forget facebook...until you have an online strategy for your farm

Myrna Greenfieldgoodeggmarketing.com

Forget Facebook…

Until You Have anOnline Strategyfor Your Farm

Presentation for Harvest New England, 2/27/2013


Agenda

• Facebook is a tool, not a strategy• How to create a strategy• Learn from your peers:

– Buckle Farm– Miles Smith Farm

• Discussion


DevelopYour OnlineStrategy


Facebook is a Tool, Not a Strategy

GOAL

CUSTOMER

STRATEGY

TOOL(S)

MEASUREMENT/RESULTS

TOOL

Strategic Approach Tactical Approach


Sample Goals

• Generate $30,000 more from Pick Your Own sales

• Get 10% more CSA members to renew• Increase average sales per customer by at

least $1.00


Know Your Customers


Create a Plan

• Goal – Increase average sales per customer by at least $1.00

• Target – Farm stand customers• Strategy – Promote product of the week• Tools – FB only deals, send email for

product tasting or demo w/ coupon, location-based offers, texts


Choose the Right Tool

Photo by Garrett Wade, Creative Commons

http://www.flickr.com/photos/garrettwade/


Results/Measurement

• Set measurements for each goal• Keep it simple• Track on daily, weekly or monthly basis• Talk to customers, collect stories, and take

notes


Integrated Campaign:400% Increase in Sales


Learn From Your Peers:Buckle Farm


www.BuckleFarm.com

Our flock of 50 Rhode Island Reds are a happy and active one and lay about 4 dozen beautiful brown eggs a day.


Buckle Farm on Facebook


Buckle Farm on Twitter


Facebook CSA promo


Facebook post


Cross-post on Twitter


Learn From Your Peers:Miles SmithFarm


Website


Google Analytics


Miles Smith - Facebook


Facebook Insights


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forget facebook...until you have an online strategy for your farm

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