social media & branding strategy for small business: results

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Abbey Domond Photography the results

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Page 1: Social Media & Branding Strategy for Small Business: Results

Abbey Domond Photography

the results

Page 2: Social Media & Branding Strategy for Small Business: 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.

Page 3: Social Media & Branding Strategy for Small Business: Results

Challenges❖ Time

❖ RESISTANCE TO SOCIAL MEDIA

❖ TRANSPARENCY

❖ Consistency

Page 4: Social Media & Branding Strategy for Small Business: Results

Social Marketing tactic 1

Telling Abbey’s story Personal / behind-the scenes photos Process narrative

Page 5: Social Media & Branding Strategy for Small Business: Results

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

Page 6: Social Media & Branding Strategy for Small Business: Results

Social Marketing tactic 2 Making it social Tagging clients in photos Client stories

Page 7: Social Media & Branding Strategy for Small Business: Results

Social Marketing tactic 2 Joining a community

Page 8: Social Media & Branding Strategy for Small Business: Results

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.

Page 9: Social Media & Branding Strategy for Small Business: Results

Key Performance Indicators

Net ProfitReach - Fans, Followers and Influencers

Traffic Data Demographics (Location)

Page 10: Social Media & Branding Strategy for Small Business: Results

Investment and return

Test Run #AbbeyCelebratesLove Valentine’s Day giveaway

RulesMethodResults

Page 11: Social Media & Branding Strategy for Small Business: Results
Page 12: Social Media & Branding Strategy for Small Business: Results

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.”

Page 13: Social Media & Branding Strategy for Small Business: Results

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

Page 14: Social Media & Branding Strategy for Small Business: Results

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

Page 15: Social Media & Branding Strategy for Small Business: Results

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