NEPA BlogCon 2014: Session 7 - Suzanne Kelly, The Lands at Hillside Farms
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Presenter: Suzanne Kelly, The Lands at Hillside Farms Title: How to make direct eye contact with millions: Or, what I learned from farming, motherhood, and ISIS
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NEPA BlogCon 2014: Session 7 - Suzanne Kelly, The Lands at Hillside Farms
- 1. Making Eye Contact with Millions Suzanne Kelly The Lands at Hillside Farms October 11, 2014
- 2. Hillside Farms Brief History How we bought the farm … … why it matters
- 4. Non profit formed in 2005 • Entered into lease/purchase agreement with Conyngham Family • Five years to raise “fair market value” or $4.2 million
- 5. Why? • Form an educational farm that also teaches a more sustainable way of life • Halt further development • Preserve land
- 6. Note: Sustainable means, “so those born 200 years from now will have access to the same, or better, resources and opportunities.” Land Family Health Nutrition Commerce Spirituality
- 7. There was a condition: If money not raised by 2010 land, improvements to buildings, livestock, etc. would revert back to family.
- 8. 4Q 2009 Purchased 412-acre farm for $4.2 million Raised half – mortgaged half
- 9. 4Q 2009 • Purchased farm/contents for $4.2 million • Raised half /mortgaged half
- 10. We also inherited a $900,000 operating deficit
- 11. So, the objective was: Stop the financial bleeding Reach & Teach (mission) Raise “realistic” (yet massive) funds Improve physical plant (structures) No marketing/advertising budget
- 15. We needed: Creative Far-reaching Targeted Free
- 20. All “likes” are organic Do not advertise or boost posts
- 38. Insights
- 48. Recognize and Respond to Criticism & Concerns
- 52. Other Examples: Good Not so good Why?
- 56. Finally Farming Motherhood ISIS
- 57. Questions?
- 58. Thank you. Suzanne@kellygreenllc.com Suzanne@hillsidefarms.org 570-592-4324
Editor's Notes
- 412-acre historic, non profit farm. Show dairy store “footprint” as it relates to remainder of farm.
- Wooddridge I and Woodridge II used to be the cow pastures where I played as a little girl in the 70’s.
- We would lose everything. THAT was motivation.
- The non profit was not going to lose the land.
- Raised half through quiet, targeted acquisition campaign; one government grant & private funds
- $2 million mortgage plus $900,000 annual operating deficit. Do the math.
- Promote our dairy and locally made products, repair physical structures
- Raise funds for non-dairy animals (not covered by dairy sales)
- Provide PA standards-based educational programs; vocational training for vulnerable children; educational programs for special needs students (and adults)
- Emphasis on FREE (powerful partnerships with local media)
- Enter facebook
- Passive – little or no responses to posts; no measurable reactions to product sales, farm events, fundraising, etc.
- We’re doing much better. Engaged means we get feedback (good and bad); use facebook to announce events, activities, contests, etc. People respond BUT IT TOOK TIME – and research – to connect to demographics. Find out what would click and stick.
- Never paid for one like, or boost …
- Cool Leadership Wilkes-Barre project – eh on the response factor …
- We announced receiving a $655,000 grant – NO RESPONSE.
- But then we posted photos of cows … and our board chair, Dr. Doug Ayers …
- We began to promote our animals, mainly the dairy herd … and we always ALWAYS thank any newspaper, television, or radio that features the farm.
- Promoting events … picking up steam … asking questions … more steam
- Still, people/suit type events not too many responses …
- But add a cow … or cows
- Ice cream flavors, no smoking, and/or graphics …
- Or Otis eating a pumpkins! (see likes, shares, video views)
- The day we lost Big Bird (we share animal deaths with our facebook family)
- Our farm dog, Harvey, and Gilbert.
- Had an Elf on the Hillside Farms Shelf campaign … elf travelled throughout the farm … boosted numbers!
- What are people looking for? CONNECT.
- Our volunteers typically receive good feedback … yet not too many shares/comments
- Education does “OK,” in terms of engagement.
- But feature a calf being bottle fed …
- We use facebook to acknowledge our sponsors … and soon we will be adding a creative twist to “how” our sponsors will be thanked on facebook (hint, it involves an animal or two)
- Know your audience. KNOW YOUR AUDIENCE.
- WHEN are they online?
- What are their ages? Where are they from?
- What gender/age are active on your page?
- What clicks? What sticks? What do they share? REMEMBER: I look for responses, not numbers. 13,000 followers are not good unless a significant percentage REACT to posts.
- Another reach type post … again, all organic. Look for peaks and valleys … review what was posted on that particular day(s).
- Pay attention to the “unlikes,” as they too are important. Why you can expect to be “unliked” or “unfollowed,” any spike needs to be looked at further. For instance, October 9 – WHAT was posted? October 6?
- I do not concern myself with decreases … UNLESS they trend. My focus is what make people “click”?
- Never – ever hide. Every concern and complaint is a chance to make a sale.
- For example …
- Respond to every negative post (unless it is vulgar, uses inappropriate language, etc. - delete)
- Here we messed up … our hours were not updated on our mobile page.
- Our new “Field to Fork” page …Since October 1 – 892 likes … Created “Chef Ray” and will continue to have Ray “communicate” with followers; decent engagement but needs to be better, more focused. I do not continue to push food or other products on the farm’s main facebook page. We LOSE “followers” by doing so. Once a week is fine. More than that harms engagement.
- Ignored since July 5, 2014. You cannot expect to ride on the coattails of any other page … you must build your own audience and nurture a relationship. Learn what makes them click – and stick with you.
- Pitiful. No activity since May 2011. Should be 10,000 likes by now!
- When you post, write copy, and especially blog – by knowing your audience you can give the feeling of “that was for me!!” Recent NY Times article gave a breakdown of ISIS marketing strategy … how they are learning about their target audience and communicating accordingly. Messaging for different demographics. And it is working.