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Head of ecommerce Ben Stinson from Diamonds Factory

Tim Gibbon (Social Media Portal (SMP)) - 02 September 2020

Embracing social media for the custom made diamond jewellery online store Diamonds Factory

Diamonds Factory logo 150x150Social Media Portal (SMP): What is your name and what do you do there for Diamonds Factory?

Ben Stinson (B.Stinson): Iím Ben Stinson, head of ecommerce at Diamond Factory. My role here is to develop and drive forward our ecommerce proposition across all facets of the digital business. This includes trade/sales, social media, marketing, design, website development and customer experience.

SMP: Briefly, tell us about Diamonds Factory (for those that donít know), what is it and what does company do?

B.Stinson: Diamonds Factory specialises in custom made diamond jewellery. We have over three generations of experience and have been part of the UK retail landscape since 2012.  We are passionate about providing ethically sourced diamonds, straight from the makers, at the best price possible.

SMP: Who are your target audience and why?

B.Stinson: We provide great products at the best prices, more often than not at better than high street prices. Our target audience is anyone in the market for diamond jewellery.

SMP: How do you ensure your product is as ethical?

B.Stinson: As well as sourcing natural diamonds that are traceable and have passed through the Kimberly Processing System, we have recently started to sell Lab Grown Diamonds.

SMP: How did you initially attract users to site, social channels et al and how do you do it now?

Photograph of Ben Stinson, head of ecommerce at Diamond FactoryB.Stinson: We built an ethical product of quality, at a reasonable price, what isnít to love? We do spend money advertising with google and we push as much video content out to our users via social media as possible.

SMP: What are the challenges that youíve encountered and how are you overcoming them in what you have been doing so far at Diamonds Factory?

B.Stinson: The most challenging part is continuing to deliver the best service possible. We have over 10 years of credible reviews which ranked us amongst the most trusted jewellers in the world, that is the biggest challenge, maintaining this.

SMP: What are the high moments of what you have been doing so far?

B.Stinson: Seeing the business double size in less than two years has been challenging but fantastic to be part of. The high moments have also involved heart-warming customer stories and being part of their special moments, itís really quite rewarding.

SMP: What are the main social channels are you using, why and which are the most effective for Diamonds Factory?

The main social channels we use are Facebook, Instagram and Twitter @diamondsfactory. Instagram is the most effective in terms of engagement, possibly due to it being aimed at our target audience, although we tend to get more traffic to our blog from Facebook.

SMP: What sort of activity / engagement are you receiving across the social channels that you use and how do you create / sustain this?

B.Stinson: Our average reach on our Instagram posts is around 850 while our stories get viewed on average 300 times. Polls and questionnaires tend to work well for us on stories while product and customer posts tend to see the most engagement and website/ profile clicks.

SMP: What do you see as your biggest challenges and opportunities for your sector and the competition that you have?

Biggest challenges are always staying ahead of the curve with customer experience. Be it AR technology for customers or simply providing a world class experience in store and online.

SMP: What is the most challenging part of building upon your brand presence in digital environments?

B.Stinson: For social media, the challenge is to always be relevant and reactive. We knew that weddings were likely to be affected so we had to shift our focus to other areas while also encouraging customers to 'propose from home' during COVID-19.

Diamonds Factory website about us image 600x246

SMP: What do you think is going to be the most interesting aspect regarding social media, social platforms and/or technology for the next 12 to 18-months and why?

B.Stinson: How will brands stand out in our sector versus the rest. For decades we have all done the same thing but with the shift again going to online, there needs to be more emphasis on how technology and social media platforms allow customers to make the decisions they need from their home.

SMP: What are your top five predictions for social media for the next 12 to 18-months and why (please use one to two sentences for each prediction)?

B.Stinson replies with:
Increase in video content
With the success of TikTok etc., it seems video content is becoming more and more popular.

Social media used as a customer service tool
As social media is now the largest way to communicate, it may begin to play a much larger part in customer service activities.

Adoption of AR and VR
It seems likely that virtual reality and augmented reality will continue to change the way we shop and allow customers to more readily try virtual products before buying.

Further increase in influencer marketing
Although influencer marketing is already a big deal, it is likely to become even more popular as customers' shopping habits are changing.

Easier to shop via social media.

SMP: What are your top overall five social media tips and why?

B.Stinson replies with:

  • Be consistent. Post regularly so that your followers do not forget about you.
  • Create engaging content. Create interesting content that has a purpose.
  • Be reactive and adaptable. Understand what is happening in the world and be adaptable in your approach to posting.
  • Interact with your followers. Create a good relationship with your followers to increase engagement.
  • Analyse your posts. Understand what works for you and what doesn't.
SMP: Best way to contact you and Diamonds Factory?

B.Stinson: You can contact anyone at Diamonds Factory via our support email, we will always be on hand.

Diamonds Factory website image 600x246

Now some questions for fun

SMP: What did you have for breakfast / lunch?

Poached eggs, avocado and Vegemite on toast.

SMP: Whatís the last good thing that you did for someone?

B.Stinson: Drove my five-month old son around our local area for 30 mins in the car to give my wife a much needed power nap!

SMP: If you werenít working at Diamonds Factory what would you be doing?

B.Stinson: Iíd be opening the batting for Australia, or more realistically, working in the backroom analysing the performance data.

SMP: When / where did you go on your last holiday and why?

B.Stinson: Rajasthan, India on honeymoon. Weíd always wanted to do the Golden Triangle and who doesnít love a good curry?

SMP: Whatís the first thing you do when you get into the office of a morning?

B.Stinson: Iíd like to say itís turning on my computer and replying to emails, but more often than not Iíll head straight to the kitchen and make myself a flat white.

SMP: If you had a superpower what would it be and why?

B.Stinson: To be able to speak any language. I love to travel and to be able to have a decent conversation and find out the local hotspots would make for some great experiences.

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