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#WellDoneWednesday: Earthegy’s Facebook Page

It’s #WellDoneWednesday time!  Here we review one social profile from a brand whose social media manager is #winning at growing and engaging an audience. 

#WellDoneWednesdayThis week, we present to you: Earthegy.  We found them recently while searching for jewelry with metaphysical properties to explore selling through the shop at Yoga Edge, Inspired Social’s sister business.

On a personal level, I had another interest in it, as well – I too used to be a jewelry designer (back in 2006 – here, one of the only remaining online relics of that business) with an emphasis in helping wearers invoke the healing power of gemstones.  Chrisy has beautifully built the business I had once, only she’d taken it to the heights I’d dreamed of but never achieved.  It would appear that social media has been a big part of their success, given how well they do it.

As it turns out, I’m not the only one who thinks they’re great at it:  Social Media Examiner named them one of the Top 10 Small Business Facebook Pages of 2012.   Since then, they’ve more than tripled their fan base on that network and are still enjoying a high degree of engagement despite recent organic engagement throttling by Facebook (though that may be a result of Facebook advertising on the brand’s part).

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Here’s a quick overview of what they’re doing right:

Lovely photo content combined with interesting facts about the stones and the products.  Even with images of the products themselves, the sales pitch here is still somehow light, yet effective.  Pricing is provided almost as an afterthought, which softens the pitch and keeps the content valuable to the reader.

Plentiful reviews supporting a high rating give new consumers confidence in Earthegy’s business and products – and the brand’s openness to comments by others on their Facebook page is not only a best practice but further reinforces this.  Whatever efforts Earthegy may have had to expend toward encouraging customers to leave feedback  has been very worthwhile indeed.

Though the sell is soft, products are readily available via good strategic use of tabs.   And advertising “Exclusive Sales” for newsletter signups right next to the online shop tab is s strong strategy to convert a casual browser into a buyer – everyone loves a sale, especially an exclusive one.

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They’re just flat out interesting!  Earthegy does a great job sharing fascinating information – along with a genuine enthusiasm for the subject matter.  Even in the face of a sell, regardless of how soft – this is critical to build a community of fans around a business.  Absent Chrisy’s knowledge of and excitement for gemstones and jewelry, Earthegy’s Facebook presence would not be nearly as substantial and successful as it is.  Her love of gems and jewels fuels her ability to create great content around her business.

Even the most adept social marketers always have room for improvement.  Earthegy would be well served to publish content of other types – links to content on their blog or on third-party sites, questions to their audience, upload interesting video content about gemstones (apps like Stellar on iOS make it easy and fun, even for the unskilled video producer).   Facebook would reward this variety with even more organic reach (to whatever extent that they do, anymore) and fans would likely enjoy the variety as well – testing would confirm or refute this by measuring overall engagement level before vs. after adding in other content types.

Overally, Earthegy sparkles with their Facebook presence.  Well done!

Do you know a brand who deserves to be recognized for their stellar community growth and engagement skills?  Comment below or tweet to us at @InspiredSocial_ (please include the #WellDoneWednesday hashtag!) and we’ll check them out.  

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#SOInspired: Sometimes, You’ve Got To Hit ‘Em Where It Hurts

Here at Inspired Social we’re all about marketing that uplifts and inspires the audience, leaving them feeling better after the interaction.

Sometimes, though, you’ve got to share a bit of pain in marketing to truly get the point or essence of a message across.

Mashable recently profiled a brilliant social media campaign by Alzheimer Nederland (AN), called The Alzheimer’s Event, which is a beautiful illustration of that idea.

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Utilizing Facebook’s photo platform and tagging feature, the campaign allowed Facebook users to upload a photo of a friend with whom they wanted to share the experience.  The friend’s likeness was then digitally added to one of several photos from fake events (facilitated by several local organizations lending a hand with this effort) – events that they obviously not attended.  They were then tagged in the photo, which resulted it in being posted to their timeline.  Upon seeing the post and landing on the photo of themselves at an event they did not attend, they were greeted with the message, “Confusing, right? You’re now experiencing what it’s like to have Alzheimer’s disease.”

Unsettling, to say the least – and that’s exactly the point.  It’s not very likely those who were tagged and experienced the campaign will soon forget how it made them feel  – and although no figures have yet been published, we’ll bet there was a significant amount of sharing around this campaign even though by its very nature, sharing it would inflict a bit of pain upon the recipient.

As enamored as we are with this campaign, one unanswered question remains in our minds – what sort of hard results did this campaign actually drive for the organization?   In order to promote virality and mass appeal, AN did not require a “Like” to their page for users to partake in the experience.  Despite that, were they able to grow their Community as a result of this campaign?  Did anyone make donations to this non-profit?

It’s one thing to make an impact upon someone and quite another to accomplish the end goal of bringing people into the fold with longer-term engagement within an organization’s Community, and to successfully solicit donations to further the organization’s work.  AN’s challenge moving forward will be to continue to innovate with their messaging to activate newer Community members and to inspire the entire base to action.  Given this strong first step, we think they’re equal to the task and are excited to see what they come up with in the future.

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What do you think – would you resort to a campaign that might inflict a bit of pain to make the needed impression?   

How do you think you would respond to this sort of an experience online?