Social Media Case Studies, Social Media Measurement, Social Media Strategy, Social Media Marketing, Social Media ROI

Social Media Marketing Case Study – More is More

The last social media case study in a 3-part series this week.

Sometimes, your customers should be the star of your social media show, not the brand.

spellbinders social media case study Social Media Marketing Case Study   More is MoreThat notion is at the heart of this social media case study featuring Spellbinders Paper Arts, a five year-old manufacturer of tools for the paper crafting enthusiast. If you’re looking to create the all-time greatest holiday card from scratch, Spellbinders is your outfitter.

Based in Peoria, Arizona, Spellbinders sells primarily to papercrafting stores and craft chains like Hobby Lobby. They also sell direct to consumers on the Spellbinders Web site.

Follow the Customers

Spellbinders is very active in social media marketing. They maintain a blog with ideas on how to use their products, a Facebook page, a Yahoo! Group, a Twitter account, and have nearly 50 videos on YouTube. (A Flickr gallery is forthcoming).

And this decentralized approach is a big part of the company’s social media marketing strategy, according to Vice President of Marketing Tobi Hall. “Wherever the consumer wants to be, that’s where we are,” she says. “We want all roads to eventually lead back to our Web site, and we’re redesigning it to make it much more social, but we don’t really care if our Facebook fans also are members of our Yahoo! Group. It’s about brand loyalty and recognition anywhere the consumer wants to find us.”

Hot for Teacher

Across all of their social outposts, educating customers about how to use the multitude of Spellbinders products is the objective. The blog includes how-tos such as “Wax Resist, Spellbinders Style“. The Inspiration Alley section of the Web site includes a whopping 327 ideas and instructions (think recipes for craft projects), many of them submitted by customers.

In fact, the ability to share their work is a major driver of consumer social media participation, according to Tobi. She points to the company’s recent contest to showcase a new product. The Pendants Contest yielded 91 entries from consumers, and significant awareness of this new technique. Note that the company selected finalists, but the winner and runner-up we’re selected randomly. “We are trying to build a community and stimulate participation, it’s not about critiquing the creativity,” says Tobi.

A Peek Into My Stamping Room 300x205 Social Media Marketing Case Study   More is More

Social Partnerships

In addition to their marketing staff of 3, Spellbinders relies on a group of five freelance designers to create how-tos on the blog. The company also works with a team of more than 10 Design Team Members, who each have their own blogs and followings in the paper arts community.

Each year, the company holds a rigorous contest to select the Design Team. Winners are compensated per project they create and promote using Spellbinders products, and the Design Team is given free Spellbinders equipment.

Also, the company is very active on the large number of crafting blogs and communities, answering questions and providing resources where appropriate.

Because advanced projects require products not only from Spellbinders, but from several other companies, a symbiotic relationship has developed within the industry. “Our business partners include links to our products from their blog posts, and we do the same,” says Tobi.

The Payoff

Because so much of the company’s revenue is through the retail channel, direct financial impact of social media marketing is difficult to ascertain at present. Social media marketing progress is measured through community participation across the various social outposts, feedback from retailers, mentions of the brand in social media, and regular surveys of brand awareness. (This is a great idea and one that is not unique to this social media case study. Doing quarterly brand awareness studies of your customers and prospects is a best practice – especially if you can determine how much social connectivity increases brand ID)

Unlike many companies that are trying to isolate the impact of social media marketing, Tobi and Spellbinders take a much more integrated approach. “Everything we do now has a social component,” she says. “So if overall sales, and mentions and awareness go up, social media marketing is definitely a contributing factor.” (This is an excellent philosophy. I recommend treating social media as a marketing ingredient, not a marketing silo. A presentation/post on this concept is here).

Thanks very much to Tobi and Spellbinders for letting me write up their social media case study. I hope we can do a follow up post on their new Web site, and the processes they undergo to make it even more social.

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  • http://twitter.com/mihalymolnar/statuses/5853644809 mihalymolnar (Mihály Molnár)

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  • http://www.johnpaulaguiar.com/ John Paul

    No matter how big or important your brand. Your customer has to always come first. Without the customer you have no brand.

  • http://www.johnpaulaguiar.com John Paul

    No matter how big or important your brand. Your customer has to always come first. Without the customer you have no brand.

  • http://twitter.com/SujataChadha/statuses/5861498830 SujataChadha (Sujata Chadha)

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  • http://www.StevenGroves.com StevenGroves

    Jay, I think the client has it right here, social media is such an ingrained component of their marketing presence that they cannot, nor likely should, attempt to extract the sole impact of their online media presence.

    I just put up a post that alludes to the lifetime value of a customer and the frustration many firms are having in determining a campaign, by campaign ROI.

    The case study is not complete yet, but stay tuned – I see the crystal ball becoming clearer.
    .-= Steven Groves´s last blog ..Press Support =-.

  • http://www.StevenGroves.com Steven Groves

    Jay, I think the client has it right here, social media is such an ingrained component of their marketing presence that they cannot, nor likely should, attempt to extract the sole impact of their online media presence.

