Monthly Archives: April 2012

Update: ‘Goa Hippy Tribe’ Facebook documentary

Goa Hippy Tribe

Update: Since its conception in 2009, we are delighted to announce the Goa Hippy Tribe series has been selected for a number of prestigious international awards: Winner at SXSW 2012 Interactive Award – Film / TV; Honoree at the Webby Awards 2012 – Online Film & Video; selected for International Documentary Film Festival Amsterdam (IDFA) 2011; and featured in Input 2011 ‘The World’s Most Provocative Public Television Programs’. The Facebook page now sits at over 31,000 ‘likes’ and continues to grow. 

Goa Hippy Tribe Awards

The Goa Hippy Tribe Facebook page was created as an alternate broadcast channel for a documentary series that followed Australian film-maker Darius Devas as he filmed the story behind the 30 year reunion of the ‘Goa Hippy Tribe’ in late 2009.

The documentary was developed for SBS Television and episodically released on the Goa Hippy Tribe Facebook page as a series of video interviews and editorial posts with many of the original hippy pioneers who made Goa their home in the late 60′s/70′s.

The Dubs was commissioned by Australian broadcaster SBS in collaboration with Freehand and the project was part funded by industry body Screen Australia because of its innovative take on broadcast and delivering new ways to tell a story and engage with an audience on a far deeper level.

The project has taken on a life of its own after the event and remains on Facebook; it’s worth a look to see how the series unfolded via the Facebook page.

Our Facebook posts were viewed 1,024,804 times and generated Facebook post views, 9,391 user comments, likes and shares, creating 1,220,830 newsfeed posts within the social network. On average, we had 450 unique page views daily, and the video was viewed 35,000 times.

Engagement was high throughout the campaign, with an average of nearly 30 comments a day. We found our key audience on Facebook, identifying 600 insiders, an estimated 60,000 circle of insiders’ immediate friends and family. Our lateral audience is estimated at three to four million.

There were numerous contributions from the audience in the way of uploaded photos, videos, links and comments, creating a self-perpetuating community that continues to be one of the more active ‘alternative lifestyle’ communities on Facebook.

We also came across some hugely interesting characters during the project:

Tobias Moss – the philosophy of shit happens:

Goa Gil is a true legend in his own time: having witnessed the birth of the hippy movement and acid rock, he has been a regular in Goa since the 70s.

Following his own path, he became not only a sadhu but has been instrumental in creating the Goa music scene that he took to the world as the aesthetic of the Goa trance movement.

Gil sees his music redefining the ancient tribal ritual for the 21st century:

This project is currently being featured on the Facebook Studio showcase.

Points to consider when thinking about Social Recruitment

Social Recruitment

Integrating a new communications channel such as social media into any division of the business requires planning and strategic thought to create a framework around which business objectives can move forward in a considered and measured manner.

HR recruitment is an area in which social media channels can offer many benefits.

Being active in social media channels sends a strong message to potential recruits that the business is forward thinking. It helps make the brand the employer of choice amongst potential recruits, especially Gen Y who will comprise 50% of the workforce in 8 years’ time.

Social recruitment enables conversations and builds relationships with potential recruits prior to employment, allowing brands to screen for higher-quality candidates and find hard to reach candidates which may not be possible through traditional sources such as job boards.

Social recruitment can also significantly reduce candidate sourcing costs, improving ROI for the HR department.

So how does HR take advantage of the opportunities that social media offers and what are the considerations around an HR social recruitment program?

Many businesses skip the important discovery and research phase of implementing a social recruitment program, going straight into the execution of a loose plan that operates without a pre-determined set of parameters. This inevitably leads to less than optimal results at best and outright disasters at worst.

The parameters that should be used to drive a successful social recruitment program come out of a well-planned discovery and research phase.

Points to be considered during a discovery phase would include;

- Legal considerations
- Brand communications and engagement touch points
- Risk management

For example, legal considerations might include examining potential claims of discrimination based on age, economic background or personal information such as sexual preference that could be seen on a Facebook profile because a recruitment program relying solely on social networks may not be seen as being available to the total labour pool.

One of the outcomes of the ‘discovery phase’ is a defined set of HR protocols and legal considerations.

Brand communications is another important consideration in social recruitment. A good example is Unilever which has created an effective social recruitment channel on Facebook called ‘By Grads, For Grads’ www.facebook.com/unilevergraduatesuk. Videos from people in the graduate scheme describing their personal experiences bring a human face to the brand’s recruitment strategy.

The ‘discovery phase’ leads to the development of a social communications strategy, content strategy, channel strategy and engagement strategy.

Any brand operating in a social environment will also need to address guidelines and processes to help manage risk. Social networks allow two-way communication and viral sharing of content; poorly delivered, ad-hoc communications run the risk of unintentional damage to brand reputation.

Scenario planning in the ‘discovery phase’ identifies how to manage a communications crisis in the social channels and the actions and resources required to ensure the crisis does not escalate.

Establishing these considerations as a first step and doing the due diligence in a ‘discovery phase’ before embarking on a social recruitment program will ensure a brand’s HR recruitment efforts are maximised and also produce measurable results.

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