BUILDINGCOMMUNITYTHROUGHSOCIALCONNECTION

Creatingandimplementingacohesivesocialmarketingstrategyforyourfarmers’market.

MelissaHartfiel (@mhchipmunk)andEthanAdeland (@ethanadeland)FoodBloggersofCanada(@foodbloggersca)

COMMUNITYISKEY

• Buildinganengagedandactivecommunityaroundyourbusinessisoneofthemostimportantkeystolongtermsuccessintoday’smarketplace• PeoplewanttofeelconnectedbothonlineANDoffline• Byaddressingbothyoucanbuildathrivingcommunitythatstaysactiveandengagedallyearround

WHATWE’LLCOVERTODAY

• Anoverviewofexistingsocialplatforms• Toolsavailabletohelpyoucreateandsharesocialcontent• Tipsoncontentcreationandrepurposingcontent• Usinglivebroadcastingforinthemomentupdates• Howtoinvolvemarketvendorsinyourplan• Howtoworkwithsocialinfluencersandfoodprofessionals• Creatingamarketdaystreetteam• Strategiesforcreatingwintercontenttostaytopofmind

SOCIALPLATFORMS

ENSUREYOURSOCIALPROFILES,WEBSITEAND

CONTACTINFORMATIONAREUPTODATEATTHESTARTAND

ENDOFEVERYMARKETSEASON

KEYTAKEAWAY

• They’renotallthesame!!!

• Eachhasadifferentpersonality,demographicandalgorithm

• Customizingcontentiskey

FACEBOOK

KEYDEMOGRAPHICS

• Over2.13Bactivemonthlyusersand1.4Bdailyactiveusers(Q42017)Over1.15BILLIONactivemobileusers

• Largestdemographicis25-34(29.7%)

• Highesttrafficismid-weekbetween1-3pm

• OnThursdaysandFridaysengagementis18%higher

• Averagevisitis20minutes

Source:https://zephoria.com/top-15-valuable-facebook-statistics/

TWITTER

KEYDEMOGRAPHICS

• Over330Mactivemonthlyusersanddailyactiveuseryearoveryeargrowthincreasedby12%

• Largestdemographicis18-29followedby30-49(totalsmorethan50%ofusers)

• Evensplitbetweenmaleandfemaleusersandurban/suburban/ruralusers

• Over50%ofthemhaveanincomegreaterthan50K(with30%over75K)

• Topoptionforsocialcustomerservice

Source:https://zephoria.com/twitter-statistics-top-ten/https://sproutsocial.com/insights/new-social-media-demographics/#twitter

INSTAGRAM

KEYDEMOGRAPHICS

• Over800Mactivemonthlyusersanddailyactiveuseryearoveryeargrowthincreasedby12%

• 59%of18-29yearoldsusetheapp• Postswithalocationget79%more

engagement!• Usersengagemoreonweekdays• Highlyvisualplatform– strongphotos,

videos,andvisualstoriesandliveupdatesamust

https://sproutsocial.com/insights/instagram-stats/

OTHERPLATFORMSTOCONSIDER

SNAPCHAT

• Popularwithyoungermillenials andGenZ

PINTEREST

• Aspotforcollectingideasandinspiration

YOUTUBE

• Videocontent- particularlylongerformvideo

SOCIALTOOLS

SCHEDULERS

• Hootsuite(freeoption)

• Buffer(freeoption)

• IFTTT(free– combineswithGoogleCalendar)

• Facebooknativescheduler(freeandrecommended)

• Tweetdeck (free- Twitteronly)

• Later(free- Instagram)

• Co-Schedule(paid)

• MeetEdgar(paid)

• Tailwind(paidandmainlyforPinterest)

OTHER

• Mailchimp (newsletter)

• Facebookpagesapp

• Googlecalendar

• AsanaorTrello(projectmanagementsoftware)

CONTENTCREATIONAPPS

• iMovie

• VSCO

• AColorStory

• Hyperlapse

• CutStory

• RotateandFlip

• Splice

CONTENTCREATION

Youneedcontenttoshare– thekeyistomakeitengaging sofollowersinteractandfeelwelcome.

Thegoal behindeverypieceofcontentshouldbetobuildandstrengthenyourcommunity.

