Social Media Marketing

SOCIAL MEDIA MARKETING
IN2014from luxury to necessity

web4retail.com 14131 Bay Drive Westford, Ma 01886 1-877-536-4786
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Web4Retail is an internet marketing agency that works with home
furnishing, textile, and interior design businesses.
Our philosophy is simple: create and maintain comprehensive and effective
online marketing programs and provide our clients with superior service
while doing so.
We believe that to make substantial gains, a business, no matter how large
or small, must seize the vast opportunities of internet marketing.
We’ve proven this through our own success, and we guarantee
that our clients will experience the same prosperity.
WE DON’T JUST TALK THE TALK, WE WALK THE WALK
WHO WE ARE

ABOUT THE AUTHORS
CEO of Web4Retail and a Social Media expert,
Denise Keniston is responsible for building many successful
online marketing programs with the use of platforms like
Facebook, Twitter, Pinterest, and others. She specializes
in working with retailers and designers within the home
furnishings, interior design, and textile industries.
Initially a Social Media skeptic, Ian Savage has been shown the light. As
Web4Retail’s assisstant designer and developer, he works with Denise
on many projects, including this webinar, and helps her turn her many
marketing ideas into graphic reality.

OUR VISUAL INDUSTRY
MAKE WAY FOR MOBILE
FACEBOOK
TWITTER
PINTEREST
HOUZZ
INSTAGRAM
VINE
EMAIL NEWSLETTERS
CONCLUSIONS
OVERVIEW

OUR VISUAL INDUSTRY
There’s no doubt about it, the Home Furnishings, Interior
Design, and Textile industries are all visual in nature. Your
clients and customers want to see beautiful photography,
captivating videos, and interesting captions. Because of
this, visual Social Media can be an extremely effective
marketing tool.
We’re already seeing social networks that feature images
and videos increasing in popularity. But before you flood
Facebook, Pinterest, and Instagram with your content, make
sure it’s of a certain quality. Paying a professional might
seem unecessary, but you can rest assured knowing you’re
giving the best possible photos and videos to your audience.

MAKE WAY FOR MOBILE
Coming into 2014, we’re seeing a massive increase in Social Media access and
engagement from mobile devices like smartphones and tablets. Statistics show
that almost 60% of users (4.2 billion people) access Social Media on a mobile
device! Check out the statistics below for a breakdown of mobile use by platform:
189 MILLION OF FACEBOOK’S USERS ARE ‘MOBILE ONLY’, AND
BECAUSE OF THIS, FACEBOOK GENERATES 30% OF IT’S TOTAL
AD REVENUE FROM IT’S MOBILE USERS
OF IT’S 288 MILLION ACTIVE MONTHLY USERS, 60% ARE ACCESSING
TWITTER VIA THEIR SMARTPHONES OR TABLETS
MORE THAN 75% OF ALL USERS REPORT ACCESSING PINTEREST VIA A
MOBILE DEVICE, WITH 40% SAYING THEY ARE ‘MOBILE ONLY’
BEING A MOBILE APP, INSTAGRAM SEES ALMOST ALL OF ITS USE VIA
MOBILE, BUT HAS SEEN A 66% GROWTH IN THE PAST YEAR

FACEBOOK
While Facebook is celebrating it’s tenth birthday this
year, it’s still the biggest contender in the world of Social
Media. With more users spending more time on it than
any other social network, it’s a clear choice for any
marketer to start working with.
That said, it’s easy to think that it all comes down to
acquiring the most likes, shares, and fans. And while
these are certainly important to have, they’re not the
only factor that influences a smart marketer’s strategies.
Perhaps the most important part of being a successful
social marketer is offering your audience quality content.

FACEBOOK cont.
THINGS TO REMEMBER WHEN USING FACEBOOK:
• Try to post at least once every other day, if not daily
• You’ll get the best user response from photo albums, videos,
articles, and other creative and interesting content
• Avoid repeat posting about the same thing, like a promotion or sale
• Utilize Boost ads and target specific areas for things you want to
heavily promote, like sales or events
• Respond to comments and answer questions as quickly as you can
• Facebook’s general audience is the 25-65 demographic,
both men and women

TWITTER
With over 400 million tweets every day, no marketer
should underestimate the potential marketing power
of Twitter. It’s a good place for furniture retailers and
interiors designers alike, with flourshing communities
of people who are interested in these industries.
A good place for Interior Designers to start is
‘Interior Design Chat’, as it has over 23,000
active users who are always looking for new
designers and enthusiasts. Be careful though, you
don’t want to tweet about yourself or your
promotions too much or you’ll come off as heavy
handed and disingenuous. Instead, become part
of the community by tweeting quality content and
interesting conversation starters.

TWITTER cont.
THINGS TO REMEMBER WHEN USING TWITTER:
• Try to tweet at least once every day
• Twitter is best used to promote events, campaigns, and sales
• You only have 125 characters to get your message across, so
codense and abbreviate as much as you can
• Use relevant and easy-to-remember hashtags in your tweets,
especially ones promoting a sale or sweepstakes
• Respond to retweets and answer questions as soon as you can
• Twitter’s general audience is the 25-54 demographic,
both men and women

PINTEREST
With it’s heavy emphasis on interesting visual content
that can easily be distributed amongst a large audience,
Pinterest has become a natural marketing outlet
for many designers and retailers within the industry.
However, just because it makes sense to market on
doesn’t mean there aren’t some things you should know
in order to maximize the potential of your pinning.
For starters, as with the other social networks, quality
content is a must. Don’t plaster your boards with
bad photos or obnoxius promotions. Take the time
to snap a few quality photos of your product, showroom,
or design project and add a rich description. And
remember, you can use hashtags on Pinterest too!

