Growing Digital Six Month Follow-Up Evaluation Summary Megan Bruch Leffew and Chuck Grigsby, Marketing Specialists

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1 CPA Info #287 August 2017 Growing Digital Six Month Follow-Up Evaluation Summary Megan Bruch Leffew and Chuck Grigsby, Marketing Specialists The Growing Digital: Advanced Online Strategies for Direct Farm Marketers program included three sets of workshops: 4 Advanced Social Media Marketing workshops held in November/December 2016 for 103 participants 2 E-Commerce Options workshops held in December 2016 for 42 participants 6 Video Content Creation and Marketing workshops held in January 2017 for 88 participants 1 The Growing Digital workshops were developed to help participants learn, evaluate and implement advanced online marketing strategies. A total of 233 people participated in these 12 workshops, some attending more than one of the workshop topics. The project was partially funded by a grant awarded by the Southern Extension Risk Management Education Center and United States Department of Agriculture National Institute of Food and Agriculture. Funding for these workshops was provided, in part, through a Southern Extension Risk Management Education Grant. In June 2017, approximately six months after the workshops, participants were asked to complete an online evaluation to report impacts of the workshops and key resources still needed. A total of 52 people completed the evaluation, which accounted for 76 of the 233 workshop attendees or a 33 percent response rate, as some attendees attended more than one workshop. As shown in Table 1, 32 respondents attended the Advanced Social Media Marketing workshops, 18 attended the E-Commerce Options workshops and 26 attended the Video Content Creation and Marketing workshops. Table 1. Workshop(s) Attended by Evaluation Respondents Workshop Attended % Count Advanced Social Media Marketing (with Gavin Baker and Megan Leffew) 42% 32 E-commerce Options for Direct Farm Marketers (with Jeannie Lim, Chuck Grigsby and Producers) 24% 18 Video Content Creation and Marketing (with David Yates and Megan Leffew) 34% 26 Total 100% 76 1 Additional workshops and agent in-services were held in the spring of 2017 on Growing Digital topics, however, participants were not asked to complete this follow-up evaluation as six months had not yet passed for impacts to be realized. 1

2 Participants were asked to indicate how they used or implemented information learned in the workshops. All 52 respondents indicated they implemented at least one practice or procedure learned from the workshops to develop or enhance their online marketing strategies. A total of 28 out of 30 respondents (93 percent) indicated they implemented an advanced social media marketing strategy learned in the Advanced Social Media Marketing workshops. As shown in Figure 1, 22 respondents used images or more images in social media posts, 20 respondents boosted a post on Facebook, 15 respondents ran an ad on Facebook, 15 used video or more video in social media posts, 12 used social media analytics or insights to track effectiveness or make decisions, 11 started using a new social media platform, and 11 diversified the type of content posted. Figure 1. Number of Respondents Implementing Advanced Social Media Strategies Diversified the type of content you post Started using a new social media platform (Facebook, Twitter, Instagram, Pinterest, etc.) Used social media analytics or insights to track effectiveness or make decisions Used video or more video in social media posts Ran an ad on Facebook Changed timing or frequency of posts Boosted a post on Facebook 20 Used images or more images in social media posts As a result of the E-commerce Options for Direct Farm Marketers workshops, 14 out of 15 respondents (93 percent) indicated they used the information learned to decide whether or not to incorporate an e-commerce strategy into their marketing plan. Eleven of 15 respondents (73 percent) indicated they established an e- commerce strategy for their operation. As a result of the Video Content Creation and Marketing workshops, 20 out of 25 respondents (80%) indicated they created and posted at least one video marketing their products and services to their social media or website. Respondents were asked to indicate how they used the knowledge, skills or tools gained from the Growing Digital workshops and how implementing what they learned has impacted their business. In general, several 2

3 participants indicated their use of social media, video content and/or e-commerce has helped them gain new customers and increase sales for their operations. Responses are listed below: After the workshops I created a Facebook page for my business and began posting. In the seven months since the workshop I have increased my web traffic significantly, and I have in the past month started an online market for my operation. For one thing, I ran a targeted ad on Facebook for a small farmers market I go to. I targeted the area within 25 miles. I got a bunch of comments and presold some stuff. We had a lot more traffic than usual that week, so I think it generated some more traffic. I also got some inquiries on my website the week after (we linked Facebook to it). I posted a video of a story that was done about our operation. Several people have said that they saw the video and were ordering because of it. Diversifying content and hashtags has allowed me visibility and, therefore, followers, traffic to my booth at farmers market and clicks on website. I've learned how to find and use apps to help design and promote postings and video and that "less is more" when it comes to the amount of hashtags to use in a post. I truly appreciate this series of classes and the wealth of knowledge I gained. The Growing Digital workshop provided great ideas and tips to help grow my followers and interaction on our social media platforms. With this, we have been able to generate more interest from our customers, vendors and sponsors. I have greatly increased my Facebook interaction. I have knowledge of video making that will be put to use in the next six months. Primarily to be more deliberate in social media posts. These workshops offered have helped refine my skills and enabled me to implement new ideas and strategies to successfully market our company. I would recommend the workshops to someone else looking to reach a greater audience/ increase sales through social media and would be interested in attending more in the future. I made several videos. It has brought more attention to my products. I was able to update my website and Facebook page with more pizzazz! The Growing Digital Workshop was so well-done and helpful. I purchased a tripod for my iphone and will be purchasing an ipad in the coming months to help with video production. I have created several videos to help promote tourism through social media (Facebook and Instagram). I also shared what I learned with another tourism group in our region so they could begin using video for marketing as well. I have improved my use of Facebook and created an Instagram account. I also started using some of the filters in Facebook to reach target communities. I am just starting to use the promotional feature of Facebook. We are trying to post more often on Facebook and think about what is the best time to post so that it reaches more people. We are also trying to make a website for our business. We have received some phone calls asking about our product from people who have seen us on Facebook. We will be using the different types of marketing for our new orchard, which will be approximately 2019 before the trees will be ready to produce. We posted produce growing on our farm and received new customers that came out and purchased produce and sent us referrals. I used the knowledge learned to create a video for Extension month and also of me and the city forester on Tennessee Arbor Day. Both were very well received via Facebook audiences. Since the workshop, we've had a huge realization at just how much attention videos get on Facebook versus photographs. We've started using more videos in our marketing with a lot of success! 3

