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Getting your farm business started
with social media

Lynsey Sweales
SocialB
@socialBuk @lynseysweales
Online Marketing & ...
What will you leave with today?
 Social media – are you missing out?
 Introduction to Twitter, Facebook and LinkedIn
 S...
Why the social media explosion?
 Free!
 Sharing is a deeply ingrained human

instinct
 Access to people / organisations...
Social media in agri isn’t just for the
youngsters

Social Media & Online Marketing Experts
Different types of social media
Although they all enable sharing, there are
several different types of social media
 Blog...
How it relates to agriculture industry


The agri sector can and do use social media in a number of
ways:


Networking –...




Online Marketing & Social Media Experts
Twitter

Online Marketing & Social Media Experts
Twitter
Why is Twitter great in the agri sector?








Networking – or known as ‘over the
hedge’, especially valuabl...
What is Twitter?
Account photo

Username

Account settings

Profile details

Following flag

Twitter stats
Latest tweet

R...
Important Definitions


TWEET

Each comment posted on Twitter is referred to as a tweet, and the act of
sending a tweet ...
Important Definitions


@Reply

Beginning your Tweet or citing @personsname in your Tweet designates that
you are referr...
Setting up your account



On your phone/ipad
download the app called
‘Twitter’

Online Marketing & Social Media Experts
Twitter bio examples

Online Marketing & Social Media Experts
Finding people on Twitter

Online Marketing & Social Media Experts
Twitter searches


Find people/organisations within
Twitter – search
names, sectors, etc. e.g. Arable
farmer



Twitter ...
Twitter engagement

Online Marketing & Social Media Experts
How to send a Tweet
• You type your tweet in the dialogue box at the top
of your Twitter page
• You have 140 characters or...
Public engagement - Replying


If you see something someone has tweeted, and you’d like to reply to
it, you can do this v...
How to see people who have tweeted you

Click the connect button (the @ sign)
although your phone should pop up
with any n...
Private engagement - DMs




You can only do this if that person is following
you, and you are following them too (that
...
Retweeting


Best social media moment – when they
tweeted “Could anyone help me convince
@waitrose to increase our store ...
Participation - Hashtags

Online Marketing & Social Media Experts
Participation - Hashtags


People often use hashtags to find information about specific
subjects or to filter information...
Relevant hashtags
 #location – i.e. #norfolk
 #subject – i.e. #farmersmarket
 #interest – i.e. #sugarbeet

 #community...
What you need to do now
 Set up your Twitter account
 Follow @Nfutweets
 Search for #nfu14 and see what people are sayi...
Facebook

Social Media & Online Marketing Experts
Facebook – how can you use it
Great for staying up to date with
friends or if you have a business
(particularly aimed at c...
Facebook – how to sign up



On your phone/ipad
download the app
called ‘Facebook’ or
www.facebook.com

Social Media & On...
Facebook – as a person
Personal space
-

You can post your
updates and
become friends
with others
(mainly personal
not bus...
Facebook – as a person

Social Media & Online Marketing Experts
Facebook – as a business
Business space
-

Promote your
business

-

Talk about latest
products/food/off
ers

-

Set up vi...
Facebook – business success
One of the hardest social media platforms to work
as a business
 Interaction is key, Facebook...
Maximising your Page – two-way

Aim for shares, likes & comments in that order – not
getting them means you are talking to...
Facebook – groups
Great for NFU regions
Can be closed so people have to
be signed off to join (great for
NFU branch meetin...
What you need to do now
 Decide if you want to be on here
 If you have a business decide if you want to use this

as a w...
LinkedIn
 Great for B2B and B2C businesses
 Online business networking
 Keep up to speed on your industry
 Find / Answ...
How can the agri sector use LinkedIn


The agri sector can and do use
LinkedIn for:


Community

Social Media & Online M...
LinkedIn – professional business profile
Professional business
profile
 Where you work
 Your experience
 Your previous ...
LinkedIn – professional business profile
Works much like
Facebook, you can connect
with people and follow
updates as well ...
LinkedIn Groups
Identify the Best Group Opportunities




