Using social media for marketing
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An introduction to social media - some popular tools, stats, developing of a strategy, and examples. This presentation is part of a larger workshop for new farm and food businesses.
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Using social media for marketing
- 1. USING SOCIAL MEDIA FOR MARKETING Sarah Cornelisse
- 2. We’ll talk about • Why use social media? • Social media strategy • Examples in Facebook, Twitter & Pinterest
- 3. What are social media? • Web-based and mobile technologies • Allow creation and exchange of user- generated content.
- 4. Facebook: Shared a link to a blog post Twitter: Engaged in a conversation
- 5. Why add social networking tools to your repertoire? “Fully 91% of online adults today, or 129 million individuals, access social media in a typical month.” http://www.experian.com/assets/simmons-research/brochures/experian-marketing-services-2011-social-media-consumer-report2.pdf
- 10. Percentage joining a business’s social network by age 90 80 70 60 50 40 30 20 10 0 18-24 25-36 37-48 49-64 65+ Source: K. Kelley & J. Hyde
- 11. Desired Post Frequency by Age 6 2-3 Times / week 5 4 Once a week Facebook 3 2-3 Times / month Twitter Blogs 2 Once a month 1 0 18-24 25-36 37-48 49-64 65+ Source: K. Kelley & J. Hyde
- 12. Social network expectations 70 60 50 40 30 20 10 0 Learn about new Learn about events Learn about sales Obtain exclusive Learn about a hobby products/direction of related to the before the general deals related to the business business public business Source: K. Kelley & J. Hyde
- 13. Developing a strategy • Social media is like a dinner party • “Social” is the key! – Engage proactively – Respond to good and bad
- 14. Developing a Strategy Company Strategy Pyramid Marketing SM
- 15. Elements of a Strategy • Marketing Goal – Develop a solid, profitable customer base – SM Goal – Develop Relationships With Potential Customers • SM Objective – Share 1 example of a product preparation per week – SM Strategy – Create a YouTube Channel for videos of product preps
- 16. Elements of a Strategy Develop a plan Map out what content you will provide Develop a timeline Events Promotions Product launches What content supplements these? Which social media tools will you use? Who will do the work?
- 17. Elements of a Strategy Measure success Are you achieving your goals & objectives? Use SM tools such as Facebook Insights, YouTube & blog stats, third party analytics (Twitter, Pinterest) Measure Demographics Likes, comments, check-ins, retweets, re-pins, etc.
- 20. PinLytics • Limited internal analytics at this time
- 21. Building a Following • Let people know about your social media presence – Print media, biz cards, signage, email signature – Purchase ads on Google or Facebook – Run a contest (e.g., prize at 1,000 Likes)
- 22. Building Relationships • Make the first move – Twitter: Follow, retweet, reply/mention, favorite a tweet, use hashtags – LinkedIn: Send a Connection request – Facebook Profile: Send a Like request – Google+: Add to circles – Pinterest: Follow
- 23. Building Relationships • Make the second move – Speak when you’re spoken to!
- 24. Building Relationships • Provide GREAT content… – Updates – Photos, Videos – Links • …About the business, your expertise, you and your team, relevant news/info about your industry
- 25. EXAMPLES OF USING THESE TOOLS FOR MARKETING
- 26. What Should You Post? • New products, and services (e.g. event space, wedding venue)
- 27. What Should You Post? • Business milestones, anniversaries, and events
- 28. What Should You Post? • What’s going on • Show your personality!
- 29. What Should You Post? • Information • Recipes - What can customers do with what they’re buying?
- 31. Ask Questions
- 32. Close up view of some pins
- 33. Social Media Best Practices • Cross link your efforts • Promote others • Be welcoming & • Listen friendly • Be human • Engage people • Follow those who want • Be humorous to follow you • Inform • Respond to what your • Monitor self-promotion followers are looking for • Provide “value”
- 34. In Conclusion… • Think of “strategy” from top-down. – Ensure SM is part of overall marketing plan • Explore tools as they emerge • SM is about relationship building!
