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Colleen Newvine
Newvine Growing

I know I'm supposed to do this social media thing -- but WHY?
NAFDMA 2014
#NAFDMA
@NewvineGrowing

Our agenda
 What

is social media success?
 Setting business goals
 Taking actions tied to tho...
#NAFDMA
@NewvineGrowing
#NAFDMA
@NewvineGrowing

Is this what success looks like?
#NAFDMA
@NewvineGrowing

Or is it this?
#NAFDMA
@NewvineGrowing

Or is it this?
#NAFDMA
@NewvineGrowing

Or is it this?
#NAFDMA
@NewvineGrowing

Or is it this?
Manta, an online small business community,
surveyed more than 1,200 of its members...
#NAFDMA
@NewvineGrowing

“Excuse me sir,” Alice
enquires, “could you tell
me which road to take?”
Wisely the cat asks,
“Wh...
#NAFDMA
@NewvineGrowing

It’s not just about numbers
Social media is a tool to achieve your goals
 Reach the right people...
#NAFDMA
@NewvineGrowing

Five questions about strategy
When you’re crafting your online marketing
strategy, ask:
 What ar...
#NAFDMA
@NewvineGrowing

Getting specific about goals
What do you want and how can you
measure it:
 Do you want to make m...
#NAFDMA
@NewvineGrowing

Goals drive your actions
Based on your business goals, do you want
to make any changes to:
 What...
#NAFDMA
@NewvineGrowing

Actions drive communications
Then let the world know about your actions:
 What will you communic...
#NAFDMA
@NewvineGrowing
#NAFDMA
@NewvineGrowing

Actions drive marketing
How will you measure your results?
o Share a coupon
o Share a coupon code...
#NAFDMA
@NewvineGrowing

Actions drive marketing
#NAFDMA
@NewvineGrowing

You can do this
#NAFDMA
@NewvineGrowing

Using metrics well
To track what works for you and what
doesn’t:
 Develop a system
 Build in me...
#NAFDMA
@NewvineGrowing

Which do we care about?
#NAFDMA
@NewvineGrowing

Each platform offers tools
#NAFDMA
@NewvineGrowing

Or design your own
#NAFDMA
@NewvineGrowing

One big caveat
#NAFDMA
@NewvineGrowing

Achieve your goals
#NAFDMA
@NewvineGrowing

Think results with metrics
Some examples of what you might track:
 Facebook likes, comments, sha...
#NAFDMA
@NewvineGrowing

If you aren’t there yet ...
#NAFDMA
@NewvineGrowing

Take this talk home
Newvine Growing
Marketing strategy and tactics
for farmers, farmers markets
and farm-to-table restaurants
http://newvinegr...
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Newvine Growing -- setting social media goals and measuring results for NAFDMA

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From the North American Farmers' Direct Marketing Association convention 2014 --

It’s all well and good to get more likes on Facebook or more followers on Twitter — but who cares? You’re busy, you aren’t doing this just to win a high school popularity contest.

NAFDMA ’14 keynote speaker Joe Calhoon advocates clearly defining your vision, mission and values. We will talk about how to connect your business goals with your online marketing plan, including setting measurable metrics and the analytics to help decide if you’re being effective.

Everything from what you say, to where and when you say it, should move you toward your business goals. If you see increased attendance or sales, that might make social media worthwhile, right?

Published in: Marketing, Business, Technology
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Newvine Growing -- setting social media goals and measuring results for NAFDMA

  1. 1. Colleen Newvine Newvine Growing I know I'm supposed to do this social media thing -- but WHY? NAFDMA 2014
  2. 2. #NAFDMA @NewvineGrowing 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
  3. 3. #NAFDMA @NewvineGrowing
  4. 4. #NAFDMA @NewvineGrowing Is this what success looks like?
  5. 5. #NAFDMA @NewvineGrowing Or is it this?
  6. 6. #NAFDMA @NewvineGrowing Or is it this?
  7. 7. #NAFDMA @NewvineGrowing Or is it this?
  8. 8. #NAFDMA @NewvineGrowing 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:
  9. 9. #NAFDMA @NewvineGrowing “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
  10. 10. #NAFDMA @NewvineGrowing It’s not just about numbers Social media is a tool to achieve your goals  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’s in it for them?
  11. 11. #NAFDMA @NewvineGrowing 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?
  12. 12. #NAFDMA @NewvineGrowing 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?
  13. 13. #NAFDMA @NewvineGrowing 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?
  14. 14. #NAFDMA @NewvineGrowing 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?
  15. 15. #NAFDMA @NewvineGrowing
  16. 16. #NAFDMA @NewvineGrowing Actions drive marketing 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
  17. 17. #NAFDMA @NewvineGrowing Actions drive marketing
  18. 18. #NAFDMA @NewvineGrowing You can do this
  19. 19. #NAFDMA @NewvineGrowing 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
  20. 20. #NAFDMA @NewvineGrowing Which do we care about?
  21. 21. #NAFDMA @NewvineGrowing Each platform offers tools
  22. 22. #NAFDMA @NewvineGrowing Or design your own
  23. 23. #NAFDMA @NewvineGrowing One big caveat
  24. 24. #NAFDMA @NewvineGrowing Achieve your goals
  25. 25. #NAFDMA @NewvineGrowing 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
  26. 26. #NAFDMA @NewvineGrowing If you aren’t there yet ...
  27. 27. #NAFDMA @NewvineGrowing Take this talk home
  28. 28. Newvine Growing Marketing strategy and tactics for farmers, farmers markets and farm-to-table restaurants http://newvinegrowing.com colleen@newvinegrowing.com

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