Tools used
Connect: All ambassadors are engaged and connected
Expected Outcome
Announce Unilever Mosaic. Start developing the Personal Email to Ambassadors have uploaded idea that UBUZZ is about people and making sure ambassadors who haven’t photo and updated profile they can find each other uploaded photo explaining how to upload profile photo Announce Unilever Mosaic on UBUZZ today Search: Enable ambassadors to search for what Launch UBUZZ Market Place. “I am looking for...” BUZZ Classifieds (to be Library of Laundry “needs” they need and match it with what others have and “I have …” posts in Classified forums renamed “Market Place”), and haves” launch on UBUZZ today Search: Create a success mindset What I like about Laundry poll, based on findings in Buzz discussions, Top 3 of “what I like about Buzz discussions and questionnaire questionnaire, poll on Laundry” home page Share: Bring out and share the best of each “The Best of” Unilever in (country/brand) BUZZ discussion on Each country/brand has country/brand country/brand pages, collected its “The best of….” launch in UBUZZ today and shared with the community Share: Share feedback and tips on how to “Tip of the Day” to learn about UBUZZ and share Tip of the day on Help List of tips of how to use improve UBUZZ feedback page and forum UBUZZ discussions for feedback Contribute: All ambassadors use UBUZZ and Weekly video bog to present the contributor of the Top contributors Library of video blogs talking have posted comments, uploaded content week and most like content Top content, launch on about the best content in UBUZZ Today, present on UBUZZ. UBUZZ live Page | 4
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|Unilever Engagement Launch Fun: Capturing unique Laundry moments
Monthly hot topics
UBUZZ today
UBUZZ Live – video blogs
Engaging One-‐to-‐one engagement
Unilever Mosaic Fun Upload photo of fun laundry situations
Laundry Photo/Video wall: Post a “unique” laundry Top photos on home page photo and launch on UBUZZ today Stimulating debate and surfacing good ideas through UBUZZ today Daily blog post which highlights what’s happening in UBUZZ: • Mo: Monthly topic best content • Tu: Best content last week • We: Happening this week • Thu: Brand/group activities • Fri: Top content of the week Weekly video blog summarizing UBUZZ activities of the week and looking ahead to the next week Getting into direct conversations and giving suggestions how to use UBUZZ Encouraging people to upload their profile photo Bring fun into the site and let people rate the best photos
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Photo/video library of unique laundry moments, inside and outside Unilever
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PILOT WEEK 1 -‐ ENGAGEMENT Phase
Audience
Engagement Activity
Pre-‐pilot
Ambassadors
Pre-‐pilot
Engagement team Upload content on UBUZZ, agree hot topics and start discussions around hot topics Ambassadors Series of Webcasts to UK, Brazil and India to introduce UBUZZ to the ambassadors
Pilot week 1 22-‐26 Feb
Email introduction plus online questionnaire
Ambassadors
On demand Webinars, series of short videos covering the various aspects of using UBUZZ Ambassadors to start using UBUZZ, focusing on 3 activities: updating profile, make 10 friends and post comments Competition
Ambassadors
Ambassadors
Engagement team Activity report week 1
Objectives
Tools used
Expected Outcome
Time required
Ambassadors are aware and gave input for engagement Basic UBUZZ site ready for engagement
10 minutes
-‐ UBUZZ presentation -‐ UBUZZ Video 6 site functionality and 4 user scenarios videos
Ambassadors are excited about UBUZZ and are inspired to use it. Increased level of activity on UBUZZ
30 minutes
Explain UBUZZ initiatives and seek input for content and hot topics Pre seeding content so Ambassadors will see an active site Get all Ambassadors excited about the UBUZZ initiatives and give them clear directions what to do and how to use it Train ambassadors in basic site functionality To start engagement on UBUZZ
Email and online questionnaire
Week 1 Engagement activity sheet
First activities on UBUZZ
15 minutes per day
