Effective Social Media Lessons Learned

1. Glenn Muske Rural and Agribusiness Enterprise Development Specialist Glenn.Muske@ndsu.edu November, 2016 Effective Social Media Online Efforts: Lessons Learned

2. Why my interest? 1. I can connect. 2. My work is stronger. 3. Develop my ability to support small-business owners going online.“Grandpa Techie” (Thanks Mike Hanson)

3. Success is: • Likes, hits and clicks – no longer sufficient • Know the language • Bounce, visitor, visits, pageview • Direct, referral, organic • Goals can be: • Getting people to take an action • Engagement • Adding value, stronger outcomes • Relationship building • Building knowledge “You don’t have to know everything as long as you know the people who do” – Harvey MacKay

4. Does It Matter? YES!! The Coming Digital Tipping Point. (2012) Mission Extension: The Weblog, Langcuster, J. https://missionextension.wordpress.com/2012/08/16/the- coming-digital-tipping-point/ Is Extension Ready to Adopt Technology for Delivering Programs and Reaching new Audiences. Diem, K. G., Hino, J., Martin, D., & Meisenbach, T. (2011) Journal of Extension, 49(6), Article 6FEA1 Extension’s Online Presence: Are Land-Grant Universities Promoting the Tripartite Mission? - Arnold, Shannon; Hill, Alexandra & Bailey, Nikki (2014) Journal of Extension, 52(4), Article 6RIB1. Internet Use for Small Businesses: Does It Matter? – Gallardo, Roberto & Jacobs, Austin. (2012) Journal of Extension, 50(6), Article 4RIB6.

5. My Story Multi-State Projects: Power of Business and eXtension “Entrepreneurs and Their Communities” Personal Trials

6. • GOAL - Strengthen and support entrepreneurs and small business owners • An extension of eXtension COP - Entrepreneurs and Their Communities • How do we enhance the business owners experience? • How can we engage the owners in the conversation?

7. 1. Chats with other business owners • Coffee-break sized chunks (15 minutes or less)

8. 2. Blog

9. 3. Social Media

10. 4. Curated Content Paper.li https://paper.li/UNLeShip/1319999929 Hashtags #foodpreneur #agritourism #etailing #powerofbiz Resources Newsletter - http://powerofbusiness.net/tips-and-resource- digest-help-for-entrepreneurs-small-business-owners/ Subscribe

11. A/B Title Testing Same Video, Same Hashtags, Same Time; Different Titles • The 7 Topics • Marketing • Networking • Megatrends • Living with Purpose and Meaning in Rural Areas • The Gig Economy • The Decentralized Marketplace • Time Management • Mobile Security • One topic per week • Each topic given 2 titles

12. Title Examples • Marketing – Title A: Standing Out From the Competition Through Marketing – Title B: Marketing and Your Small Business • Networking – Title A: Connecting with Others Brings Business Success: Are You Engaged? – Title B: Effective Networking: A Key Success Factor

13. Results Topic Launch Date Views - Pre 4/13/15 4/21/15 4/28/15 5/4/15 5/11/15 5/18/15 5/25/15 Total Marketing A 4/7/15 10 28 11 2 0 2 54 B 13 33 12 1 0 3 62 Networking A 4/13/1 5 13 19 3 2 2 39 B 12 44 7 2 5 72 Gig Economy A 4/21/1 5 11 30 4 12 57 B 10 17 6 5 37 Living with Purpose A 4/28/1 5 22 5 0 31 B 15 15 0 38 Decentraliz ed Mkt A 5/4/15 16 0 4 36 B 6 2 0 26 MobileA 5/11/1 5 3 26 29 B 4 36 40 Time A 5/18/1 5 B Downloads of PDF’s

14. Working Differently Example • Networking • 1 hour presentation - http://www.slideshare.net/glennmuske/networking-farrms-215 • 4 page fact sheet • To • 15 minute video - https://www.youtube.com/watch?v=2tmq_WiyPoQ • Traditional 2-page fact sheet • To • 5 minute video - https://www.youtube.com/watch?v=dCKynKVqzFg • 2 page bulleted fact sheet (Think infographic!!) http://digitalcommons.unl.edu/cvicollect/3/

15. Lessons Learned • We learned how much we don’t know • Everything takes two or three times longer than expected • It’s important to have a team. • People - Tech experts, Graphic designers, Web Analytics • That is committed and ready to make project a priority. • Financial support and Time • Constant change of people raise havoc with schedule • Platforms – University software versus Industry standards • Transition from different platforms and that require “pro” versions to do what we wanted to do would have saved development time.

