Australia’s Small Business Social Media Giants: Maddy Duggan from Billy Heckenberg


I recently put out a call on social media to find Australia’s small business social media giants as nominated by you. These small business peeps might not have the largest number of followers (yet!) but we know how hard it is to create consistently original content, especially when starting out. These guys have nailed it.

First up in this series is Maddy Duggan of Billy Heckenberg, the beautiful Sydney based lifestyle and homewares brand.

Which social media platforms does your business actively engage in?
Instagram and Facebook.

What social media platforms have you shied away from and why?
Twitter, as I don’t think it’s the right platform for my type of business.

How important is social media in your company’s overall marketing efforts?
It’s so important, it’s my first point of contact and a great way to get feedback about new products.

How important is blogging to your business and your social media efforts?
I don’t have a blog as such, I just use Instagram and Facebook.

How do you source and create content for social media?
The majority of my content is made up of photos I take of my products and a little behind the scenes. I also post inspirational images mostly via Instagram.

Some people are fearful of, or intimidated by, social media. What would you say to those people?
If you have a business of any sort you need to be on social media. It’s fast becoming the way we all receive new information and how we communicate. Of course we all fear being judged by others, but you just have to give it a go and see where it can take you.

How do you ‘keep it real’ on social media?
I try to give a little more than just product shots, treat it like a world that people can be part of rather than constantly selling to people.

Billy Heckenberg's Instagram feed is a beautiful combination of product imagery, quotes and inspiring home pics in a consistent colour palette, theme and style.

Billy Heckenberg’s Instagram feed is a beautiful combination of product imagery, quotes and inspiring home pics in a consistent colour palette, theme and style.

How many people are involved in your social media planning, development, execution and monitoring and measurement?
It’s just me.

Which platform to you find works best for your business?
Instagram is the best by far! I receive so much support and feedback, it’s a real community. It also reads so much nicer than any of the other platforms.

What’s your biggest challenge you face in managing the social media needs of your business?
The biggest challenge is that you have to be consistent and check as much as possible. On the other hand, it’s hard not to let it distract you when you have to get your work done.

How often do you check, analyse and report on your social media activity?
I think I’m like most people when it comes to being on social media. I usually check it in the morning, a couple of times during the day and then last thing at night.

Do you use any 3rd party social media tools to help you manage your social media activity?
No and I didn’t even know you could.

How do you measure social media ROI?
Mostly I just check the statistics on my website, you can see when a post is popular by how many visitors you have.

Do you outsource any of your social media? Why/Why not?
No, personally I think the whole point of social media is to connect with the person behind the brand.

we all fear being judged by others, but

How do you monitor your social media stream out of hours?
Unfortunately some things do get missed, but I try to answer as many questions as possible.

What advice do you have for handling negative social media feedback?
You just have to take the good with the bad, I’ve been lucky enough to receive so much positive feedback and encouragement from my social media audience. Just try to handle the negative feedback as professionally as possible.

What’s the social media campaign you’re most proud of?
I generally don’t run campaigns, but I would be most proud of my consistency and ability to create fresh content regularly.

Do you find you have time for your own personal social media adventures, and if so, what’s your platform of choice?
Not anymore. I was never really consistent with Facebook until I started using it for my business. Now I generally post a mix of business and about 5% personal photos on my Instagram and Facebook.

Who else do you admire in this space?
There are just so many talented and creative people on Instagram, it’s such a huge source of inspiration for me. My favourites would have to be @nectarandstone, @jasminedowling and @heltenkelt.

What social media advice do you wish someone had given you when you started out?
Don’t be shy and just go for it!

You can find Billy Heckenberg on Instagram here and Facebook here.

What are your social media tips and tricks? Comment below and share them with the community for a mega ‘social media words of wisdom’ post in November.

See you next week!

Kylie x

Related Posts:
Australia’s Best Social Media Managers: Paul Conti
Australia’s Best Social Media Managers: Sam Zivot
Australia’s Best Social Media Managers: Cameron Parker
Australia’s Best Social Media Managers: Victoria Baker
Australia’s Best Social Media Managers: Cherie Clonan


social media and content marketing workshop

Let’s get our social mojo on in Melbourne, Sydney & Brisbane in October!

Join me and Belinda Langler for a creative and interactive workshop for businesses, exploring social media and content planning ideas and challenges.

At the end of the workshop you will walk away with a defined social media and content strategy, and an actionable plan. You’ll feel more purposeful, structured and clear about how to use social media in your business. And it will be fun! There will be coloured sharpies. There will be snacks. There will be lots of post it notes.

Topics include:
:: The new marketing paradigm in a social world
:: Content marketing defined
:: Defining customer personas
:: Defining brand stories
:: Social media and content audit
:: Developing a content calendar
:: Tools for managing & measuring social media
:: Q&A session for specific questions

Numbers are limited to ensure each attendee has their specific needs catered for.

For more information and to book your ticket, click here.

1 Comment

Leave a Reply