#bspokeofficehours: KardZee Founder & CEO Keverne Denahan

KardZee Founder and CEO Keverne Denahan | Photo: @kardzee on Twitter

KardZee Founder and CEO Keverne Denahan | Photo: @kardzee on Twitter

(Santa Fe, NM) - On May 15th, BSPOKE Office Hours launched from Santa Fe, New Mexico via Instagram Live. KardZee Founder and CEO Keverne Denahan asked the following questions:

"How much personal life detail does an audience want to see on business pages and / or channels? What are the brand pros and cons?" 

"Also, KardZee has different Instagram channels for different verticals. Your thoughts?" 

I had the pleasure of meeting Keverne at WeWork SOMA (San Francisco) in 2016, when I conducted drop-in office hours for the community. We talked about her then-fledgling app KardZee, which has evolved into a robust “Instagram meets Hallmark," social to physical greeting card application with uptake - and traction - across several business sectors. 

Learn more here, Kardzee is available via iTunes.

Speaking to Keverne's first question, the right amount of personal detail varies for every brand, but let’s look at Keverne and co-founder Amanda Greene-Bouza's roles at KardZee. KardZee is a women-owned business in tech, significant. Keverne and Amanda's personal stories and daily lives are closely intertwined with their company's, i.e. always fresh founders storytelling. This is integral to company brand ethos i.e. who they are and what they stand for as Kardzee; the good stuff that connects Keverne and Amanda to their audience, clients, and users. As an example, random social on KardZee Instagram while on an errand to the grocery store is less valuable than doing the same thing while also using their app in a meaningful way (and capturing, according to the social tactics and strategy KardZee employs). Examples of the latter are plentiful across @kardzee on Instagram, as well as verticals @kardzee_realestate and @kardzee_travel.

Now to Keverne's second question re: the aforementioned verticals. There's much to consider here. First off, is your brand robust enough to split into verticals and effectively segment your Instagram audience? If already done, are those vertical audiences growing and robust in their own right? In other words, how does engagement and ROI (contacts, leads, real-world action and reaction) compare between vertical and parent accounts? Keverne and Amanda have already made this split, and their content is strong across all accounts. However, they will probably compare and contrast over the next 3-6 months to see how all accounts are performing (note: these particular verticals only recently launched). Bottom line, if follower growth, engagement, and return are minimal versus the amount of time/work put into verticals, it might be necessary to review this approach. But if it’s working,  keep going!

ANOTHER THOUGHT: Unique hashtags for verticals are powerful branding tools. Tagging posts on Instagram (and other platforms) auto-organizes, making everything searchable on Google. Hashtags are also, of course, powerful for events and event attendee use across social. If your brand goes the hashtag route, you'll have high-value, vertical-specific audience analytics at your fingertips in no time.

#BSPOKEOFFICEHOURS live via instagram.com/jamesjetsoften on Tuesdays 11AM PDT / 2PM EDT, replay available via IGTV. 🎥✨🗣

Originally published via LinkedIn on May 27, 2018.