Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Building a Social Media Strategy - Durham Farm Fresh


Published on

Published in: Education
  • Be the first to comment

  • Be the first to like this

Building a Social Media Strategy - Durham Farm Fresh

  1. 1. Sunday, March 20, 2011
  2. 2. Social Media Strategy: Get Thinking! Establishing Goals Creating a Strategy Measurement Resources Risk ManagementSunday, March 20, 2011
  3. 3. Bringing it All Together: How to develop a social media strategy that works for your businessSunday, March 20, 2011
  4. 4. Steps to Crafting Your Online Strategy It’s ALWAYS a work in progress!Sunday, March 20, 2011
  5. 5. The New KidSunday, March 20, 2011
  6. 6. Sunday, March 20, 2011
  7. 7. Sunday, March 20, 2011
  8. 8. Sunday, March 20, 2011
  9. 9. Sunday, March 20, 2011
  10. 10. Sunday, March 20, 2011
  11. 11. Get your house in order FIRSTSunday, March 20, 2011
  12. 12. Step 1: Clean up your Home Base • Set specific and measurable goals • Give your blog a home or revisit your blog • Consider where video, webinars, or other fresh content could be added • Create your profiles on social networks (as placeholders)Sunday, March 20, 2011
  13. 13. Step 1: Clean up your Home Base Suggested Toolkit • Blogging tool: or .org • Video Tools – FlipCam, YouTube • Twitter, FacebookSunday, March 20, 2011
  14. 14. You have to figure out where you want to go in order to figure out how to get there.Sunday, March 20, 2011
  15. 15. Specific • Well defined • Clear to anyone that has a basic knowledge of the project Measurable • Know if the goal is obtainable and how far away completion is • Know when it has been achieved Attainable • Within the availability of resources, time and money Relevant • Brings you closer to the vision of your business Time Bound • Achievable within a defined, realistic timeframeSunday, March 20, 2011
  16. 16. Examples: •Increase attendance by 30% from June to September •Attract 15% more customers in the 25–35 age range in the Fall season. •Increase sales of strawberries by 30% in 2010 •Grow the Facebook Page to 250 members by August.Sunday, March 20, 2011
  17. 17. Specific • Well defined • Clear to anyone that has a basic knowledge of the project Measurable • Know if the goal is obtainable and how far away completion is • Know when it has been achieved Attainable • Within the availability of resources, time and money Relevant • Brings you closer to the vision of your business Time Bound • Achievable within a defined, realistic timeframe TO DO: Write down some of the goals you have for your business.Sunday, March 20, 2011
  18. 18. Your Home Base How can your web site be improved? TO DO: Spend some time thinking about your web site. • Where are the opportunities to start building a community? • Who do you want to invite? • Where are those people hanging out? Brainstorm some ideas.Sunday, March 20, 2011
  19. 19. Step 2: Go out Exploring • Check out the neighbourhood • Set up listening posts • Find your customers, and listen to what they are talking about • Share this info with your colleagues • Collaborate/brainstorm on content ideasSunday, March 20, 2011
  20. 20. ListenSunday, March 20, 2011
  21. 21. Listening helps you focus on finding ways to achieve your goals. Find your audience. Listen to what they are talking about. Get involved in the conversation.Sunday, March 20, 2011
  22. 22. #1 Listening Tool on the Internet Google Alerts Google Reader Google BlogSearch Twitter Search Facebook SearchSunday, March 20, 2011
  23. 23. Step 2: Go out Exploring Suggested Toolkit • Twitter Search (use #hashtags), Twitter Chats to find conversations • Search Facebook Groups to find communities with shared interests • Use Google Alerts, Google Reader to have information delivered to you.Sunday, March 20, 2011
  24. 24. TO DO: Set up some listening posts. 1) Google 2) Google Blogsearch 3) Google Alerts 4) Twitter Search 5) 6) Facebook Search 7) Google Reader (Subscribe)Sunday, March 20, 2011
