Week 7B: Businesses That Get Viusal

Hi, All. In this post I will look at 4 businesses that do work related to the Makers Space and look at how they utilize visual platforms to promote what they do. In such design and process heavy work, where there is a lot to learn and see, visual platforms would certainly help market this business. Videos especially, are going to be key in relaying how cool it is to be involved in what we do. This is why the businesses that we're going to look at use them the most and we're going to use some hard numbers to represent this.

TechShop - 

I actually just googled this company and seems pretty big. They do exactly what the Makers Space does which is offer memberships to use their vast inventory of machines to help makers make. They have locations in San Francisco, Pittsburgh, Detroit, and several other areas. Although fairly large, their dedicated Youtube channel (the only visual platform they've invested in) only has 21 videos, which are somewhat few in between. Although, the last post was fairly recent and very well produced which may mean that marketing is being kicked up some notches. Their subscriber to viewer ratio is pretty large which means engagement isn't very well addressed but this is a niche market so that may contribute. Their comments section is also pretty underutilized.

Platform(s): Youtube
Followers/Subscribers: 339
Views: 10,917
Posts: 21
Last Post: 2 weeks ago

Noisebridge Hackerspace -

Despite having only one location in the heart of San Francisco, this group is also pretty big and have delved deeply into their social media platforms. This includes healthily utilized visual platforms that also perform has high post engagement and reach. Each platform is updated regularly, at least a couple times a month, and is mostly for the different events that they have going on or events they attend. An area of improvement would be their comment sections of posts/photos. They are pretty far and few in between. Seeing as how they have a lot of videos they've amassed, it would probably behoove of them to launch a YouTube channel. They have enough material for it to be a hit. Their member base specifically on their visual platforms is also waning, and its another place that a YouTube account would help out. The platforms that they have chosen don't record views in a way that is readily available.

Platform(s): Tumblr, Flickr, Github
Followers/Subscribers: +100
Views: -
Posts: +1000
Last Post: 1 weeks ago

The Tinkering Studio -

This is another San Francisco based group of artists that, similar to the previous spaces, is an arm of the Exploratorium where visitors can come explore, create, and learn how to 'tinker' as they say. It is going to include a lot of the same materials but appears to be more craft and electronic based than industrial as the above two are. They also utilize a couple different visual platforms. Their social media accounts are also very well utilized and trafficked. Part of this, aside from the amazing content that's features, is how much content they pump out of their visitor's work. You can also tell that production value was a an important goal with the content they produce. The views were also somewhat abstract to keep up with but it's probably easy to surmise they their reach and engagement are far reaching as the traffic on their site would suggest.

Platform(s): Vimeo, Instagram
Followers/Subscribers: +2000
Views: +1000
Posts: 990
Last Post: 1 week ago

Hack Manhattan -

In avoidance of beating a dead horse, Hack Manhattan is yet another brand of hacker/maker space, only its based in New York City. It also offers the same theme of DIY tools, classes, exhibitions, and following. One thing I didn't mention is that many of these spaces are organized as non-profits, such is the case with this business. It is a little smaller than the aforementioned places but still has the same benefit with using their visual platforms. Although, the reason I thought it beneficial to list is that it actually hasn't made a big investment in visual social media platforms to promote their business. The closest thing they have to this is Github but this serves a mostly similar utility as Dropbox but perhaps this is to their advantage. Also character to these spaces are membership fees or at least a robust funding source which this space isn't as clear about. The community also seems a bit tight-nit as their is a member application process, and fees that are much more modest than their peers. Perhaps keeping a more 'local' and low profile suits them and they don't feel the need to engage with social media as much.

Week 6B: Upcoming Facebook Posts

In this post, I want to give a heads up of a couple of relevant websites I feel fellow Makers would be interested in, to be shared on the Makers Space page. 

The first will be a guide on how to use a CNC machine. Many don't know the vast power and versatility of these machines and the entire website is an awesome resource but this particular page will be a good a beginners intro to how to use one, as well as tools that Makers will need. I also like the design of the site, its very simple and easy to navigate. The second is a general resource site for technical needs, and the page I posted on it teaches a very basic way to wire LED lights. It doesn't quite work for every situation but is quite a good jumping off point.

