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This post is part of the series – Successful Small Businesses on Social Media.
So we have heard of big names like Starbucks, Dell and Whole Foods making their names even bigger on social media. We have also seen 5 great social media campaigns and best practices we can learn from.
But are you truly convinced that social media can actually help small businesses?
No? I thought so too. To help you see how it can work no matter how big or small your business is, I’ve found some great case studies of small businesses that get it, and are seeing results!
1. Martell Home Builders
Martell Home Builders specializes in building new homes for people like you, who want to be their own architects. At Martell, it’s all about the experience.
Social Media Engagement
Blog – Martell keeps their blog casual and entertaining with fun articles such as “save your marriage – Feng Shui Your Home” and “Funny Looking Homes”. It also provides tips on home care, home energy conservation and home building.
Facebook Group- Martell’s Facebook page is pretty active with no lack of pictures and videos. When I first landed into the group, it felt as if there has been a lot of activity going on. It also has a very personal touch to it.
YouTube – If you make videos, you must have a YouTube channel.
Twitter – Pierre Martell, who usually tweets about home designs, the real estate market and interesting articles and news, handles their main Twitter profile.
Real Time Status
One of the core values of the business is to maintain transparency with their customers. To achieve that, they are using client log in and Twitter. Clients can log in to the website to see which part of the project Martell is working at now and how well the whole process is going. To add on to that, local contractors have their project managers update their status on Twitter so clients can see what exactly contractors are doing (even when they are having coffee) and have a way to stay in contact with them. The customer service and experience is great!
Through social media, clients know them as a person and not as a business per se. With such a great culture, they definitely have an edge over its competitors.
Social Media Results
When interviewed in 2008, Martell Homes revealed that they sold 17 units in 2007 and was hitting 40 units in 2008. They hoped to sell 100 units in 2009 and with such success online, I really don’t see why not. With a good use of social media to provide a unique experience, 80 percent of their homes are sold direct to consumers with no real estate agents.
2. Epic Change
We are seeing more success in small budget non-profit organizations on social media. Seeking volunteers and donations are easier when people are brought together to form a community online.
Epic Change saw this opportunity and jumped at it. The organization helps people in need share their “epic” true stories for financial help and a change in their communities.
Social Media Engagement
Blog – Stories of people in need are narrated in the blog. The needs of the underprivileged are spoken from them directly. Updates and news of the organization are also shared through this channel.
Twitter – Epic Change tweets about news features, new blog posts, grant submissions and what projects the organization is focusing on. Transparency is key for non-profit organizations and Twitter can really help with that.
Tweetsgiving – Created by Epic Change, this project is a Twitter celebration of gratitude and giving. It aims to demonstrate the power of the social web by raising $10,000 in 48 hours to build a classroom in Tanzania. In 2008, Epic Change managed to raise over $10,000 in 48 hours through the power of Twitter and social media.
Ideablob – Thanks to the help they got from social media to get votes, Epic Change was the May 2009 winner of $10,000 on ideablob. The money was used to fund a tech lab for kids in Arusha, Tanzania.
Social Media Results
Non-profit organizations and charities depend a lot on word of mouth. Non-profits on social media are harnessing the power of online communities. We share and we cooperate. Everyone has a heart, but individually, not everyone is motivated to help. Things change in a community however, as tens to thousands work towards a common goal to better the lives of many. Where best to raise funds than the place where thousands of communities manifest? Epic Change is raising funds, $10,000 at a time and getting support from the world.
3. Rochor Beancurd House LLP
When we say social media works for all businesses, big or small, we are really looking at some variety. Rochor Beancurd House is a 2-outlet Singapore traditional dessert shop selling what we call Dòuhuā (豆花) and soya bean milk among other snacks. Little would we expect such a traditional business engaging in social media!
For those who are not familiar with our favorite “soft tofu” dessert, this video (in Chinese) will give you an idea of what it is and how’s it’s made!
Social Media Engagement
Jason Koh, the owner of Rochor Beancurd started and manages both the house’s Twitter and Facebook profiles.
Facebook – Rochor Beancurd House Fan Club was set up in 2009 primarily to gather feedback from customers and answer queries. Jason engages his bean curd fans with mostly “thoughts of the day” and non bean curd related videos. He treats fans as friends and responses from them are really high for a shop with such humble beginnings.
Twitter – Jason is extremely active on Twitter. While most businesses get caught up with getting more followers, @rochorbeancurd is sincere in communicating with bean curd lovers. He has a close connection with most of his followers, which brings more value than having thousands of strangers as “fans”.
Social Media Results
Ever since Rochor Beancurd found its way on social media, customers have been dropping by asking for @rochorbeancurd. A common question Jason gets is, “how do you guys stay online when you have to run a business?”
Youngsters and working adults who are in touch with Jason on social media contributed to the shop’s increased sales in 2009.
Delivery sales also increased as information and contact details are easily available just by visiting its social media profiles. Muslim friends and vegetarians are able to inquire about selective food offerings and deliveries can be requested directly on Facebook.
Small Businesses Are The New Big
What did I say about big businesses learning from the small people? While some big companies are still weighing the pros and cons of social media, dessert shops, home builders and few-people-strong non-profit organizations are already organizing Twitter events, rallying for fans and making sales online. What can we say? We are really proud of these small businesses!
Check out our post on 3 successful small business on social media Part I too.
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Tags: Business, Small Businesses on Social Media, Social Media
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