social media & branding strategy for small business

Abbey Domond Photography

Social Media Strategy

INTRODUCTION

About Abbey Domond “It’s about capturing realness in every shot. It’s about focusing in on all the little things that end up meaning absolutely everything.” - Abbey Domond Abbey Domond is an extremely talented photographer who is not

your common wedding photographer; she is very passionate about her work and genuinely cares about her clients

It is not just about completing a job. To Abbey, photographing her clients’ special moments is a long process, one that is not over once “I do’s” are exchanged

She believes in building relationships with her clients, and providing attentive and high quality work; she truly is dedicated to celebrating people’s love stories and giving them everlasting memories

Her photography style is very unique; Abbey can make a simple object into a beautiful image

Primary ChallengesTime - Abbey needs more time invested in her social media platforms- She needs to keep her content updated in a timely manner; she is

struggling to keep the content going (ex: latest Twitter post Mar.17)

Abbey’s resistance to social media- Unfamiliar with platforms, not very comfortable sharing

Small audience

Lack of diversity in clients/audience - Mostly female; not many men are following/engaging with her

content

Maintaining consistency - Updating platforms regularly with fresh content and consistent

voice

Why Social Media?

Why Social Media?Social Media is the most effective and fastest way to communicate

with others.Allows companies and individuals to have a two-way conversationRaise awareness of brand recognition and encourages engagementBuild a community among those who enjoy the same brandPrimary goals: increase revenue, lower costs, and increase

customer satisfaction, and build and grow a fan base.

"One fan is worth 445 people"- Jim Sterne

Four Steps1. Get their attention2. Get them to like you3. Get them to interact4. Convince them to buy

Needs and GoalsNeeds:Increase followers to capture the attention of clients and

influencersIncrease engagement with photos and contentIncrease conversion (turn followers into clients/referrals)

Goals:Gain new clientsRetain past and current clients Make enough money to turn her passion into a career30 Weddings per year est. $120k incomeExpand to hire assistants, editors, second shooters, etc.

CURRENT SOCIAL MEDIA PRESENCE

Current Digital/Social Presence

FacebookInstagramPinterestTwitter

Facebook January 2015765 LikesMost recent post:7 Likes1 Comment13 People engaged149 Posts clicked

Facebook Currently778 Likes ^13 774 LikesAverage likes of past 5 posts:9.4 Likes1 Comment2 SharesAverage reach: 139.4 on March 9104 People engaged261 Posts clicked1297 Total reach

InstagramJanuary 2015313 Followers

InstagramCurrently369 Followers389 Followershope to get to 400 by theend of the month.

InstagramMost liked post in January23 Likes3 Comments

InstagramMost recent 15 postsAverage: 22 Likes4.2 CommentsHighest received62 Likes

TwitterCurrently81 Followers Following 139 Latest tweet was on March 1739 photos/videos uploaded in total - Needs improvement overall

Pinterest Currently75 FollowersFollowing 64 125 pins; 15 boards; 10 likes

- Needs improvement

RESEARCHING INDUSTRY AND COMPETITION

Researching Industry and CompetitionMary MarantzJoshua DwainKesha LambertAmy Anaiz

Mary Marantz

Mary Marantz January 2015Strengths:

Website designUse of videoCollaboration with her husbandResource to other photographers

Weaknesses:Vague pricingSite is hard to navigate and very text-heavy

Metrics:Facebook: 37,030 LikesTwitter: (Justin) 4,233 Followers, (Mary) 6,006 FollowersInstagram: 10.8K Followers

Mary Marantz December 2015Metrics:

Facebook: 37.4k LikesTwitter: (Justin) 4,406Followers, (Mary) 5,566 FollowersInstagram: 21.7K Followers

Kesha Lambert

Kesha LambertStrengths:

Award winning photographer, NY basedCollaboration with a makeup artist; their company is called “Lash to Lens” Lash to Lens offers the full package of makeup application & photography; quite

convenient A lot of followers on Facebook and Instagram

Weaknesses:Very poor presence on Twitter and Pinterest compared to her other social platforms

Metrics:Facebook: 11,806 LikesTwitter: 91 followersInstagram: 4,855 followersPinterest: 230 followers

Kesha LambertMetrics:

Facebook: 13.1k LikesTwitter: 174 followersInstagram: 8,238 followersPinterest: 243 followers

Amy Anaiz

Strengths: Collaboration with other photographers and blogsEngaging content and campaignsProlific; appears in many publications.

