© 2018

E-COMMERCE & ONLINEMARKETING

HANDS ON EXERCISES

EXERCISE 1 – ONLINE MARKETING: LISTING INFORMATION

1. Contact Name: ___________________________________________________________________ ________________________________________________________________________________

2. Business Name: __________________________________________________________________

3. Address: ________________________________________________________________________

________________________________________________________________________________ ________________________________________________________________________________

4. Phone: __________________________________________________________________________

5. Email: __________________________________________________________________________

6. Website: ________________________________________________________________________

7. Hours: __________________________________________________________________________ ________________________________________________________________________________ ________________________________________________________________________________

8. Service Area: ____________________________________________________________________

9. Business Categories: _____________________________________________________________

10. Business Tagline (1 sentence): _____________________________________________________

11. Business Short Description (3-4 sentences): __________________________________________

___________________________________________________________________________________

___________________________________________________________________________________

13. Logo (square thumbnail): Remember to include your logo

EXERCISE 2 - ONLINE MARKETING: SEARCH ENGINE KEY WORDS

This not only about the actual products or services you provide but about related items as well. If you offer pick-your-own, consider adding PYO as well as Pick-Your-Own as well

1. ________________________________________________________________________________

2. ________________________________________________________________________________

3. ________________________________________________________________________________

4. ________________________________________________________________________________

5. ________________________________________________________________________________

6. ________________________________________________________________________________

7. ________________________________________________________________________________

8. ________________________________________________________________________________

9. ________________________________________________________________________________

10. ________________________________________________________________________________

EXERCISE 3 - SOCIAL MARKETING – IDENTIFY YOUR COMMUNICATION STYLE & PREFERENCE

1. Rank your interest level using these types of content. (1 = high)

_____ Posts

_____ Photos

_____ Videos

_____ Books

_____ Articles

_____ Podcasts

_____ Tips

_____ Recipes

_____ Quotes

_____ Infographics

2. Rank your comfort level using these tools to create content. (1 = high)

_____ Cellphone

_____ Camera

_____ Video Camera

_____ Word Processing Software

_____ Photo Editing Software

_____ Voice Recording Software

_____ Design Software

3. Check all the personality types that describe you?

_____ Creative _____ Warm _____ Precise _____ Witty

_____ Thoughtful _____ Detail-Oriented _____ Nimble _____ Authentic

_____ Sharp _____ Playful _____ Articulate _____ Versatile

_____ Intellectual _____ Inspiring _____ Thorough _____ Curious

4. What do you love? __________________________________________________________________

____________________________________________________________________________________

5. What inspires you? _________________________________________________________________

____________________________________________________________________________________

6. What are you good at? ______________________________________________________________

____________________________________________________________________________________

7. What is your motto? ________________________________________________________________

____________________________________________________________________________________

8. Check all the topics that interest you. _____ Food Science _____ Food Policy _____ Food Activism _____ Cooking _____ Canning _____ Homesteading _____ Renewable Energy _____ Farm Technology _____ Soil Science _____ Do It Yourself (DIY) _____ Entrepreneurism _____ Co-ops _____ Painting _____ Knitting _____ Writing _____ Homeschooling _____ Photography _____ Other 9. Where do you learn new things about your interests?

____________________________________________________________________________________

____________________________________________________________________________________

10. How to you share the information you learn?

____________________________________________________________________________________

____________________________________________________________________________________

NOTE: You can use the answers provided in this exercise to assist you in planning out your marketing

calendar in the next exercise

EXERCISE 4 - MARKETING PLAN: SOCIAL MEDIA MARKETING CALENDAR

Week Network Time Content

Type Topic Copy Link NotesDATE

FACEBOOK MONDAY

TUESDAY

FRIDAY

SATURDAY

SUNDAY

INSTAGRAM MONDAY

TUESDAY

FRIDAY

SATURDAY

SUNDAY

Week Network Time Content

Type Topic Copy Link Notes

TWITTER MONDAY

TUESDAY

FRIDAY

SATURDAY

SUNDAY

WEBSITE MONDAY

TUESDAY

FRIDAY

SATURDAY

SUNDAY

RESOURCES

© 2018

TABLE OF CONTENTS

Helpful Links .................................................................................................................................................. 3

