social media: helping customers find the farmer (part 3)
TRANSCRIPT
Glenn Muske
Rural and Agribusiness Enterprise Development Specialist
Sept, 2016
Effective Social Media7th National Small Farm Conference
Why Twitter?
• 313 million active monthly users• 3rd largest after Facebook and Instagram
• Used by many of the major brands• News travels fast• Rapid way to offer special offers and discounts• Tweets are short• Good place to listen and learn about trends and competition• Great for mobile use
Effective Twitter• Use your own voice• Use keywords and hashtags• Share links• Know what your readers want• Connect with influencers – Establish relationships• Engage, ask questions, promote others, • Be helpful• Use twitter chats• Don’t be all business
Effective Twitter
• Gather data and analyze• What’s your goal? More clicks on tweets sent 2 – 3 a.m.• Remember time zones• In general,• Early morning for clicks• Evenings for favorites and retweets• Noon to 1 local time
Why YouTube?• It’s visual and active• Video is the current “must have”• Not only can you tell, you can show at the same time• Increased sharing• Largest search engine after Google• Great marketing• Useful tool for “how to” help• Users spend more time online – 40 minute average on mobile• 1.3 billion users – 900 million active each month
• Watch 3.25 billion hours per month• 4billion videos watched per day - 1 billion videos on mobile devices
Effective YouTube• Produce compelling, diverse content• Integrate video with your web content• Engage• Use other social media platforms• Try unconventional content – Avoid boring
• Content does not have to be directly related to your product or business
• Keywords• Make it findable – Remember Google owns YouTube
• Focus on: Title; Description, & Tags
• Brand your channel• Try YouTube ads• Review insights
Why Instagram?
• Fastest growing social media channel• Visual• 500 million monthly active users• Great platform for user-generated content• Easy to produce and share• Fun
• Millennials earning $50,000 - $74,000 are users• Establish a visual identity
Effective Instagram• Use keywords and hashtags• Don’t just have pictures of your products. Add context• Share often but don’t swamp your audience• Use ads• Test ads
• Make use of user-generated content• Be active on social platforms• Take good photos
Traditional Marketing Online Marketing
PRPaid
Promotion
Distribution Channels
Customer SupportVisualMix
One-on-one & Networking
Word-of-mouth & ReviewsReputation
YOUMarketing
Online: Your Major Options
.org or .com• New ones daily• Vine• StumbleUpon• SnapChat• Podcasts• Flickr• Skype• Periscope• Slack• Zoom
Paid Ads on Social Marketing
Some OptionsFacebook
GoogleTwitter
YouTubeLinkedIn
InstagramPinterest
Why??
8 times greater click-through rate (mobile is higher)
Know Your BusinessKnow Your Audience
Make a PlanSMART Goals• Specific• Measurable• Achievable• Realistic• Time-bound
http://powerofbusiness.net/wp-content/uploads/2015/05/Creating-Online-Marketing-SMART-Goals-Print.pdf
http://powerofbusiness.net/wp-content/uploads/2015/05/Making-Time-Content-Calendar.pdf
Your Online Presence
1. Know who your audience is and where they can be found
2. Pick your platform - Develop a plan - Set goals
3. Build a following – ENGAGE!!
4. Make the most of your existing resources
Keeping Time Under ControlSet Aside a TimePost Ideas• Listen• Use stories – Real world issues• Use already answered questions• Engage with and repost from key experts • Make the most of existing resources • Have a method to capture material as you see it (i.e., Evernote)
Evaluate and Assess
Resources
• http://powerofbusiness.net/pob/finding-more-time-learning-to-prioritize/• Social media strategy – interactive and print• SMART goals – interactive, print, and Spanish• Content calendar
• Rural Marketing Today webinar• https://www.youtube.com/watch?v=tBGDwvyHRI8&feature=youtu.be
Glenn Muske
Rural and Agribusiness Enterprise Development Specialist
August, 2016
Comments?? Questions??
Glenn Muske
Rural and Agribusiness Enterprise Development Specialist
Sept, 2016
Evaluation and Analytics for Effective Marketing(Or “Big Data” is only useful if you do something with it!!)
