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Forget Facebook…Until You Have anOnline Strategyfor Your FarmPresentation for Harvest New England, 2/27/2013              ...
Agenda• Facebook is a tool, not a strategy• How to create a strategy• Learn from your peers:  – Buckle Farm  – Miles Smith...
DevelopYour OnlineStrategy              Myrna Greenfield              goodeggmarketing.com
Facebook is a Tool,         Not a StrategyMEASUREMENT/RESULTS       TOOL(S)     STRATEGY     CUSTOMER        GOAL         ...
Sample Goals• Generate $30,000 more from Pick Your  Own sales• Get 10% more CSA members to renew• Increase average sales p...
Know Your Customers               Myrna Greenfield               goodeggmarketing.com
Create a Plan• Goal – Increase average sales per  customer by at least $1.00• Target – Farm stand customers• Strategy – Pr...
Choose the Right Tool               Photo by Garrett Wade,               Creative Commons                     Myrna Greenf...
Results/Measurement•   Set measurements for each goal•   Keep it simple•   Track on daily, weekly or monthly basis•   Talk...
Integrated Campaign:400% Increase in Sales                   Myrna Greenfield                   goodeggmarketing.com
Learn FromYour Peers:Buckle Farm              Myrna Greenfield              goodeggmarketing.com
www.BuckleFarm.com       Our flock of 50 Rhode Island       Reds are a happy and active one       and lay about 4 dozen be...
Buckle Farm on Facebook                 Myrna Greenfield                 goodeggmarketing.com
Buckle Farm on Twitter                 Myrna Greenfield                 goodeggmarketing.com
Facebook CSA promo               Myrna Greenfield               goodeggmarketing.com
Facebook post            Myrna Greenfield            goodeggmarketing.com
Cross-post on Twitter                 Myrna Greenfield                 goodeggmarketing.com
Learn FromYour Peers:Miles SmithFarm              Myrna Greenfield              goodeggmarketing.com
Website          Myrna Greenfield          goodeggmarketing.com
Google Analytics              Myrna Greenfield              goodeggmarketing.com
Miles Smith - Facebook                 Myrna Greenfield                 goodeggmarketing.com
Facebook Insights               Myrna Greenfield               goodeggmarketing.com
Popular Facebook Posts - 1                          9 Likes                          112 Comments                         ...
Popular Facebook Posts - 2                    Myrna Greenfield                    goodeggmarketing.com
Miles Smith Twitter                Myrna Greenfield                goodeggmarketing.com
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Forget Facebook...Until You Have an Online Strategy for Your Farm

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Forget Facebook...Until You Have an Online Strategy for Your Farm

  1. 1. Forget Facebook…Until You Have anOnline Strategyfor Your FarmPresentation for Harvest New England, 2/27/2013 Myrna Greenfield goodeggmarketing.com
  2. 2. Agenda• Facebook is a tool, not a strategy• How to create a strategy• Learn from your peers: – Buckle Farm – Miles Smith Farm• Discussion Myrna Greenfield goodeggmarketing.com
  3. 3. DevelopYour OnlineStrategy Myrna Greenfield goodeggmarketing.com
  4. 4. Facebook is a Tool, Not a StrategyMEASUREMENT/RESULTS TOOL(S) STRATEGY CUSTOMER GOAL TOOL Strategic Approach Tactical Approach Myrna Greenfield goodeggmarketing.com
  5. 5. Sample Goals• Generate $30,000 more from Pick Your Own sales• Get 10% more CSA members to renew• Increase average sales per customer by at least $1.00 Myrna Greenfield goodeggmarketing.com
  6. 6. Know Your Customers Myrna Greenfield goodeggmarketing.com
  7. 7. Create a Plan• Goal – Increase average sales per customer by at least $1.00• Target – Farm stand customers• Strategy – Promote product of the week• Tools – FB only deals, send email for product tasting or demo w/ coupon, location-based offers, texts Myrna Greenfield goodeggmarketing.com
  8. 8. Choose the Right Tool Photo by Garrett Wade, Creative Commons Myrna Greenfield goodeggmarketing.com
  9. 9. Results/Measurement• Set measurements for each goal• Keep it simple• Track on daily, weekly or monthly basis• Talk to customers, collect stories, and take notes Myrna Greenfield goodeggmarketing.com
  10. 10. Integrated Campaign:400% Increase in Sales Myrna Greenfield goodeggmarketing.com
  11. 11. Learn FromYour Peers:Buckle Farm Myrna Greenfield goodeggmarketing.com
  12. 12. www.BuckleFarm.com Our flock of 50 Rhode Island Reds are a happy and active one and lay about 4 dozen beautiful brown eggs a day. Myrna Greenfield goodeggmarketing.com
  13. 13. Buckle Farm on Facebook Myrna Greenfield goodeggmarketing.com
  14. 14. Buckle Farm on Twitter Myrna Greenfield goodeggmarketing.com
  15. 15. Facebook CSA promo Myrna Greenfield goodeggmarketing.com
  16. 16. Facebook post Myrna Greenfield goodeggmarketing.com
  17. 17. Cross-post on Twitter Myrna Greenfield goodeggmarketing.com
  18. 18. Learn FromYour Peers:Miles SmithFarm Myrna Greenfield goodeggmarketing.com
  19. 19. Website Myrna Greenfield goodeggmarketing.com
  20. 20. Google Analytics Myrna Greenfield goodeggmarketing.com
  21. 21. Miles Smith - Facebook Myrna Greenfield goodeggmarketing.com
  22. 22. Facebook Insights Myrna Greenfield goodeggmarketing.com
  23. 23. Popular Facebook Posts - 1 9 Likes 112 Comments 160 Shares 2,0003 saw post Myrna Greenfield goodeggmarketing.com
  24. 24. Popular Facebook Posts - 2 Myrna Greenfield goodeggmarketing.com
  25. 25. Miles Smith Twitter Myrna Greenfield goodeggmarketing.com

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