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Social Media Strategy for Abbey Domond Photography
- 1. Abbey Domond Photography Social Media Strategy
- 2. INTRODUCTION
- 3. 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
- 5. Primary Challenges Time - 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
- 7. 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 conversation Raise awareness of brand recognition and encourages engagement Build a community among those who enjoy the same brand Primary goals: increase revenue, lower costs, and increase customer satisfaction, and build and grow a fan base. "One fan is worth 445 people" - Jim Sterne
- 8. Four Steps 1. Get their attention 2. Get them to like you 3. Get them to interact 4. Convince them to buy
- 9. Needs and Goals Needs: Increase followers to capture the attention of clients and influencers Increase engagement with photos and content Increase conversion (turn followers into clients/referrals) Goals: Gain new clients Retain past and current clients Make enough money to turn her passion into a career 30 Weddings per year est. $120k income Expand to hire assistants, editors, second shooters, etc.
- 12. Facebook January 2015 765 Likes Most recent post: 7 Likes 1 Comment 13 People engaged 149 Posts clicked
- 13. Facebook Currently 778 Likes ^13 774 Likes Average likes of past 5 posts: 9.4 Likes 1 Comment 2 Shares Average reach: 139.4 on March 9 104 People engaged 261 Posts clicked 1297 Total reach
- 15. Instagram Currently 369 Followers 389 Followers hope to get to 400 by the end of the month.
- 16. Instagram Most liked post in January 23 Likes 3 Comments
- 17. Instagram Most recent 15 posts Average: 22 Likes 4.2 Comments Highest received 62 Likes
- 18. Twitter Currently 81 Followers Following 139 Latest tweet was on March 17 39 photos/videos uploaded in total - Needs improvement overall
- 19. Pinterest Currently 75 Followers Following 64 125 pins; 15 boards; 10 likes - Needs improvement
- 21. Researching Industry and Competition Mary Marantz Joshua Dwain Kesha Lambert Amy Anaiz
- 22. Mary Marantz
- 23. Mary Marantz January 2015 Strengths: Website design Use of video Collaboration with her husband Resource to other photographers Weaknesses: Vague pricing Site is hard to navigate and very text-heavy Metrics: Facebook: 37,030 Likes Twitter: (Justin) 4,233 Followers, (Mary) 6,006 Followers Instagram: 10.8K Followers
- 24. Mary Marantz December 2015 Metrics: Facebook: 37.4k Likes Twitter: (Justin) 4,406Followers, (Mary) 5,566 Followers Instagram: 21.7K Followers
- 25. Kesha Lambert
- 26. Kesha Lambert Strengths: Award winning photographer, NY based Collaboration 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 Likes Twitter: 91 followers Instagram: 4,855 followers Pinterest: 230 followers
- 27. Kesha Lambert Metrics: Facebook: 13.1k Likes Twitter: 174 followers Instagram: 8,238 followers Pinterest: 243 followers
- 28. Amy Anaiz
- 29. Strengths: Collaboration with other photographers and blogs Engaging content and campaigns Prolific; appears in many publications. Weaknesses: Blog interface Doesn’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
- 30. Metrics: Facebook: 3,521 likes Twitter: 541 followers Instagram: 7,393 followers Pinterest: 169 Amy Anaiz
- 31. Joshua Dwain
- 32. Joshua Dwain Strengths: Collaboration with bloggers and Instagram influencers Paid SEO and PPC Distinctive style Tags clients Featured in many publications Weaknesses: Twitter Metrics: Facebook: 5,088 Twitter: 498 Instagram: 5,912
- 34. Competitor Take-Away Branding and visual identity Be a resource Collaborate with other creatives Tag clients in photos Consider paid advertising Web design lesson: accessible icons
- 36. Timeline April 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 Pinterest Daily: - 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
- 37. Identifying KPIs Increase target demographic of users: ages 18-44 Increase 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.
- 38. Determined Metrics General Shift in buzz over time Frequency of social interactions per consumers to determine who are her fans. Target demographics engaging with social media platforms. Geography of participating audiences Percentage of buzz containing her links Time spent on site through social media referrals Interaction and engagement rates.
- 39. Determined Metrics Facebook: Audience engagement Number of people who click on a post Number of comments on individual posts Total amount of shares and likes Total reach. Twitter: Number of faves overall Amount of retweets overall creation of hashtags using Abbey’s name.
- 40. Determined Metrics Instagram Number of mentions Number of followers Amount of likes Creation of hashtags using Abbey’s name Pinterest Amount of repins. Number of followers for board
- 42. Next steps Facebook & Instagram Be a resource Tips of the day Wedding planning Photography skills (lighting, software, etc.) Wedding & design inspirations Be more consistent in post and voice Post during the active hours Engage with users in the comments
- 43. Next steps Pinterest Change username from “Abegail Domond” to “Abbey Domond” Promote Abbey’s Pinterest on other networks Create and organize the theme boards Add “Pin It” button on images on her blog Be more active Pin 10x throughout the day Adding 4-5 pins a day of Abbey’s own pictures each week
- 44. Next steps Twitter Tweet 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 people Identify and engage with major influencers Retweet See what kind of post get more attention.
Editor's Notes
- -make her twitter pretty. talk about the content. Friending and tagging her clients. Posting more personal stuff.
- Number of people who liked, follow, & share on Pinterest compare to those who liked, follow, & share on Facebook
- percentage of fans seeing post