Embed Size (px)
Citation preview
Social Media: Helping Customers Find the
FarmerChapter 2. Social Media & Marketing
GLENN MUSKE, NORTH DAKOTA STATE UNIVERSITY EXTENSIONMARY PEABODY, UNIVERSITY OF VERMONT EXTENSIONCONNIE HANCOCK, UNIVERSITY OF NEBRASKA EXTENSION*JAMES BARNES, MISSISSIPPI STATE UNIVERSITY*
Goals Understand Social Media’s role in marketing Where
does social media fit in the marketing plan?
Learn best practices in coaching farmers in social media use
Identify resources and tools available
Coaching farmers and ranchers in social media
Do as I say…not as I do?What’s the message you’re sending
to your clients
Like it or not…Social Media is here to stay!
And it’s all mobile all the time.
https://www.youtube.com/watch?v=jottDMuLesU
Goals Come from your marketing
plan
SMART
Budget Match the investment with the
outcomes
Know your customer
Know your product
Track results
Ex. In 2016 we will spend $250 on 1200 new CSA brochures which will result in 15 new members and increase our member return rate to 85%.
Marketing 101
“If your product isn’t cheap it better be unique…”
Marketing 102
“The more unique your product is…the better your story has to be.”
400 miles
ProfessionalsDisposable
Income
Women 40+
Home Cooks
Who is your target custom
er?
Target your marketing dollar
What is your intention with each marketing investment?
The story matters…and so does where you tell it.
Customers
Social/Digital/Mobile
TV/Radio
Print/Direct
So many tools…
…so little time.
The Economics
of Why Facebook
What makes Facebook the P2B? Super easy to access and to navigate Customers are probably already there anyway You can target the population you want to
reachBoost a postBuild an ad
It’s pretty affordable You can measure the results Mobile friendly platform(s)
What makes Facebook Challenging?
Easy to access and to navigate? Very noisy and it’s hard to get seen Facebook changes their platform all the time It’s pretty affordable? You can sort of measure the results The landscape of social media changes so
quickly other platforms may surpass FB
The Target Market
Some Lessons Learned About Paid Ads ‐ Focus on brand awareness first and sales later‐ Focus next on fan engagement, not page likes only‐ Do not be afraid to use stock photos from shutterstock‐ Develop a Facebook page fully before launching a paid
like campaign‐ Use any data possible to help defined a target audience
before creating a paid advertisement‐ Brevity pays. Get to the point and stay with that point
only
Web: www.facebook.com/msbrickstoclicks
B2C Program Facebook Page
Contact Dr. James Barnes for Details: [email protected]
Pinterest is the world’s catalog of ideas.
Launched in March 2010
Pinterest Users100 million active users (176m registered)85% female – 13% male42% online women using Pinterest67% under the age of 40Average time on site – 14 minutesAvg Length of time/month – 98 min.80% of millennial users are looking for things to
buy
Why Pinterest for Farmers?
Food and Drink is the top category 4 Billion recipesMost followed board – Delicious5.7 Billion food-related pins Top search for women – budget friendly
travel with kids
Issues in Pinterest
Requires photos – good ones! Still relatively young, urban, hipsterNeeds a strong website foundation
Strategies for success
Have a plan
Set goals/targets Set aside time
Learn the rules
Do not make it about selling
Be fun/Have fun
Track progress
Take-Home Lessons for Coaches
Focus on the best practices – not on the tool
Use the platform’s help features and tutorials
Stay current on the platforms (as a user)Hands-on Clinics work well
