Beyond Felfies and Facebook
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Facebook, "Felfies" (farmer selfies), and other social media are great tools, but they're a waste of time unless you're using them strategically. Here's how to promote your farm or food business by developing a social media strategy
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Beyond Felfies and Facebook
- 1. Beyond Felfies and Facebook How to Create an Online Marketing Strategy for Your Farm or Business Presentation for SEMAP, 1/27/14 IMAGE: @FJORDHESTEN ON INSTAGRAM Myrna Greenfield goodeggmarketing.com
- 2. Agenda • • • • Do you need an online marketing strategy? How to create a strategy Choosing the right tools Social media tips Myrna Greenfield goodeggmarketing.com
- 3. Do You Need an Online Marketing Strategy? Myrna Greenfield goodeggmarketing.com
- 4. Facebook is a Tool, Not a Strategy MEASUREMENT/RESULTS TOOL(S) STRATEGY CUSTOMER GOAL TOOL Strategic Approach Tactical Approach Myrna Greenfield goodeggmarketing.com
- 5. Choose the Right Tool for the Job Myrna Greenfield goodeggmarketing.com
- 6. Why You Must Be Online 85% of US Adults Use the Internet or Email Use Don't Use Source: Pew Internet & American Life Project, September, 2013 Myrna Greenfield goodeggmarketing.com
- 7. 73% of Online Adults Use Social Networking Sites 100% 80% 60% 2013 2012 40% 20% 0% 18-29 yrs 30-49 yrs 50-64 yrs 65+ yrs Sources: Pew Internet & American Life Project, 11/12 & 12/13 Myrna Greenfield goodeggmarketing.com
- 8. It Ain’t Free, But It’s Worth It OLD MEDIA NEW MEDIA – – – – – – – – – Writer Designer Printer Fulfillment Postage Social marketer (or you!) Designer Web programmer SEO/Pay Per Click/ Ads/Sponsored Posts Myrna Greenfield goodeggmarketing.com
- 9. How to Create an Online Marketing Strategy Myrna Greenfield goodeggmarketing.com
- 10. Set Your Goals Before Choosing Tools • Sample Goals: – Launch a new product – Sell an additional 500 pounds of pumpkins – Generate an additional $10,000 from Pick Your Own sales – Get 10% more CSA members to renew Myrna Greenfield goodeggmarketing.com
- 11. Know Your Customers Myrna Greenfield goodeggmarketing.com
- 12. 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 – Promote a FB post with discount, email an invite to a cooking demo, promote on Yelp! Myrna Greenfield goodeggmarketing.com
- 13. Results/Measurement • Set measurements for each goal • Keep it simple • Track each tactic on daily, weekly or monthly basis • Talk to customers, collect stories, and take notes – what’s working Myrna Greenfield goodeggmarketing.com
- 14. Measure Action, Not Just Likes • • • • Coupon redemption Increased traffic to website Attendance at events More repeat customers Myrna Greenfield goodeggmarketing.com
- 16. General Tips • Watch what your peers do before you jump in • Spend more time sharing, informing, and entertaining than selling • Be visual: Use photos, videos, infographics • Be directive: Ask people to Like you, Share or Comment, join your email list, ReTweet • Be a learner: Test different tactics, times of day Myrna Greenfield goodeggmarketing.com
- 17. Keep Consistent Look Myrna Greenfield goodeggmarketing.com
- 18. Include a “Call to Action” Call to Action: Order Your Plum Tomatoes Now! Photo by Future Shape, Creative Commons Myrna Greenfield goodeggmarketing.com
- 19. Choose the Right Tools for the Job • Facebook – Great for images, events, promotions, relationship building • Twitter – Great for driving traffic to FB or your website • YouTube – Great for education, loyalty • Google+, Yelp, foursquare, Groupon – Great for driving traffic to your business Myrna Greenfield goodeggmarketing.com
- 20. Most Popular Sites 80 70 60 50 40 30 20 10 0 2012 2013 Source: Pew Internet & American Life Project, Social Media Update, December, 2013 Myrna Greenfield goodeggmarketing.com
- 21. Yes, You Still Need a Website • You OWN it • It’s the base for all your online content • More content = more traffic, better search ranking • Get as many inbound links as possible • Must be mobile friendly • Even better with a blog! Myrna Greenfield goodeggmarketing.com
- 23. eMail Marketing • Still a primary tool, but not as dominant • Good for – Controlling info your customers see – Driving traffic to your website – Promoting other social media – Capturing leads Myrna Greenfield goodeggmarketing.com
- 24. Facebook • Great for: – – – – – Promoting events Building community Generating leads Businesses with lots of photos and stories Reaching people who don’t use email • Not as good for – Reliably reaching everyone – Businesses with a very small customer base Myrna Greenfield goodeggmarketing.com
- 26. Cross Marketing Promotion with Sprout Farmers Market: 179 Likes 21 Comments Myrna Greenfield goodeggmarketing.com
- 27. Use Facebook Insights Myrna Greenfield goodeggmarketing.com
- 28. Face(book) the Music and Advertise Myrna Greenfield goodeggmarketing.com
- 29. Twitter – If you can text, you can Tweet – Post photos, videos, links – Great way to connect with new people – Tweeting generates traffic to your website – One of the easiest tools to use – Thank people for following and ReTweeting – Keep your tweets under 120 characters to encourage ReTweets Myrna Greenfield goodeggmarketing.com
Editor's Notes
- Felfies (farmerselfies) are the hot new way farmers are promoting themselves, but like Facebook, they are a tactic, not a strategy.Photo source: http://distilleryimage10.ak.instagram.com/8257a50264a311e384830a33bfd22702_8.jpg
- Facebook is a tactic, not an end in itselfIf you don’t know where you’re going, how will you get there?Goals should be SMART – Specific, Measurable, Attainable, Relevant and TimelyGoals should be attached to the set of customers whom you must target in order to reach your goal.Think about what’s important to your target customers and how you can motivate them (strategy)Use the tools that are most likely to get you to your goal.Measure your results – did you achieve your goal? What would you differently next time?
