using social media to build a community of buyers
DESCRIPTION
Presentation given to the Snohomish County Focus on Farming Conference, November 5, 2009.TRANSCRIPT
Use Online Social Media to Build a Community of Buyers
Focus on Farming SummitNovember 5, 2009
Keven ElliffWindridge Solutionswww.kevenelliff.com
In 45 Minutes
What is Social Media?How Can I Use It to Build Sales…Year
Round?
DISCLAIMER
Time is Short…Avoiding Nuance at ALL Costs!
Psssst…..
People buy things from people and organizations that they like and trust.
What is Social Media?A set of digital tools that helps you get
customers to like and trust you.
The farm or nursery’s advantage? PEOPLE ALREADY LOVE AND TRUST YOU!
How Does It Work?They enable connection
Feedback (comments/reviews)Transparency (letting people in)Conversation (back and forth)
Are you ready for connection…
Let’s Plant a SeedImagine that your business is actually a
magazineYou have a story.You have a passion.You have a point of view.You have something to share.You can predict when certain things are going
to happen (i.e. seasonality = an editorial calendar)
Hammers, Nails, and SawsGoogle, Facebook, Twitter, YouTube, Flickr,
Yelp, Trip Advisor, etc…Website, blogs, email, forums, comments…Each is it’s own unique ecosystem
Important Point
“They’re heeerrreeee…..”
You Can’t HideTens of millions of people already use
these tools. They are there. Talking. Sharing. Buying.
Groups of them care about the same things you do.
Why would you NOT want to create relationships with them?
Relationships = SalesGood Relationships = Trusting and Engaged Customers =Sales
What can these tools do for me?Listen to what your customers say about you.Learn what is important to your customers.Connect customers to you.Connect customers to each other.
First Things FirstBusiness Plan--CHECKMarketing Plan--CHECK
Hub and SpokeStart with website and blog – the hubReach out to outposts – create the spokes
BlogIf you have knowledge, share itIf you have a passion, share itPeople love to connect with both
Twitter a.k.a Public Instant MessagingAmplify and expand the reach of your websiteCustomer serviceGet new info out to your customersBe unique hereDialog vs. Broadcast
Facebook: Community ToolsBig Reach, but not right for every business.If you have a strong EXISTING community,
go for it. Otherwise, waitBusinesses create FAN PagesBe unique here – more visual
Yelp, Google, Trip AdvisorCustomer reviews have enormous power.
People trust other people.It’s not just the review, but how you respond.Make sure your product is good.Encourage customers to review.
7 L’sLOOK: Evaluate your product or serviceLISTEN. Alerts, searchLEARN. Know your customers. Learn where they hangoutLEVERAGE: Make your hub excellent – add valueLAY DOWN A PLAN: Develop coherent and sustainable
communication plansLEAP: Start creating outposts appropriate for you and
your customers – add valueLEAD: Rivers change course. Be ready for it. Be ahead of
it.
Keep it Rolling!Take it into the real world
PartiesEventsVideosCustomer storiesLink back into your business – always.
Use Online Social Media to Build a Community of Buyers
Focus on Farming SummitNovember 5, 2009
Keven ElliffWindridge Solutionswww.kevenelliff.com