forget facebook...until you have an online strategy for your farm
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Myrna Greenfieldgoodeggmarketing.com
Forget Facebook…
Until You Have anOnline Strategyfor Your Farm
Presentation for Harvest New England, 2/27/2013
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Myrna Greenfieldgoodeggmarketing.com
Agenda
• Facebook is a tool, not a strategy• How to create a strategy• Learn from your peers:
– Buckle Farm– Miles Smith Farm
• Discussion
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Myrna Greenfieldgoodeggmarketing.com
DevelopYour OnlineStrategy
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Myrna Greenfieldgoodeggmarketing.com
Facebook is a Tool, Not a Strategy
GOAL
CUSTOMER
STRATEGY
TOOL(S)
MEASUREMENT/RESULTS
TOOL
Strategic Approach Tactical Approach
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Myrna Greenfieldgoodeggmarketing.com
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
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Myrna Greenfieldgoodeggmarketing.com
Know Your Customers
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Myrna Greenfieldgoodeggmarketing.com
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
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Myrna Greenfieldgoodeggmarketing.com
Choose the Right Tool
Photo by Garrett Wade, Creative Commons
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Myrna Greenfieldgoodeggmarketing.com
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
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Myrna Greenfieldgoodeggmarketing.com
Integrated Campaign:400% Increase in Sales
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Myrna Greenfieldgoodeggmarketing.com
Learn From Your Peers:Buckle Farm
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Myrna Greenfieldgoodeggmarketing.com
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.
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Myrna Greenfieldgoodeggmarketing.com
Buckle Farm on Facebook
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Myrna Greenfieldgoodeggmarketing.com
Buckle Farm on Twitter
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Facebook CSA promo
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Facebook post
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Myrna Greenfieldgoodeggmarketing.com
Cross-post on Twitter
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Myrna Greenfieldgoodeggmarketing.com
Learn From Your Peers:Miles SmithFarm
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Myrna Greenfieldgoodeggmarketing.com
Website
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Google Analytics
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Myrna Greenfieldgoodeggmarketing.com
Miles Smith - Facebook
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Myrna Greenfieldgoodeggmarketing.com
Facebook Insights
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Myrna Greenfieldgoodeggmarketing.com
Popular Facebook Posts - 1
9 Likes112 Comments160 Shares2,0003 saw post
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Myrna Greenfieldgoodeggmarketing.com
Popular Facebook Posts - 2
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Miles Smith Twitter