Quick Recap of this blog series:
#1: Vriksha Nursery – Exotic work which is very well leveraged for social
#2: Corcoran Group – Simple and engaging strategy around their employees
#3: Amboli Jcombinator – The usual fun in good workplaces made into very creative updates
In today’s post I want to look at how a distinct work culture can lead to content for the social channels.
A distinct work culture can often lead to short campaigns like When Dimagi shifted its office to Brazil for a month. These can be very interesting and memorable but I want to focus on how this work culture can lead to sustained content for your social channels. I came across Asana, a task management tool with a strong culture of transparency.
They have a blog which I find is very well written and presented. In fact going through their blog I got intrigued and signed up for their free plan. It is one of the most intuitive user interfaces I have come across.
They have a internal work system called Episodes and every few months they circulate a summary of the work they covered in each episode within their team. This was an internal process, now they publish this summary on their blog (removing sensitive details) in the spirit of transparency.
These posts are generated solely because of the companies distinctive work culture. They also have many other insights into their working and company processes as part of their culture posts. I think their blog is a good example of how a strong company culture becomes the backbone of social content generation.
Another company in the news recently due to their company culture is Buffer App. They have also been featured for their highly transparent work processes. I was checking out their social presence and would like to mention the blog of one of the founders Joel Gascoigne.
Work culture will inevitably reflect in all your work including social. It would be well worth the time to think and figure out what your company culture is all about and once you do inevitably it will point you towards your content strategy.
Next will be the concluding part in this series where we look at another different way to generate awesome content from your workplace. Leaving you with an exciting video trailer about the Naked Brand,
Recently @DigiWhirl we compiled a presentation about some crowd-sourced campaign strategies that brands around the world have used to increase social engagement and customer involvement. It is good for a quick look. The idea is not to copy these campaigns but to get the basic idea behind them and then to figure out a modified strategy which would work for your brand and your social channels.
Last two blogs in this series I talked about Vriksha Nursery – they utilize their people-friendly work very well to have a hit social media presence, then I looked at Corcoran Group a more serious Real Estate company with a very interesting social campaign around their employees.
In both those posts I was harping about a Mumbai startup that I will cover next.. it is not a startup but more a startup hub. A co-working space where a few different startups are meddling on their ventures. Individually these startup brands have a more focused social media presence relevant to their target group but as The Startup Hub also called JCombinator or Maa Sharda Devi Villa they have a very informal Facebook page about various fun happenings in their co-working space.
The above post is one of their most popular ones. It is a picture made into a movie poster similar to a recent mainstream movie. As you can imagine this is very catchy content.
There are a few reasons why I wanted to highlight this page,
Relevant to all Demographics
This content is so funny that it becomes relevant to all. I know only one or two people there and yet not only have I started laughing at some of their updates but also started interacting…
Organic Community Building
Since the advent of Facebook & Twitter ads, contests and viral content creation (which costs big bucks) – the zero budget, organic community building has become a thing of the past. Yet, for a lot of startups this makes a lot of sense.
There is a lot of creativity and imagination that goes into creating fun content just from your workplace. This page is a great place to give you lots of ideas towards the same.
All workplaces should be cool, awesome and fun. This kind of a Facebook page would only add to that kind of environment.
So I asked Annkur, one of the people at the Startup Hub couple of questions…
1. What is the objective behind the page?Simply fun. It is to share the human side of our work. Years back I heard that having a company blog is the way to show the human side of you. I think times have changed, a Facebook page for our co-working page brings a different level of energy and comfort within the group we interact with.2. Who generates the content for the page?We do. Jcombinator is a co-working space for HeadStart.in, PriceBaba.com, Switchme.in and ProjectHeena.com. Our people have lots of fun and share some of it on the page
A lot of startups which have more workplace content to showcase on social media often fail to be creative & imaginative enough to actually pull such a content strategy off. This page content can be honed a little to make it a very competitive content strategy for any brand to have. Some suggestions to make it a lot more dynamic,
Consistent Updates – at least 3 to 4 updates a week
Tagging – the strength of this content is the number of people involved. Tagging them would provide good organic visibility (this is already being done)
Formal – it could use a touch of professional feeling. Maybe just a introduction of various members with their startups or mentioning the startups in the updates about their team. This way the startups also get added visibility.
For most brands this should be one part of their content strategy. I think it works really well to build a personal connect between your fans and your brand. These kind of pages can be easily leveraged for recruitment as well.
So next time I will be writing about another very interesting San Fransisco startup and how they use their work culture to generate content for their community. It is quite an unique example I have come across so stay tuned!
Recently I was researching hospitals active on social media. Its really good to see some very genuine and touching communities for patients and medical causes springing up around these institutions. Social media is being used for various different purposes from fund-raising, providing crisis support to recruitment and business.
I compiled a presentation of 6 possible content strategies for Hospitals,
Previously we looked at Vriksha Nursery as an example in this series. With a workplace like that generating social media stories becomes easier. Today I want to feature a Real Estate company in this series. As you can imagine generating content for a Real Estate company is not that easy!
These companies could take the approach of establishing thought leadership in the sector – the top management of the company would have to be involved to generate consistent good quality content around property investment! Even so the content would mainly interest a specific demographic who are into serious reading of that kind… a lot of buyers/sellers may not be interested!
