Facebook 101 for Direct Farm Marketers Workshop Evaluation Summary

Transcription

1 CPA Info #321 March 2019 Facebook 101 for Direct Farm Marketers Workshop Evaluation Summary Megan Bruch Leffew, Marketing Specialist Four Facebook 101 for Direct Farm Marketers Workshops were held in November The workshops were partially funded by a grant awarded by the Southern Extension Risk Management Education Center (SRMEC) and United States Department of Agriculture National Institute of Food and Agriculture. Topics for the workshops, taught by Megan Bruch Leffew and David Yates included: Introduction to Facebook for Business Complete the About Section Choose and Load Profile and Cover Photos Manage Page Setting Develop Effective Page Content Make Various Types of Posts Schedule Posts Schedule Events Use Hashtags Effectively Boost Posts Create Ads Facebook Insights This material is based upon work supported by USDA/NIFA under Award Number A total of 68 people attended the workshops. A summary of attendance by location is listed in the table below: Date Location Number of Participants November 14, 2018 Blountville, TN 19 November 15, 2018 Knoxville, TN 17 November 28, 2018 Jackson, TN 11 November 29, 2019 Nashville, TN 21 Sixty participants completed the post-workshop evaluation for an 88 percent response rate. A copy of the evaluation form is included in the Appendix. As a result of the workshop, 60 respondents (100 percent) increased their knowledge of marketing fundamentals, tools or techniques. 58 respondents (100 percent of respondents answering this question) developed goals for implementing new or improved marketing strategies. Fifty-one participants indicated the program helped them gain knowledge or skills to increase sales, increase savings, reduce costs or make one-time capital purchases for their value-added agriculture enterprise (or a valueadded enterprise they plan to start within one year). Two respondents indicated the program did not help them gain knowledge or skills to improve their enterprise. Six respondents indicated they did not currently have or plan to start a value-added enterprise in the next year. 1

2 Respondents were asked to describe how they planned to use the information they learned in the workshop. I plan to use this information to formulate my goals, better my posts online, and grow my online presence for my business. Review current settings and apply what's been updated. Apply to my page to maximize exposure. Target my audience and general additional followers and sales. Post more often and use "Boost." Plan to expand our market and sales by reaching more clients via social media. I will start the Facebook page and flush it out more. What a wealth of details open and ready for you as a new farmer or business person. Didn't know about this - could have used it with other businesses. Love handouts. I plan on developing our Facebook page and will then use it to engage customers. Actively share the information with our staff and actively engage on a more personal level. Awareness of our community garden and its mission. Volunteerism. Drive grants by creating visual/video diary of our activities online. Would like to schedule events. Promote post and videos to gain business (sales). In my 58 years second generation family business 1. live 2. more engagement 3. more analytical. Boost likes and sales. This season and the following years. To grow my business at least 30 to 40 percent in Improve interest and sales tremendously. Better use of Facebook to increase customers support. Better hone in on target audiences. Go over all handouts with desktop at home and business page up. I will help another producer with his. It will help me manage my busy Facebook page. Extensively. Extremely helpful and presented in a manner that encourages use and understanding. Use the analytics to track my competitors and my own post reach and activity. Will help me better promote and boost pages knowing how to use Facebook Insights. Increase the use of our business Facebook page. Spend more time keeping information and events up to date. Start using Facebook. Do marketing through Facebook. A much needed tool. Network with other producers and customers. Publish/post videos to document current events on the farm. On-farm retail. Plan to update our farm Facebook page. Update weekly, schedule posts and use video. Better market our farm and study our statistics page. Marketing. Set up a new Facebook for more contacts. Want to build on the credibility of our product and maintain connection of customers we had for years. To increase profit. Help to promote new ways to offer sales on Facebook. Increase visibility on Facebook. Use analytics to increase contact with customers. Use Facebook (Post) regularly. I plan to better connect with current customers and make them aware of what it is I have to offer them. To increase marketing opportunities for our farm hog business. To improve my business operation reach my audience more effectively, automate, engage customers and connect with audience. Redo the stuff that wasn't spot on before attending this class. Thank you to Megan and David. 2

3 I plan to use the information that my business Facebook collects and use it to help engage with our followers more, and to increase followers in order to create more traffic to our business and farm. To increase my posting on my Facebook page, do more videos and posts with pictures, and use the insight page to evaluate my progress. Improve and increase use of video. Set goals!! I implemented it all day during the workshop! There was so much great information; it will change how I interact with Facebook every day. Broaden my reach through social media marketing. Promote our business better and help us gather better information on Facebook businesses page. Help promote the sale of beef and my future wedding venue by using social media. I have never had a Facebook business page. I am going to start posting on the Facebook page and promoting our business page. Improve my social media presence of my farm, market more, and use the Facebook Insights to increase engagements. Assist in creating a bigger Facebook presence for the business I m with. To further market my expanding business. Create a dynamic Facebook page that would further advance our business model. Facebook posts will be more useful as I will use the insights that I have not been using. To better utilize Facebook for recognition and awareness of my business. I'll continue to develop and mature a Web presence. I will finish my page that includes pictures. I will invite friends to like/follow the business page. I will visit and like/follow businesses of like mind. I will include Facebook site on my advertising (business cards/pamphlets). Create an online presence for our new farm/business. Utilize Facebook to promote the farm and studio. To better promote our antiques business located in an antique mall, antique shows that we are participating in, and our handmades sold at local farmers market. We want to grow our brand. Better use of Facebook for promotion. What to do, when and to whom. Analytics was especially interesting. Respondents were asked to provide recommendations on how the workshop could have been improved. Comments are listed below with a brief sample of positive comments provided at the end of the list: Perhaps more hands on and personal help. Focused more on how to work Facebook itself than trying to figure out other social media marketing apps. I got locked out of the Facebook while they verified some security issues. Maybe make it more clear on the website/flyer etc. about setting up the account well in advance of the class. Bigger space maybe. In my 58 years second generation family business 1. live 2. more engagement 3. more analytical. Not speaking person (rotates) could mingle more to answer questions. I needed more notice to have a business page and should have used my friends page rather than to be without. Include Instagram information. Better understanding of how ipad's look and work on Facebook. More of a 101 and then another 102 and maybe a 103. A lot (too much?) info for one meeting. The lynda.com was hard to understand. Our Megan and David were very good. They "spoke our language." They knew how to relate. We now need follow-up class. Have instructors look at our business page and give advice, constructive criticism, etc. Have a little more time for hands-on for novices. 3

