Taking Advantage of Social Media. Jenny Carleo Agricultural Agent Cape May County
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1 Taking Advantage of Social Media Jenny Carleo Agricultural Agent Cape May County
2 Co-Authors Samantha Rozier Rich, Ph.D. North Carolina State University Assistant Professor and Tourism Extension Specialist Sue Colucci North Carolina Area Extension Agent, Agriculture Henderson, Buncombe, and Haywood Counties Brian Schilling Rutgers University, Specialist Stephen Komar Agricultural Agent Sussex County
3 Today..
4 Overview of presentation The Basics Importance of Having a Web Presence What a Good Web Presence Looks Like What is Social Media? Marketing and Social Media Examples Blogger Facebook YouTube Other Trends Social Media Do s and Don ts
5 Studies conducted in both New Jersey and Pennsylvania found that agritourism operators rank word of mouth as the number one resource for marketing. Schilling, Brian, Marxen, Lucas, Heinrich, Helen & Brooks, Fran. (2006). The Opportunity for Agritourism Industry Development in New Jersey. Food Policy Institute Report No. RR New Brunswick, NJ: Rutgers, the State University of New Jersey, Food Policy Institute. October Ryan, Susan., DeBord, Kristy, and McClellan, Kristin. Agritourism in Pennsylvania: An Industry Assessment. The Center for Rural Pennsylvania. California University of Pennsylvania. March 2006.
6 But What Do Farm Visitors Use? Farmers & Social Media The Pennsylvania study also found that word of mouth ranked only fifth among agritourism visitors in terms of resources used in trip planning. What did visitors to Pennsylvania agritourism operations identify as the most frequently used resource for identifying destinations? Internet websites! How many of you already have a website for your farm that you are happy with?
7 Inexpensive Website Options: Use established websites NJ - Jersey Fresh Local Convention and Visitor Bureaus Chambers of Commerce Local agricultural boards Destination Management Organizations Farmfoody.org/LocalHarvest.org Free service connecting farms and foody (customers) Smallfarmcentral.com (low prices) Use Social Media!
8 Farmers & Social Media
9 Farmers & Social Media
10 Farmers & Social Media
11 Website Tips Keep your website updated No dated pictures Picture is worth 1,000 words Offer customers chance to send images for your site Correct contact information, pricing, current events Link to other social media tools Use spell check- can use Google Chrome as web browser If you have music (not recommended) Provide an option to turn on/off Use the 3-clicks in Rule
12 Farmers & Social Media
13 Farmers & Social Media
14 Farmers & Social Media
15 Farmers & Social Media
16 Farmers & Social Media
17 Farmers & Social Media
18 Be sure to link EVERYTHING!
19 What is Social Media? The online technologies and practices that people use to share opinions, insights, experiences, and perspectives with each other. A free tool to market your business and tell your story
20 Social Media it s not a fad but a shift in the way people communicate with each other Jane Eckert 80% of the internet population visit social networking or blogging sites, accounting for almost 25% of all internet time Nielson Report, September 2011
21 Why social media? 1. Branding Differentiation -- Build Loyalty Farmers & Social Media
22 Why social media? 2. Customer Service and Feedback Connect Gives customers a way to connect with your organization in a way they prefer. Build community a connection
23 Why social media? 3. Build New Relationships Acquire -- Customers market your business to their friends by sharing their experiences. -- Allows farmer to connect to customers they may not have otherwise
24 Principles of Marketing : the Four P s of marketing Product Price: Placement: What distribution channels will be used to reach your market? Promotion: How will you raise awareness of your product within target markets?