16. Lessons Learned • Millennials are great! • Time commitments – Clear out part of your calendar. • And it must be focused time • Allow plenty of lead time for creation of product and timeline • A/B testing - May have been better to have people randomly see either one or the other of the two titles. • Grants are nice but be prepared to wait for the bureaucracy to get them processed and the money actually in your hands.

17. Lessons Learned • Need to keep up with trends but not get taken in by “today’s” new tool • Team learning works • Need to learn to write and think differently • Universities aren’t as nimble as small businesses • Platform selection, wordpress.com versus wordpress.org, delayed use of Google Analytics • Effort showed how teams can become a “personal knowledge network” (PKN) • Not everyone’s priority just because it is yours

18. Paid Ads on Social Marketing Some Options Facebook Google Twitter YouTube LinkedIn Instagram Pinterest Why?? 8 times greater click-through rate (mobile is higher)

19. Example 1: Facebook Ads – Lessons Learned • You can focus on your target audience • They work – New POB FB page – From 0 followers to 2000 in 2 weeks • The picture makes a difference • The wording makes a difference • The timing makes a difference • How long do you run them? Till you see a drop off in response

20. Example 2# Power of Business Facebook Postings Review January to Present, 2016

21. Lifetime: The total number of people your Page post was served to. (Unique Users) ermal ink Post Message Type Posted Lifetime Post Total Reach rmybusiness/posts/920968697987322 Are you a small business owner? Are you trying to encourage your customers to "shop local?" Are you practicing your message? Link 3/29/16 8:47 AM 153 rmybusiness/posts/942496469167878People won't know you are there unless you tell them. Link 2/11/16 11:55 AM 118 rmybusiness/posts/972513422832849Don't make the same mistakes. Learn from other business owners. Link 5/11/16 10:51 AM 97 rmybusiness/posts/929059140511611Entrepreneurs are made. See where you can go to get some help. Link 3/31/16 8:10 AM 91 rmybusiness/posts/953533631397495Learning from your peers. A great way to move your #smallbiz forward. Link 4/28/16 9:32 AM 90 rmybusiness/posts/945981678819357Missed Valentine's Day but the thought is still right on the mark. Photo 2/17/16 9:25 AM 87 rmybusiness/posts/992152540868937Finding help. Always difficult and may be even harder this year. Link 5/4/16 11:29 AM 72 rmybusiness/posts/982707571813434 Business owners need to know they are online. Third-party review sites are telling your story. So it is important that they get the entire story. Learn more about the process and what you can do. Link 5/9/16 11:24 AM 66 Top Posts (Top Reaching Posts)

22. 0 20 40 60 80 100 120 140 160 180 1/11/16 12:00 AM 1/31/16 12:00 AM 2/20/16 12:00 AM 3/11/16 12:00 AM 3/31/16 12:00 AM 4/20/16 12:00 AM 5/10/16 12:00 AM 5/30/16 12:00 AM Lifetime Post TotalReach (Total Number of People Your PagePost Was Served) Posts above the trend line are: 1. During the AM (9-11 am) 2. Mostly mention the words business owner/small business 3. 95% are links, not photos

23. Posting Recommendations - Split postings into two groups: AM & PM; - Most posts are AM right now; let’s see if we get a different response comparing AM to PM postings for 30 days - Morning posts: 9 to 11 am & links - Afternoon posts: 4 and 7 pm & links - Mention the words “Small business owners” more - Mention the words “small business” more - Use hashtag #SmallBusiness & #PowerofBusiness together in each post

24. 2nd Test

25. Posting Recommendations – 2nd Test - Views dropped by nearly 50% - Try more original content, more original pictures, fewer links. Maybe only do 2 posts per day.