ALLCONTENTSHOULDDOONEOFTHEFOLLOWING

• ENCOURAGE themtoparticipateanddiscuss

• INVITE themtojoinin

• ASKthemquestionstogettheirfeedbackorparticipation

• ENTERTAIN them(neverunderestimatethevalueofalaugh)

• INFORM them

• HELP them

CONTENTCREATION

YouDON’T needtocreatebrandnewcontentforeveryplatform.YouDO needtotweakcontenttomakeitfitthepersonalityofeachplatform.

FACEBOOK• videos• livevideos– greatformarketday.• recipes– sharearecipethattakesadvantageofwhat’sinseasonthatweekatthemarket• photos– showcaseyourvendors,theirweeklyspecials,inseasonitems• polls– askyourcustomerswhatthey’dliketosee,howtheycooktheircornonthecob.Getcreative• memes• tipsandtricks– providequicktipsonhowtopreparelesserknownfruitsandveggiesforsale• questions– asksimplequestions:favourite summertimefruit,favourite waytousehoney

CONTENTCREATION

YouDON’T needtocreatebrandnewcontentforeveryplatform.

YouDO needtotweakcontenttomakeitfitthepersonalityofeachplatform.

TWITTER

• “Inthemoment”updates– perfectformarketday

• Livetweetthroughoutmarketday– usephotosinyourtweets

• Sharevendorspecials,letcustomersknowwho’satthemarketthisweek,what’savailable,whotheentertainmentis

• Sendoutteasertweetsduringtheweektoletpeopleknoweverythingthat’shappeningonmarketday

• Sharetweetsfromyourvendors,aswellascontentfromchefs,foodbloggersandanyonewhoiscreatingandsharinggreatseasonalrecipesthatshowcaseitemsforsaleinyourmarket

CONTENTCREATION

YouDON’T needtocreatebrandnewcontentforeveryplatform.

YouDO needtotweakcontenttomakeitfitthepersonalityofeachplatform.

INSTAGRAM

• Photosforyourfeed– fruitandvegareeasytophotographandcanbebeautiful– think“eattherainbow)– postdailythroughouttheweek

• Hashtagappropriately

• SharebehindthescenesandupdatesonInstagramstoriesduringmarketday

• “Interview”yourvendorsonmarketdayinanInstagramLiveorinIGstories

• Teamupwithalocaldietitianornutritionistandsharenutritionalfactsaboutproductsforsale

• Createamarkethashtaganduseitacrossallplatforms

CONTENTCREATION

www.instagram.com/vanmarketshttps://twitter.com/HamOntMarket

REPURPOSECONTENT

• Buildupabankofphotos– theycanbeusedacrossmultiplechannels• Squareworksonallchannelsespeciallyinstagram• Horizontal(landscape)worksbestonFacebookandtwitter• PortraitworksbestonPinterest

• VideocanbeeditedandusedonFacebook,Instagram,TwitterandYouTube• ShortformvideoforFB,IGandTwitter,longformforYouTube

• Liveinterviewscanbetranscribedintoblogpostsandarticles

• FacebookandInstagramLivescanbesavedandrepurposed

• Sharecontentfromothermarkets,vendors,localchefs,dietitiansandnutritionistsandsocialinfluencers

GOLIVE!

Livebroadcastingisbigrightnow

• Facebook,InstagramandYouTubeallsupportlivebroadcasting

• Greatwaytocapturetheexcitementofmarketdayandshareit• Interviewvendors,attendees• Sharemarketspecials• Showwhat’shotorinseason• BroadcastacookingorDIYdemo• Shareyourlocalfoodtruckcookinguptheirspecialtyoryouronsitebaristawhippingupalatte

• Alwaysencourageviewerstocomeondownandjoinin

• Ifyou’reuncomfortablegoing100%live,tryIGstories

MAKEYOURVENDORSINTEGRALTOTHECOMMUNITY

Getyourvendorsinvolved.