Weaknesses:Blog interfaceDoesn’t regularly update her blog, Facebook and Twitter.

Only post to her blog when she’s doing a promotion.Appears over substances

Metrics:Facebook: 3,548 likes (as of April 9, 2015, no Facebook page)Twitter: 551 followers (hasn’t updated since February 14, 2015)Instagram: 3,482 followers

Amy Anaiz

Metrics:Facebook: 3,521 likes Twitter: 541 followers Instagram: 7,393 followersPinterest: 169

Amy Anaiz

Joshua Dwain

Joshua DwainStrengths:

Collaboration with bloggers and Instagram influencers Paid SEO and PPCDistinctive styleTags clientsFeatured in many publications

Weaknesses:Twitter

Metrics:Facebook: 5,088Twitter: 498Instagram: 5,912

Joshua DwainMetrics:

Facebook: 6,481Instagram: 10.5k

Competitor Take-AwayBranding and visual identityBe a resourceCollaborate with other creativesTag clients in photosConsider paid advertising

Web design lesson: accessible icons

SOCIAL MEDIA STRATEGY

TimelineApril 15 May 15

Facebook Instagram

One Time: - Change username to “Abbey Domond” - Promote on other networks - Add Pin and “Tweet This” button to images on blog

Twitter

PinterestDaily: - Pin 10x per day - Organize boards - Create new boards

Daily: - Tweet 3x a day - Engage - Identify influencers

Daily: - Continue Next Steps

One Time: - Spruce up profile

Identifying KPIsIncrease target demographic of users: ages 18-44Increase target demographics going to blog from other social

media platforms● Increase the number of visitors who click on more than three

pages on blog● Number of people engaging. ● Visitors who submit a contact form on her website.● Increase number of people pinning her pins and likes on

Pinterest● Number of followers gained throughout her social media

platforms● Increase number of retweets and faves on her promotional

tweets.

Determined Metrics GeneralShift in buzz over timeFrequency of social interactions per consumers to determine who

are her fans.Target demographics engaging with social media platforms.Geography of participating audiencesPercentage of buzz containing her linksTime spent on site through social media referralsInteraction and engagement rates.

Determined MetricsFacebook:Audience engagementNumber of people who click on a postNumber of comments on individual postsTotal amount of shares and likesTotal reach.

Twitter:Number of faves overallAmount of retweets overallcreation of hashtags using Abbey’s name.

Determined MetricsInstagramNumber of mentionsNumber of followersAmount of likesCreation of hashtags using Abbey’s name

PinterestAmount of repins.Number of followers for board

FINAL CAMPAIGN STEPS

Next stepsFacebook & InstagramBe a resourceTips of the dayWedding planningPhotography skills (lighting, software, etc.)Wedding & design inspirationsBe more consistent in post and voicePost during the active hoursEngage with users in the comments

Next stepsPinterestChange username from “Abegail Domond” to “Abbey Domond”Promote Abbey’s Pinterest on other networksCreate and organize the theme boardsAdd “Pin It” button on images on her blogBe more active

Pin 10x throughout the dayAdding 4-5 pins a day of Abbey’s own pictures each week

Next stepsTwitterTweet more often (3x a day: 1 organic and 1 resources, 1 promo)

"The more you communicate, the better... but constant, banal chatter is not a plus" -Jim Sterne

Follow more peopleIdentify and engage with major influencersRetweetSee what kind of post get more attention.

Questions? Comments?