Getting listed .............................................................................................................................................. 3

Getting Reviews ........................................................................................................................................ 3

Build a webpage ........................................................................................................................................ 3

Adevertising Online ................................................................................................................................... 3

E-commerce .............................................................................................................................................. 3

Social Media Tools by Platform ................................................................................................................. 3

Microblogging ............................................................................................................................................ 3

Media Sharing ........................................................................................................................................... 3

Social Bookmarking & News ..................................................................................................................... 3

Social Media Tool Factsheets ....................................................................................................................... 4

7 tips for getting social media ads right ....................................................................................................... 12

1. Be authentic ......................................................................................................................................... 12

2. Be useful .............................................................................................................................................. 12

3. Be contextual ....................................................................................................................................... 12

4. Be credible ........................................................................................................................................... 12

5. Be accessible ...................................................................................................................................... 12

6. Be persistent ........................................................................................................................................ 12

7. Use your listening skills ....................................................................................................................... 13

Digital Media Strategy Guide by Hootsuite ................................................................................................. 14

Social Media Calendar Template ................................................................................................................ 20

HELPFUL LINKS

GETTING LISTED

Google Local https://www.google.com/business/FARMIGO https://www.farmigo.com/Bing Places https://www.bingplaces.com/Yahoo Local http://smallbusiness.yahoo.com/local-listings/YellowPages http://adsolutions.yp.com/Soil Mate https://www.soilmate.com/

GETTING REVIEWS

Google Local https://www.google.com/business/FARMIGO https://www.farmigo.com/Yahoo Local http://smallbusiness.yahoo.com/local-listings/YellowPages http://adsolutions.yp.com/Soil Mate https://www.soilmate.com/Yelp! https://www.yelp.com/Facebook https://www.facebook.com

BUILD A WEBPAGE

GrazeCart (Built For Farmers) https://grazecart.com/Weebly (Has a free option) https://www.weebly.com/caWix.com (Has a free option) https://www.wix.comWordPress https://wordpress.com/GoogleBusiness https://www.google.com/business/how-it-works/website/

ADEVERTISING ONLINE

GoogleAdwords https://www.google.ca/adword Facebook https://www.facebook.com/businessInstagram https://business.instagram.com

E-COMMERCE

Farmigo (produce) http://www.farmigo.com/Shopify (other products) http://www.shopify.ca/Etsy (other products) https://www.etsy.com/ca Amazon (groceries/gourmet) https://www.amazon.ca/gp/help/customer/display.html?ie=UTF8&nodeId=201752270

SOCIAL MEDIA TOOLS BY PLATFORM

Facebook Google+ LinkedIn

MICROBLOGGING

Twitter Instagram Tumblr Snapchat Vine

MEDIA SHARING

YouTube Vimeo Picasa Flickr SlideShare

SOCIAL BOOKMARKING & NEWS

Pinterest StumbledUpon Reddit Digg

SOCIAL MEDIA TOOL FACTSHEETS

7 TIPS FOR GETTING SOCIAL MEDIA ADS RIGHT

1. BE AUTHENTIC

Above all, brands need to strive for authenticity. Consumers have shown that they are not only open to branded social media content, they welcome it, provided the content is useful and relevant rather than disruptive to their experience.

From social media usage statistics, we see that users are most interested in staying connected and entertained. Brands that share news of upcoming trends or offer content that stands on its own merit can add value to users’ social media experience while reaching out to a more receptive audience.

2. BE USEFUL

Understanding how individuals utilize their social media presence can help brands leverage their marketing dollars. Users may not want to see a soft-drink ad while scrolling through pictures of a friend’s trip, but an airline ad might hit home.