- 35. Connect with us on social media! Team Accounts facebook.com/FarmBusiness Sarah’s Accounts pinterest.com/psuextagent @scornelisse farmbusiness.blogspot.com sarahcornelisse sarahcornelisse scornelisse77 scornelisse
Editor's Notes
- Discuss how social media are tools that can be used for 2 of the 4 P’s of marketing – promotion and, increasingly, placement. Tell how Twitter is collaborating with American Express to allow users to purchase goods through the use of specific hashtags in their tweets.
- Discuss importance of computer AND mobile technologiesDefine “content” – Any piece of information: text, photo, video, check-in…Ask who’s using any social media tools and whether for personal or business use.
- Explain these two examples of “content”Point out the interactive engagement between multiple individuals
- *Social media in this studyincludes visiting photo and video sharing websites, social and professional networking sites, online forums or message boards and social tagging and bookmarkingThis and the next few slides provide some statistics on consumer use of social media and why as a business owner you want to analyze and consider these tools’ appropriateness for marketing purposes.
- Facebook is the 2nd most used website behind Google. Many people are now getting their news and other information of interest to them by following the sources on Facebook, and Twitter, to have posts go through their newsfeeds rather than visiting individual websites, watching TV, or reading papers.Highlight the 6.5 hour average monthly use of Facebook per visitor. Ask how many people spend that much time in any one store during a month. With users spending that much time on Facebook, that’s great opportunity to have the potential to been “seen”
- This slide illustrates increasing use of Twitter and Pinterest. Ask who’s familiar with Pinterest. The top category for pins on Pinterest is food.
- Interestingly, even though about 80% of Pinterest users are women, men are more likely to purchase a product that they saw on Pinterest. Pinterest makes it easy to denote items that are available for purchase. We’ll see an example of that later on.
- Mistakeningly, many people assume that social media is for young people/teens/early 20’s. This is not the case. As this graphic illustrates, the majority of users fall between 25 and 54, key age groups specialty food businesses often target.
- The next couple of slides show results of survey work done by colleagues Jeff Hyde and Kathy Kelley. They surveyed primary food purchasers in households that were also users of social media in the Northeast.This slide illustrates the percentage of respondents that joined a food business’s social network by age range. The social networks included blogs, YouTube, Facebook, MySpace, and Twitter. Notice that across all age ranges at least 50% of people were following a food business on social media.
- A common question is “how often do I need to post/tweet?” We all hear about people who are posting minute details of their life/activities constantly throughout the day. As we see here, you really don’t have to be posting multiple times a day, or even every day to satisfy your followers. Across all the age ranges surveyed, no one wanted to see posts from the food businesses they followed more than 2-3 times a week, and 2-3 times a month to once a week was enough for older followers.So, once you’re comfortable with the social media tool you’re using and if you have a plan, the time required to utilize social media really shouldn’t be very much.
- If you want people to follow your business on social media, providing them with information and content that they value is extremely important. Some of the top reasons people stop following businesses are because the content is repetitive, posting too often, too many promotional posts (i.e. hard selling), no value provided beyond offers, and irrelevant content.In this survey, these were the top expectations people had for the type of content they would be provided with from the food businesses they followed on social media. While the top 3 expectations do revolve around new products, sales, faster knowledge, learning about the business and information that can help with their hobbies are also areas that people are expecting content. Often, the public looks to you as the business owner as an expert in your field. So if cooking happens to be a hobby they enjoy, they will view you, as the owner of a food business, as an expert and someone they can look to for tips & tricks, ideas, etc.
- Now that we’ve looked at who’s using social media and some of the different tools and what some of their expectations are for following businesses, let’s talk about developing a strategy for using these tools for marketing purposes.Ask people to imagine that they’re going to a holiday party. What do they do when they’re at the party? Do they stand in the corner? No, you interact with the other people attending (otherwise, why would you bother going?). Think of social media similarly. If you’re going to use any social media tool, you’re committing to engaging and interacting with the other people also using the tool. Just as you would respond thoughtfully to negative comments or criticism in person, you want to do the same on social media. People expect responses if they make a comment, especially a negative one. And, the worst thing you can do is to delete a negative comment. People will notice. Respond thoughtfully to the post and if appropriate, ask the person to connect with you offline for further discussion.
