Every 2nd and 4th Tuesday of the month our marketing team meets. We’ve been on social for about 4 years. During each meeting we count our followers and the number of clicks and retweets our content has generated.
During these meetings we’re seeing a surprising trend. The content we’re putting out is not engaging with students.
We tested to see if we can talk like students by having the students talk for us with the Twitter challenge. I created a fake twitter page and a posting page.
I set a timer for 5 minutes and had them post about our new Pocket Workshops. When the 5 minutes were up I was happy.
They killed it. In 5 minutes they were able to generate 21 solid engaging tweets that did not sound like business-speak.
Students are here in the office. They talk like students. They know what matters the most to other students. Let’s have them do the talking. Let’s have the students create context for our content.
Create artistic beauty
Artistic beauty is ephemeral. Create something that is easy to look at. Create something that begs you to interact with it.
Create emotional beauty
Emotional beauty comes from our multiple senses hitting simultaneously to elevate the experiencing a viewing work of art.
When asked how he created such a beautiful statue, Michaelangelo said that he saw the statue within the marble block, carved it out, and freed it. He saw the potential of the block of stone and pulled it out.
The fact that we know the story behind this beautiful piece of art is what makes the it that much nicer. One block of stone, and this marvel comes out.
True mastery of craft, with applied focus, reveals art by connecting the narrative story with the object that has been created.
Craft a satisfying narrative
Travis Kalanick and his friend had an idea for a taxi service that would allow people to hail a taxi with their phone.
No one thought it would work.
Instead of listening, he got to work testing his idea.
First he drafted up a simple app in a weekend that would allow his friends to hail a cab from anywhere in the city. Then he hired a driver to respond to the requests. Then he gave the app to 10 friends.
People used the service once.
Then he found that all of them were reusing the service.
Kalanick positioned Uber in a small guy roll that makes the success of the company that much more satisfying. Kalanick’s moves were different from what society told him would work. Positioning himself as David to the Taxi Industry’s Goliath makes the current success of the company that much more satisfying.
- Discuss the kiosk idea at the next full time staff meeting
- Discuss problem observed
- Discuss baby-steps to testing solution
- Scale solution
- Draft up flowchart of how it will work
- Gamification is possible with this thing
- Build it out!