My client is Stella & Dot, the jewelry dealer who only sells through individual stylists. There are no stores and there are no ways to avoid a stylist. The typical approach for individual stylists, who like my wife have a standard day job, is to put on trunk shows with friends and family to build up the clientele. Given this business structure, Stella & Dot is almost entirely reliant upon social media and word of mouth.
My wife's business is very green, celebrating its 1 month anniversary. Given that she is currently in the infant period, Facebook has been the absolute best tool for her to use. She already has a significant social network through Facebook, ranging from childhood friends to college friends to coworkers to distant cousins. For many of her friends, it was a natural process to join her Stella & Dot fan page. Most of her friends, like her, are into fashion and like to be involved with new trends. This is exactly what the fan page has to offer.
Despite the short life of the fan page, my wife has already tried different posting tactics and noticed different results. At first, she was posting a lot of pictures and information that was produced from Stella & Dot for ease of marketing. But, after hearing some of the info from class, my wife understood that people are 5 or 6 times more likely to listen to their friends than to advertising. So, she slowed down the Stella & Dot corporate media, and started posting pictures of herself wearing the jewelry. Just from doing that, she noticed an increase in "like" responses by about 8 times. Additionally, she has started to use Instagram to post all the pictures, including those she just took at an annual meeting with her friends wearing some jewelry. It would be my guess that Facebook and Instagram in conjunction will be the most beneficial social media tools for the Stella & Dot business in the near future.
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