Case Study 1 – Dungarvan Farmers Market
Background: I begun managing the social media for the market in October 24th 2018. There was an original page opened by stall holders, however the only admin had left the page which resulted in no one having the privileges to add me onto it. The old page had 1,200 likes but due to this issue it meant I had to create a new page.
Actions taken: Without control over the existing page I created a new one. No advertising budget was set initially which meant the page needed to grow organically. Sharing with local people of the community I was able to draw attention to the page.
By the start of December a small budget had been set to boost a couple posts a week on the facebook page. By the end of 2018 the page had 372 likes. On March 6th I was able to contact facebook and with the help of the team who managed the older facebook page. I was able to add myself as an admin and begin to merge the pages. As of March 6th we had a like count of 1,328 which grew by 900 as the pages merged together, increasing the likes to 2,228.
Visits to the market are vital to take photographs which can spotlight new items/produce, show the atmosphere of the market for visitors to see. Feedback from the stall holders was able to help me focus posts at specific targeted demographics and at appropriate times of the day.
Following the stall holders own social media allowed me to share news about their products and media recognition. I keep an eye on pages which talk about the local area, foods and events. Sharing these posts to the page to make it a hub of the community.
Results: In doing the merge this removed the old page and allowed “Dungarvan Farmers Market” to be the top result when searched. Currently as of March 25th the page has 2,475 likes since the creation 5 months prior.
The stall holders have spoken of customers who have specifically wanted products they have seen on the facebook page. The traffic to the market has increased even during the winter months. Comments on the page have shown a keen interest in buying local from the market. I have received many direct messages asking for details on the market from locals and visitors to the area.
Case Study 2 – Lismore Farmers and Craft Market
Background: I have managed the Lismore Farmers & Craft Market Facebook page since the end of the 2017 season. Initially this made it hard to garner much attention as the market does not have much footfall during the winter months. I worked towards building a plan for 2018 which would focus on posting regularly. The posts included photos, videos and live streams of the market.
Actions taken: A challenging aspect was that the market had no advertising budget set aside for social media. Due to this I had to create a totally organic following from word of mouth and seeking out other pages to share our posts.
Posting regularly required visiting the market at least once a month. In these visits I would take anywhere between 100 and 500 photos of the stalls and specific products that the stall holder would like to spotlight. Using Facebook algorithms I found that conducting a live stream on location, would reach a large number of the pages audience. Facebook automatically signs up all new page likes for instant notifications of a live stream, which helped overcome the lack of advertising funds. The live stream would also be shown on the Facebook worldwide map.
I created events for the market page which would post automatically each Sunday. These would show up on the news feeds of anyone locally, even if they had not liked the page. Anyone who clicked “Interested” or “Going” would in turn notify all their friends that the event was being held. I contacted Waterford in Your Pocket, who has a page following of nearly 38,000 people. They agreed to become a co-host for the event, which notified all of their followers that the market was being held each Sunday. In the past week, this event alone has reach over 5,700 people with over 100 positive responses to the event.
I set up a posting schedule which took into account the markets target audience of women aged 25 to 55. The most interactions were at 10am and 8pm. I made post schedules which spotlight the stall holders throughout the week, using these times. I created short videos, averaging 30 seconds with a few pictures, which specified the location, date and times. These were posted early in the week which kept the basic information about the market in people’s minds. On Saturday and Sunday a longer video was posted that included the location, date, times and a larger collection of photographs from previous days. From views and interactions with the post, people tend to glance at an activity early in the week. It is not until the weekend that people confirm what they want to do, the longer video gives them more information about the products on display and the atmosphere of the market.
Results: The market’s manager has noticed a significant difference between footfall of 2017 and 2018. Usually around April and August there are a few low points. In 2018 the footfall increased and the low times were not noticeable. Overall sales have increased in the market. Which in part, is due to the spotlighting of stalls and their unique wares. On average in 2017, 450 people would attend the market. Through my advertising there has been an increase of over 10% with estimates of 500 people in attendance.
Feedback from stall holders has been very positive. Before advertising, visitors would come to the market to look around without much idea of what was there. This year stall holders have said they have customers coming for specific products or a stall, commenting on how they saw them via the Facebook page. With no advertising budget, I was able to create tangible profits for the stall holders.
Case Study 3 – Dolls House Grand Designs
Background: I’ve worked with Mrs. Waddell for the past 3 years. She is an interior designer of adult dolls houses. Mrs. Waddell’s work has been showcased in many magazines, advertising campaigns, shop displays and television programs. Her work has been widely publicised in:
- Publications such as the You Inspire, The Mail on Sunday, Grazia magazine (German edition) and many dolls house magazines.
