Swadesh Padhi

Social Media Amplification #1 Facebook campaigns The problem with LetsEndorse’s Facebook page was organic engagement. So, I switched to creating original content for the page on special occasions with the idea of sharing real stories of people projecting them as heroes. This was my approach: 1. Get in touch with heroes, tell them we want to feature their story on the upcoming special occasion, interview them to get original story. Ex- on National Youth Day, I reached out to college clubs like Enactus and got their stories 2. Announce the campaign to build up to it 3. Create content and publish stories through the day (made sure to add image the hashtag & their story in a nutshell. Tagged their club, their college page, & partner pages. Got a pic of them in action on ground. Copy is to the point using strong words) The campaign in total garnered us around 90 organic shares and also amplified reach of the posts and raised brand awareness - which was the objective. Why this works? Our heroes proudly share their stories causing a network effect wherein their friends/followers also engage/share the post. The posts were done on special occasions which add more value to the content Another similar campaign done for Army Day... #2 Blog + Facebook campaign Since this experiment got us success on Facebook, I decided to take this up a notch & double down on the approach for our blog on Women’s Day in the following way: 1. Reached out to women changemakers from community/contacts/online, communicating that we intend to celebrate Women’s Day by featuring their stories. 2. Interviewed those who signed up for this and transcribed their changemaking journeys. 3. Published content on Blog page & promoted on company Facebook page. 4. Created a Whatsapp group of all women featured, introduced them to each other. Results: All women featured proudly shared the post getting us amplification instantly. It created a network effect causing their close ones / family / followers to share the content as well. The article got us the attention we were seeking - close to 2000 visits on Women’s Day itself We continue getting traffic from search (comes in the front page of Google when you search for ‘women changemakers in india’ republished Medium article) proving that social driven content can get traffic from search too - the investment is worthwhile. Here’s a comparison of results for the blog on BuzzSumo proving that storytelling and communitydriven content is more powerful than generic content.