Incentivise ambassadors. Top 10 contributors will win prize Summary of activity and stats of pilot week 1
Engraved i-‐Touch Activity report
Ambassadors will increase usage of UBUZZ Report to be used as input for week 2
On-‐going
Content and hot topics
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Ongoing
30 minutes
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PILOT WEEK 2 -‐ ENGAGEMENT Phase Pilot week 2 1-‐5 March
Audience
Engagement Activity
Engagement team Review pilot week 1, agree hot topics and engagement tactics week 2 Ambassadors Series of Webcasts to UK, Brazil and India to introduce UBUZZ to the ambassadors
On demand Webinars, series of short videos covering the various aspects of using UBUZZ Ambassadors Ambassadors continue to use UBUZZ, focusing on joining brand/country and upload content Engagement team Activity report week 2
Ambassadors
Objectives
Tools used Weekly engagement plan
Engagement plan for week 2
30 minutes
Get all Ambassadors excited about the UBUZZ initiatives and give them clear directions what to do and how to use it Train ambassadors in basic site functionality Ambassadors to increase usage of UBUZZ
-‐ UBUZZ presentation -‐ UBUZZ Video 6 site functionality and 4 user scenarios videos
Ambassadors are excited about UBUZZ and are inspired to use it. Increased level of activity on UBUZZ
30 minutes
Week 2 Engagement activity sheet
Increased level of activity on UBUZZ
15 minutes per day
Summary of activity and stats of pilot week 2
Activity report
Input for week 3
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Time required
Prepare for week 2 engagement
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Expected Outcome
30 minutes
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PILOT WEEK 3 -‐ ENGAGEMENT Phase Audience Engagement Activity Pilot week 3 8-‐12 March
Engagement team Review pilot week 2, agree hot topics and engagement tactics week 3 Ambassadors Series of Webcasts to UK, Brazil and India to introduce UBUZZ to the ambassadors Ambassadors
On demand Webinars, series of short videos covering the various aspects of using UBUZZ Ambassadors Ambassadors continue to use UBUZZ, focusing on uploading content and increased participation in discussions Engagement team Activity report week 3, overall pilot report
Post-‐pilot
Ambassadors
Email thank you and next steps plus online questionnaire
Objectives
Expected Outcome
Time required
Prepare for week 3 engagement
Weekly engagement plan
Engagement plan for week 3
Get all Ambassadors excited about the UBUZZ initiatives and give them clear directions what to do and how to use it Train ambassadors in basic site functionality Ambassadors to increase usage of UBUZZ
-‐ UBUZZ presentation -‐ UBUZZ Video 6 site functionality and 4 user scenarios videos
Ambassadors are excited about UBUZZ and are inspired to use it. Increased level of activity on UBUZZ
30 minutes
Week 3 Engagement activity sheet
Increased level of activity on UBUZZ
15 minutes per day
Summary of activity and stats of pilot week 3 and overall pilot results Explain UBUZZ launch and seek feedback on functionality
Activity report and pilot results report
Input for Laundry Leadership presentation
Email and online questionnaire
Ambassadors understand next steps
10 minutes
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Tools used
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30 minutes
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PILOT WEEK 1 -‐ CONTENT
Area
Today at UBUZZ
Win at UBUZZ
Events
Pre pilot
Welcome to Ambassadors, explaining UBUZZ
No prizes
Global leadership meeting and Hub cascades
Mon 22-‐2
Introduce Sam, Announce webcast
Tues 23-‐2 Wed 24-‐2 Thu 25-‐2 Fri 26-‐2
Announce ambassador introduction webcasts
Results so far and UBUZZ live introduction
BUZZ Discussions
BUZZ Classifieds
UBUZZ Live
Other
3 hot topics derived from questionnaire responses
3 classifieds
Videos, task sheets
Keith Weed UBUZZ introduction
Introduction email
Sign in email
Ambassador weekly task
Reminder email – recap week 1 activities
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Help