Choose groups that have at least a
good number of members, but...
LinkedIn Groups
What you need to do now
 Decide if LinkedIn can help you / your business
 If so set up a profile and start to join some ...
Social media for you?
 If used strategically can be very useful

whether for business or just to stay up
to date in your ...
What will you leave with today?
 Social media – are you missing out?
 Introduction to Twitter, Facebook and LinkedIn
 S...
Getting your farm business started
with social media

Lynsey Sweales
SocialB
@socialBuk @lynseysweales
Online Marketing & ...
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Have the agriculture and farming sector can use social media 2014

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Have the agriculture and farming sector can use social media 2014

  1. 1. Getting your farm business started with social media Lynsey Sweales SocialB @socialBuk @lynseysweales Online Marketing & Social Media Experts 
  2. 2. What will you leave with today?  Social media – are you missing out?  Introduction to Twitter, Facebook and LinkedIn  Some examples of how farmers/agri businesses are using these platforms effectively  Hints, tips & examples  Hopefully inspired & can see the value of social media for business and community Online Marketing & Social Media Experts
  3. 3. Why the social media explosion?  Free!  Sharing is a deeply ingrained human instinct  Access to people / organisations / shareability  Access to internet!  Instant! Online Marketing & Social Media Experts
  4. 4. Social media in agri isn’t just for the youngsters Social Media & Online Marketing Experts
  5. 5. Different types of social media Although they all enable sharing, there are several different types of social media  Blogs are online diaries  Microblogs (Twitter) is texting online  Forums are conversational threads  Video sharing (YouTube) is shared video clips  Social photo (Flickr/pinterest/intagram) is shared images and photos  Social networking (Facebook, LinkedIn, Googleplus) is all of the above Online Marketing & Social Media Experts
  6. 6. How it relates to agriculture industry  The agri sector can and do use social media in a number of ways:  Networking – traditionally known as ‘over the hedge’, especially valuable with isolated farmers/growers. Sharing info, updates either locally or globally with other farmers/growers  Industry insight – farmers/growers can keep up to date, chat with and engage with people of influence and key organisations e.g. Defra, NFU, BBRO, etc.  Marketing – Consumers want to know where their food comes from, through building relationships with your local consumer community or if you sell in to national suppliers you can educate and show insight to these people. Plus even develop new products/services (also PR & sales)  Community – community is still very much alive with social media it can help with amazing things from borrowing a trailer, helping in crisis or even just chatting about the rugby (all work and no play makes for borrowing people!) Online Marketing & Social Media Experts
  7. 7.    Online Marketing & Social Media Experts
  8. 8. Twitter Online Marketing & Social Media Experts
  9. 9. Twitter Why is Twitter great in the agri sector?     Networking – or known as ‘over the hedge’, especially valuable with isolated farmers/growers. Sharing info, updates either locally or globally with other farmers/growers Industry insight – farmers/growers can keep up to date, chat with and engage with people of influence and key organisations e.g. Defra, NFU, BBRO, etc. Marketing – Consumers want to know where their food comes from, through building relationships with your local consumer community or if you sell in to national suppliers you can educate and show insight to these people. Plus even develop new products/services (also PR & sales) Community – community is still very much alive with social media it can help with amazing things from borrowing a trailer, helping in crisis or even just chatting about the rugby (all work and no play makes for borrowing people!) Social Media & Online Marketing Experts
  10. 10. What is Twitter? Account photo Username Account settings Profile details Following flag Twitter stats Latest tweet Recent tweets
  11. 11. Important Definitions  TWEET  Each comment posted on Twitter is referred to as a tweet, and the act of sending a tweet is referred to as tweeting  RETWEET  A Retweet is a type of message posted on Twitter, that repeats some information previously tweeted by another user, symbolised by RT at beginning of Tweet. E.g. @SyngentaBuzzUK: RT @AgriChatUK: In Thursday's chat we'll be talking relationships, specifically friendship in farming #AgriChatUK 8-10pm FOLLOWING  To subscribe to someone’s Twitter updates  FOLLOWERS  To have people subscribing to your Twitter updates Online Marketing & Social Media Experts
