1. Provide us with a brief history of your business Allyeska Photography – how long have you been in operation, what services do you provide, how do you work?
I am a freelance photographer specialising in vintage glamour, pin-up, fetish and fine art nude. I also shoot traditional portraiture including pet photography. I first started working as a freelance photographer 2 years ago. I offer photo shoots at my studio, on location, or at the client’s home. I also offer to shoot performances, sports or events. In addition, I offer workshops to small groups of women where they can learn to recreate a certain era with make-up and hair styling, followed by a shoot. I also make and sell burlesque pasties and vintage inspired hair accessories.
2. Why did you start using social networking to promote your business? How does social media benefit your business and what are your main goals in using social media?
I started using social media to promote my business because I personally use social networks a lot. With social media becoming mainstream I thought it would be an affordable and efficient way to promote my business without having to use any hard-sell tactics which are a pet hate of mine. I think its less confronting for prospective clients/fans as you’re not just trying to get more clients, you’re trying to build relationships and network.
Social media gives me a personal face to my potential clients. I’m not just a faceless business with no personality. They can get to know me and my business in a no-pressure setting. I like to think that benefits my business. Social media definitely gives my business a large audience. Having a “fan page” provides important social validation to potential clients.
My main goals in using social media is obviously to promote my business and increase potential client base. However, just as importantly it is a means through which I can give something back to those who like and follow my work(or on Facebook, are called “fans”). The majority of my contributions are less about direct promotion, and more about sharing things I believe may be of interest to those who enjoy my work. For example, I use social media as a way to deliver resources and links, articles, tutorial videos, discount coupon codes, etc to those with an interest in burlesque, pin-up, and plus size clothing as well as photography. It is a way of keeping “fans” up to date with what my work I have been up to in an unobtrusive way. It is my way of saying thank you to my “fans” and giving them a reason to follow my work, other than just publishing self-serving promotional information. It is a way of engaging with potential clients, and demonstrating that I am interested in them and value their input. It’s not just about earning money. In a way, its like letting your clients make up their own mind and come to you, rather than approaching people and persuading them to hire you. I’m not a fan of persuasion and pressure.
3. When you use social media do you present yourself as “Allyeska Photography” or as yourself? Why?
I represent myself as myself. I am an open and honest sort of person and I like to run my business in this fashion, after all, my work is an extension of who I am. Potential clients need to know who I am in order to determine if I am what they are looking for. I want clients to trust me, and that means giving something of myself. I like to demonstrate my sincerity and passion. It’s no use to just tell them “I’m sincere and passionate”.
4. I understand you primarily engage in social media using Facebook. What is it you like about Facebook and are there other social network platforms you use or have considered?
I primarily use Facebook as Facebook has really taken off. There may be similarly easy-to-use platforms but in terms of popularity I think Facebook is up the top. I also use Twitter and have it linked to my Facebook page so status updates in Facebook appear in my Twitter stream. However, I use Twitter more for social and network purposes. I also use themed networking sites like pinuplifestyle, retrotease, etc. I use Flickr as a way to socialise with photographers and gain feedback on my work.
There are many features about Facebook that like: the ability to post frequently without it overwhelming the reader due to the updates appearing in a time line. I like that fans can choose to visit the site if they do want to read every update. I highly value the ability to send an email to all members so that , usually about every 3 months, I can send an email to summarise what’s been happening, or if I want to send out a casting call. I like that when you post a link a thumbnail image appears so members can see without clicking on the link if it is of interest or not. This is especially useful for sharing photos. It is also useful to be able to link the fan page into a Facebook ad, or “campaign”.
5. What do you believe are the main risks with social media? Have you experienced any repercussions from using social media?
Risks? I guess the biggest risk is the issue of being too personal when promoting a business. Some people warn about being too personal or friendly. However I’ve never viewed this as a risk as I believe it is possible to be professional yet personal at the same time. So long as you are only sharing the personal issues that are relevant to your work and “fans” and you don’t cross any professional boundaries then I feel it can only be a positive thing. For example, you would never whinge about a client, another business, financial problems or personal problems, but sharing excitement about an upcoming photoshoot or photography achievements, performances or events you will be at, sharing current articles in the media, or sharing a good retro clothing website are all ways to share your personality in an appropriate way.
I don’t think I have ever experienced any negative consequences that have occurred from using social media.
6. Do you separate personal and professional online social networking and social media? Why?
Yes and no. I have a personal Facebook profile which is private and only those I “add as a friend” can see. So I protect my personal privacy. However, my Twitter account is not separate. As with any profession I believe it is important to maintain healthy boundaries and behave in a professional manner. This means some form of separation is important, even if it is through self-censoring what you share in your combined account. As someone at a Twitter meet-up said “every word you say is your brand”. If you don’t separate personal from business then you need to remember that what you say on a personal level will impact on how others view you professionally. And that can be in a good way or in a bad way. It means you will gain some followers because of your honesty and openness, and it also means you will lose some.
7. How has your use of social media and your conversations with your customers online shaped and directed your business?
Immensely. Flickr greatly shaped and fostered my skills and growth as a photographer. I wouldn’t be where I am today without the encouragement, constructive feedback and advice of others on Flickr. I often turn to Flickr or twitter to seek advice or answers to practical issues from fellow photographers. Social networking is the main means through which I connect with photographers, make-up artists, fashion designers and models. Again, I wouldn’t be where I am if it wasn’t for Model Mayhem for example. Conversations with “fans” allows me to directly obtain feedback – I can seek their opinion on various issues, or ask for their ideas. I have to say my business promotion basically exists on line only, and through word of mouth.
8. Have you integrated social networking widgets into your website or do you prefer to use social media only with existing customers and business partners?
Yes, since Facebook created widgets for fan pages I now use this widget in replace of a blog on my website. I use my fan page like a blog and by using the widget on my website people get a glimpse of what the fan page is all about. I use social media primarily with potential clients. I use it to build relationships and network and then to maintain these relationships.
9. How much time do you invest in social media for Allyeska Photography per week on average? Do you foresee this to increase in future?
That’s a tricky one. I check my sites daily and endeavour to interact daily or at least every few days. I spend time searching for things to post about. If you include Flickr then I would use social media about 5 hours a week. Sometimes more.
10. How do you monitor and keep track of conversations on the Internet about your business? How much of your business revenue can be attributed to your use of social media?
On Twitter is easy if someone refers to you with an @ in front of your name, or when they repost something you wrote then you will receive the tweet. If not, you still appear when you search for your name. On Facebook I just make sure I respond to comments on the fan page. Every now and then I will Google my business name and see what comes up.
I don’t know how much of my business is from social media but I do know about half of my new customers find me on the Internet. The rest is from word of mouth.
11. Do you have any advice for other small businesses who might be wanting to use social media?
My only advice comes from my own personal preference as a social media user. Don’t use your account to spam self-serving promotional information. Make sure you interact with users. Spend time getting to know them and building relationships. Think of it like a friendship. It’s not all about you and you have to give in order to receive.
Allyeska Photography on Facebook
// purecaffeine.com: user experience design, social experience design, social media, Gov 2.0, design thinking and service design blog by designer Nathanael Boehm, Canberra, Australia. Licensed under a Creative Commons Attribution-Noncommercial-Share Alike 2.5 Australia License.