25 Advertising & Promotion Options Print media (newspapers, magazines) Press releases Radio or television Yellow pages Farm website State or county promotional websites Farm visits directories State departments of agriculture State Farm Bureaus Road signage and billboards Direct-to-consumer mailings Brochures Hosting community events Travel and tourism sites Customer list serves Networking Cross promotions with other businesses Social networking tools
26 For a business not to advertise is like winking at a girl in the dark. You know what you are doing but no one else does. - Stuart H. Britt (advertising consultant)
27 Top Social Media Sites 75 Million users 600 tweets/second 800+Million active users 350+Million active users accessing via mobile devices 5+ Billion pieces of content share each week More than 1.5 Million local business have Pages Avg. user spends 55+ minutes per day on FB
28 Top Social Media Sites 3 Billion online videos viewed each day Sources: Nielsen Online, Facebook, Computer World, YouTube Report; /
29 Farmers & Social Media
30 Personal Profile Businesses, Causes, Celebrities, etc
31 Different types of Facebook Accounts User Profile for individuals ONLY Friends Facebook Pages public figures, businesses, or brands Fans Webpage for your org. on Facebook Facebook Groups non-profits, shared interests, causes
32 Farmers & Social Media
33 Break? Web logs, Blogs
34
35 Wordpress Blog (wordpress.com) Farmers & Social Media
36 Farmers & Social Media
37 Click on Design Tab, enter information
38 Farmers & Social Media
39 A Few Of The Latest Trends
40 Deal of the Day!
41 Groupon Stats 23,750,000+ Total subscribers 22,500,000+ Groupons bought so far 150+ cities in the U.S. Largest market using Groupon year olds (68%) Females (77%) Single (49%) College educated (80%) Work full-time (75%) making $100k+ (29%)
42 Questions to ask yourself if considering a Groupon-like site Can you make a profit or are you willing to invest in customer acquisition selling at 25% of your typical retail price? $100 typical retail price 50% off Groupon deal Groupon fee $25 Your revenue $25 Can you handle a significant influx of demand? Are you targeting young, educated females?
43 Geolocation Social Media Farmers & Social Media Platform that uses the global position system (GPS) on a smartphone to check in to an establishment All geolocation services have one thing in common, exploring the world around you and the consumer being rewarded for it. Examples: Foursquare Loopstar Gowala Crowdzone Scvngr
44 Foursquare Letting friends know where you are Collecting points, prize badges, and coupons Promotional deals for frequent customers Customers who check-in most frequently become the Mayor of a place Examples: $1 off Frappachino coupon for Starbucks mayor Mayor eat free Golden Coral History Channel shares facts when users checkin to places
45 SCVNGR Game on phone going places and doing challenges Similar to scavenger hunts Great way for folks to get to know a city, university, or link agritourism sites, etc. Boston Globe Trek Used SCVNGR to encourage Bostonians to hit the streets and experience a mobile social game that allowed players to earn points by participating in challenges like taking photos, scanning QR codes or checking in from different locations.
46 YouTube Stats/Demographics Every minute, 20 hours of video are uploaded year olds Divided evenly between males and females Spanning all geographies 51% of users go to YouTube weekly or more
47 Farmers & Social Media
48
49 Tumblr and Twitter Microblogging Twitter lets you tweet about current happenings. Subscribers to you receive notifications of your posts Tumblr is emerging (49 million posts on 11/21 by 9 AM) Tumblr lets you easily share anything. Post text, photos, quotes, links, music, and videos, from your browser, phone, desktop, , or wherever you are.
50 Ground Rules for Social Media Link everything! Integrate applications Be Active and Interactive Update often At least once or twice a week Respond Don t only listen, participate and engage others! Research - See what others are doing Use Google search to answer questions get tips
51 Social Media Don ts Don t post or tweet 10 times a day Don t forget to link to more info, pictures Don t post or tweet mundane activities (Do educate and include pictures) Don t ignore people who send you a direct message or post Don t talk badly about customers You never know who is reading your posts/how you are connected to others!
52 Social Media Don ts Don t pitch. Don t overtly self-promote. Don t spend any time outside of your areas of business into: personal information, politics, sports, religion, etc. Don t broadcast too much focus on conversations instead Don t overdo it: 15 minutes 3x/week should be adequate
53 Social Media Do s Follow/friend/like others (similar businesses, customers) Add a profile picture customize page Link to other businesses/farms/ organizations pages, tweets, or websites Offer social media exclusives - contests Comment - Send direct messages Search mentions of your business (Twitter) and follow Make sure username/description are clear Create a weekly to do schedule
54 Helpful Resources: Ohio Farm Bureau Guide to Social Media Tennessee Dept. of Ag: Your Guide to Social Media Survival Mashable.com Facebook and Twitter Marketing for Dummies books
Social Media Marketing Strategies
Social Media Marketing Strategies Stephen Komar Agricultural Agent Sussex County Samantha Rozier Rich North Carolina State University Tourism Extension Specialist Jenny Carleo Agricultural Agent Cape May
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