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Before you tweet, pin or like, create a plan
The Corn Party, March 2015
Colleen Newvine
Newvine Growing
Our agenda
 What is social media success?
 Setting business goals
 Taking actions tied to those goals
 Using online ma...
#cornparty
@NewvineGrowing
Is this what success looks like?
#cornparty
@NewvineGrowing
Or is it this?
#NAFDMA
@NewvineGrowing
Or is it this?
#cornparty
@NewvineGrowing
Or is it this?
#cornparty
@NewvineGrowing
Or is it this?
Manta, an online small business community,
surveyed more than 1,200 of its members, and
found 39 percent sa...
“Excuse me sir,” Alice
enquires, “could you tell
me which road to take?”
Wisely the cat asks,
“Where are you going?”
Somew...
It’s not just about numbers
 Reach the right people with the right
message at the right time
 What information do they n...
Five questions about strategy
When you’re crafting your online marketing
strategy, ask:
 What are your goals?
 What’s yo...
Getting specific about goals
What do you want and how can you
measure it:
 Do you want to make more money
 Do you want t...
Goals drive your actions
Based on your business goals, do you want
to make any changes to:
 What you are selling?
 Where...
Actions drive communications
Then let the world know about your actions:
 What will you communicate?
 Who will you commu...
#cornparty
@NewvineGrowing
#cornparty
@NewvineGrowing
All things are connected
#cornparty
@NewvineGrowing
All things are connected
#cornparty
@NewvineGrowing
Assessing your results
How will you measure your results?
o Share a coupon
o Share a coupon code
o Use a custom URL and Go...
Assessing your results
#cornparty
@NewvineGrowing
Using metrics well
To track what works for you and what
doesn’t:
 Develop a system
 Build in measurement from the beginn...
You can do this
#cornparty
@NewvineGrowing
Which do we care about?
#cornparty
@NewvineGrowing
Each platform offers tools
#cornparty
@NewvineGrowing
Or design your own
#cornparty
@NewvineGrowing
One big caveat
#cornparty
@NewvineGrowing
Think results with metrics
Some examples of what you might track:
 Facebook likes, comments, shares
 Twitter followers, ...
If you aren’t there yet ...
##cornparty
@NewvineGrowing
Take this talk home
#cornparty
@NewvineGrowing
Newvine Growing
Marketing strategy and tactics
for farmers, farmers markets
and farm-to-table restaurants
http://newvinegr...
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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. 1. Before you tweet, pin or like, create a plan The Corn Party, March 2015 Colleen Newvine Newvine Growing
  2. 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
  3. 3. #cornparty @NewvineGrowing
  4. 4. Is this what success looks like? #cornparty @NewvineGrowing
  5. 5. Or is it this? #NAFDMA @NewvineGrowing
  6. 6. Or is it this? #cornparty @NewvineGrowing
  7. 7. Or is it this? #cornparty @NewvineGrowing
  8. 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. 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. 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. 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. 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. 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. 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
  15. 15. #cornparty @NewvineGrowing
  16. 16. #cornparty @NewvineGrowing
  17. 17. All things are connected #cornparty @NewvineGrowing
  18. 18. All things are connected #cornparty @NewvineGrowing
  19. 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
  20. 20. Assessing your results #cornparty @NewvineGrowing
  21. 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. 22. You can do this #cornparty @NewvineGrowing
  23. 23. Which do we care about? #cornparty @NewvineGrowing
  24. 24. Each platform offers tools #cornparty @NewvineGrowing
  25. 25. Or design your own #cornparty @NewvineGrowing
  26. 26. One big caveat #cornparty @NewvineGrowing
  27. 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. 28. If you aren’t there yet ... ##cornparty @NewvineGrowing
  29. 29. Take this talk home #cornparty @NewvineGrowing
  30. 30. Newvine Growing Marketing strategy and tactics for farmers, farmers markets and farm-to-table restaurants http://newvinegrowing.com

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