A Huge Missed Opportunity in B2B Visual Storytelling

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The woman in the picture is Neslihan Uzun. She is a Survey Engineer for Hyundai Engineering & Construction in Turkey. She has been an engineer for the company for nearly a year and a half, and is helping to build the Third Bosphorus Bridge in Istanbul, also known as the Yavuz Sultan Selim Bridge. I would recommend that she get the additional title of Chief Storyteller.

This is a high profile project for Hyundai and for Turkey. This bridge symbolizes Modern Turkey. A happy, smiling, female engineer high above the water is a great face for this project.

Hyundai Engineering has a number of social channels including Twitter, LinkedIn, Facebook, even a blog, but none of them have been updated consistently or recently. This picture was not posted on any of those channels.

It was posted on Uzun’s personal LinkedIn profile. And her caption says that she was first woman engineer to walk from Europe to Asia on a catwalk. The main span of this bridge is 4,619 feet long, and when it is completed it will be the eighth longest suspension bridge in the world. It is 1,056 feet high. If strong winds or heights bother you, don’t build bridges. Note that the east side of bridge is in Europe and the west side is in Asia, even though the whole thing is in Turkey.

This photo on her personal LinkedIn page was liked by 16,269 people. That’s half as many as follow the anemic Hyundai Engineering LinkedIn page. And it got 1,793 comments. The story seen in this photo really resonated with people, and tells a much richer and more human story than the single bridge rendering that exists in the company’s online image library.

I couldn’t find any other instance of this photo online. It was not even on her Facebook page, but she did post a video where you can hear how windy it is up there.

What could Hyundai Engineering & Construction do to tell the story of this multi-year bridge project? They could start by seeing what the employees are already doing and re-share those images and videos on their social channels. They could feature a new employee each month and update the progress of the bridge through the eyes of that employee. A bridge is built in the sky, across a road and underwater, and the employees involved with each aspect has a different story to tell about this engineering marvel.

And while this is a B2B company who is looking to connect with other large organizations to hire them for the next project, telling the story of building the Third Bosphorus Bridge through the people building it will also connect it to the people who will drive over the bridge everyday.

4 Takeaways from this Missed Opportunity for B2B Companies:

1. Employees create some of the best user-generated content out there. Don’t ignore it.

2. People relate to people. Make sure you are using them to tell your company story.

3. Visual content is more compelling than other forms of content.

4. Even if your social channels are stale and out of date, if something fabulous or relevant comes along, use that as a trigger to jumpstart those channels.

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