Country specific Instagram accounts are handled by their respective country managers but the main @ridebeam account wasn’t owned by anyone.
I saw an opportunity to use that account to strengthen the brand and to build a global community. I took ownership of the account and started to put together a plan to turn it into a global social account.
My aim was to drive traffic from other countries account to @ridebeam to build a wider community that is engaging and educational.
Content strategy: The emphasises would be on educational and fun content while maintaining a quirky and engaging approach.
Goal: To foster interaction and engagement via interactive elements such as quizzes, polls, challenges, and trivia games related to the educational content. I also wanted to create a two way communication - participation and feedback would be encouraged through call-to-action prompts in the captions or stories inviting users to share their thoughts, experiences, or additional information on the topic.
I also created Beam hashtags for users to share their own content and link it back to us. This will create a collaborative atmosphere, allowing users to contribute their unique perspectives and knowledge to the community.
1. Created the themes for posts so there is consistently in terms of messaging. Here are a couple of examples:
March - Welcome / Introduction
Photo collage of happy riders
Introduce B
Introduce the types of e-vehicles we have
April - How to Beam
Introducing the zones
Riding rules
e-scooter instructions
May - Why Beam
Sharing the list of reasons to use Beam
June and July - Beam Safe Academy (BSA)
Safety riding tips
2. Testimonials
Testimonials required effort to search and approaching riders who have tagged us on Instagram to send out a survey to hear their thoughts on Beam.
3. Created a rough guide of Beam branded hashtags to track engagement, the list changes according to the content of the post.
The image on the right shows a couple of these hashtags.
4. Ensuring the overall tone is enthusiastic and friendly, casual and informal with the use of emoji and exclamation marks.
Copy 1
👋🏻 Say hello to our BSA coaches in Malaysia! These are the BSA coaches who will be there to help you at the BSA event, and they're always ready to help. Don't be shy, give them a high-five and let the good times roll! 🛴🎉
Copy 2
🎓 Welcome to the Beam Safe Academy – where we turn you into a star rider! 🌟 Our Beam Safety Ambassadors will guide you into riding with confidence and finesse.🏆 #BeamSafeAcademyrs #FollowUs
Copy3
👉🏻Join the revolution and become a part of the movement towards cleaner, greener, and more sustainable transportation. 🌱 #RethinkMobility #StreetsforLife #CleanCommute
