I know I'm supposed to do this social media thing -- but WHY?

NAFDMA 2014

Colleen NewvineNewvine Growing

Our agenda

What is social media success? Setting business goals Taking actions tied to those goals Using online marketing to communicate

actions How you can assess whether it’s

working Your questions

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Is this what success looks like?

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Or is it this?

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Or is it this?

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Or is it this?

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Or is it this?Manta, an online small business community, surveyed more than 1,200 of its members, and found 39 percent saw a return on their social media investment:

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“Excuse me sir,” Alice enquires, “could you tell me which road to take?”

Wisely the cat asks, “Where are you going?”

Somewhat dismayed, Alice responds, “Oh, I don’t know where I’m going sir.”

“Well,” replied the cat, “if you don’t know where you are going, it really doesn’t matter which road you take.”

Know where you’re going

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It’s not just about numbers

Social media is a tool to achieve your goals Reach the right people with the right

message at the right time What information do they need? What information do they want? What’s the specific next step you want

them to take? What’s in it for them?

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Five questions about strategy

When you’re crafting your online marketing strategy, ask: What are your goals? What’s your status quo? Who is your audience? What is your competition doing with

social media? What resources do you have?

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Getting specific about goals

What do you want and how can you measure it: Do you want to make more money Do you want to make different

money? Do you want to save money? Do you want to lower your stress? Do you want to contribute more?

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Goals drive your actions

Based on your business goals, do you want to make any changes to: What you are selling? Where you are selling it? How much you are selling it for?

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Actions drive communications

Then let the world know about your actions: What will you communicate? Who will you communicate with? Where will you communicate it? When will you communicate it?

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Actions drive marketing

How will you measure your results? o Share a coupon o Share a coupon code o Use a custom URL and Google

Analytics o Use social media analyticso Check your bank account

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Actions drive marketing

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You can do this

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Using metrics well

To track what works for you and what doesn’t: Develop a system Build in measurement from the

beginning Look for trends Run comparison tests Keep focused on the end goals

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Which do we care about?

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Each platform offers tools

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Or design your own

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One big caveat

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Achieve your goals

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Think results with metrics

Some examples of what you might track: Facebook likes, comments, shares Twitter followers, retweets and @mentions Clickthrus on links Website traffic Visits to your farm Weekly and monthly revenue Weekly and monthly profit

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If you aren’t there yet ...

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Take this talk home

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Newvine GrowingMarketing strategy and tactics for farmers, farmers markets and farm-to-table restaurantshttp://newvinegrowing.comcolleen@newvinegrowing.com