using social media for marketing
DESCRIPTION
An introduction to social media - some popular tools, stats, developing of a strategy, and examples. This presentation is part of a larger workshop for new farm and food businesses.TRANSCRIPT
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USING SOCIAL MEDIA FOR MARKETING
Sarah Cornelisse
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We’ll talk about• Why use social media?
• Social media strategy
• Examples in Facebook, Twitter & Pinterest
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What are social media?• Web-based and mobile technologies • Allow creation and exchange of user-
generated content.
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Facebook: Shared a link to a blog post
Twitter: Engaged in a conversation
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Why add social networking tools to your repertoire?
http://www.experian.com/assets/simmons-research/brochures/experian-marketing-services-2011-social-media-consumer-report2.pdf
“Fully 91% of online adults today, or 129 million individuals, access social media in a typical month.”
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http://mashable.com/2012/02/05/facebook-recruiting-infographic/
http://venturebeat.files.wordpress.com/2012/02/16-02-2012_social_networks.jpg
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http://blog.compete.com/2012/06/28/pinning-down-the-impact-of-pinterest/
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http://blog.compete.com/2012/06/28/pinning-down-the-impact-of-pinterest/
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Source: http://venturebeat.com/2012/08/22/social-media-demographics-stats-2012/social-network-age-distribution-580px/
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Percentage joining a business’s social network by age
18-24 25-36 37-48 49-64 65+0
10
20
30
40
50
60
70
80
90
Source: K. Kelley & J. Hyde
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Desired Post Frequency by Age
18-24 25-36 37-48 49-64 65+0
1
2
3
4
5
6
FacebookTwitterBlogs
Source: K. Kelley & J. Hyde
2-3 Times / week
Once a week
2-3 Times / month
Once a month
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Social network expectations
Learn about new products/direction
of business
Learn about events related to the
business
Learn about sales before the general
public
Obtain exclusive deals
Learn about a hobby related to
the business
0
10
20
30
40
50
60
70
Source: K. Kelley & J. Hyde
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Developing a strategy• Social media is like a dinner party• “Social” is the key!– Engage proactively– Respond to good and bad
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Developing a Strategy
Company
Marketing
SM
Strategy Pyramid
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Elements of a Strategy
• Marketing Goal – Develop a solid, profitable customer base– SM Goal – Develop Relationships With Potential
Customers
• SM Objective – Share 1 example of a product preparation per week
– SM Strategy – Create a YouTube Channel for videos of product preps
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Elements of a StrategyDevelop a plan
Map out what content you will provide Develop a timeline
Events Promotions Product launches What content supplements these?
Which social media tools will you use? Who will do the work?
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Elements of a StrategyMeasure success
Are you achieving your goals & objectives? Use SM tools such as Facebook Insights, YouTube
& blog stats, third party analytics (Twitter, Pinterest) Measure
Demographics Likes, comments, check-ins, retweets, re-pins, etc.
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Facebook analytics: What posts resonated most with your followers?
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What’s Your Reach?
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PinLytics
• Limited internal analytics at this time
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Building a Following• Let people know about your social media
presence– Print media, biz cards, signage, email signature– Purchase ads on Google or Facebook– Run a contest (e.g., prize at 1,000 Likes)
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Building Relationships• Make the first move– Twitter: Follow, retweet, reply/mention, favorite a
tweet, use hashtags– LinkedIn: Send a Connection request– Facebook Profile: Send a Like request– Google+: Add to circles– Pinterest: Follow
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Building Relationships• Make the second move– Speak when you’re spoken to!
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Building Relationships• Provide GREAT content…– Updates– Photos, Videos– Links
• …About the business, your expertise, you and your team, relevant news/info about your industry
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EXAMPLES OF USING THESE TOOLS FOR MARKETING
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What Should You Post?• New products, and
services (e.g. event space, wedding venue)
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What Should You Post?• Business milestones,
anniversaries, and events
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What Should You Post?• What’s going on• Show your personality!
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What Should You Post?• Information• Recipes - What
can customers do with what they’re buying?
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Ask Questions
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Close up view of some pins
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Social Media Best Practices• Cross link your efforts• Be welcoming &
friendly• Engage people• Be humorous• Inform• Monitor self-promotion
• Promote others• Listen• Be human• Follow those who want
to follow you• Respond to what your
followers are looking for
• Provide “value”
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In Conclusion…• Think of “strategy” from top-down.– Ensure SM is part of overall marketing plan
• Explore tools as they emerge
• SM is about relationship building!
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Team Accounts
facebook.com/FarmBusiness
pinterest.com/psuextagent
farmbusiness.blogspot.com
Connect with us on social media!
Sarah’s Accounts
@scornelisse
sarahcornelisse
sarahcornelisse
scornelisse77
scornelisse