using social media for marketing
DESCRIPTION
An introduction to social media - some popular tools, stats, developing of a strategy, and examples. This presentation is part of a larger workshop for new farm and food businesses.TRANSCRIPT
USING SOCIAL MEDIA FOR MARKETING
Sarah Cornelisse
We’ll talk about• Why use social media?
• Social media strategy
• Examples in Facebook, Twitter & Pinterest
What are social media?• Web-based and mobile technologies • Allow creation and exchange of user-
generated content.
Facebook: Shared a link to a blog post
Twitter: Engaged in a conversation
Why add social networking tools to your repertoire?
http://www.experian.com/assets/simmons-research/brochures/experian-marketing-services-2011-social-media-consumer-report2.pdf
“Fully 91% of online adults today, or 129 million individuals, access social media in a typical month.”
http://mashable.com/2012/02/05/facebook-recruiting-infographic/
http://venturebeat.files.wordpress.com/2012/02/16-02-2012_social_networks.jpg
http://blog.compete.com/2012/06/28/pinning-down-the-impact-of-pinterest/
http://blog.compete.com/2012/06/28/pinning-down-the-impact-of-pinterest/
Source: http://venturebeat.com/2012/08/22/social-media-demographics-stats-2012/social-network-age-distribution-580px/
Percentage joining a business’s social network by age
18-24 25-36 37-48 49-64 65+0
10
20
30
40
50
60
70
80
90
Source: K. Kelley & J. Hyde
Desired Post Frequency by Age
18-24 25-36 37-48 49-64 65+0
1
2
3
4
5
6
FacebookTwitterBlogs
Source: K. Kelley & J. Hyde
2-3 Times / week
Once a week
2-3 Times / month
Once a month
Social network expectations
Learn about new products/direction
of business
Learn about events related to the
business
Learn about sales before the general
public
Obtain exclusive deals
Learn about a hobby related to
the business
0
10
20
30
40
50
60
70
Source: K. Kelley & J. Hyde
Developing a strategy• Social media is like a dinner party• “Social” is the key!– Engage proactively– Respond to good and bad
Developing a Strategy
Company
Marketing
SM
Strategy Pyramid
Elements of a Strategy
• Marketing Goal – Develop a solid, profitable customer base– SM Goal – Develop Relationships With Potential
Customers
• SM Objective – Share 1 example of a product preparation per week
– SM Strategy – Create a YouTube Channel for videos of product preps
Elements of a StrategyDevelop a plan
Map out what content you will provide Develop a timeline
Events Promotions Product launches What content supplements these?
Which social media tools will you use? Who will do the work?
Elements of a StrategyMeasure success
Are you achieving your goals & objectives? Use SM tools such as Facebook Insights, YouTube
& blog stats, third party analytics (Twitter, Pinterest) Measure
Demographics Likes, comments, check-ins, retweets, re-pins, etc.
Facebook analytics: What posts resonated most with your followers?
What’s Your Reach?
PinLytics
• Limited internal analytics at this time
Building a Following• Let people know about your social media
presence– Print media, biz cards, signage, email signature– Purchase ads on Google or Facebook– Run a contest (e.g., prize at 1,000 Likes)
Building Relationships• Make the first move– Twitter: Follow, retweet, reply/mention, favorite a
tweet, use hashtags– LinkedIn: Send a Connection request– Facebook Profile: Send a Like request– Google+: Add to circles– Pinterest: Follow
Building Relationships• Make the second move– Speak when you’re spoken to!
Building Relationships• Provide GREAT content…– Updates– Photos, Videos– Links
• …About the business, your expertise, you and your team, relevant news/info about your industry
EXAMPLES OF USING THESE TOOLS FOR MARKETING
What Should You Post?• New products, and
services (e.g. event space, wedding venue)
What Should You Post?• Business milestones,
anniversaries, and events
What Should You Post?• What’s going on• Show your personality!
What Should You Post?• Information• Recipes - What
can customers do with what they’re buying?
Ask Questions
Close up view of some pins
Social Media Best Practices• Cross link your efforts• Be welcoming &
friendly• Engage people• Be humorous• Inform• Monitor self-promotion
• Promote others• Listen• Be human• Follow those who want
to follow you• Respond to what your
followers are looking for
• Provide “value”
In Conclusion…• Think of “strategy” from top-down.– Ensure SM is part of overall marketing plan
• Explore tools as they emerge
• SM is about relationship building!
Team Accounts
facebook.com/FarmBusiness
pinterest.com/psuextagent
farmbusiness.blogspot.com
Connect with us on social media!
Sarah’s Accounts
@scornelisse
sarahcornelisse
sarahcornelisse
scornelisse77
scornelisse