    I just put up a post that alludes to the lifetime value of a customer and the frustration many firms are having in determining a campaign, by campaign ROI.

    The case study is not complete yet, but stay tuned – I see the crystal ball becoming clearer.
    .-= Steven Groves´s last blog ..Press Support =-.

  • http://twitter.com/bpollard/statuses/5862636544 bpollard (Brett Pollard)

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  • http://twitter.com/CourtSpencer/statuses/5864919575 CourtSpencer (Courtney Spencer

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  • http://www.daretocomment.com/ Ian Greenleigh

    “Social outposts”. Love it. If you had told me that a Hobby Lobby vendor had a demonstrably effective new media presence, I would have laughed–and then I would have eaten my words. I always say that the tack-and-feed on the corner will not get a return for their new media efforts, but I’m beginning to rethink this assumption. THERE IS ALWAYS AN ANGLE. Make kitsch cool, etc. Bang-up job to you and everyone involved.

  • http://twitter.com/CourtSpencer/statuses/5864919575 CourtSpencer (Courtney Spencer)

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  • http://www.daretocomment.com Ian Greenleigh

    “Social outposts”. Love it. If you had told me that a Hobby Lobby vendor had a demonstrably effective new media presence, I would have laughed–and then I would have eaten my words. I always say that the tack-and-feed on the corner will not get a return for their new media efforts, but I’m beginning to rethink this assumption. THERE IS ALWAYS AN ANGLE. Make kitsch cool, etc. Bang-up job to you and everyone involved.

  • http://twitter.com/bnoinc/statuses/5865435342 bnoinc (BNO inc)

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    RT @jaybaer: Make your customers the star of your social media show, not the brand. (a case study) [link to post] – Posted using Chat Catcher

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  • http://twitter.com/jslev/statuses/5865465011 jslev (John Slevin)

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    “Wherever the consumer wants to be, that’s where we are,” RT @jaybaer: More is More. A social media case study. [link to post] – Posted using Chat Catcher

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  • http://twitter.com/alvinthethird/statuses/5861779221 alvinthethird (Alvin Black III

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  • http://twitter.com/Mariloren722/statuses/5862982167 Mariloren722 (Maribel)

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    Interesting -”decentralized approach & contributing factor “RT @jaybaer: More is More. A social media case study. [link to post] – Posted using Chat Catcher

  • http://twitter.com/Mariloren722/statuses/5862982167 Mariloren722 (Maribel)

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    Interesting -”decentralized approach & contributing factor “RT @jaybaer: More is More. A social media case study. [link to post]

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  • http://twitter.com/JustinMcNeil/statuses/5866499355 JustinMcNeil (Justin McNeil)

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    Great social media case study [link to post] – Posted using Chat Catcher

  • http://twitter.com/JustinMcNeil/statuses/5866499355 JustinMcNeil (Justin McNeil)

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    Great social media case study [link to post]

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  • http://twitter.com/rosecosta/statuses/5866742006 rosecosta (RoseMary Costa-Lope

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    RT @bnoinc: RT @jaybaer: Make your customers the star of your social media show, not the brand. (a case study) [link to post] – Posted using Chat Catcher

  • http://twitter.com/rosecosta/statuses/5866742006 rosecosta (RoseMary Costa-Lopes)

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  • http://twitter.com/EbethKH/statuses/5861148943 EbethKH (ElizabethKindHansen)

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  • http://area224.com/ Dave Van de Walle

    Good stuff, as always. Thanks for finding these hidden jewels — and new ways of looking at connecting.

  • http://area224.com Dave Van de Walle

    Good stuff, as always. Thanks for finding these hidden jewels — and new ways of looking at connecting.

  • http://twitter.com/sharonmostyn/statuses/5865499916 sharonmostyn (Sharon Mostyn)

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    Reminds me of Fiskars RT @jaybaer: Make your customers the star of your social media show, not the brand. (a case study) [link to post] – Posted using Chat Catcher

  • http://twitter.com/sharonmostyn/statuses/5865499916 sharonmostyn (Sharon Mostyn)

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    Reminds me of Fiskars RT @jaybaer: Make your customers the star of your social media show, not the brand. (a case study) [link to post]

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  • http://soundwebsolutions.com/ Cindy Lavoie

    I love the creativity and the focus on value for the customer. I also like that they hired 5 freelancers to create how-to’s on the site. We hire freelancers for all kinds of things and they are the grease that make the social media cogs turn, in my opinion. Designers, copy writers, web developers, link builders, and more. Love ‘em!

  • http://soundwebsolutions.com Cindy Lavoie

    I love the creativity and the focus on value for the customer. I also like that they hired 5 freelancers to create how-to’s on the site. We hire freelancers for all kinds of things and they are the grease that make the social media cogs turn, in my opinion. Designers, copy writers, web developers, link builders, and more. Love ‘em!