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PILOT WEEK 2 -‐ CONTENT
Area Mon 1-‐3 Tues 2-‐3 Wed 3-‐3 Thu 4-‐3 Fri 5-‐-‐3
Today at UBUZZ Reminder of week 2 activities Brands and country introductions UBUZZ BUZZ introduction Reminder of week 2 activities Brands and country introductions UBUZZ BUZZ introduction Reminder of week 2 activities Brands and country introductions
Win at UBUZZ
Events
BUZZ Discussions
BUZZ Classifieds
UBUZZ Live
Other
UBUZZ Introduction Luke
Reminder email Week 2 activities
UBUZZ activities week 2
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Help
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PILOT WEEK 3 – CONTENT Area Today at UBUZZ
Win at UBUZZ
Events
Mon 8-‐3
Reminder of week 3 activities
Tues 9-‐3 Wed 10-‐3 Thu 11-‐3 Fri 12-‐3
UBUZZ Events introduction Top contributors
BUZZ Discussions
BUZZ Classifieds
UBUZZ Live
Help
Other
3 hot topics derived from questionnaire responses
Reminder email Week 3 activities
Reminder of this weeks activities
Evaluation email
Top content and summary of week 3
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PILOT WEEK 1 – AMBASSADOR ACTIVITIES Day Day 1 Day 2
Day 3
Day 4
Day 5
Task • Add personal details and a profile picture http://www.ubuzz.com/account • Visit the homepage and add a comment. Try uploading a photo. Select the photo tab and choose a file from your computer to add. • Include a bit of text about the image. If anybody responds to your post you will receive a notification, respond back and build interaction. • Visit UBUZZ today http://www.ubuzz.com/today read the latest blog and if relevant leave a comment. Again this is about building interaction and your role as an ambassador is to create the content on the site. • At http://www.ubuzz.com/groups join a brand or country group • Visit http://www.ubuzz.com/live and take a look at some of the videos here. Some will be of use to you as you progress further into the world of UBUZZ • Add some people as friends. You can do this by selecting someone’s name on the dashboard and choosing “add as friend” when their mini profile appears. Alternatively go to http://www.ubuzz.com/contacts and search for people. • Friday Fun -‐ Upload a retro Unilever video from YouTube on to the UBUZZ site. This is great for content to be liked and for you to become one of the top contributors. Choose wisely.
Time needed 3 mins 5 mins
10mins
10 mins
15 mins
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PILOT WEEK 2 – AMBASSADOR ACTIVITIES Day 1 Day 2
Day 3
Day 4
Day 5
• At http://www.ubuzz.com/groups where you joined a country group you should start contributing content within that area. • Go to the Buzz page http://www.ubuzz.com/buzz and start a new discussion. Alternatively join an already blossoming discussion • If you have something to add to the classifieds then now is your chance. Sell rugs, bicycles or other bits right here. • Go to the Events page http://www.ubuzz.com/events and look through the events. See if there are any that catch your eye. Choose to join the site. • Visit the homepage and add a comment. Include a link to a site that you like and explain a little about why it’s a good site. Again this is great for increasing your position as the best contributor. • Friday FUN – Upload an mp3 to the site to share music with your colleagues. It’s easy to do – simply select the mp3 button and choose the file from
5 mins 10 mins
5 mins
5 mins
10 mins
PILOT WEEK 3 – AMBASSADOR ACTIVITIES Day 1 Day 2 Day 3
Day 4
Day 5
• Look at the top content on the site and post a comment on that content. • Visit the homepage and add a comment. Include a link to a site that you like and explain a little about why it’s a good site. • Create a confidential group in http://www.ubuzz.com/confidential and invite some of your friends that you created earlier in the programme to join. • Go back to the Buzz page and check on further interaction. You should now be confident to create a new topic and invite some friends to contribute to your discussion. • Invite some of your colleagues who are not ambassadors to join the site.
3 mins 3 mins 15 mins
10 mins
10 mins
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