- When it comes to developing a social media strategy, it needs to correspond, and be inline with, the business’s overall mission and vision statements and overall marketing objectives developed in your marketing plan. Social media is exciting and it’s easy to lose focus or spend hours playing online. You don’t want to stray from your purpose for utilizing which ever social media tools you choose to implement.
- Let’s work through the process of developing a SM goal and objective for a specific marketing goal.Let’s say we have a farm market and one of our marketing goals was to increase the number of customers at the market and that we decided upon a social media (SM) Goal of Developing Relationships With Current and Potential CustomersGiven this, one of the SM goal’s objectives could be to share 1 example of a product preparation per week. We feel that this would demonstrate to customers that the business cares about sharing ideas on how their products can be used, strengthening relationships with current customers and offering value to prospective customers. While I’ve only listed one SM objective, the business could develop as many as they thought were needed to achieve the SM goal.Finally, taking the process one step further, to achieve that one SM objective, they might decide upon a SM strategy of creating a YouTube channel where they will share videos of someone preparing a dish using the featured product.Strategy might involve an engaging Facebook page, tweeting about deals, blogging about your products, providing content on Google+, taking control of your business’s profiles on foursquare, Facebook Places, Google Places, etc.** SM can be helpful for more than marketing. Listening is vital!!
- Once you have your goals and objectives identified, you should create a plan, or “map,” of how you will fulfill that objective.What content, information, and resources will you share that will assist in meeting your goals and objectives? Perhaps you will share useful tips, facts, stories, or coupons.Once you have identified the content, develop a timeline of important events, promotions, product launches, and anything else of significance that you foresee occurring or currently have planned. Then decide which items of content you will share at specific points in time along that timeline. Ideally, you want the content that you’re sharing to be related to these events in some fashion. Certainly you can share other non-related content at the same time via social media, but if you’re launching a new product, not sharing information about that new product makes no sense, especially if promoting that new product is involved in fulfilling the SM goals and objectives that you developed.Then, decide which social media tools you will utilize when sharing each piece of content. You may decide to share certain types of content only through one tool while sharing other pieces of content through multiple tools.Finally, and just as important, decide who will be responsible for carrying out the plan or different pieces of the plan. If more than one person will be involved, make sure that those involved understand all aspects of the plan, each person’s role in carrying out the plan, and that they communicate with each other as appropriate.
- The final step in any process is to measure the impact, or results, of what you did.First and foremost, did you achieve the social media goals that you identified?If yes, and you used multiple tools, can you identify which tools worked most effectively? Perhaps asking questions about past harvest festival highlights of FB followers generated more engagement than posting pictures or tweeting updates from the festival. You can use built-in or add-on tools for each SM tool to measure impact as well. Facebook, YouTube, and blogs all collect various statistics. For example, by reviewing your business’s Facebook Insights information, you can see demographic information about followers such as gender, age, and location. Insights also compiles stats on follower engagement through number of likes, comments, and check-ins.By collecting or reviewing this information, you can use it to focus your use of SM tools for similar purposes in the future.
