Social Media 101: Let s jump on the bandwagon of social media. Ariana Torres, PhD Assistant professor Marketing Specialist February 13, 2018

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1 Social Media 101: Let s jump on the bandwagon of social media Ariana Torres, PhD Assistant professor Marketing Specialist February 13, 2018

2 How can social media help your business? Increase online exposure of our business Showcase your new product/service Hear what people/costumers say about our brand/business Attract more/new customers Contact prospective customers with personal touch Minimize costs of marketing Build relationships

3 Social media best practices

4 3 out of 4 Americans use social media Tell them about your business

6 Align your priorities Connect with existing customers Gain new customers Get public to know your business, name Consumers want to buy products that have a direct impact on the food system Using social media is not equal to using social media EFFECTIVELY Connect with the right people and the right message to benefit your business? Strengthen your social media with simple practices Create a brand for your social media pages Logos and imagery Company description Vision and mission

Inspiration Pick your crops First assignment: Facebook Begin on the

7 Every account starts with zero followers Look to accounts you adore for inspiration and mimic them Content, posting frequency, imagery, photo filters Inspiration Pick your crops First assignment: Facebook Begin on the oldie-but-goodie Fill your page Make pics look good Use their easy-to-understand analytics and ad tools

your observations and mistakes Ask for opinions Deliver expertise 140 characters Use #hashtags for keywords,

8 Diversify Expand to other platforms Test the waters with Instagram and Twitter Give it time and consistency Post at least once per day Respond promptly and politely to comments Keep it real Pose meaningful questions Share your observations and mistakes Ask for opinions Deliver expertise 140 characters Use #hashtags for keywords, buzzwords Share information, discuss ideas Tell your business/family story Photos, captions, and filters Tell your story

9 Hashtag: a hash or pound sign (#), used to identify a particular keyword or phrase in a social media posting (Oxford, 2010) Can give you 2x more engagements

10 Post photos from the farm Share agricultural messages Connect with agricultural pages Share farm facts on your page Post videos of your operations Advertise agri-tourism events

11 Do you have a Facebook Page?

12 Having a profile (personal account) is different than having a page (company or organization) Having no page can create the perception that your business is out of touch with technology and social media users Pages only require a like to start the relationship with a client You can track and measure results, use Facebook Ads, and launch contest

13 How can I create a Facebook Page? Create Page

14 Agriculture Home improvement Local business CHOOSE A GREAT USERNAME Will affect the URL for your page

15 GIVE KEY DETAILS Categories of your business improves ranking 2-3 sentence description for your business Include a link to your business website What you offer to your clientele? You can edit the information once the page is live by clicking on the Edit Info button to add details and content

16 A profile photo Choose photos that best represent your business: logo, store, campaign (cover) Recommended size is 180x180 pixels Cover photo Large horizontal image at the top of your page Free templates available (google) Choose a visually dynamic Lure them in to a closer look at our page content To add page to your favorites within your personal Facebook profile Every individual Facebook use has a vertical navigation bar to the left of their News Feed Similar to bookmarking a webpage in your web browser Easy access

17 Preferred page audience helps you draw the right market niche Location will help others find you when they check-in around you Age Gender Interests Languages

18 Settings

19 1 1. Cover photo 2. Profile photo 2 3. Tabs 4. Page interactions 5. Call-to-action buttons 6. Community About 6 7

20 Using Facebook to sell

21 1. Ask your friends to like your business page

2. Connect with your audience with posts Share meaningful updates 1-2 Facebook posts per day Short, fun-to-read, and eye-catching images Test posting at different intervals and times and see what

22 2. Connect with your audience with posts Share meaningful updates 1-2 Facebook posts per day Short, fun-to-read, and eye-catching images Test posting at different intervals and times and see what works best. Depends on your audience, time zone, etc. Get more attention Bring more attention by pinning it to keep it at the top of your Facebook or Twitter page Entice customers with news or special discounts Post special offers to your customers Invite them to events

3. Offer something extra or exclusive on your page Create content and experiences they can t get anywhere else Discounts for your page fans Hold a contest and give away a great price to

23 3. Offer something extra or exclusive on your page Create content and experiences they can t get anywhere else Discounts for your page fans Hold a contest and give away a great price to one of your page fans Offer discounts to the first 5 people who comment on a post Ask customers to follow you on Facebook (50% tend to do so) Sign up lists Acknowledge their loyalty

24 - Contests or giveaways must be administered within Apps on Facebook -

25 Caption this Name a product Vote for your favorite Refer 5 friends

26 4. Feed your online content to publish automatically Post here

27 Click arrow Click schedule

5. Boost your posts Select the audience you want to see it People who like your page Extend it to their friends Select a new audience by age, location,

28 5. Boost your posts Select the audience you want to see it People who like your page Extend it to their friends Select a new audience by age, location, interests and more Set your budget Per-day price of boosting a posts Estimated people reached The reaching amount of your daily budget depends on your audience Duration

29 Audience Budget Duration

30 Gender Age Location Potential audience

31 Who buys flowers in the US? Age 55-64,35+ Education Post graduate College Household income $75,000 - $149,000 >$50,000 Race Gender Occupation Magazines White or white only Mujeres Management, business, and financial operations Profesionales Ventas Birds & Blooms, Architectural Digest, Audubon, Home Service, Bon Appetit, Sunday Chicago Tribune, Catholic Digest, Conde Nast Traveler, Consumer Reports, Good Housekeeping, House Beautiful, Midwest Living, Mother Earth News, Smithsonian, Veranda Source: MediaMark Internet Reporter

Map your location Demographics: education, financial, generation, life events, parent, politics, relationship, work Interests: business and industry, entertainment, family and relationships,

32 Map your location Demographics: education, financial, generation, life events, parent, politics, relationship, work Interests: business and industry, entertainment, family and relationships, fitness and wellness, food and drink, hobbies, shopping and fashion Behaviors: anniversary, charitable donations, purchase behaviors Engage shoppers, food and drink, home and garden Final audience

33 Budget People reached Duration Average expenses Click

35 Facebook bought Instagram in 2012 for $1B

36 1. Go to profile and tap settings 2. Link accounts: Facebook, Twitter

38 3. Select your image & filters 4. Write your caption 5. Select linked accounts

40 Thank you for your attention

Best e-marketing practices for successful

Best e-marketing practices for successful businesses Ariana Torres, Ph.D. Assistant Professor Purdue University North East Greenhouse Conference and Expo November 2018 What we will do today? 1. Get some