social media campaign for coworking

axis spaceinsights & strategy

vanessa vela

vanessa vela

axis space is:

a coworking space

in fort lauderdale

vanessa vela

axis space is:

a community of people who

don’t work for each other but

who decide to work together

under the same roof to be

more successful

vanessa vela

problem

consumers are unaware axis

space and coworking exist

goal

drive x people to the axis space site

to find out more about the service

by may 2013

strategy

?

solution

?

25/cent occupancy 1 month after opening = 75 members

by may 2013

how can i translate that to a communications goal?

business goal

vanessa vela

goal

drive x people to the axis space

site to find out more about the

service by may 2013

vanessa vela

goal to strategy

how can we drive x people to the

axis space site to discover the

service by may 2013?

vanessa vela

4 questions

the landscape:

brand, consumer & competitors

vanessa vela

q1 > consumer

who is the

consumer?

vanessa vela

q1>solution

Use google ad planner and

facebook analytics to get an idea

of who is leasing office space and

who is working from home

vanessa vela

insight 1Most popular

age 25-34 year olds

insight 2Females are

more likely to visit these sites

vanessa vela

insight 1Business tips and Twitter

jump out content and

platform-wise

vanessa vela

insight 1most popular

age 25-34 year olds

insight 2Look into most engaging posts, to find out what

is working

insight 3Avg. size of

communities is 820 for the 5

that are coworkings

(Regus is not)

vanessa vela

q2 > consumer

what are the

consumption habits

of consumers?W

vanessa vela

q2>solution

use google trends to come up with

good timings

vanessa vela

insight 1Highest peaks

are in January. New Years

Resolutions?

insight 2Higher search of home office

makes me think there is a lot of

potential in people working

from home

insight 3Florida in Top 5

for Regional interest

vanessa vela

q3 > competitors

how are consumers

discovering

competitors?

vanessa vela

q3>solution

use compete to see unique visitors

competitors sites. Use mixrank to

find out what competitors are

doing as far as ads.

vanessa vela

insight 1Other

coworkings got a high of 3k

unique visitors/month

vanessa vela

insight 1Only 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

q4 > competitors

what benefits does the

product have that would

interest consumers and

how are they

communicating it?

vanessa vela

q4>solution

Use mixrank, topsy and social

mention, to find out how

competitors and others are

communicating to describe

coworking.

vanessa vela

insight 1Language:

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

insight 2Most social

mentions are overwhelmingly

neutral.

insight 1The majority of articles that mention coworking talk about the benefits of

coworking

insight 3Weekdays

seems to be the most active...

Take advantage of downtime to

avoid the “noise”

vanessa vela

insights

25 -34 year olds

social media active and interested in business tips

community building for coworking does not seem to be focused on size

high potential in showing value of coworking to those working from home and

leasing offices

beginning of year is great timing to introduce people to service and coworking

avoid the “coworking” word, communicate with words that are understandable to

everyone, like “work space”

focus on communicating the value of coworking in simple wording

not too much data on coworking or competitors on digital; either competitors are

going through different avenues or there is space for development

vanessa vela

strategy

emphasize the the novelty & the value

that axis space will bring: in words

understandable to anyone

novelty & value as easy as 1+1

vanessa vela

problem

consumers are unaware axis

space and coworking exist

goal

drive x people to the axis space site

to find out more about the service

by may 2013

strategy

novelty & value as

easy as 1+1

solution

?

25/cent occupancy 1 month after opening = 75 members

by may 2013

how can i translate that to a communications goal?

business goal

vanessa vela

tactical insight

social offers a great way

to do storytelling and there

isn’t much competition in

social for coworking.

vanessa vela

tactics

main 2 values in coworking: people & workspace

people: “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 from

credibility

share the story of other coworikings which are successes