We can look at a few areas like a quick look at the major channels and their strengths and weaknesses, a higher level approach to social media (branding, not selling), how to separate content for your disparate targets (students, growers, industry people), and look at some case studies on different approaches. - Overview of active user numbers on the platforms in NZ - Case studies showing the different scales of using Facebook - How to approach social media - Why brand is key on social media - Case studies (All Good Bananas, California Avocado Commission, a Tasmanian vineyard) - Discussion on why strategy is important - Discuss Zespri - Broader Q&A

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ZESPRI/
SOCIALMEDIA
PRESENTATION
MOSH.CO.NZ
Zespri Presentation V1.0

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2.8 Million
1.7 Million
0.5 Million
0.5 Million
0.3 Million
0.5 Million
? Million
Fish where the fish are
Videos, easily shared, easy to find (SEO)
Professional person-person networking
Fast breaking, loved by the media
Beautiful, image rich, loved by women
Trendy, mobile photo sharing
Young, fun, images that disappear (supposedly)
Source: June 2015 Nielsen Net Ratings Data, ‘Active Users in NZ’

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NZ’s biggest website gets
2 Million users per month
Facebook gets
2 Million users per day
30% are over 50

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Facebook is King in NZ
(for now...)

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Globally, 87% of daily Facebook
use is on a mobile device

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CASESTUDY:
GHITATHE
SOCIAL
SHEPHERD
VIDEOHERE

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CASESTUDY:
BALLANCE

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HOWTO
APPROACH
SOCIALMEDIA...

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7060505040302010
0.1
0.2
0.3
0.4
0.5
0.6
0.7
0.8
0.9
1.0
0
ENGAGEMENT%(PERCOMMUNITYMEMBER)
FREQUENCY (AVERAGE POSTS PER MONTH)
AREA OF CIRCLE REPRESENTS COMMUNITY SIZE
YOUI (2,286)
NZ TAX REFUNDS (88,680)
AMP (15,263)
TOWER (10,316)
ASB
(128,803)
COCA COLA
(246,466)
AMP SCHOLARSHIPS
(17,952)
ANZ
(68,298)
COMM. BANK
(604,477)
AIR NEW ZEALAND
(951,713)
AAMI
(106,170)
XERO
(53,835)
ALL STATE (422,513)
GEICO
(404,920)
ALL STATE MAYHEM
(1,829,400)
LIBERTY MUTUAL
(1,963,228)

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FACEBOOK
ISNOTA
WEBSITE
12,836
Page visits
8,848,684
impressions
< 0.15% are
Page Visits

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HORTICULTURECASESTUDIES

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ASIMPLE(ISH)
STRATEGY:
Conversion
Goals
Database
Facebook
Custom
Audience
and
Lookalike
Audience
Website
Custom
Audience
Facebook
Conversion
Pixel
Landing
Page
WEBSITE
EMAIL
SIGNUP
CAMPAIGN
ADS
C.A&L.A.L
W.C.A
C.P
TARGETING
EMAIL
SIGNUP
$
W.C.A
C.P
C.A&L.A.L

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KEY
TAKEAWAYS...