7th Annual Small Farm Conference
How do you know if you have reached your goal?Define Success Ahead of Time• Know what you want to measure• Are you measuring the right thing
• Who and how will you measure• Quantitative• Qualitative
• Measure• Track• Measure
• Analyze• Adjust
Social Media Metrics is but One Part of YourOnline Presence
Don’t forget your website (and SEO), maps, etc
Success is:• Likes, hits and clicks – no longer sufficient
• Know the language• Bounce, visitor, visits, pageviews• Direct, referral, organic
• Goal is getting people to take an action • Engagement• CTA (Call to Action)
• Your hook – What’s in it for me?• Reason to act• Sense of urgency http://www.socialmediaexaminer.com/how-to-improve-your-social-media-calls-to-action/
• Knowing your audience• Know where they are coming from• Know what they are doing• Know what resonates - Pictures, text, video, emails, traditional ads, coupons, service, thank
you notes, etc.
It’s Continuous
Quick, Responsive Development
Model
-Harvard Business Review, 2013
Example: The Plan• Title Testing• 7 Topics
• Marketing• Networking• Megatrends
• Living with Purpose and Meaning in Rural Areas• The Gig Economy• The Decentralized Marketplace
• Time Management• Mobile Security
• One topic per week • Each topic given 2 titles - A/B Testing
What is A/B Testing?
A/B testing involves experimenting with at least two variations of the same message to see which one has the best conversion rate.
-O’Kane, 2013
The Data
Google Analytics
Youtube Analytics
Results
Topic Launch Date
Views - Pre 4/13/15 4/21/15 4/28/15 5/4/15 5/11/15 5/18/15 5/25/15
Total
Marketing A 4/7/15 10 28 11 2 0 2 54
B 13 33 12 1 0 3 62
Networking A 4/13/1
513 19 3 2 2 39
B 12 44 7 2 5 72
Gig Economy A 4/21/1
511 30 4 12 57
B 10 17 6 5 37Living with Purpose A 4/28/1
522 5 0 31
B 15 15 0 38Decentralized Mkt A 5/4/15 16 0 4 36
B 6 2 0 26MobileA 5/11/1
53 26 29
B 4 36 40Time A 5/18/1
5
B
Downloads of PDF’s
Lessons Learned• We learned a lot, including how much we don’t know!• It’s important to have a team.
• People - Tech experts, Graphic designers, Web Analytics• That is committed and ready to make project a priority.
• Financial support and Time• Constant change of people raise havoc with schedule
• Need to be able to have focused time on our calendar.• Platforms – University software versus Industry standards
• Transition from different platforms and that require “pro” versions to do what we wanted to do would have saved development time.
Lessons Learned• May have been better to have people randomly see
either one or the other of the two titles. In our case they would see both within a short period of time. • Larger pool of people seeing the posts would have
provided stronger results• Millennials are great!• Time commitments – Clear out part of your
calendar. • Allow plenty of lead time for creation of product
and timeline
Lessons Learned• Need to keep up with trends but not get taken in by
“today’s” new tool• Team learning works• Need to learn to write and think differently• Platform selection, wordpress.com versus
wordpress.org, delayed use of Google Analytics• Effort showed how teams can become a “personal
knowledge network” (PKN)
Lessons LearnedEverything took longer than planned!
Example 2#
Power of BusinessFacebook Postings ReviewJanuary to Present, 2016
Top Posts (Top Reaching Posts)
Posts above the trend line are:
1. During the AM (9-11 am)2. Mostly mention the words
business owner/small business3. 95% are links, not photos
Posting Recommendations- Split postings into two groups: AM & PM; - Most posts are AM right now; let’s see if we
get a different response comparing AM to PM postings for 30 days
- Morning posts: 9 to 11 am & links- Afternoon posts: 4 and 7 pm & links- Mention the words “Small business owners”
more- Mention the words “small business” more- Use hashtag #SmallBusiness &
#PowerofBusiness together in each post
2nd Test
Posting Recommendations – 2nd Test
- Views dropped by nearly 50%
- Try more original content, more original pictures, fewer links. Maybe only do 2 posts per day.
Evaluation and Analytics
• Don’t forget to check out the research others post• Forrester Research – Today’s buyer is often 2/3 to 90% of the way through the decision
making process before they ever interact with a person
• Make comparisons:• Over time• Your data to data from others
Reminders
What analytics can’t do• Tell you WHY users interact with your content
MYTH!!!You Must First be Found!!
And once found, YOU MUST STAY VISIBLE!
Trends and not individual numbers
• Without context, metrics are meaningless
Take resources
Glenn Muske
Rural and Agribusiness Enterprise Development Specialist
July, 2016
Comments?? Questions??
Don’t Forget theConference Survey
https://www.surveymonkey.com/r/DGBFRMB