- Photo by Garrett Wade, Creative Commons http://www.flickr.com/photos/garrettwade/5669979399/sizes/m/in/photostream/
- Source: Pew Internet & American Life Project Who’s Not Online and Why,September 25, 2013, by Kathryn Zickuhrhttp://www.pewinternet.org/Reports/2013/Non-internet-users/Summary-of-Findings.aspx
- Sources: Pew Internet & American Life Project, Social Networking, November 13, 2012 by Joanna Brennerhttp://pewinternet.org/Commentary/2012/March/Pew-Internet-Social-Networking-full-detail.aspxPew Internet & American Life Project, Social Networking, December 31, 2013 by Joanna Brennerhttp://pewinternet.org/Commentary/2012/March/Pew-Internet-Social-Networking-full-detail.aspx
- Create a “persona” of the typical customer in your target market.What are their interests, needs, and expectations?What’s your relationship: Are they a new customer? A frequent buyer? Your biggest fan?How do they (and their friends and relatives) use social media?
- Use the same elements – logo, color, typefaces – on everything you do, from your website and emails to social media, displays, and merchandise.
- A “Call to Action” tells people what you want them to do: sign up for an email newsletter, get a two-for-one entrance if you buy tickets in advance, or in this case, buy your utility tomatoes for canning while they are on sale! The eNewsletter is from Cucurbit farm in Acton, Mass.
- Source: Pew Internet & American Life Project, Social Media Update, December, 2013By Maeve Duggan and Aaron Smith, December 30, 2013http://www.pewinternet.org/Reports/2013/Social-Media-Update.aspx42% of online adults now use multiple social networking sites. Twitter and Instagram appeal to younger adults, urban dwellers, and non-whites. 63% of Facebook users visit the site at least 1x a day; 40% visit multiple times a day.57% of Instagram users visit the site at least 1x a day; 35% visit multiple times a day.46% of Twitter users visit the site at least 1x a day; 29% visiting multiple times a day.Only 13% of LinkedIn Users visit the site at least 1x a day.LinkedIn usage is especially high among college degree holders, users with annual household incomes of $75k+, and among 50-64 year olds.Women are four times as likely as men to be Pinterest users.
- Websites are important, even for younger supporters
- # of email accounts: 2,900,000,000 vs 750,000,000 Facebook accounts.Email is not dead!
- Hubspot: US Internet users spend 3x more time on blogs and socialnetworks than on email.Read more: http://blog.hubspot.com/blog/tabid/6307/bid/32985/20-Revealing-Stats-Charts-and-Graphs-Every-Marketer-Should-Know.aspx#ixzz2EcSoZmq8Knotice: 36 percent of all emails are now opened on mobile devices http://www.knotice.com/reports/Knotice_Mobile_Email_Opens_Report_FirstHalf2012.pdf
- Creative Facebook page for Earthbound Farm
- Know your audience: demographics, habits, interests.Time your posts to their habitsFacebook brand posts achieve 50% of their reach within 30 minutes.http://www.marketingcharts.com/wp/direct/facebook-posts-get-half-their-reach-within-30-minutes-of-being-published-24453/
- Facebook organic pages may reach only 2-3% of your fans.Create engaging content: post videos/photos, ask questions, share helpful/exclusive info. Facebook is rewarding posts with Give your fans instructions to click Show in News Feed on the Liked drop down menu.If you’re serious about Facebook, consider ads, sponsored posts, or sponsored storiesYou set how much you want to spend per campaign – typically ranging from $5-$300.Ads/sponsored posts are generally pay per click. You set how much you want to spend.
- Follow supporters and people you want to get to know – many will follow you backCreate and promote lists of people you followThank people for following, suggest ways to connect.Hubspot: Companies with 1000+ Twitter followers get 6X more traffic on their websites than those with fewer Twitter followers.