26. • Invest in Social Media Specialists • Analytics continuously becoming more complex • Consider For-Pay Promotions and Analysis • A considerable amount of time was invested in promotion for very little return • PKNs work but having an expert guide the experience allows learning to move quicker • However you don’t have option to learn from your mistakes Future Recommendations

27. • Tools to Use for A/B Testing • Mail Chimp • Google Analytics Experiments • Optimizely $$ • Kissmetrics $$ • VWO $$ • 10 Unique Tests for Every Social Media Channel - https://blog.bufferapp.com/social-media-tests-ideas- strategies Future Recommendations

28. • Are we quick or nimble enough? • Do we have the support we need when we need it? Can and how do we compete with the private sector?

29. My Personal Lessons

30. Social Media: It’s just part of an online effort. Your CORE is a website. Why? You have control.

31. Your Online Presence 1. Know who your audience is and where they can be found 2. Pick your platform - Develop a plan - Set goals 3. Build a following – ENGAGE!! 4. Make the most of your existing resources 5. Have a plan

32. http://powerofbusiness.net/wp-content/uploads/2015/05/Making-Time-Content-Calendar.pdf

33. How do you know if you have reached your goal? Define Success Ahead of Time • Know what you want to measure • Are you measuring the right thing • Who and how will you measure • Quantitative • Qualitative • Measure • Track • Measure • Analyze • Adjust

34. Google Analytics

35. Facebook Insights

36. Youtube Analytics

37. Wordpress Stats

38. Evaluation and Analytics • Don’t forget to check out the research others post • Forrester Research – Today’s buyer is often 2/3 to 90% of the way through the decision making process before they ever interact with a person • Make comparisons: • Over time • Your data to data from others

39. “Lessons Learned” • Start small • Lurk - Watch, listen and learn before participating • Develop a strong profile, offline business card & elevator speech, and online (may be the “about us” section) • Find the key players – Don’t be afraid to “unfriend” • Learn the preferred connection methods of the key players and community and key players • Share and contribute – Add value • It’s a community!!!

40. More “Lessons Learned” • Be a good listener – 80% listen, 20% talk • Connect • Attract – Find a niche – Can’t be all things to all people • Changer focus from getting to giving • Acknowledge • Say thanks • Comment on others • Follow back • Share • Join communities • Offer help • Be a referral source

41. Keeping Time Under Control Set Aside a Time Post Ideas • Listen • Use stories – Real world issues • Use already answered questions • Engage with and repost from key experts • Make the most of existing resources • Have a method to capture material as you see it (i.e., Evernote) Evaluate and Assess https://blog.bufferapp.com/social-media-time-management

42. Final Thoughts

43. What analytics can’t do • Tell you WHY users interact with your content

44. You Must First be Found!!

45. And once found, YOU MUST STAY VISIBLE!

46. Trends and not individual numbers • Without context, metrics are meaningless

47. Traditional Online PR Paid Promotion Distribution Channels Customer Support Visual Mix One-on-one & Networking Word-of- mouth & Reviews Reputation YOU Online is just a part a larger effort.

48. It Takes Resources

49. And everything will

50. Resources • 11 Content Marketing Statistics You Should Care About http://www.smartbugmedia.com/blog/11-content-marketing-statistics-you- should-care-about • Which Stats Matter: The Definitive Guide to Tracking Social Media Metrics https://blog.bufferapp.com/definitive-guide- social-media-metrics-stats • Google Analytics Academy https://analyticsacademy.withgoogle.com/course01/unit?unit=1&lesson=1 • Five Pyschological Examples of High Converting Websites http://www.entrepreneur.com/article/235923 • Five Unique Ways to Measure and Evaluate a Social Media Campaign https://blog.bufferapp.com/how-to-evaluate-and- optimize-social-media-content

51. Resources • How to Increase Your Facebook Conversions Using Google Analytics http://www.socialmediaexaminer.com/increase- facebook-conversions/ • Benchmarking Performance: Your Options, Dos, Don’ts and To-Die-Fors - http://www.kaushik.net/avinash/benchmarking-digital-analytics- performance-metrics/ • Four Online Marketing Metrics that Actually Matter http://www.marketingprofs.com/articles/2015/27590/four-online- marketing-metrics-that-actually-matter?adref=nlt050415 • Evaluating Your Social Media Activity in Extension Educational Programming https://learn.extension.org/events/1645#.VUeOmtjQPIV

52. Glenn Muske Rural and Agribusiness Enterprise Development Specialist Glenn.Muske@ndsu.edu November, 2016 Comments?? Questions??