Week 6A: Facebook Featured Likes

On my accompanying Facebook page for the Makers Space, I have recently engaged in 'featured likes' which are pages liked by the Makers Space that will be promoted when people visit. This should prove an exciting opportunity as the added recognition of these potential colleagues can boost my own recognition and standing in the fabrication world. The pages that I have liked include:

• DP Design + Fabrication - David Polifko
• Digital Fabrication Network - Dfab Net
• Tyler Speir Bradford: Furniture Design
• Bay Area Interior Design
• IA Interior Architects
• California Closets Bay Area
• Anyon Interior Design

And there are certainly more to come. I chose these pages because they are represented by individuals that are directly, secondarily, or indirectly involved and adjacent to the fabrication of custom furniture and similar industrial arts. Some are interior designers and their businesses, other fabrication spaces, custom furniture designers and stores, or artists themselves. To connect with these individuals should be exciting.

Facebook Insights: What it Means for Business

Post Reach vs Post Engagement

Whenever we talk about analytics in social media, we are going to run into the concepts of post reach and engagement which are simply jargon detailing how effective your social media marketing strategies are. More specifically, but succinctly:

• Reach = how many people see your brand
• Engagement = How many people interact with the brand (likes, comments, shares, etc.)

Who we are reaching and engaging with would typically be defined by their demographic data, including age, gender, race, etc. Many social media platforms will have analytic tools that would help provide this data. One such is Facebook insights which will be discussed in more detail shortly. 

The goal is to have the reach lead to engagement, which should ultimately lead to direct engagement with the brand, be it buying a product, utilizing a service, or the like.

The Makers Shop: Target Market

This blog post will serve as the unveiling of a new business idea: The Makers Space. Simply put, it is a communal industrial art studio, a place for various makers to come and express themselves through wood, metal, and lasers!

The Target

My main market could be explained as hobbyists and artists, probably with some residual income that also has time to put in to this type of hobby. I can see this comprised of teachers involved with teaching industrial art or shop classes as well as their students. Perhaps also furniture builders and designers who could use the space to fix and store some pieces.

Week 4A: Marketing for Babies...

Well, not really... Next up in this social media exploration, we will be looking at two websites and how they have arrived at their respective target markets for the same product: diapers.


Just Cheap Diapers - http://www.justcheapdiapers.com/

This site/business was created by Joyce Bangga, a mother of four, with a goal that is very explicit and that she successfully empathizes. This is simply to get cheap diapers, that are also of high quality as stated very clearly on the head banner of the site (so as not too have 'cheap' be a deterrent).

Of note is the simplicity of the site. It is fairly easy to navigate and a link to the products are clearly displayed, and they are themselves neatly organized. This makes it very accessible for the busy parent to get around. Bangga notes that the business is based in the Philippines, however the site being presented in English which may suggest that she is seeking a much wider (English-speaking) audience.

The site also features a couple of calls to action that can be found in the Home Page and mirrored into the 'About Us' section. The one that stands out the most is the big blue and pink button that guides the potential customer to a special sale for that month. The second most clear is a button on the button that asks the viewer to find the company on Facebook. Finally, there are more subtle tools for engagement that give the visitor the opportunity to follow them on Twitter, Google+, and Facebook.

Considering all of the moves that it makes in presentation, I believe that the site indicates that the market Bangga is trying to tap is fairly broad. One could say that it targets individuals or households that want high quality cheap diapers for their small children. At the most narrow, these are going to be particularly and financially conscience parents with newborns or the like.


Econobum - http://www.econobum.com/

In contrast to the preceding site, is Econobum. Again, they sell the same type of product but their diapers are reusable, touting utility lasting into the days of potty training. The site also makes a point of how sustainable the business seeks to be, with practices that promote low-impact production of the product and charitable aspirations that it has achieved. It also plays up its affordability.

A lot of the aesthetics give the impression that sustainability is of high consideration to the marketing of the product as it features very green, and light color palettes as well as leafy details scattered around. The About Us section of Econobum definitely goes further than Just Cheap. It introduces and provides a picture of the creators family and invests more time in crafting the story of how the business came about. There are also features pointing toward awards it has won, their philanthropic obligations, and a way to contact them.

In terms of calls to action, there is the 'Say Hello' button that will provide the means for the visitor to contact the business. But the front page is a bit more populated with opportunities to become more engaged with the site: A way to find a retailer selling the diapers, a link to product reviews to follow, and the option to receive a newsletter. Interestingly, the order that these options appear descend in real estate on this section of the site. And finally, they also include buttons to follow them on Twitter and Facebook.

It's clear that the target market is much more specific than Just Cheap Diapers. It targets everyone that Just Cheap Diapers does, but also those families who want to support sustainable endeavors and who think green about what they buy. The site also invests time in defining the companies culture which can be valuable to consumers who also want to ally their support with conscience companies. Even the name appears to reference this niche: eco-: ecology; econ-: economical; -bum: baby bottoms.