• Haveallyourvendorsprovidetheirwebsiteinfoandallsocialhandlespriortomarketseason• Makeamasterlistandpassitontoallvendorsencouragingthemtouseit• MakesuretheyhaveYOURsocialinformation• Encouragethemtosubmitanythingnewsworthytheyhavetoshareeachweek– createashared

DropboxorGoogleDrivefolder• Handoutmarketdaytalkingpointseachweek toeveryoneinvolved:

• Vendors,volunteers,yourstreetteam• Includesuggestedtweets,vendorhandles,yourhandles

• Makeitsoeasyforthemtheycan’thelpbutparticipate• Leadfromthetop– makesureyoursocialchannelsareactiveandengaging• Mentionyourvendorsthroughouttheweek– thisencouragesthemtoreshare andengagewithyour

socialcontent

INVOLVELOCALSOCIALINFLUENCERS

Thesecaninclude:

• Localchefsactiveonsocialmedia

• Localdietitiansandnutritionists– manyofthemareverysocialmediasavvyandarecomfortableoncameraorbeinginterviewed

• Foodbloggersandinstagrammers

IDEAS

• Cookingdemos

• Recipecreation

• “live”markettours

• Followachefonhisorhermarketshopandthenheadtotherestauranttoseewhat’sonthemenu

FINDINGANDAPPROACHINGSOCIALINFLUENCERS

• Checkoutwho’staggingyouonsocialmedia– usegeotaggingaswell

• Startfollowinganychefs,bloggers,orhealthcarepractitionerswhomentionyou– interact withthem!

• Organizeamarketdaytourforasmallgroupofinfluencers– createahashtagforthetourorforyourmarket

• Createamarket“ambassador”positioneachseasonandhireasocialinfluencer

• chefs,dietitiansandbloggersmayrequirefinancialcompensationforservices• Recipecreation• Appearancefees• Cookingdemos

• Always,ALWAYSreachouttoinfluencersinawaythatprovidesvaluetothemaswellasyou(free”exposure”isnotagoodvalueproposition)

MARKETSOCIALSTREETTEAMS

• Createamarketdaystreetteamwho’ssolejobistopromotethemarketviasocialmedia

• Createavolunteersocialmediaposition

• Highschoolanduniversitystudentsareagreatoption• They’resocialmediasavvy• They’rewizardsontheirmobiledeviceswithphotoandvideo• HSstudentsneedtofulfilltheirvolunteerrequirementsforgraduation

• Putthecalloutviasocialmedia

• Pollyourvolunteerteamorstaffforteenagechildren

• Encouragethemtonotonlyusethemarket’ssocialaccountsbuttheirown– turnthemintomarketambassadorsaswell– theycanbringinayoungercrowd.

• Trytohavesomeconsistencythroughoutmarketseason

DON’TSHUTDOWNFORWINTER

Marketsmaybeclosedbutsocialmediaisn’t– staytopofmind!

• September– Februaryisthe biggestfoodseasonoftheyear• BacktoSchool,Thanksgiving,Halloween,Diwali,Christmas,Hanukkah,NewYearsEve,OrthodoxChristmas,LunarNewYear,Super

Bowl,Valentine’sDay

• Continuepostingatleastdailyonyourmostconsistentsocialchannels

• Allmarketlong– sharetipsforfreezingandcanningsummerveggiesandfruitsforwinteruse

• Latemarket– promoterootvegetablesandgivelongtermstoragetips

• Shareseasonalrecipesthatuseseasonalproduceandwholefoods

• Encouragepeopletoeatmorewholefoodsallyearlongevenifthey’renotbuyingthematyourmarket– theseareyourpeople!

• Providetipsforgrowingherbsinthekitchenoverthewinter(andrecipestocookwiththem)

• Doseasonalvideosforsimplekitchentipsforcuttingsquash,roastingveggies,makingsaladdressingfromscratch

• Headouttolocalfarmsorartisansandshootvideoordointerviewstoshowwhathappensoffseason

• Sharebehindthescenesprepphotosfornextseason

• Do“CountdowntoMarket”photosoracalendaracrossallplatforms

INTERACT

ENGAGE

BESOCIAL

BRINGEVERYTHINGBACKTOTHECOMMUNITY

ABOUTUSWeare:

MelissaHartfiel – ManagingDirectorofContentCreation(@mhchipmunk)EthanAdeland – ManagingDirectorofPartnerships(@ethanadeland)

FoodBloggersofCanadahttps://www.foodbloggersofcanada.comTwitterandInstagram:@foodbloggerscaInstagramhashtag:#fbcigersFacebookandYouTube:FoodBloggersofCanadaPinterest:@fbccanada

melissa@foodbloggersofcanada.comethan@foodbloggersofcanada.com