Moving from Manhattan to Westchester in 2010 not only gave Jessie Spellmann-Mignone a fresh perspective on suburban life, but it also opened the doors of possibility for her career. As a successful photographer and a new mom, she created a Facebook group called Mount Kisco Moms in hopes of unifying her community around local businesses and events. It eventually transitioned to Instagram and led to more attention for her work: Gigs increased, and the former city kid began to build her social media chops.
After taking some Instagram classes for small businesses, Spellman-Mignone launched a new Insta handle and website called “What’s in Westchester,” a county events hub, which has grown to more than 40,000 followers. Along the way, Spellmann-Mignone also took on the role of social media content creator at DeCicco & Sons Markets.
We spoke with her about how Westchester’s businesses, big and small, can foster enduring relationships with their customers.
What are some of the most important things you’ve learned about social media success?
When I started Mount Kisco Moms Instagram, it did really well, and personally, I learned that it is a great way to sell without selling. I posted beautiful photos I took of the community, but I wasn’t saying to people, do you need my service? It then became What’s in Westchester [@whats_in_westchester_ny] and has a much broader appeal now. The goal is not to have a million followers, it is to look like you really know how to use this tool and be a little bit better than the competition.
What are some of the strategies you use as the social media content creator for DeCicco & Sons Markets?
We had a meeting and asked why anyone should want to follow a grocery store. People will only follow when they need more of the content. DeCicco has got this perfect blend of having a wonderful American dream story and being such givers to the community. To reflect that message in social, we show all the community events they participate in — there is the heart, the people, the family. But the other part is to show the foodie life; they are so on top of quality and giving people the best. The produce manager has been monitoring the grapes for two years!
What is a successful campaign you have run for them?
They had a cannoli pie — I had never seen a cannoli pie. We filmed the making of the pie; you always want to fill the screen and make things big for people looking at it on their little screen. It’s chocolate pouring and cannoli cream, and that went viral. People were writing, can you ship it? Can I get it in California? People were driving up from Brooklyn. We sold it without selling it; we just showed it.
What resonates with followers?
It is relatability. Everybody’s followers are different and it’s about pinpointing who your community is. DeCicco’s is going to have an Italian community following them, they are going to have people who really enjoy quality food, and people who care about the community. So, in the cannoli pie example, it is saying, here is this high quality, Italian, unique, high-concept item, and then making it fun and exciting.
What metrics are important?
Shareability. If you have 1,000 followers and they like what you just posted, but nobody shares it, your content is not going to get very much reach. Think about our own scrolling habits — we know within the first second if something is interesting to us or if we want to send it to our sister or a friend. Creating shareability so that somebody will look at it and say, “I have got to send this.” That is the highest metric.
Favorite spots in Westchester?
I treat Westchester almost as if I’m a tourist. For me, I’ll say three: Mimi’s Coffee House (Mount Kisco), Horsefeathers (Tarrytown), and orchard hopping along Salinger’s (Brewster), Harvest Moon and Outhouse Orchards (North Salem), aka “Apple Avenue.”
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