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Possibilities and Planning Strategically Using Social Media on Your Farm or Ranch
- 1. Welcome – Possibilities and Planning Dr. Lauri M. Baker
- 2. Today • Your social media plan • Audience analysis • Websites and blogs • Building a website • Lunch & website showcase
- 3. Today • Facebook—It’s more than likes and tags • Twitter • Managing all of this • Measuring success • Wrap up, staying updated, staying connected
- 4. Beyond The Farm Gate • USDA funded grant – Kansas State University – Texas Tech University – Colorado State – University of Georgia • Dr. Lauri M. Baker, K-State Co-PI • Beyondthefarmgate.org • http://www.youtube.com/user/BeyondtheFarmGate
- 5. In the past…
- 6. Now…
- 7. A great example… • ZimmComm New Media • Can reach more people with $2,500 in equipment than a radio station • Makes 5,000 impressions by linking all SM pages together. • There’s an app for that!
- 8. Blogs in Agriculture • Word Press, Blog Spot, Typepad • The hub of your communication • Can be used as your website if well designed – The Pioneer Woman
- 9. Facebook • Promotions • Awareness • Spark business • Socialization
- 10. Facebook in Agriculture • What’s your favorite?
- 11. Twitter • Share information • Post news • Ask questions • Give compliments
- 12. Twitter in Agriculture • What’s your favorite?
- 14. Social Media is FREE!
- 21. General Guidelines for social media • Be authentic – Be you and be transparent! (Walmart bloggers) • Listen! • Respond • Share information/stories and share control (let your customers share stories) • Be relevant
- 22. General Guidelines for social media • Engage in two way communication • Ask questions • Provide value – Five percent off is insulting. Make it worth my while. • Enable people to gather online and discuss an issue
- 23. First, ask: What’s the point? • What is your goal for using social media? – Awareness? – Increase traffic? – Drive traffic to our website? – SM is our website – Increase sales
- 24. First, ask: What’s the point? • Establish key performance indicators • Don’t feel like you have to use SM to get clients, grow business, etc. • Sometimes SM can be well used to engage others
- 25. Social Media Plan: – Primary and secondary audience for SM – Purpose of social media – SM platforms to be used – General idea for the messages to be posted – Content of pages – Frequency of posts • Some plans include occasional posting in the beginning and then very frequent in the end – Tone of messages – Plan to gain followers – Timeline – Evaluation
- 26. Step 1: Who is your audience? • Establish who your audience will be with your SM campaign • Do we have a secondary audience?
- 27. Step 2: Determine your Purpose • What do you hope to accomplish? • Do we even need to use it? • Possible outcomes – Listen & learn – Build relationships – Build awareness of an issue – Improve reputation – Increase user-generated content – Increase traffic/page rankings – Social support – Take action
- 28. Step 3: Platforms • Which social mediums do you plan to use? – A good example: • https://twitter.com/#!/HomeDepot http://www.youtube.com/homedepot • https://www.facebook.com/homedepot
- 29. Step 4: Key Messages • How will your key messages evolve as the campaign progresses? • Establish keywords – Keep them consistent across mediums – Example: Home Depot promoting Father’s Day
- 30. Step 5: Content of Pages – What should your FB info page include? – Cover photo? – What photos do you wish to post? – What do you want your “about us” info to say on YouTube and Twitter? – Any cool backgrounds? – For Facebook, decide what you’ll be—group, page, event, etc. Weigh all of your options before you decide.
- 31. Step 6: Frequency of posts – Three times daily? – Once/day? – Weekly? – What will help you accomplish your goal? – http://www.facebook.com/DairyMax.Local.Dai ry.Council
- 32. Step 7: Tone of messages • Only positive? • Negative only if it impacts your business? • You decide.
- 33. Step 8: Gain followers • How do you do it without being annoying? – Invite friends – Promotion (Like us and get a free car wash) – Contests • Take time to plan and do well – Advertising – Quality, useful, valuable content gets followers. • T.V. stations – What other examples?
- 34. Step 9: Timeline • Optional for general SM site, but necessary for a campaign or event – Budget time for site development – Gaining followers – Timeline/frequency of posts • Especially important if you plan to vary frequency of posts
- 35. Step 10: Evaluate • How do we know we have accomplished our goals? • The usual suspects: – Web activity—things you can measure w/ Google Analytics—page views, unique visitors, time on site, frequently clicked links – Friends, followers, fans, contributions, votes – Mentions or re-posts
- 36. Other considerations • Consider the following: – Responses to unfavorable/strange posts – Posting/re-posting news stories. And should you make a comment? – Deleting posts/disabling comment boxes – Direct responses
- 37. Finally… • Social media should be planned and executed just like any other marketing campaign • All who will be participating in you SM efforts need to know and work the plan • Good initial planning helps you avoid a bunch of pages and retroactive plan re- designs
- 38. Find More at BeyondTheFarmGate.org
- 39. Thank You • Dr. Lauri M. Baker lmbaker@k-state.edu • http://www.youtube.com/user/BeyondtheFarmG ate • Twitter @beyondfarmgate