  12. 12. Important Definitions  @Reply  Beginning your Tweet or citing @personsname in your Tweet designates that you are referring to @personsname. People tend to monitor their @ mentions so it acts as a convenient, albeit public, way to communicate with people who are not following you  HASHTAG  a topic with a hash symbol (“#”) at the start to identify it. Its like a filter for information – only filter what you want to see  Great for using to search and find others  #NFU14 #Backbritishfarming #TBfree  DM  Short for Direct Message, a private Tweet which you can only send to people who are following you Online Marketing & Social Media Experts
  13. 13. Setting up your account  On your phone/ipad download the app called ‘Twitter’ Online Marketing & Social Media Experts
  14. 14. Twitter bio examples Online Marketing & Social Media Experts
  15. 15. Finding people on Twitter Online Marketing & Social Media Experts
  16. 16. Twitter searches  Find people/organisations within Twitter – search names, sectors, etc. e.g. Arable farmer  Twitter Search can also be used to find information in real time – e.g. hashtags #agrichatuk #nfu14  Good accounts to follow in the first instance are: @nfutweets, @defra, @Agrichatuk , @metoffice & just watch to see what they say/talk about (listen) https://twitter.com/#!/search-home Online Marketing & Social Media Experts
  17. 17. Twitter engagement Online Marketing & Social Media Experts
  18. 18. How to send a Tweet • You type your tweet in the dialogue box at the top of your Twitter page • You have 140 characters or fewer in which to put across your message. • This can be a thought, opinion or question, and it can include links to websites, pictures or videos • for example ask a question/share a photo of something you need help with – blackgrass for example Online Marketing & Social Media Experts
  19. 19. Public engagement - Replying  If you see something someone has tweeted, and you’d like to reply to it, you can do this very like replying to an email  To do this, click on the arrow under the tweet.  Alternatively you can just type that person’s username into the tweet dialogue box with the ‘@’ character in front of it. You can do this if you want to direct a tweet at one person in particular.  Be warned that everyone will be able to see your reply. To send private messages, you need to use direct messaging, which is covered in the next slide.  NOTE – dealing with negative comments, anti activists – BE aware! Online Marketing & Social Media Experts
  20. 20. How to see people who have tweeted you Click the connect button (the @ sign) although your phone should pop up with any new messages & email you if you have this set up Online Marketing & Social Media Experts
  21. 21. Private engagement - DMs   You can only do this if that person is following you, and you are following them too (that is, you are Twitter ‘friends’).  Online Marketing & Social Media Experts If you want to contact someone through Twitter but you don’t want everyone else to see it, use direct messaging. Click ‘Me’ then click the envelope and select the person you want to send a message to
  22. 22. Retweeting  Best social media moment – when they tweeted “Could anyone help me convince @waitrose to increase our store listing by retweeting this” Resulted in from 10 stores to 35 now 90 Waitrose stores Online Marketing & Social Media Experts If you see something someone has tweeted and you think it’s very good, then you can forward that to your followers. This is called ReTweeting. It’s like when you forward an email to people.  To do this, simply click the Retweet button  ReTweeting is a great way to support others and very powerful with campaigns
  23. 23. Participation - Hashtags Online Marketing & Social Media Experts
  24. 24. Participation - Hashtags  People often use hashtags to find information about specific subjects or to filter information, so if you use hashtags they are more likely to find you via that subject. Hashtags are therefore a great way to extend your reach and get more followers in a meaningful way.  There are a wide variety of already established hashtags and new ones being created daily, that you can start to use/filter with  They are generally around a location, subject, interest or a campaign Online Marketing & Social Media Experts
  25. 25. Relevant hashtags  #location – i.e. #norfolk  #subject – i.e. #farmersmarket  #interest – i.e. #sugarbeet  #community – i.e. #agrichatuk #clubhectare  #community watch – i.e. #farmwatch  #support/consumer – i.e. #buylocal Online Marketing & Social Media Experts