- Facebook offers admins of Pages access to data through “Insights.” This is a screen shot of just one portion of Insights for a Page I manage. I can easily look through the posts made to our Page to see which posts generated the most, and best, engagement with our followers. Not all follower engagement is created equal. You have reach, engaged user, and talking about this (explain each). You really want to be aiming for higher numbers within the “talking about this” column which includes someone liking, commenting, or sharing a post. By clicking on the number FB will show you a pie chart of the different types of those actions for the post as well. And, among liking, commenting, and sharing, you want to aim to get people to share your posts. This indicates that they value the information that you posted enough that they want their friends to know about it. And hopefully if their friend(s) are not already followers of you, they will start.Top of the Page –Total likes - # of unique people who like the pageFriends of Fans - # of unique people who are friends of fansPeople Talking about This - # of unique people who have created a story about your Page in the previous 7 days. Stories are created when someone likes your Page; posts to your Page wall; likes, comments on or shares one of your Page posts; answers a question you posted; responds to your event; mentions your Page; tags your Page in a photo; checks in at your location; or recommends your location.Weekly Total Reach – # of unique people who have seen any content associated with your Page in the previous 7 days. Includes Ads and sponsored stories that point to your PageGraphPosts – The size of the bubbles represents the number of posts your Page published each day (based on Pacific time) in the previous 28 daysPeople Talking about This – # of unique people who have created a story about your Page in the last 7 days, for each day in the previous 28 days.Weekly Total Reach – # of unique people who have seen any content associated with your Page in the last 7 days for each day in the previous 28 days.Page Posts (date is based on Pacific time)Reach – The # of unique people who have seen a post. Figures are for the first 28 days after a post’s publication only.Engaged Users – The # of unique people who have clicked on the post. Figures are for the first 28 days after a post’s publication only.Talking about This – The # of unique people who have created a story from the post. Stories are created when someone likes, comments, or shares the post; answers a question; responds to an event. Figures are for the first 28 days after a post’s publication only.Virality– The Percentage of people who have created a story out of the total number of unique people who have seen it.Can sort posts by date, reach, engaged users, talking about this, or virality.Can look at posts by post type – all, post, photo, link, video, question, offer, platform post
- TweetReach is a 3rd party analytics tool for Twitter.Search for keywords, usernames, phrases, tweet text, or a URL. Here’s screenshot of a portion of a report that I generated on my Twitter handle.TweetReach Provides…# of accounts reached.#of “impressions”Who contributed to your reachWhat was retweeted?Reach is the total number of unique Twitter users who received tweets about the search term. Exposure is the total number of times tweets about the search term were received by users. Exposure is the number of overall impressions generated by tweets in this report – the total number of times tweets were delivered to timelines (including repeats). The graph breaks down how many Twitter accounts received how many tweets about your search termWe call each receipt of a tweet an impression.Activityprovides details about the tweets in this report, including the total number of tweets and unique contributors, the time period covered by the report, a graphical timeline showing tweet volume during the report period, and tweet type breakdown.Free account only covers last 50 tweets, but you can save your reports. Doing so will allow you to look for trends.
- Pinterest doesn’t provide much in the way of internal analytics at this time. The most you can get is this running list of new followers, pin likes, and repins. Once activity disappears from this ticker, there’s no way to see any historical activity.There are third party Pinterest analytic tools available, but they seem to still be working on becoming stable businesses. One of the most popular, Pinnerly, just merged with another company to become Reachli. Another, PinReach, seems to still be working on providing data – I have an account for our Pinterest account with them and there’s been no data for quite awhile. You can set your Pinterest notification to that such that you receive emails about activity for your account – new followers, likes, comments, repins. For the time being, while labor intensive, this may be the best way to track activity.Pinterest is working on developing internal analytics for business accounts. Currently it’s still in the beta phase and does require that businesses have a verified website listed with their account (one requirement for a verified website is that it is top-level domain such as www.nytimes.com rather than one like our SET URL, www.extension.psu.edu/farm-business)
- Social media is not like the Field of Dreams – “build it and they will come.” Just like 10-15 yrs ago when businesses were first starting to develop websites, you need to let your customers and the public know that you have social media presence(s). Use one of the food product props to show how just like they have their website on their product label, they could easily add social media logos, indicating to customers that the business can be found there.
- Don’t be afraid to make the first move on social media. If there are other businesses and organizations with social media accounts, follow them – hopefully they’ll return the favor. You can also ask people to like or follow you.Other tactics include commenting on others’ postings or to initiate a conversation.
- Remember, if you’re going to be on social media, you have to make the commitment to interact and engage with others. So, if someone comments or asks a question, make sure you are keeping tabs on your presences and are willing to take the time to respond. If your followers (or potential followers) initiate engagement by asking you questions or sharing their experiences, respond to them as appropriate. Sometimes it’ll be as simple as saying “thank you.” If they seem particularly inquiring offer them additional information or resources, if you are able or offer to take the discussion offline.If you have a smartphone, it’s really easy to use the apps for each of the social media tools to receive notifications of activity when you’re away from your office or desktop. Or, you can have email or text message notifications sent to your phone.
- The following slides show some examples of how other businesses are using social media for various marketing purposes. A great way to see what content people respond to is to browse other businesses’ social media accounts. Follow businesses that you purchase from or support and take note of the content that you enjoy and respond to.