- Harper’s Bazaar commissioned a photo shoot in a dolls house with jewellery worth over £10 million.
- The You Inspire magazine has used her dolls houses to showcase their £2 million jewellery display by Chanel, Tiffany’s and De Beers.
- Mrs. Waddell was invited by Alan Titchmarsh to appear on his show. He wished to highlight the level of detail available in 1/12th scale.
- Kelly Hoppen, from the Dragons Den, also presented the house.
- Her latest appearance on television was January 2018 – she was featured on a segment of Billionaire Kids aired on Channel 5.
Actions taken for social media: Mrs. Waddell contracted me to update her social media presence. Her social media presence consisted of her posting to her business facebook page. Her clientele are unique in that they prefer to use a more traditional website to receive information.
Updates occur once to three times a month. By using the insights from the website and Facebook, I was able to maximise views for each post. Her following is over 3,400 and with Facebook’s algorithms a third of those people will be shown her posts.
Results: Posting at the correct times I was able to increase post reach to 1,600 on average.
- 2016 average post reach was 700 views.
- 2017 average post reach was 1,100 views. A 57% increase.
- 2018 average post reach was 1,600 views. A 67% increase in the second year.
Actions taken for the website: Her website initially was a basic blue background with text. It was being updated once a year. I setup a website which has a simple layout but specifically highlights the photographs of her work. The initial landing page depicts a full screen image, a scene which she is proud of and shows the level of detail she likes to achieve.
She wanted to update the site regular which I facilitated. Working with her, I found that she was adept at updating her Facebook. I worked with this and set up a blog on her website which automatically adds any posts she puts on Facebook. They are added to the page and look like a blog post.
The websites old address was: www.dolls-house-grand-designs.co.uk
This caused issues due to her clientele being mature women, aged between 45 and 65, not familiar with hyphens on a keyboard or mobile device.
Prior to the change of address, visitors were coming from search engines like Google. This was not desirable since similar companies would be advertised on the search listing. I created a new url that is simple to remember and using .com as it is the most commonly used domain. www.dollshousegranddesigns.com
Results: Mrs. Waddell now finds it easier to relay the site address to customers in person and on the phone. Explaining the hyphens to people caused confusion. There has been a noticeable increase in visitors directly inputting the address vs. a referral from a search engine.
Views have steadily increased on the website.
After taking over the site I spent time refining the information provided, taking photos and using those supplied by the magazines. In September there were 800 views which increase to 1,200 views in October and continued at this level. This can be linked to the social media advertising at the time which made the website address known.
- 2017 saw an overall viewership of 21,000 views, an average of 1,700 views monthly with peaks of 2,400 views.
- 2018 has seen an overall increase in views, with the average being 2,500 views monthly and peaking at 4,400 in January. Overall the year ended at just over 27,000 views, an increase of 28.5% over 2017.
- 2019 as of March has reached 8,400 views which is showing a steady grow in numbers again this year.
Case Study 4 -Irish Dolls House
Background: I was contacted by Mrs. Harris three years ago. She had a longer name initially for her businesses, after speaking with her about the benefits of shortening it to something more memorable, she agreed. This allowed me to develop the website, social media, business cards and pamphlets using this new name.
Irish Dolls House had no online presence at the start and Mrs. Harris does not have any experience with technology. I listed the business on Google Maps which meant it showed up as a primary result when searching for “Dolls houses” in Ireland. The maps location allowed it to be easily shared for new customers to find.
Actions taken for social media: Irish Dolls House had no social media initially. The Facebook page is primarily used for sharing events and locations of where the market stall will travel to next. However through sharing interesting images of miniatures, there has been an increase in customers.
Results: A single post reached 2,100 people. Within an hour there were 8 messages received via Facebook, 5 of which bought products with 2 more scheduling appointments.
Actions taken for the website: I registered irishdollshouse.com and setup a website with information on their services and an extensive gallery of past work. A customer is able to contact via the website. I handle day to day enquires and more detailed emails are sent on to the owner.
Results: Mrs. Harris has seen a significant increase in sales since she employed my services. With the higher volume of messages and comments, I am able to take a lot of the pressure off her by handling general enquiries. Anything that requires detail responses, I call or message her to relay that information.
A comment most spoken to her in the past was “I never knew someone sold Dolls Houses around here.” but now she has people specifically going to events seeking her stall.
Previously her appointments were once a month. This has increased to 8 a month, with sales occurring frequently at the stall. Though this may seem like a small increase in appointments, she has since had to start declining appointments due to the volume of work she is receiving.