Anne Pearson DesignsRedecorating with Social Media
Overview: Anne Pearson Designs Owner: Anne Pearson Hammett Small interior design company established in 2006 that specializing in residential redecorating. Anne is a local business woman, from Charlotte, who has a degree in interior design from Queens University. Opportunity: Currently, most Anne’s, new business comes from word of mouth and direct client referrals. There is significant opportunity to market, advertise, brand and increase revenue for Anne Pearson Designs by using various social media platforms.
Why Social Media ? The facts tell the story… 4 of the top 7 highest-traffic websites (Facebook, YouTube, Wikipedia, and WordPress) are social media websites. More than half of all people in the U.S. over 12 have set up a social media profile. 25% of search results for the world’s top 20 brands are linked to user- generated content. There are over 181 million blogs; 34% of bloggers post opinions about products and brands. 54% of bloggers post content or tweet on a daily basis. Twitter now has over 200 million users and is adding 300,000 a day. With over 500 million users, if Facebook were a country, it would be the third largest country in the world. 64% of Facebook users have liked a brand on Facebook. By 2012, half of the world’s Internet users, 1 billion people, will have a Facebook account. (Social Media Today, 2010)
More facts: Social Media & Small Businesses Social media adoption among U.S. small businesses doubled in the past year from 12% to 24% 61% of small business owners use social media to identify and attract new customers 75% surveyed have a company page on a social networking site 45% expect social media to be profitable in the next 12 months (Brian Solis, 2010)
The Plan for Anne: Redecorating with Social Media Goal: Create a social media plan that includes a strategic outline and tactical objectives to increase awareness, market, brand and obtain new business. Social Media components Platform Blog WordPress Microblogging Twitter Social Networks Facebook Online Video YouTube Photo sharing Flickr
Center of the Social Media Universe:Step 1: Establish a WordPress blog that allows Anne to: • Tell her story as a local business woman and interior designer • Show off her portfolio of interior design work • Connect with local, national and global interior designers • Reinforce existing client relationships • Build a new and larger client base
About WordPress: WordPress started in 2003 and has grown to be the largest self-hosted blogging tool in the world, used on millions of sites and seen by tens of millions of people every day. WordPress started as just a blogging system, but has evolved to be used as full content management system and is limited only by your imagination. As of February 2011, version 3.0 had been downloaded over 32.5 million times. Today 361,598 bloggers posted 348,959 posts and 320,967 comments. That’s about 242 posts per minute, and 223 comments per minute. Over 296 million people view more than 2.5 billion pages each month. WordPress.com users produce about 500,000 new posts and 400,000 new comments on an average day.
A few key blog features : Weekly posts to keep content fresh o Before and After o Key designer events o Me-likey Mondays o Fun Find Fridays About and Contact info o Easy access to information about Anne Pearson Design and how to contact RSS feed o Really Simple Syndication to automatically display new entries for subscribers Connected to Twitter. Facebook, YouTube o Driving audiences to and from numerous Anne Pearson Design forums o Push blog content to Twitter o Push blog content to Facebook Search Engine Optimization: The process of improving the visibility of a website or a web page in search engines via search results. o Quality content on a specific topic that is frequently updated o Keyword Rich Content: Leverage keywords for your posts that will get indexed highly by Google o Use keywords in blog header tags and the title of posts o Tag each post with keywords
Connecter in the Social Media Universe:Step 2: Establish a Twitter microblog that allows Anne to: • Drive people to her WordPress blog • Connect with current and future clients via a two-way forum • Network with other professionals in interior design • Stay on top of the design industry by hearing what people are saying about a interior design
About Twitter: Twitter is a social networking and microblogging service that allows you to send short text messages 140 characters in length, called "tweets" to your "followers” that was created in 2006. Estimated to have more than 200 million active users, generating 65 million tweets a day and handling over 800,000 search queries per day. 180 million unique visitors come to Twitter every month. 300,000 new users sign up for Twitter each day. Only 5% of Americans were aware of Twitter in 2008 compared to 87% in 2010. For business, Twitter can be used to broadcast a companys latest news and blog posts, interact with your customers, or to enable easy internal collaboration and group communication. o 17% of US online consumers have created a Twitter account o 48% of Twitter users check their account at least once a day o 71% of Twitter users expect to receive marketing messages
A few key Twitter practices: Include a distinct profile picture and fill out your profile with information regarding Anne Pearson …everyone reads it. Follow key interior design Twitter handles and retweet relevant Tweets….reciprocation. Use Twitter as a discussion forum to ask clients and prospective clients about their design dreams! Use her Blackberry to manage your Twitter account while you are out of the office….tweet and tweet often. Be a resource….add meaningful content, perspectives and opinions to the ongoing dialogue. Thank you. When someone shares a post or tweet, send a DM or Tweet thanking for support. Take pictures and share on Twitter using mobile phone.
