In this, the second of a series of mini case studies, I talked to Karine Large of Saronti, producers of personalised family books. The business was started in 2006 and much of its success is down to social media, according to Karine.
What made you decide to use social media, and how did you start?
"We started exploring social media in our second year in business - we needed exposure but had no budget for marketing. I have a background in web design so I already had a good knowledge of what was out there and I also received excellent advice from Maz Nadjm who I'd worked with in the past.
The first thing we did was create a short video introducing what the products are all about. We needed platforms to put it on so I created profiles on YouTube, MySpace, BT Tradespace, Facebook, Twitter... and there are loads more to come.
We also realised we needed more viral content to attract people to the Saronti site, so we created playlists on ineem and playlist.com. The key was to create content that our customers are interested in - not necessarily about books. Mums are our core customer target - they want stuff about kids, things to do with their kids, jokes, recipes, etcetera.
When I started on Twitter I realised that any content which makes people laugh is a real winner. Sending something funny each day got me 1200 followers in 4 weeks! As well as jokes and fun things I tweet quotes, recipes, 'how to's, printable games, online games, that kind of thing. At the moment I post links to other sites but I'm currently working on adding all this content in a Saronti blog to drive all my Twitter followers to the Saronti website. Once they're there, hey - they might buy a book!"
What has really worked for you?
"So far Twitter has been the most rewarding. Since I started using Twitter, the web stats have gone up by 80%. Google used to be the top driver but now Twitter is delivering more visitors to Saronti than Google.
From Twitter contacts we've found help with SEO, numerous reviews, partnership opportunities and resellers. We've even been contacted by a reseller in Australia via Twitter and our books are on their site now!
MySpace seems to be working well at Christmas (our busiest time). We regularly add new friends to our network and leave comments on their profile with discount for buying books using the discount code MYSPACE. This has been very effective.
So far social media has been brilliant for us but we still have a lot to do. We're only at the beginning."
What other marketing activities do you do (online or offline)?
"We're very close to going live with a personalised free e-cards site and we're also working on a site offering digital versions of our books which will come free with any book purchased. That way people can easily show their books to family and friends and of course there'll be plenty of calls to action such as "Get a book like this" and "Share with friends".
We use direct mail to keep in touch with customers and recently started a monthly newsletter.
We have an affiliate programme and actively look for partners and resellers, and we also enter awards - we're currently working on applications to enter to HSBC Start-up Award, The Pitch award and the Book award.
Last year we had stands at various exhibitions to promote our school book. This brought a lot of new contacts. We didn't do any this year though as they are quite expensive."
What advice would you give other small business owners?
"Don't spend on advertising unless you have a big budget. Same for Google Adwords - It's great but unless you can be at the top it's a waste of money (well for us it was anyway).
There's no point having a good business if no-one knows it's there. Spend time and money if you can on SEO. If you're on Google page 1 people will find you.
When you feel like watching on good movie on TV, don't. Turn your computer on, go on Twitter, MySpace, Ping - chat to people, make friends with potential customers. Social media is not rocket science but it does take time. If you're going to try it, don't do it just to promote your products - do it to give useful and interesting content to your core customer target and get prospects to your site.
Give them good content - make them feel special and be friendly. If you become their friend and communicate with them regularly, one day they'll buy!"