  25. 25. Step 3: Build Your Team • Define the roles of your team up front. Who will contribute to the blog? Monitor comments? Manage Facebook, Twitter, and photos? Create videos? • Build an editorial calendar, and set deadlines, and deliverables. • Decide what content will be posted when. Make sure it’s manageable and ties back to your goals.Sunday, March 20, 2011
  26. 26. Step 3: Build Your Team Suggested Toolkit • Google Docs for collaboration • DropBox for file sharing • Google Calendar for editorial calendarSunday, March 20, 2011
  27. 27. Step 4: Just hit Publish • Work on your content first – start to build blog posts, videos, other content. • Get some stuff “in the can”.Sunday, March 20, 2011
  28. 28. Step 4: Just hit Publish Suggested Toolkit • Google Docs for team collaboration, Evernote for “anywhere” ideas • Invest in an audio recorder or FlipCam • Create Neighbourhoods – YouTube Channel, Wordpress Blog, Flickr PageSunday, March 20, 2011
  29. 29. Neighbourhoods are other spaces online where you can interact, build relationships and point people back to your content. Examples of neighbourhoods are Facebook Pages, Twitter, and Flickr photo sharing, YouTube videos. TO DO: How can you use neighbourhoods? Set up accounts. Start extending your hand to people based on the listening you’ve been doing.Sunday, March 20, 2011
  30. 30. Step 5: Engage! • Facebook is a great place to start. Create your fan page, load up links, photos, videos, start discussions. • Invite people to “Like” your page. Link your Facebook page off your web site/blog • Don’t just post links to your own stuff. Posts links to things you find in your Google Reader that are interesting.Sunday, March 20, 2011
  31. 31. Step 5: Engage! • Post links on Twitter to things you find interesting. Re- Tweet others’ interesting content. • Participate in Twitter Chats. Share your knowledge. • Following other people is like a handshake. Say hello! • Build a YouTube channel and post your videos. Point people to that content too. •Post photos to your Flickr page of events and interesting things that happen in your day.Sunday, March 20, 2011
  32. 32. Remember, it’s not about broadcasting your message. It’s about interacting, and getting involved in conversations. TO DO: What are some ways you could encourage people to interact? What are some good conversation starters? Write down your ideas. Come up with a timeline. Hint: you don’t have to do everything at once!Sunday, March 20, 2011
  33. 33. Step 6: Manage and Maintain • Don’t stop now! If you disappear for days you’ll lose momentum. • Find some time every day to interact – make it a habit, like checking your email or voicemail.Sunday, March 20, 2011
  34. 34. Tracking results of social media efforts is easy, most tools can easily give you statistics. Tools you can use: Google Analytics Twitter Analyzer Facebook Stats Microsoft Excel Spreadsheets!Sunday, March 20, 2011
  35. 35. IMPORTANT NOTE! Like any marketing or publicity effort, social media takes time. It’s not an overnight solution. Spread the workload around. Experiment and adjust as you go.Sunday, March 20, 2011
  36. 36. Keeping the Momentum Keep a close eye on your stats. This will help you focus on the right areas. Build an editorial calendar. Ask members of your team, or even regular customers to contribute to your blog. Encourage your customers to upload photos, videos, share their own stories. Get them to be content creators for you!Sunday, March 20, 2011
  37. 37. Social Media in Less than 1 Hour a Day • Google Reader: 10 minutes with your morning coffee • Neighbourhood Check-In: 10 minutes morning, lunch and end of day (Hootsuite helps!) • Community Search: 10 minutes a week to seek out new people and build your network • Spread it around: Share the tasks with your team.Sunday, March 20, 2011
  38. 38. Next Steps Get your team involved as contributors, sharers, advocates Start by taking one or two steps Experiment, play, have fun! Keep in touch!Sunday, March 20, 2011
  39. 39. Susan Murphy Email: Company: Personal Blog: Twitter: Facebook:, March 20, 2011