social media & branding strategy for small business: results
TRANSCRIPT
Abbey Domond Photography
the results
Objectives❖ Giving clients more than an
experience, but moral support during and after the wedding.
❖ Following clients throughout their lives.
❖ Working on her photography full-time.
❖ Engaging with her audience, build a community.
❖ Conversion of followers to clients.
Challenges❖ Time
❖ RESISTANCE TO SOCIAL MEDIA
❖ TRANSPARENCY
❖ Consistency
Social Marketing tactic 1
Telling Abbey’s story Personal / behind-the scenes photos Process narrative
Results and insights
Telling Abbey’s story: Instagram
Comments are a space for conversation
Increase in followers: 313 to 389
Documents her personality and skills
Next milestone: 400 followers
Social Marketing tactic 2 Making it social Tagging clients in photos Client stories
Social Marketing tactic 2 Joining a community
Results and insights Making it social: FacebookTagging clients led to ‘social’ behavior and impromptu testimonials from clients
Joining a communityAs a member of Munaluchi Bridal, our client makes a statement about her brand, values, and target demographic.
Key Performance Indicators
Net ProfitReach - Fans, Followers and Influencers
Traffic Data Demographics (Location)
Investment and return
Test Run #AbbeyCelebratesLove Valentine’s Day giveaway
RulesMethodResults
ROE“Return On Engagement is the new ROI”
Hours spent on social media, creating contentInvested in paid advertising and online networking
Increase in engagement
“Return on engagement is simply the payback on your investment in the engagement process. In this case you’re investing time rather than money by using communication tools such as social media,
blogging and email.”
Case Analysis: Babies4Babies B4B at over 3K followers (account since Jan 2014)
Small business utilizing Instagram forsales
Customer conversion through Instagram:
- it’s about building a community- company narrative - having a compelling mission- networking- quality content
Competitor Analysis: Katelyn JamesUtilizing Instagram’s full potential:
- consistency (brand & voice)- engaging followers- networking within industry- branding herself as an expert- photography advice- sharing personal details- sharing her narrative
Katelyn James is consistent with all social platforms; this would be a goal for Abbey in the future
Next StepsContinue posting on social media accounts: - focus on Instagram and Facebook- maintain consistency in posts and voice- commit more time for social media- interact with her followers (tagging)- networking within industry- retain clients and share their lifetime stories- share Abbey’s personal story with her
followers and create an online community