social media marketing for small business and home design
TRANSCRIPT
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Leveraging Social Media in Home DesignJess Wisloski
Media Strategy, Digital Marketing
+ Top 5 to Know about Social Media1. People Trust People
3. Use it as a conduit for honest dealings.4. Do what you know, do it well.5. Looking forward: Photolandia?
2. Engage, lead the discussion.
+Over 80% trust people (even people they do not know)
People Trust PeopleOnly 14% of people trust ads
In America, women control 85% of buying decisions – $14 trillion.
86% put the most trust in personal product or service reccommendations
+Magic Forest … a Tale
Admission: $20.99/adult, $17.99/kid
+ What I Wanted…
+ Singing Hobo
What They Had…Dummy with garbage in old monkey cage
Astronaut photo cutout with NO STEPS and sized for big people, so I had to take a ‘selfie’ photo while propping up my kid.
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+ Talk to Audience (ask for challenges)
EngageShow Insider Status (product sourcing, local partners, clients)
Give Your Best Advice Away Free
Great customer stories (reviews, pix, posts)
+Inspire with Discussions SHARECOOL
IDEAS & discoverie
s
* Hint * They don’t need to
be yours!
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+BE HONESTAll advertising can be
good advertising.Amazon.com is a
powerhouse for public ‘converts’ – complaints that later thank/praise.
Yelp, GlassDoor, Google reviews, local news site listing pages (audit)
Respond to complaints. Keep tone positive,
light, and no defensive play.
Web 1.0 = Visibility
Web 2.0 = Transparency
+Be Choosy About Channels, then Do Them Well
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Know Your People, and Pander….
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+Where Social is Headed…Less text, more photos (Make them good NOW;
can they be interacted with? Before and After? Many-step-story of one fabric/space? Asked audience questions about?)
Automated filters, everything ‘shoppable’ Ex: see new Instagram for example, the click-to-buy options.
Long-term relationshipsTiny bites of content Visual platforms for marketing
+The decline of text discussions…
+ TAKEAWAYS
1. People Trust People
3. Be good to the reviewers.
4. Pick spots wisely, and focus on those.5. Looking forward: Better photos.
2. Engage, earnestly.
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Worth Reading: Houzz and Home Survey 2014:http://info.houzz.com/rs/houzz/images/Houzz%20%26%20Home%202013%20Report.pdf
The Consumerist: Customer loyalty/relations. http://consumerist.com/
Fast Company: Female shoppers no longer trust ads… Sept. 28, 2015 * citedhttp://www.fastcompany.com/3051491/most-creative-people/female-shoppers-no-longer-trust-ads-or-celebrity-endorsements
Winning the hearts and minds of mommy bloggers (GREAT tips)http://www.fastcompany.com/3049137/most-creative-people/on-winning-the-hearts-and-dollars-of-mommy-bloggers
Center for Digital Future – USC Annenberg – 2014 reportpp. 78 – 85 Purchasing habits of shoppers, in store and online (and in-store on a phone). pp 117-120 Consumer habits w. Companies, social media http://www.digitalcenter.org/wp-content/uploads/2014/12/2014-Digital-Future-Report.pdf
Blog: Using Social in the Kitchen and Bath industry: http://www.kitchenbathdesign.com/business/industry-trends/article/11978035/social-media-in-the-kitchen-and-bath-industry
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Customer Review Websites:• Hubspot
: 12 places biz should be getting online reviews• Vertical Response: Top 20 places biz should be listed• PCWorld: Beyond Yelp - Which user reviews matter?• Alexa: Top U.S. shopping sites (it was as close as I
could find to most-trafficked user review sites list)Social Media Management Tools:• Intuit: Top 7 Social Media Management Tools• Brandwatch:Best social media tools for small biz• Bufferblog: 61 Small business social media tools
Future of Social…• Evolving relationships with consumers.• Marketing to increase by 126% in the next 5 years.• New channels, social commerce to grow (adopting
phone in-store experiences)