Social Media Marketing Strategies - Rutgers...

Social Media Marketing Strategies

Stephen Komar Agricultural Agent

Sussex County

Jenny Carleo Agricultural Agent Cape May County

Samantha Rozier Rich North Carolina State University Tourism Extension Specialist

Brian Schilling Rutgers University, Extension Specialist

Sue Colucci North Carolina Area Extension Agent, Agriculture

Cooperative Extension

Farmers & Social Media

Yesterday……..



Today…..



Overview of presentation… •   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

•   Social Media Do’s and Don’ts



Website & Internet

•   Website = most important marketing tool today!

•   Importance of having a web presence!

–   Increased consumer contact

–   Instant access to information & resources 24/7

–  77% of American adults are using the Internet •   81% look for information about a service/product while

thinking of purchasing

Source: Pew Internet & American Life Project 2009; Ypartnership 2009 National Travel MONITOR; TIA 2008 Report



Website Tips

•   You need to be found! –  Web search optimization –   Use key terms throughout your text

•   Make your contact information easy to find –   Put your contact information in multiple places –   Provide physical address –   written directions –  Write out state name



Website Tips

•   Keep your website updated

•   A picture is worth 1,000 words

•   Use the “3-clicks in” Rule

Hjkk[kkldfkfmgjgkfpoiokkhkjhkjhkljhfkljhkjhkjhkjhkjhkjhkjhkjhjkhjkhjkashiukfghilfhkjfg8yogffweijhgfe8ygtfeygbfeligef8oytgefygfigevw8gtfvgiyfvgt87fegegefdkkffjkdkdlk;l;llk;lfkpfei0[fek[;;fel,’[;feifkpkfjgmfgmfjfmf,mfjkmkjgytr



F-Pattern

•   Users do not read, they scan

•   First 2 paragraphs must state the most important information

•   Use information-carrying words that users will notice

•   Short sentences, bullets, and pictures

Jakob Nielsen's Alertbox, April 17, 2006: F-Shaped Pattern For Reading Web Content Video about Eye Tracking - http://www.etre.com/usability/eyetracking/showme/











www.vollmerfarm.com

www.carolinafraserfir.com

Be sure to link EVERYTHING!



Principles of Marketing : the “Four P’s” of marketing

Product:

Price:

Placement: What distribution channels will be used to reach your market?

Promotion: How do you let your customers know the other 3 “P’s”



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



Why do we care?



Not just websites anymore…

•   Social Media

–  Facebook, Twitter, Blogs, YouTube

–  The new “Word of Mouth”



Advertising & Promotion Options

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-0706-010. New Brunswick, NJ: Rutgers, the State University of New Jersey, Food Policy Institute. October 2006.

Ryan, Susan., DeBord, Kristy, and McClellan, Kristin. Agritourism in Pennsylvania: An Industry Assessment. The Center for Rural Pennsylvania. California University of Pennsylvania. March 2006.



You Can’t Afford to be Invisible

68% of adult Internet users already use social media

33% visit social media sites to engage in product research before making a purchasing decision

47% say social media sites influence their decisions to purchase specific brands or services

26% of respondents changed their minds about purchasing a product after reading about it on a social media site

Market Tools, August/September 2008 Insight Report





Why social media?

Customer Service and Feedback

–   Gives customers a way to connect with your organization in a way they prefer.

–   Build “community” – a connection



Why social media?

Build New Relationships

-- Customers “market” your business to their friends by sharing their experiences.

-- Allows farmer to connect to a wide array of potential customers



Top Social Media Sites

75 Million users 600 tweets/

second

500+Million active users 200+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



“Facebook is not important to my business”

•   1 in every 11 internet visits is to Facebook

•   1 in 5 page views is a Facebook page

•   Average visit is 20 minutes

•   42% male: 57% female

•   44% between 25 and 44 years old



http://weblogs.hitwise.com/heather-dougherty/2012/02/10_key_statistics_about_facebo_1.html



Top Social Media Sites

Sources: Nielsen Online, Facebook, Computer World, YouTube Report; http://graphics.ms/blog/877-social-networking-statistics -2010/

14.8 Billion online videos viewed in January 2009 alone





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







Web logs, “Blogs”



www.blogspot.com

www.vollmerfarm.blogspot.com



Wordpress Blog (wordpress.com)

http://bethkefarms.com/





A Few Of The Latest Trends



Geolocation 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



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.



YouTube Stats/Demographics

•   Every minute, 20 hours of video are uploaded

•   18-25 year olds

•   Divided evenly between males and females

•   Spanning all geographies

•   51% of users go to YouTube weekly or more





http://www.youtube.com/user/ganyardhillfarm



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



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!



Social Media Don’ts

•   Don’t pitch.

•   Don’t overtly self-promote.

•   Don’t spend much 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



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



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

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

Thanks to:

Jenny Carleo Rutgers University

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Social Media Marketing Strategies - Rutgers...

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