4 Collect data in advance yes/no from sharing website, , etc. Add more advanced features...:) Include how to you can put Facebook link to websites, also how an Instagram can be linked to Facebook. Shorter, felt things were repeated a lot. While I understand the concept of a non-agenda instruction method, I firmly believe that fixed break times need to be followed. Ten minutes every hour is standard and instruction should begin very promptly after the breaks. Some of the fellow classmates were able to steer the class off course, more clear cut itinerary may have been helpful. Have handouts of PowerPoint to write on. Positive Comments I don't know how to improve. It did a good job of going slow enough to give feedback and answer questions. It was a lively, interactive workshop. Wouldn't change a thing. Workshop was very helpful since I'm just learning how to use Facebook. Excellent - loved the hands on component. Great workshop, perfect size group. Workshop was great. Can't really pinpoint an improvement. The pace was good and explanations were very complete. Overall, I was satisfied with this workshop. Would definitely be interested in a more advanced workshop as well if it is offered. This was an excellent workshop. Hands on was very useful. Thought it was very thorough. You did a fabulous job. The space, the availability of tablets (when I did not have one) the food, was all perfect. Finally, respondents were asked to list a key resource, information or training they still needed. Suggestions are listed below: Hands on experience. Workshop was great! David and Megan were outstanding. Maybe getting to see how well another farm uses it. Although I can check out examples given. Practice in creating good photo/video content. Implementing and learning more about Facebook. How to integrate all types of social media into a real social media plan. Great workshop. Marketing Facebook 202. Just need to put in practice what you have showed me. Just put to use what I learned today. Just more time. Not sure. See what changes Facebook makes. Connecting the dots between Facebook and the business page. May need one-on-one help, but it is yet to be determined. Learning more computer skills. Anything on social media for your enterprise. Also another QuickBooks or computer training. Still need to work on and learn more about Web pages. May need an update on Facebook later. A follow up workshop after I have spent time on Facebook to ask questions I didn't know to ask the first time. 4

5 More of the same at a later date after I got started. Techniques and practice adding videos to Facebook page. Practice. Follow up - after I've had a chance to try everything. What's next. Follow-up next season. Need more fine tuning. Need class 102 and 103. One of the best classes. Help with creative parts, knowing what to say - as I'm terrible with writing. To get my website set up. Time to practice and manage business page. Follow this up in 12 months with user ideas from these participants. Maybe a list of apps that enhance Facebook usage. More advanced Facebook courses. Advanced features. Linking marketing across multiple forms of social media. I need to learn how to link multiple social media channels and increase engagements. Instagram. YouTube. More on hiring staff and organizing and tax filing. I would love to learn more regarding insights, analytics, and effective boosts/advertising. Content to place on Facebook page. Continuation with hands-on! I feel the analytics training was the most valuable to me. Advanced Facebook, Web site development. How to make our farm business profitable. How to link other social media. I'll have to see how well I retain and apply today's learnings, but I'm there is are MANY additional resources and training we could use in our antiques and farmer's market business!! Summary Four Facebook 101 for Direct Farm Marketers Workshops were held in November The workshops were partially funded by a grant awarded by the Southern Extension Risk Management Education Center (SRMEC) and United States Department of Agriculture National Institute of Food and Agriculture. The workshops were taught by Megan Bruch Leffew and David Yates. A total of 68 people attended the workshops. Sixty participants completed the post-workshop evaluation for an 88 percent response rate. As a result of the workshop, 60 respondents (100 percent) increased their knowledge of marketing fundamentals, tools or techniques. 58 respondents (100 percent of respondents answering this question) developed goals for implementing new or improved marketing strategies. 51 participants indicated the program helped them gain knowledge or skills to increase sales, increase savings, reduce costs or make one-time capital purchases for their value-added agriculture enterprise (or a value-added enterprise they plan to start within one year). 5

6 Appendix Facebook 101 for Direct Farm Marketers Please complete this form to help us evaluate the workshop, report possible impacts and provide input for future events. 1. As a result of this workshop, did you a. Increase your knowledge of marketing fundamentals, tools or techniques? Yes No b. Develop goals for implementing new or improved marketing strategies? Yes No 2. If you currently operate or plan to start a direct marketing enterprise in the next year (pick-yourown, on-farm retail, CSA, farmers market, etc.), did the workshop help you gain knowledge/skills to increase sales revenue, reduce costs, prevent losses, increase payroll or make one-time capital purchases? Yes No I do not currently have or plan to start a direct marketing enterprise in the next year. 3. How do you plan to use the information learned today? 4. How could the workshop have been improved? 5. What is the key resource, information or training you still need? Thank you for completing this Please watch your inbox for an about three months. evaluation! important follow-up evaluation in 6