Social Media Campaign for Coworking

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Social Media Campaign for Coworking

  1. 1. axis spaceinsights & strategy vanessa vela
  2. 2. axis space is:a coworking spacein fort lauderdale vanessa vela
  3. 3. axis space is: a community of people whodon’t work for each other butwho decide to work together under the same roof to be more successful vanessa vela
  4. 4. problemconsumers are unaware axis space and coworking exist business goal 25/cent occupancy 1 month after opening = 75 members goal by may 2013 drive x people to the axis space site how can i translate that to a to find out more about the service communications goal? by may 2013 strategy ? solution ? vanessa vela
  5. 5. goaldrive x people to the axis spacesite to find out more about the service by may 2013 vanessa vela
  6. 6. goal to strategyhow can we drive x people to the axis space site to discover the service by may 2013? vanessa vela
  7. 7. 4 questions the landscape:brand, consumer & competitors vanessa vela
  8. 8. q1 > consumerwho is theconsumer? vanessa vela
  9. 9. q1>solution Use google ad planner andfacebook analytics to get an ideaof who is leasing office space and who is working from home vanessa vela
  10. 10. insight 1 Most popular age 25-34 year olds insight 2 Females are more likely to visit these sitesvanessa vela
  11. 11. insight 1 Business tips and Twitter jump out content and platform-wisevanessa vela
  12. 12. insight 1 most popularage 25-34 year olds insight 2Look into mostengaging posts,to find out what is working insight 3 Avg. size ofcommunities is 820 for the 5 that are coworkings (Regus is not) vanessa vela
  13. 13. q2 > consumer what are theconsumption habits of consumers?W vanessa vela
  14. 14. q2>solutionuse google trends to come up with good timings vanessa vela
  15. 15. insight 1 Highest peaks are in January. New Years Resolutions? insight 2 insight 3 Higher search Florida in Top 5 of home office for Regional makes me think interest there is a lot of potential in people working from homevanessa vela
  16. 16. q3 > competitorshow are consumers discovering competitors? vanessa vela
  17. 17. q3>solutionuse compete to see unique visitorscompetitors sites. Use mixrank to find out what competitors are doing as far as ads. vanessa vela
  18. 18. insight 1 Othercoworkings got a high of 3kunique visitors/ monthvanessa vela
  19. 19. insight 1 Only coworking that showed on Mixrank. They were opening a new location this year. Grind is opening new location in Chicago but they did not show up in search.vanessa vela
  20. 20. q4 > competitors what benefits does theproduct have that wouldinterest consumers and how are they communicating it? vanessa vela
  21. 21. q4>solutionUse mixrank, topsy and social mention, to find out howcompetitors and others are communicating to describe coworking. vanessa vela
  22. 22. insight 1 Language: Wework does not refer to themselves as coworking, it is not a popular concept. Work space and offices is what they use. Everybody knows what they are.vanessa vela
  23. 23. insight 1 The majority of articles that mention coworking talk about the benefits of coworking insight 2 insight 3 Most social Weekdays mentions are seems to be theoverwhelmingly most active... neutral. Take advantage of downtime to avoid the “noise” vanessa vela
  24. 24. insights25 -34 year oldssocial media active and interested in business tipscommunity building for coworking does not seem to be focused on sizehigh potential in showing value of coworking to those working from home andleasing officesbeginning of year is great timing to introduce people to service and coworkingavoid the “coworking” word, communicate with words that are understandable toeveryone, like “work space”focus on communicating the value of coworking in simple wordingnot too much data on coworking or competitors on digital; either competitors aregoing through different avenues or there is space for development vanessa vela
  25. 25. strategyemphasize the the novelty & the valuethat axis space will bring: in wordsunderstandable to anyonenovelty & value as easy as 1+1 vanessa vela
  26. 26. problemconsumers are unaware axis space and coworking exist business goal 25/cent occupancy 1 month after opening = 75 members goal by may 2013 drive x people to the axis space site how can i translate that to a to find out more about the service communications goal? by may 2013 strategy novelty & value as easy as 1+1 solution ? vanessa vela
  27. 27. tactical insightsocial offers a great wayto do storytelling and thereisn’t much competition insocial for coworking. vanessa vela
  28. 28. tacticsmain 2 values in coworking: people & workspacepeople: “you have a spark. let’s make fire #socialcreature” campaign share testimonies of people who are already in coworking and who have good things to say about the community and social aspect of coworking (goodcoworking.com)workspace: “workspace, work for me #pleasemysenses” campaign incentivize people to share their working environment; colors, sunlight, view, gadgets and share where they would like to work fromcredibility share the story of other coworikings which are successes vanessa vela

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