  26. 26. What you need to do now  Set up your Twitter account  Follow @Nfutweets  Search for #nfu14 and see what people are saying  Tweet if you have something to say or are passionate about  You will then see how great Twitter can be for you / your business Online Marketing & Social Media Experts
  27. 27. Facebook Social Media & Online Marketing Experts
  28. 28. Facebook – how can you use it Great for staying up to date with friends or if you have a business (particularly aimed at consumers) great for marketing - Person (people become your friends) - Business page (people become fans) - Group (people join to stay up to date) Social Media & Online Marketing Experts
  29. 29. Facebook – how to sign up  On your phone/ipad download the app called ‘Facebook’ or www.facebook.com Social Media & Online Marketing Experts
  30. 30. Facebook – as a person Personal space - You can post your updates and become friends with others (mainly personal not business) - Be careful of privacy settings Social Media & Online Marketing Experts
  31. 31. Facebook – as a person Social Media & Online Marketing Experts
  32. 32. Facebook – as a business Business space - Promote your business - Talk about latest products/food/off ers - Set up via drop down menu ‘create page’ Social Media & Online Marketing Experts
  33. 33. Facebook – business success One of the hardest social media platforms to work as a business  Interaction is key, Facebook want you to work for your credibility  The REAL value is in your fans content and interaction on your page  Think target audience/think engagement Social Media & Online Marketing Experts
  34. 34. Maximising your Page – two-way Aim for shares, likes & comments in that order – not getting them means you are talking to yourself! Social Media & Online Marketing Experts
  35. 35. Facebook – groups Great for NFU regions Can be closed so people have to be signed off to join (great for NFU branch meetings/farming events) You can create events which only members of the group can see Social Media & Online Marketing Experts
  36. 36. What you need to do now  Decide if you want to be on here  If you have a business decide if you want to use this as a way to market your business  As a person check your privacy settings  Like the NFU Online page as members & the Farming Delivers (for consumers) Online Marketing & Social Media Experts
  37. 37. LinkedIn  Great for B2B and B2C businesses  Online business networking  Keep up to speed on your industry  Find / Answer questions – groups Three key areas  Professional business profile  Business page  Groups Social Media & Online Marketing Experts
  38. 38. How can the agri sector use LinkedIn  The agri sector can and do use LinkedIn for:  Community Social Media & Online Marketing Experts
  39. 39. LinkedIn – professional business profile Professional business profile  Where you work  Your experience  Your previous career Then you can post updates & connect with people Social Media & Online Marketing Experts
  40. 40. LinkedIn – professional business profile Works much like Facebook, you can connect with people and follow updates as well as post updates - You search for people in the search bar the top Social Media & Online Marketing Experts
  41. 41. LinkedIn Groups Identify the Best Group Opportunities   Choose groups that have at least a good number of members, but no more than a few thousand if you really want to maxmise your visibility  Online Marketing & Social Media Experts Evaluate the groups you’ve joined or intend to join and focus on the top 3-5 groups that most accurately represent your target demographic Plan to proactively visit each of your top groups 2-3 times a week
  42. 42. LinkedIn Groups
  43. 43. What you need to do now  Decide if LinkedIn can help you / your business  If so set up a profile and start to join some key groups based on who you want to connect with and what you want to achieve Online Marketing & Social Media Experts
  44. 44. Social media for you?  If used strategically can be very useful whether for business or just to stay up to date in your industry  Doesn’t have to take up lots of time  Great place to be part of a community  Great fun (not all work!) Social Media & Online Marketing Experts
  45. 45. What will you leave with today?  Social media – are you missing out?  Introduction to Twitter, Facebook and LinkedIn  Some examples of how farmers/agri businesses are using these platforms effectively  Hints and tips  Hopefully inspired & can see the value of social media for business and community Online Marketing & Social Media Experts
  46. 46. Getting your farm business started with social media Lynsey Sweales SocialB @socialBuk @lynseysweales Online Marketing & Social Media Experts 

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