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
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?