The Corcoran Group have some exciting youtube videos which would appeal to almost all demographics! They simply get their employees to share about their work, lifestyle, likes etc.. What is the most amazing thing that ever happened to you as an agent?, What makes a perfect NY day?, Your fav NY neighbourhood ? and so on are the different themes they have covered so far.
Sustainable Content Generation
These kind of light and fun video series can easily be generated in any company with a large number of employees. Different themes can be covered thus making it a very keyword rich and engaging content!
A lot of videos they are currently generating would help clients. Many clients may have shifted to a new area in the city or are from a different city altogether – they get tips about what is interesting in their neighbourhood, which are the preferred neighbourhoods etc…
These videos also have some client case-studies in the series “What is your most amazing case or unusual case as an agent?”
Personal Connection with the Employees
In real estate usually the client interfaces a lot with their agent rather than the company as a whole. So this video series highlights these agents and past clients will respond to the videos at least the one by their agent! Even prospective clients will get a feel of the agents in the company and would definitely call the group even if they were hesitating before.
Employee Word of Mouth
Especially in large companies one of the ways to organically spread your content is to get the employees to share it to their network. This becomes so easy when the employee him/her self is the star in the content. I am sure the agent in the video must have shared the content with his/her personal network on social media.
This is a form of employee engagement within the company. So it also becomes an HR initiative and not just social media content generation.
Now that they have the series up and running it seems quite doable in almost any medium/large company, isn’t it? All you need is someone to appreciate that each employee has interesting stories to share and that people would relate to these stories! Then it is just about shooting these videos.
In a similar vein would like to share the UPS blog especially the ‘employee’ section. They have a similar series of blog posts about their staff. Its worth a look, I am sure you will end up reading at least a few.
Next I will be covering a small startup space which is generating some really interesting content right here in Mumbai! Stay tuned!
Recently came across some brands that are doing interesting stuff on social media. The content they post is pre-dominantly stuff that happens in their place of work. Content strategy for most brands involve serious content generation – usually hours of online research & compiling of status updates – but these pages are able to keep their office or behind the scenes operations so interesting that its all they post on the page and it works!
I don’t remember how I came across this page but I found it very eye-catching from the beginning. The page is so green, full of flora & fauna! I ‘liked’ the page and decided to watch out for their updates! They are posting daily sometimes even multiple updates a day and its so interesting!! I didn’t know that snake gourd had this beautiful flower did you??
Obviously the nature of their work is in their favor. Any brand very B2C like jewellery, animals, plants, travel have things easier for them on social media which is all about conversations. Vriksha Nursery also being a brand about plants, flowers, greenery already has great potential to be a big attraction on social media for precisely this reason,
- Interesting stories
They can generate so many interesting & exciting stories around their daily happenings!
- Generate awesome pics easily. The above flower pic is just one example!
Along with the interesting stories they have exciting pictures which would attract attention even without particularly smart update!
These plants many of which survive indoors too cost close to 250/- for one, which is easily affordable. So they have a mass target group which makes their work easier!
- Exotic & Innovation
Apart from their field of work which makes social media for them easier, it should also be notes that the work they are doing is not the usual run of the mill. They are doing some interesting urban planting projects, flower arrangements using exotic flowers and many of their posts include unknown but exquisite flora! This makes it unique! At least I don’t know of any other nursery which deals with such different projects and plants!
Its no wonder then that not only are they hugely popular but you can see a number of leads generating on their posts itself and I am sure some of these leads would convert to sales!
So you would say sure well if I had such a fun and cool business I could do this! The fact is that many cool & awesome brands are not able to manage this. Sometimes they don’t have a person in the office who can do this or they just can’t think of portraying their work in short, intriguing updates!!
The second example in this series is a very different business one that is purely online and doesn’t have any of the above flare but still manages to have a similar content strategy where its all about their work space! It is a lot more informal too but its still interesting! Stay tuned!
Generally I use 3rd party apps for Twitter and so hardly ever login via the website to work on the account settings part. Today was setting up a client profile and I saw that the backend of the Twitter Account is looking so much more sophisticated now!
This is interesting, not sure when they made it available! Have just requested my archives, lets how it works..
Tailor Twitter Based on Recent Website Visits!
This is the feature that most intrigued me! It has some interesting offshoots. Firstly a site with a Twitter widget lets Twitter track the users even if they are logged in via their Twitter account – that is a lot of data they are collecting, its almost scary! Secondly, it could help boost virality of content on Twitter if Discover tab results are chosen based on website visit etc… I want to follow and see what they do with this feature!
Since sometime Twitter has been sending me all those quite irritating emails.. especially because I get them for every random Twitter account I made at some point in time. Yea I have at least 3 I am getting emails for! They are providing quite comprehensive options to choose which emails we would like! Cool!
Mark media as sensitive
Facebook should seriously have this feature because it displays the photos upfront. So many times it happens that people in my timelines are promoting some cause and they will just share very sensitive and gruesome images! Having some way to mark/bar sensitive information would be very helpful!
And the ‘Delete all location information’ – totally appreciate this feature!
Now just looking forward to some Insights/Analytics & Schedule your Post feature!
Hello There..I am social media marketeer based in Mumbai, India. I have a virtual social media marketing company with a team of 5 people. This blog is a place I express my insights and thoughts :)
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