Forget Facebook...Until You Have an Online Strategy for Your Farm
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Forget Facebook...Until You Have an Online Strategy for Your Farm
- 1. Forget Facebook… Until You Have an Online Strategy for Your Farm Presentation for Harvest New England, 2/27/2013 Myrna Greenfield goodeggmarketing.com
- 2. Agenda • Facebook is a tool, not a strategy • How to create a strategy • Learn from your peers: – Buckle Farm – Miles Smith Farm • Discussion Myrna Greenfield goodeggmarketing.com
- 3. Develop Your Online Strategy Myrna Greenfield goodeggmarketing.com
- 4. Facebook is a Tool, Not a Strategy MEASUREMENT/RESULTS TOOL(S) STRATEGY CUSTOMER GOAL TOOL Strategic Approach Tactical Approach Myrna Greenfield goodeggmarketing.com
- 5. 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 Myrna Greenfield goodeggmarketing.com
- 6. Know Your Customers Myrna Greenfield goodeggmarketing.com
- 7. 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 Myrna Greenfield goodeggmarketing.com
- 8. Choose the Right Tool Photo by Garrett Wade, Creative Commons Myrna Greenfield goodeggmarketing.com
- 9. 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 Myrna Greenfield goodeggmarketing.com
- 10. Integrated Campaign: 400% Increase in Sales Myrna Greenfield goodeggmarketing.com
- 11. Learn From Your Peers: Buckle Farm Myrna Greenfield goodeggmarketing.com
- 12. 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. Myrna Greenfield goodeggmarketing.com
- 13. Buckle Farm on Facebook Myrna Greenfield goodeggmarketing.com
- 14. Buckle Farm on Twitter Myrna Greenfield goodeggmarketing.com
- 15. Facebook CSA promo Myrna Greenfield goodeggmarketing.com
- 16. Facebook post Myrna Greenfield goodeggmarketing.com
- 17. Cross-post on Twitter Myrna Greenfield goodeggmarketing.com
- 18. Learn From Your Peers: Miles Smith Farm Myrna Greenfield goodeggmarketing.com
- 19. Website Myrna Greenfield goodeggmarketing.com
- 20. Google Analytics Myrna Greenfield goodeggmarketing.com
- 21. Miles Smith - Facebook Myrna Greenfield goodeggmarketing.com
- 22. Facebook Insights Myrna Greenfield goodeggmarketing.com
- 23. Popular Facebook Posts - 1 9 Likes 112 Comments 160 Shares 2,0003 saw post Myrna Greenfield goodeggmarketing.com
- 24. Popular Facebook Posts - 2 Myrna Greenfield goodeggmarketing.com
- 25. Miles Smith Twitter Myrna Greenfield goodeggmarketing.com
Notas do Editor
- Here‘s a brief overview of how to develop a social media strategy for your nonprofit. We’ll be doing an exercise to create a strategy later in this workshop.
- Facebook is a tactic, not an end in itselfIf you don’t know where you’re going, how will you get there?Goals should be SMART – Specific, Measurable, Attainable, Relevant and TimelyGoals should be attached to the set of customers whom you must target in order to reach your goal.Think about what’s important to your target customers and how you can motivate them (strategy)Use the tools that are most likely to get you to your goal.Measure your results – did you achieve your goal? What would you differently next time?
- Create a “persona” of the typical customer in your target market.What are their interests, needs, and expectations?What’s your relationship with your customers: new, repeat, or fan?How do they (and their friends and relatives) use social media?
- http://www.flickr.com/photos/garrettwade/5669979399/sizes/m/in/photostream/
- 12 Days of Discounts promotion· A new set of items were discounted every day for 12 days.· Some items were established strong sellers, and others were new or lesser known items that we wanted to publicize through this promotion.· Once featured on a 12 Days of Discounts day, the items stayed on sale for the remainder of the 12 days. So items were on sale for as many as 12 days or as little as 1 day.· We found that per-item sales had more to do with the historical popularity of the item than the number of days it was discounted.· The 12 Days of Discounts was coupled with Free Shipping from 12/1 – 12/24.· Marketing venues:o E-mailo Social Media Posts (18x)o Press Releaseo Customer Care/Outbound· Sales dollars increased 412% compared with the same products during 12/1 - 12/12 of 2011. Units sold increased 227%.
- Choose tools that match your goals, customers, and strategies.Use a few tools well before you add new ones.Rules and best practices change frequently, so budget some time so you can stay on top of what’s going on.
- Choose tools that match your goals, customers, and strategies.Use a few tools well before you add new ones.Rules and best practices change frequently, so budget some time so you can stay on top of what’s going on.