Instructional videos can be a particularly effective way of reaching an audience in a useful manner. Like many others, my friend would be far more welcoming of how-to videos from a yarn supplier than of the seemingly arbitrary clothing ads that pepper her crafting-heavy social media feeds.

3. BE CONTEXTUAL

As always, context is key. Not all social media interactions are alike. Users may look to one branch of their network for entertainment or news and to another for technical knowledge or inspiration.

While the current targeting approach estimates user proclivities based on the activity and interests of their network, determining how users relate to specific nodes in the network will enable brands to reach out to users when and where they will be most receptive to the marketing content in question.

4. BE CREDIBLE

Differentiation is also critical in establishing credibility. An American Press Institute study showed that users place greater weight on who shares content than on where it came from originally. Social media users, especially those in the 13-to-24 age bracket, will actively share and discuss content they find engaging.

Brands can make use of this phenomenon to proliferate their content, but only if those who share it are perceived to be trustworthy by members of their network. How connections respond to a user’s posts or shares can be more important than how much the user shares.

5. BE ACCESSIBLE

Brands need to build an audience of active and reliable followers who will help spread branded content to loyal followers of their own. Beyond publishing content that is engaging and true to their image, brands can accomplish this by making themselves more accessible to consumers.

Instant messaging can be a powerful tool for answering consumer questions, responding to complaints and building more intimate relationships with followers. By responding in a more immediate and personal way to users, brands can empower users to take the initiative in building a stronger relationship with them.

6. BE PERSISTENT

The most important factor that determines a brand’s success in the world of social media is perseverance. In part, this means being responsive to user feedback and actively working to improve their social media presence.

At the same time, brands need to stick to their guns. A majority (some 60 percent) of users need to interact with content between two and four times before taking action, according to a Sprout Social survey. A steady production of quality content will keep users tuned in, translating user engagement with content into tangible results.

7. USE YOUR LISTENING SKILLS

Brands that listen actively to social media users and respond earnestly to their needs and interests stand to gain a foothold in the new marketing frontier. Over 75 percent of users in the Sprout survey report purchasing a product after interacting with marketing content on a social media platform. Furthermore, just as many users discovered a new brand through social media as in-store or via a conventional ad.

While many brands are struggling to reach consumers on social media (and not for lack of trying), they can overcome the resistance they are experiencing by opening their ears — before their pocketbooks.

DIGITAL MEDIA STRATEGY GUIDE BY HOOTSUITE

Week Network Time Content Type Topic Copy Link NotesWEEK 1 WEEK 1: Dates

FACEBOOK MONDAY

TUESDAY

FRIDAY

SATURDAY

SUNDAY

INSTAGRAM

MONDAY

TUESDAY

FRIDAY

SATURDAY

SUNDAY

TWITTER

MONDAY

TUESDAY

FRIDAY

SATURDAY

SUNDAY

WEBSITE

MONDAY

TUESDAY

FRIDAY

SATURDAY

SUNDAY

SOCIAL MEDIA CALENDAR TEMPLATE

Session 4 – Source Links and documents

https://marketingland.com/sell-social-media-200201

https://marketingland.com/4-steps-enhancing-customer-experience-social-media-226632

https://marketingland.com/8-tips-getting-social-media-ads-right-230908

https://www.lifewire.com/most-popular-mobile-payment-apps-2373179

https://www.lifewire.com/mobile-payment-advantages-for-small-businesses-2373208

http://about.farmfanapp.com/#fronthowitworks

https://www.thespruce.com/sell-small-farm-products-online-3016900

http://memberassembler.com/hub/marketing-tips-for-farmers

https://blog.hootsuite.com/how-to-create-a-social-media-content-calendar/

https://thelandconnection.org/farmers/social-media-marketing-resources/social-media-marketing-webinars