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Using Social Media To Build A Community Of Buyers

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Presentation given to the Snohomish County Focus on Farming Conference, November 5, 2009.

Presentation given to the Snohomish County Focus on Farming Conference, November 5, 2009.

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  • Thanks for having me!We don’t have much time, so let’s get right down to it, and feel free to ask questions along the way…and afterwards.
  • By the end of this 20 minutesYou will understand what social media isYou will understand how to use social media to grow your businessWe’ll start out with some concepts, and then hit some examples at the end.
  • DISCLAIMER: Not enough time to be nuanced. 45 Minutes does not allow for it.
  • Ultra Top Secret Advice: People buy things frompeople and organizations that they like and trust.Remember that.
  • What is Social Media?Digital tools that connect people to each other and to you.Or another way of saying…Social media is a set of digital tools that helps you get customers to like and trust you.People trust other people. So we need other people to help us. Social media are the digital tools that help us do that.
  • These tools support connections between you and your customers, and between the customers themselvesFeedback (comments/reviews)Transparency (letting people in)Conversation (back and forth)
  • These are tools…what are the hammer, saws and nails here?Google, Facebook, Twitter, Flickr, Yelp, Trip Advisor, LinkedIn, Myspace, Thousands of othersEach with unique features, opportunities, and If you use them right, web, email, forums, comments, reviews, etc.
  • There are many tools. MANY MANY TOOLS.This is a diagram of JUST those tools associated with Twitter. Each tool has it’s own shape, purpose, and opportunity.DON’T PANICLuckily, many of them work together.
  • Important Point:Tens of millions – HUNDREDSs of millions of people are using social media.They are already here. Like an alien movie…
  • Tens of millions of people already use these tools. They are there. Talking. Sharing. Buying. Groups of them care about the same things you do.
  • So what are we talking about here.This great river of people are already wanting to talk your products and services.By reaching out to them, listening to them, and engaging them, And ADDING VALUE, You create relationships.Relationships = Customers = Sales
  • What can these tools do for me or my business?Limited only by your creativityKey elements of what these tools let you doListen to what your customers are saying about youLearn about what is important to your customersConnect customers to you (stickiness)Connect customers to each other (super duper sticky)
  • First things first.These are tools. They are not ends in and of themselves.This is marketing, folks. You should have a plan.
  • HUB AND SPOKEStart with website and blog – the hubReach out to outposts – create the spokesLet’s Look at Boistfort
  • BlogIf you have knowledge, share it.If you have a passion, share it.IT IS YOUR VOICEPeople love to connect with both.Sugar Mountain Farm Blog
  • Twitter: instant messaging for your businessBuild a followingGet new info out to your customers – new product arrivalsAmplify and expand the reach of your blog Be unique here.Dialogue vs. BroadcastFarmer Roger
  • Facebook: building communityNot right for every business.If you have an EXISTING community, go for it. Otherwise, wait.Businesses create FAN Pages.Be Unique here.Dialog vs. Broadcast
  • Yelp + GoogleCustomer reviews criticalNot just the review, but how you respondReinforces need for good productCREMA_YELP
  • Put it all together: the 7 L’s:Look: Evaluate your product or serviceListen. ALERTSLearn. Know your customers. Learn where they hangoutLeverage: Make your hub excellent – add valueLeap: Start creating outposts appropriate for you and your customers – add valueLay down a plan: Develop coherent and sustainable communication plansLead: Rivers change course. Be ready for it. Be ahead of it.
  • ADD VALUEADD FUNADD STICKINESSBuyers clubs
  • Transcript

    • 1. Use Online Social Media to Build a Community of Buyers
      Focus on Farming Summit
      November 5, 2009
      Keven Elliff
      Windridge Solutions
      www.kevenelliff.com
      keven@kevenelliff.com
    • 2. In 45 Minutes
      What is Social Media?
      How Can I Use It to Build Sales…Year Round?
    • 3. DISCLAIMER
      Time is Short…
      Avoiding Nuance at ALL Costs!
    • 4. Psssst…..
      People buy things from people and organizations that they like and trust.
    • 5. What is Social Media?
      A set of digital tools that helps you get customers to like and trust you.
      The farm or nursery’s advantage? PEOPLE ALREADY LOVE AND TRUST YOU!
    • 6. How Does It Work?
      They enable connection
      Feedback (comments/reviews)
      Transparency (letting people in)
      Conversation (back and forth)
      Are you ready for connection…
    • 7. Let’s Plant a Seed
      Imagine that your business is actually a magazine
      You have a story.
      You have a passion.
      You have a point of view.
      You have something to share.
      You can predict when certain things are going to happen (i.e. seasonality = an editorial calendar)
    • 8. Hammers, Nails, and Saws
      Google, Facebook, Twitter, YouTube, Flickr, Yelp, Trip Advisor, etc…
      Website, blogs, email, forums, comments…
      Each is it’s own unique ecosystem
    • 9.
    • 10. Important Point
      “They’re heeerrreeee…..”
    • 11.
    • 12. You Can’t Hide
      Tens of millions of people already use these tools. They are there. Talking. Sharing. Buying.
      Groups of them care about the same things you do.
      Why would you NOT want to create relationships with them?
    • 13. Relationships = Sales
      Good Relationships =
      Trusting and Engaged Customers =
      Sales
    • 14. What can these tools do for me?
      Listen to what your customers say about you.
      Learn what is important to your customers.
      Connect customers to you.
      Connect customers to each other.
    • 15. First Things First
      Business Plan--CHECK
      Marketing Plan--CHECK
    • 16. Hub and Spoke
      Start with website and blog – the hub
      Reach out to outposts – create the spokes
    • 17. Blog
      If you have knowledge, share it
      If you have a passion, share it
      People love to connect with both
    • 18. Twitter a.k.aPublic Instant Messaging
      Amplify and expand the reach of your website
      Customer service
      Get new info out to your customers
      Be unique here
      Dialog vs. Broadcast
    • 19. Facebook: Community Tools
      Big Reach, but not right for every business.
      If you have a strong EXISTING community, go for it. Otherwise, wait
      Businesses create FAN Pages
      Be unique here – more visual
    • 20. Yelp, Google, Trip Advisor
      Customer reviews have enormous power. People trust other people.
      It’s not just the review, but how you respond.
      Make sure your product is good.
      Encourage customers to review.
    • 21. 7 L’s
      LOOK: Evaluate your product or service
      LISTEN. Alerts, search
      LEARN. Know your customers. Learn where they hangout
      LEVERAGE: Make your hub excellent – add value
      LAY DOWN A PLAN: Develop coherent and sustainable communication plans
      LEAP: Start creating outposts appropriate for you and your customers – add value
      LEAD: Rivers change course. Be ready for it. Be ahead of it.
    • 22. Keep it Rolling!
      Take it into the real world
      Parties
      Events
      Videos
      Customer stories
      Link back into your business – always.
    • 23. Use Online Social Media to Build a Community of Buyers
      Focus on Farming Summit
      November 5, 2009
      Keven Elliff
      Windridge Solutions
      www.kevenelliff.com
      keven@kevenelliff.com

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