  • Sharon Mostyn

    Reminds me of Fiskars RT @jaybaer: Make your customers the star of your social media show, not the brand. (a case study) http://ow.ly/DBYU

  • http://twitter.com/mollycgaines/statuses/5877625789 mollycgaines (Molly Carter Gai

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    Great @jaybaer post: More Is More – A Social Media Case Study [link to post] – Posted using Chat Catcher

  • http://twitter.com/mollycgaines/statuses/5877625789 mollycgaines (Molly Carter Gaines)

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    Great @jaybaer post: More Is More – A Social Media Case Study [link to post]

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  • brandal
  • http://YourWebsite brandal
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  • http://twitter.com/fredericsamson/statuses/5986151069 fredericsamson (Frederic Samso

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    Your customers should be the star of your social media show, not the brand [link to post] – Posted using Chat Catcher

  • http://twitter.com/fredericsamson/statuses/5986151069 fredericsamson (Frederic Samson)

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    Your customers should be the star of your social media show, not the brand [link to post]

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  • http://twitter.com/hipadilla/status/5984375511 Ivan Padilla

    RT @HarpInteractive: More Is More – A Social Media Case Study | http://ow.ly/DIl8

  • http://twitter.com/fredericsamson/status/5986151069 Frederic Samson

    Your customers should be the star of your social media show, not the brand http://ow.ly/DBYU

  • http://twitter.com/eda2day/status/5987886890 Ed Alexander

    RT @jaybaer More Is More – A Social Media Case Study | Social Media Marketing | Social Media Consulting – Convince & … http://bit.ly/D1nDu

  • http://twitter.com/benwfox/status/6008969229 Red Cube Marketing

    More Is More – A Social Media Case Study http://short.to/y5oc

  • http://tikabanget.com/ -tikabanget-

    LOL.
    Now i can quote what Tobi Hall said to my clients.

    ““Wherever the consumer wants to be, that’s where we are…. It’s about brand loyalty and recognition anywhere the consumer wants to find us.”
    .-= -tikabanget-´s last blog ..Ke Dublin ituh.. (2) =-.

  • http://tikabanget.com -tikabanget-

    LOL.
    Now i can quote what Tobi Hall said to my clients.

    ““Wherever the consumer wants to be, that’s where we are…. It’s about brand loyalty and recognition anywhere the consumer wants to find us.”
    .-= -tikabanget-´s last blog ..Ke Dublin ituh.. (2) =-.

  • http://twitter.com/tbctainment/status/6043815478 tikabanget

    Social Media Case Study : Spellbinders Paper Arts — http://bit.ly/1iv9vp

  • http://twitter.com/suzannelroy/statuses/6202617441 suzannelroy (Suzanne Lily Roy)

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    RT @jaybaer More Is More – étude de cas intéressante des medias sociaux pour développer son entreprise … [link to post] – Posted using Chat Catcher

  • http://twitter.com/suzannelroy/statuses/6202617441 suzannelroy (Suzanne Lily Roy)

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    RT @jaybaer More Is More – étude de cas intéressante des medias sociaux pour développer son entreprise … [link to post]

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  • http://twitter.com/suzannelroy/status/6202617441 Suzanne Lily Roy

    RT @jaybaer More Is More – étude de cas intéressante des medias sociaux pour développer son entreprise … http://bit.ly/D1nDu

  • http://twitter.com/phuongvtt/statuses/6229384934 phuongvtt (Thanh Phuong Vo)

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  • http://twitter.com/phuongvtt/statuses/6229384934 phuongvtt (Thanh Phuong Vo)

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    More Is More – A Social Media Case Study [link to post]

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  • http://twitter.com/phuongvtt/status/6229384934 Thanh Phuong Vo

    More Is More – A Social Media Case Study http://bit.ly/D1nDu

  • http://www.socialmediaexaminer.com/ Michael A. Stelzner

    Jason – Really great story! The how to articles are really key to embracing customers. – Mike
    .-= Michael A. Stelzner´s last blog ..Fun Social Media Promos Feed Souplantation Customer Frenzy =-.

  • http://www.socialmediaexaminer.com Michael A. Stelzner

    Jason – Really great story! The how to articles are really key to embracing customers. – Mike
    .-= Michael A. Stelzner´s last blog ..Fun Social Media Promos Feed Souplantation Customer Frenzy =-.

  • http://twitter.com/lawton_chiles/status/6291043243 Lawton Chiles

    RT @tweetmeme More Is More – A Social Media Case Study | Social Media Marketing | Social Media Consulting – Convince … http://bit.ly/D1nDu

  • http://twitter.com/rssirteubal/status/6352809602 Ignacio

    More Is More – A Social Media Case Study http://ow.ly/166Kql

  • http://twitter.com/bizblogtips/status/6426475528 Margaret Lee

    More Is More – A Social Media Case Study http://bit.ly/4VT0qb

  • http://www.buymyslice.com Jessie Porter

    Really great article, they have a good selection of products to choose from thanks for showing me their site.

  • letstalkandchat

    I just found a great company that builds websites for info products. To keep your costs low, they’ll mentor you on how to create your site, design a marketing funnel (one of the guys works in Hollywood and makes really slick videos), and the other guy programmed Myspace. If you’re looking to have professional web design for your small business and not waste any time or money then check their site out. Check them out: http://www.mikelmurphy.com/easy-info-product-site-system/