Friendliest in the Social Media Universe:LinkedIn features:Step 3: Establish a Facebook fan page that: • Drives people to WordPress blog • Connects with current and future clients via a two-way forum • Leverages “Like” feature
About Facebook: Facebook is a social networking service and website launched in 2004 where users may create a personal or business profile, add other users as friends, and exchange messages, including automatic notifications when they update their profile. With over 500 million users, Facebook is now used by 1 in every 13 people on earth, with over 250 million of them (over 50%) who log in every day. The average user still has about 130 friends, but that should expand this year. Almost 72% of all US internet users are on now Facebook, while 70% of the entire user base is located outside of the US. Over 700 Billion minutes a month are spent on Facebook.
Social Networks: Why a Facebook fan page? Create an Anne Pearson Design fan page: One of the real business applications of Facebook is the business/fan page Fan pages are visible to even those without a Facebook profile account. If you send a Twitter message or email with a link, anyone can view the page. Fan pages are indexed outside of Facebook. Meaning, if someone does an online search of your company, this is one more link that will come up. With a regular Facebook profile you are limited to 5,000 friends. With a Facebook Fan Page the number of fans is unlimited. To further establish brand. People do business with people they trust.
Blockbuster of the SocialOnline Video: YouTube Media Universe:Step 5: Establish a YouTubeaccount:• Showcase design work to your network, prospects, current clients, and beyond• Show videos of refurbishing finds• Tape and share big reveals/walk- through• Client testimonials
About YouTube: YouTube is a video-sharing website on which users can upload, share, and view videos. The platform displays a wide variety of user-generated video content, including movie clips, TV clips, and music videos, as well as amateur content such as video blogging and short original videos. More video content is uploaded to YouTube in a 60 day period than the three major U.S. television networks created in 60 years. The average YouTube user spends between 15 and 25 minutes a day on the site YouTube has 490 million unique users worldwide per month, who rack up an estimated 92 billion page views each month. We spend around 2.9 billion hours on YouTube in a month — over 325,000 years. Social media-related YouTube stats are just as impressive. YouTube says that on average there are more than 400 tweets per minute containing a YouTube link. Meanwhile, over on Facebook over 150 years worth of YouTube videos are watched every single day.
Family Album of thePhotosharing: Flickr Social Media Universe: Step 6: Establish a Flickr account: • Professional portfolio: Showcase work design to your network, prospects, current clients, and beyond • Share interesting and marketing-relevant photos of design work • Utilize photo sharing site to share images with links back to blog
About Flickr: Flickr is an image hosting website, web services suite, and online community. In addition to being a popular website for users to share and embed personal photographs, the service is widely used by bloggers to host images that they embed in blogs and social media. Flickr asks photo submitters to organize images using tags which enable searchers to find images related to particular topics, such as place names or subject matter. Flickr hosts more than 5 billion images.
Need more convincing? Communications theory reinforces why Social Media should be part of any small business owners strategy: Social Information Processing The Narrative Paradigm Social Construction of Reality
Social Information Processing Originally developed Joseph Walther in 1992. This interpersonal communication theory contends online interpersonal relationships can be just as meaningful and persuasive as traditional face-to-face relationships. The SIP theory also discounts the idea that computer-mediated relationships innately have depersonalized characteristics. Contends that interactions via computer-mediated-communications allow for the development of impressions and meaningful relationships by finding substitutes for non-verbal clues from F2F interactions. For example, such non-verbal clues have been replaced with emoticons when communicating and building relationships via computer- mediated forums.
The Narrative Paradigm Walter Fisher’s Narrative Paradigm theory. According to Fisher, “humans are storytelling animals at heart” and “all meaningful communication is a form of storytelling.” Contends the sharing of narratives is such a powerful means of communications because recipients of the story judge how authentic the message and storyteller is based on how true their words ring in the ears of the receiver. Bottom line: If the story is coherent and the audience can find ways to connect in relation to their own lives, experiences and realities, the storyteller is rewarded with increased credibility.
Social Construction of Reality The Social Construction of Reality is a framework derived from the theories of Schutz and Berger & Luckmann. Theorizes that there is no truth with a capital “T” but instead reality is continually being co-constructed through the interactions of individual and/or groups of individuals. This social construction of knowledge can grow and grow until it becomes accepted as a social norm or truth. Through social media, Anne has the opportunity to co- construct the realities and perceptions of Anne Pearson Designs. Whether or not business owners are participating, there is an ongoing conversation happening about almost everything via social media. The question isn’t if there is a conversation about your company, your industry, or you happening in social media. The question to ask is if you want to be an active participant in that conversation, and influence it in ways that benefits your company, your industry, and you. Anne has the opportunity to influence the conversation that is going on specific to her industry locally, nationally and globally, all for free via social media and use that to tell her story, ultimately obtaining new business.
Anne Pearson Design Connect today to bring your design dreams to life! annepearsondesigns.wordpress.com www.twitter.com/annepearsondesigns www.facebook.com/annepearsondesigns www.youtube.com/annepearsondesigns www.flickr.com/annepearsondesigns firstname.lastname@example.org 704.876.3321