Newvine Growing social media strategy.The Corn Party.March 2015.slideshare
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Before you worry about what you're going to say on social media or the best time to post on which platform, it's important to think about what you're trying to accomplish -- your business goals should be the foundation of your plan. This is a presentation I gave to the Corn Party in Albany in March 2015.
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Newvine Growing social media strategy.The Corn Party.March 2015.slideshare
- 1. Before you tweet, pin or like, create a plan The Corn Party, March 2015 Colleen Newvine Newvine Growing
- 2. Our agenda What is social media success? Setting business goals Taking actions tied to those goals Using online marketing to communicate actions How you can assess whether it’s working Your questions #cornparty @NewvineGrowing
- 4. Is this what success looks like? #cornparty @NewvineGrowing
- 5. Or is it this? #NAFDMA @NewvineGrowing
- 6. Or is it this? #cornparty @NewvineGrowing
- 7. Or is it this? #cornparty @NewvineGrowing
- 8. Or is it this? Manta, an online small business community, surveyed more than 1,200 of its members, and found 39 percent saw a return on their social media investment: #cornparty @NewvineGrowing
- 9. “Excuse me sir,” Alice enquires, “could you tell me which road to take?” Wisely the cat asks, “Where are you going?” Somewhat dismayed, Alice responds, “Oh, I don’t know where I’m going sir.” “Well,” replied the cat, “if you don’t know where you are going, it really doesn’t matter which road you take.” Know where you’re going #cornparty @NewvineGrowing
- 10. It’s not just about numbers Reach the right people with the right message at the right time What information do they need? What information do they want? What’s the specific next step you want them to take? What will connect with them – entertain them, amuse them, inspire them? What’s in it for them? #cornparty @NewvineGrowing
- 11. Five questions about strategy When you’re crafting your online marketing strategy, ask: What are your goals? What’s your status quo? Who is your audience? What is your competition doing with social media? What resources do you have? #cornparty @NewvineGrowing
- 12. Getting specific about goals What do you want and how can you measure it: Do you want to make more money Do you want to make different money? Do you want to save money? Do you want to lower your stress? Do you want to contribute more? #cornparty @NewvineGrowing
- 13. Goals drive your actions Based on your business goals, do you want to make any changes to: What you are selling? Where you are selling it? How much you are selling it for? #cornparty @NewvineGrowing
- 14. Actions drive communications Then let the world know about your actions: What will you communicate? Who will you communicate with? Where will you communicate it? When will you communicate it? #cornparty @NewvineGrowing
- 17. All things are connected #cornparty @NewvineGrowing
- 18. All things are connected #cornparty @NewvineGrowing
- 19. Assessing your results How will you measure your results? o Share a coupon o Share a coupon code o Use a custom URL and Google Analytics o Use social media analytics o Check your bank account #cornparty @NewvineGrowing
- 21. Using metrics well To track what works for you and what doesn’t: Develop a system Build in measurement from the beginning Look for trends Run comparison tests Keep focused on the end goals #cornparty @NewvineGrowing
- 22. You can do this #cornparty @NewvineGrowing
- 23. Which do we care about? #cornparty @NewvineGrowing
- 24. Each platform offers tools #cornparty @NewvineGrowing
- 25. Or design your own #cornparty @NewvineGrowing
- 27. Think results with metrics Some examples of what you might track: Facebook likes, comments, shares Twitter followers, retweets and @mentions Clickthrus on links Website traffic Visits to your farm Weekly and monthly revenue Weekly and monthly profit #cornparty @NewvineGrowing
- 28. If you aren’t there yet ... ##cornparty @NewvineGrowing
- 29. Take this talk home #cornparty @NewvineGrowing
- 30. Newvine Growing Marketing strategy and tactics for farmers, farmers markets and farm-to-table restaurants http://newvinegrowing.com
Editor's Notes
- Often when I talk to people who are lost or frustrated with social media, I find it’s because they don’t really know why they’re doing social media. If you don’t know why you’re doing it, it’s hard to prioritize what to do and nearly impossible to figure out if it’s working. So we’ll talk about getting specific business goals as the foundation for your social media plan. Goals will drive your actions. Actions inform your marketing communications. Then you measure. Are you reaching your goals?
- Gary’s Social Media Count showed that in 30 seconds – 30 seconds – there were Almost 1 million likes on Facebook 50 hours of video uploaded to YouTube Nearly 1.5 million tweets sent About 20,000 likes and comments on Instagram See more … http://www.personalizemedia.com/garys-social-media-count/ -- this is a speeding train that’s already left the station, so if it feels like you’re having to run fast to keep up, it’s not just you.
- Ultimately, I think the WHY is to boost your business. Not just to get more followers or likes or comments.
- If this sounds hard, it doesn’t have to be. It’s just the online version of what you’ve probably been doing for years. If you advertised in your local newspaper with a coupon, at the end of the season you counted coupons to see how many got redeemed.
- You can find Twitter analytics on your follower trend and which of your tweets have gotten the most favorites, retweets and clicks at https://analytics.twitter.com/ You can get Facebook page data by clicking “see insights” up in the top right of your admin panel. These can each show you what individual posts are getting the most engagement – but they won’t show you how many of those likes lead to a purchase, for example. They show you social media results, not business results.
- This is an Excel spreadsheet I designed to track and measure marketing campaign results. It starts at the far left with a campaign – maybe it’s promoting sign ups for your CSA, for example, or announcing the opening of you-pick pumpkins for the season. Then it asks the major business goal we’re addressing. So it’s tying each marketing communication effort back to the business goal and its related campaign, which is the action. Then it asks who the audience is. You might talk differently to existing customers than to people who haven’t yet been to your farm or to reporters. It then prompts through questions about the key message of the content, and the content – is it a photo, a video, whatever. Then it ends with two types of tracking: It asks about what social media metrics you’ll track – retweets or video views, for example AND it asks what business metrics you’ll track – number of customers or dollar value each customer spends, for example But – if this is too much for you, you don’t need to make it this complicated. Do what is reasonable and sustainable for you and your business. Pick your business goals and keep an eye on those.
- You can find me at facebook.com/NewvineGrowing – I will post this PowerPoint there, using a link to Slideshare. If you already use Slideshare, you can go straight there and find me at slideshare.net/cnewvine