- As discussed earlier, people want to be kept up to date on new products/services that you may have to offer. Supplement a text post with photos. Photos not only increase the likelihood of the post appearing in followers’ Facebook newsfeeds, but they also draw the viewer in and help you connect with them more than just text alone.
- Special events, classes that you may offer, grand openings, festivals, etc. are other things to share with your followers.
- Sharing photos of everyday activities can also generate interaction with followers. For instance, this dairy farm posted a picture of a newborn calf to their Facebook page, said they were thinking of naming it “swiss” or “mozzarella,” and then asked for suggestions. The post garnered 13 likes and 11 comments. It’s something simple that is an everyday occurrence on a dairy farm, but something not many people get to experience if they don’t live on a farm or have relatives that do.Sharing what goes on behind the scenes or allow you to produce what you sell can also make for great social media content. This orchard created a video posted a video explaining what they do in the orchard during the “off” time of year, something that may be of interest to people who may happen to drive by and see them out there, yet not know what they’re doing or why. If someone were to start asking you pruning questions, the person in charge of their social media should answer their questions as best as they are able, but may also want to direct the questioner to supplemental fact sheets or instructional videos.
- Additional information about what people can do with the products they purchase from you is also valuable to followers. This orchard/farm market sells peaches, and as we see here they offer just one (of probably many) ways that they know of preparing and enjoying their peaches beyond just eating them fresh. The eye-catching photo really brings their preparation to life and makes one want to go out and get some peaches.
- Here we see a pin (on Pinterest) that leads to the recipe for the item pictured. When pinning to Pinterest, try to have the pins (photos) lead to your website where the user can find additional information about the item pinned.
- Feel free to get the conversation started by asking questions or asking about thoughts, experiences, or opinions. On the right, is the first question in what turned out to be a series of eight questions (1 posed each Sat.) to the followers of this farm market. The Orchard offered options for people to choose from, in addition to asking for other suggestions. I followed this series of “Survey Saturday” questions and it was apparent that their followers appreciated the opportunity to provide input and feedback and were waiting for each week’s question. I also followed up with the person who posted the questions and they indicated that they did make several changes and additions to their farm market based on the input received. They appreciated the input so much that they’ve brought back “Survey Saturday” this winter.Ask questions about: Their current interestsWhat new products they are interested in purchasing What complementary products they are interested in purchasingSuggestions for cause marketing ideas, events, and promotions
- Here are some examples of what others are pinning on Pinterest. Infographics are very popular. Videos can also be posted, though Pinterest currently only supports YouTube videos to play within the site. Crafty type food projects are also quite popular as it combines the two most popular Pinterest categories – food and crafts. The pin of the pecan pie shows how items for sale can be indicated on pins. When the dollar sign is entered in the pin description, the ribbon showing the price (entered in the description) appears on the upper left corner. For this particular pin, when I clicked on it, I was taken to the online ecommerce website for the farm market that made and sold this pie.What to PinYour farm/business photosYour product(s) photosBlog posts & resourcesVideosContestsRecipes, visitor photos, etc.
- Just a list of social media best practices to keep in mind as you consider the use, and actually use, social media tools to engage with followers (customers and the general public). Cross linking efforts means if you’re using multiple social media accounts, to leverage their use off one another. For instance, tweet links to Facebook or Pinterest. If you’ve written a blog post, take appropriate pieces of the blog and share that on other accounts.Don’t be afraid to promote other organizations or businesses that you believe in or that complement your own. If your followers are interested in you, your business, your products, they may very well be interested in these other businesses and will appreciate you showing your support of them.Try not to out-source your social media efforts. Followers can easily tell when posts don’t sound genuine or too “planned.” Finally, the key – determine what content your followers “value” and keep providing more of the same. This takes time to determine, so pay attention to analytics, ask people when you encounter them in person, etc. Don’t be afraid to change course from what you may have planned out months prior if need be.
- Reinforce point that SM is part of marketing is part of whole business…As you see tools emerge in importance (become more broadly adopted), open an account and explore how they can be used. Pinterest, for example.Never forget that SM is primarily about “socializing.” Sales will flow later as you develop relationships with customers and the public.
- Encourage the audience to connect with our team social media accounts.