PINTEREST cont.
THINGS TO REMEMBER WHEN USING PINTEREST:
• Pin at least 5 quality photos every day
• Continously build out interesting, entertaining, and
eye-catching beauty boards
• Use hashtags in your pin descriptions when appropriate
• Engage and encourage your followers and fellow
pinners as often as you can
• Utilize Rich Pins when pinning product or merchandise
• Pinterest’s general audience is the 25-54 demographic,
though it tends to be mostly women

HOUZZ
Though Houzz is a relatively young social network,
it’s emerging as a leader for the home and
garden community. The majority of its members
are comprised of professional architects, interior
designers, decorators, and landscapers who can
share their portfolios and projects with others in a
creative and collaborative environment.
Again, the visual nature of Houzz makes it an
ideal fit for an Interior Designer looking to make
a name for themselves, showcase their portfolio,
and get some feedback from fellow designers.

HOUZZ cont.
THINGS TO REMEMBER WHEN USING HOUZZ:
• Update your page on a weekly basis
• Add as many quality portfolio shots as you can
• Try to get positive reviews from fellow users
• Work towards acquiring Houzz badges, which show that you’re a
respected member of the community
• Create inspiring Idea Books using a mix of your own portfolio
photography with other designers’ shots
• Houzz’s general audience is the 25-54 demographic,
though it tends to be mostly women

INSTAGRAM
Instagram has grown from a simple phone app into
a massive social media community, and is now one
of the biggest photo sharing sites on the web.
Part of it’s success can be attributed to it’s purchase
by and intergration with Facebook in 2012. It’s key
feature is that it allows users to snap photos on their
phone and then run them through different filters,
giving their pictures a vintage feel.
As with Pinterest and Houzz, Instragram can play a
vital role in helping to market a furniture or interior
design business. It makes sharing snap shots of
your projects or showroom a no-brainer, and helps
reinforce your presence on Facebook. by providing
your clients and customers with interesting visuals.

INSTAGRAM cont.
THINGS TO REMEMBER WHEN USING INSTAGRAM:
• Try to post around 5-10 photos a week
• Instagram is centered around its app, and is almost
always accessed via mobile
• Attach relevant and catchy hashtags to your photos
• Don’t always use a filter. The most popular user choice
is actually not to use any filter at all
• Instagram’s general audience is the 19-30
demographic, both men and women

VINE
Something that’s taken the social media scene by
storm recently is the ‘micro-video’. This is just a very
short video, usually around six seconds, in which
the user has to get his or her message across.
The main reason for this popular new form of video
sharing is a mobile app and social network called Vine.
Vine took something an existing medium that was
already dominated by YouTube, Vimeo, and other video
sharing sites, and reinvigorated it, simply by reducing
the length of the clips their users could upload. If you
want to help attract new clients or customers that you
might not otherwise reach, try creating a few Vine
videos promoting your store or business.

VINE cont.
THINGS TO REMEMBER WHEN USING VINE:
• Try to post at least one video each week
• Like Instragram, Vine is centered around its app, and is
almost always accessed via mobile
• You’ve only got six seconds of video, so make it count
• Get creative and fun with them and you might find that they
become a hit, or even go viral
• Vine’s general audience is the 19-30 demographic, both
men and women

EMAIL NEWSLETTERS
Last, but certainly not least, are email newsletters.
While they aren’t technically a type of social media,
they serve as a fantastic follow-up strategy for
your other social media platforms and whatever
promotions you’re running on them.
Collecting people’s emails is easy enough,
especially if you already have a sign-up list in your
store. If you don’t, consider starting one, and try
to find a way that will allow you to start collecting
email addresses online. You want to accumulate a
big list, but you don’t want it to be full of users
that will unsubscribe or bogus addresses that
will bounce the newsletter back to you.

EMAIL NEWSLETTERS cont.
THINGS TO REMEMBER WHEN SENDING EMAILS:
• Don’t send more than 2 newsletters a month. Any more
than that, and you’ll start to see people unsubscribe.
• Email is an extremely viable marketing tool because you
can get your newsletters out to a lot of people
• Use them to follow-up on the promotions you’ve already
posted about on your Social Media
• Get creative with the design, and you’ll see more users
clicking on and engaging with your content

CONCLUSIONS
With all the different platforms and mediums out there it can be tough to figure out how best to adapt your marketing to this
new age of social media. But based on what we’ve covered, here are the things to remember:
• The home furnishing, textile, and interior design industries
are 99% visual. Start becoming familiar with image and video
related social media and use them to your advantage.
• If you’re going to post photos or videos, make sure they’re not
crooked, blurry, or otherwise poor quality. Take the extra few
minutes to set up a shot, or hire a professional. To your social
audience, it makes you more engaging and more reputable.
• Mobile is on the rise, and requires a bit of extra consideration.
Keep this in mind when creating and distributing your content.
• Don’t spam yourself or your sales. No one likes getting
bombarded with heavy-handed promotions. The smart
marketer posts about their own content along with interesting
and relevant photos, graphics, or articles.

Social Media Marketing

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