4 Easier said than done. Used Facebook more effectively in advertising my business. Learned to boost Facebook posts which helped to bring in more business. We recently boosted a post for an event outside of the typical farmers market hours. No other advertising was done. The event was a huge success! Developed a farm website. I am having issues keeping up with demand for our farm raised beef. Changing up my posts made a big difference. Adding pictures and videos really improved my reach. Also, am learning Facebook LIVE. Our organization is creating more short videos for use on social media that has benefited our social media platforms by increasing visits and shares to our pages. I did not realize the positive results I could have by boosting a post. For very little money, I have boosted some of our events and have had great results. Was able to implement a greater understanding of online presence to spearhead the marketing for a new partnership I began in January for an international equine semen bank. As a Market Manager, I have used my e-commerce knowledge to help two of my vendors with their sales. One vendor has done limited e-commerce and plans to move to the next level as their sales and the demand for their products continue to rise. They use Square and Excel currently. They are now looking at a proprietary software program. Another farm family is looking to e-commerce to ease the start of a possible CSA and wholesale sales (pumpkins only). We are using it to promote our farmers market. We used videos on Facebook and had more likes and people watching. We are in the final stage of doing an e-market with the vendors. Respondents were asked to list a key resource, information or training still needed related to online marketing, social media and/or e-commerce. Responses are listed below: It is always changing, so just updating strategies would be nice. We need some more classes to keep us informed on new ideas and techniques. How to streamline the online marketing process. I missed the video content workshop. Video content. Android interface photo and video editing (I don't use Apple products). Using the I-pad to do voice over for rolling photo footage. Instructions for using the online movie maker are not very good. How do you right click on an I-pad? I had a lot of trouble putting it all together but am still learning. Facebook Live, marketing, and text marketing. Targeting generations (baby boomers, x'ers, y'ers, millennials) and time of posts. More hands on training. Perhaps have a proctor walk around and assist with individual needs. More one-on-one with the actual programs and persons who actually use them successfully. Do the same classes for others at my work place that do similar work. I am stuck creating a website. I would love a session where we can actually work on our websites with experts. Web page design information. How to post pics on Pinterest. Etsy how to make good use of online sales. How to continue to build an even greater customer base when you are a local company not selling online. Marketing to specific demographics or groups. 4

5 How to promote product in a cost effective way. Maybe just more detailed class about promoting our products, etc. Effective advertising. I would like to come up with a few creative social media campaigns, especially during the Christmas holidays, to help promote shopping in our region, and I need ideas. Also need to learn to measure social media's economic impact does it actually help people spend more money? We probably need experience at this time more than anything. More time needed to implement. Use more pictures and video content. Summary A follow-up evaluation was conducted approximately six months after 12 workshops were conducted as part of the Growing Digital: Advanced Online Strategies for Direct Farm Marketers program. Three types of workshops were conducted: Advanced Social Media Marketing, E-commerce Options and Video Content Creation and Marketing. The 233 participants were asked to complete an online evaluation to report impacts of the workshops and key resources still needed. A total of 52 people completed the evaluation accounting for 76 attendees at the workshops, as some respondents had attended more than one workshop. Impacts of the workshops included: 52 respondents (100 percent) indicated they implemented at least one practice or procedure learned from the workshops to develop or enhance their online marketing strategies. 28 of 30 respondents (93 percent) indicated they implemented an advanced social media marketing strategy learned in the Advanced Social Media Marketing workshop (22 respondents used images or more images in social media posts, 20 respondents boosted a post on Facebook, 15 respondents ran an ad on Facebook, 15 used video or more video in social media posts, 12 used social media analytics or insights to track effectiveness or make decisions, 11 started using a new social media platform, and 11 diversified the type of content posted). 14 out of 15 respondents (93 percent) indicated they used the information learned at the E-commerce Options workshops to decide whether or not to incorporate an e-commerce strategy into their marketing plan. 11 of 15 respondents (73 percent) indicated they established an e-commerce strategy for their operation. 20 out of 25 respondents (80%) attending the Video Content and Creation workshops indicated they created and posted at least one video marketing their products and services to their social media or website. Several participants indicated their use of social media, video content and/or e-commerce has helped them gain new customers and increase sales for their operations. The Growing Digital project was partially funded by a grant awarded by the Southern Extension Risk Management Education Center and United States Department of Agriculture National Institute of Food and Agriculture. 5