Internet Marketing Strategy - User Generated Content
The Great Smoky Mountains National Park will be turning 75 next year and to celebrate they have created a website dedicated solely to this event.
The website features history, news, and a calendar with virtual tours displaying the activities planned for the upcoming year. They’ve taken their Internet marketing strategy even a step further however, creating an interactive Family Album, which mixes memoirs and technology to create a unique social aspect. By using the user-generated content approach, the site will hopefully have fresh content - exactly what the ‘spiders’ are looking for. Although it’s not clear what the motivation is for users to post their family photos.
In the Family Album users can upload and share their own stories and photos of their experiences at the Great Smoky Mountains National Park. Once a story is submitted, an email with a link is sent to the author. The author can then forward this link to their friends, increasing site visits and raising awareness of the upcoming 75th anniversary.
In addition, this UGC approach will bring a high level of personalization, authenticity, collaboration, and participation (people commenting on each others photos).
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