2016 Business of Farming Conference: Making Social Media Work For You
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Social media can be an important (and fun, we promise!) part of marketing your farm or local food business, helping you quickly and easily reach and connect with your community and customers. This beginning-intermediate workshop will cover the who, what, when, where, and why of social media, as well as e-newsletters. Learn the ins and outs–from how many times to post to how to hashtag–from ASAP’s former communications manager as well as a new local farmer who is using Instagram and Facebook to the farm’s advantage. There will be time for small-group breakouts to delve into either Instagram or Facebook and Twitter more in-depth.
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2016 Business of Farming Conference: Making Social Media Work For You
- 1. Making Social Media Work for You “Find your niche and be real.” Adam Hopson (Happy Hens and Highlands Farm) Maggie Cramer (communications manager and consultant) Business of Farming Conference - 2016
- 2. DON’T view social media as… • about the numbers (likes, follows, etc.) • artificial or forced • complicated, requiring expertise • as an exact science or formula • static, one-direction • the driver of what you do • just promotional (Rule of Thirds)
- 3. DO view social media as… (the WHY) • a two-way street • an exchange of ideas, tips, stories, etc. • an opportunity for you to meet, connect with, be inspired by other farmers, foodies, and fans • an extension of your existing community – on and offline • a way to grow and improve your business that you can enjoy • a way to stand out in a crowded social sea • a place for trial and error; you win some you lose some
- 4. The HOW… First, find your niche. Set your social media mission. • What is your farm’s or food business’s story? What makes you unique? In addition to promoting your offerings, what value can you offer via social media; what can you share that will resonate with folks? • For example, can you educate, motivate, etc. Adam’s social media mission: “Brighten people’s day.”
- 5. The HOW… Storytelling. • Establish your rules for sharing while being honest and approachable. Share the highs and – if you’re comfortable – some of the lows: the true experience of farming and running your business. Translate your everyday life to online. • The moments that excite you, confuse you, motivate you, etc.
- 6. The HOW… Have a conversation. Engage.(online & off) • Ask ?s about what your community wants, likes, etc. (products, things to do if they visit the farm). • Seek input/feedback on farm/business decisions (name of new animal, hours for new farm store). • Use tools: polls, fill in blank, caption a photo, etc. • Don’t forget interaction away from computer! Engage with customers at events, at market, etc.
- 7. The HOW… Go visual: photo + video. • It’s no secret that visual content performs better than other content on social networks. Capture anything and everything: • from your table at market • to animals on the farm • to the sunrise/sunset every morning on the farm • have fun with sites and apps that let you edit and get creative, no Photoshop needed
- 8. The HOW… Remember your manners. • Find an online voice/tone that’s true to you, friendly, and approachable. • Handle negativity without negativity.
- 9. The HOW… Have reasonable expectations. • Show less-than-perfect aspects if you’re comfortable. • Show that you and your “brand” – your farm, your food, your business – are relatable and real. • Remember that social media “works” for you when your online world benefits your real world: each needs to be able to translate to the other.
- 10. The HOW… Other content tips: • Recipes • Re-post from fellow farmers, ag organizations, ag media to show genuine support; share your insight. • Embrace/use popular approaches when authentic to you: connect to holidays and theme days with meaningful stories/photos; share inspirational quotes + why they inspire you.
- 11. The HOW… It’s okay to put on the marketing hat: • Embrace what the platforms offer: create events, photo galleries, groups, change your cover photo and profile photo, etc. BUT with reason and meaning. • Use hashtags to increase visibility, like #avlag #avleat #farmersmarkets (Facebook optional). • Participate in planned conversations and events. • Use all methods: share, simple RT, RT with comment, favoriting, responding for your followers and others to see, direct messages where
- 12. The HOW… It’s okay to put on the marketing hat: • Follow customers and other related orgs and biz; make lists if you have time to stay organized. • Post consistently; share if you’ll be away. • Use help, forums, Google searches to answer. • Experiment and use analytics/insights + trial and error to learn your followers’ habits and post when they’re online. • Use post boost and ads when appropriate.
- 13. The WHERE & WHEN… A few, focused platforms. • Blasting static, inauthentic content across channels just to cover them won’t make social work for you. • Focus where your audience is, with the platforms you’re comfortable with and enjoy using. When works for YOU. • Trial and error. • Use tools and analytics; ask.
- 14. Quick Tips You want it to work AND be easy: •If you’re pressed for time, turn to a good communicator(s) on your team; you can establish a singular voice or use multiple voices. •Embrace SM scheduling tools: use a dashboard service like Hootsuite, TweetDeck, Buffer, etc. •Create backlog of content for when creativity isn’t striking. •Create and utilize a social media calendar.
- 15. Adam’s Rules Find your niche and be real! •Use popular hashtags. •Follow similar pages. •LIKE random photos. •Quality is better than quantity. •Feature contests and calls to action. •Promote your Instagram on other social media accounts.
- 16. E-newsletters: Why • Same reasons as social media BUT • No algorithm or 12-second chance! You can’t make them open, but you’re guaranteed to reach the inboxes of subscribers. • Social connection: call attention to your social efforts; encourage engagement
- 17. E-newsletters: Where • My Newsletter Builder (local) • Constant Contact • iContact • Vertical Response • MailChimp • All very similar; utilize free trials and/or experiment when lists are small and free to find right fit for you.
- 18. E-newsletters: What • What you can’t say in 140 characters or one photo caption: • Stories • News • Lists of offerings • Calendar; looking ahead • Lengthy quotes or testimonials
- 19. E-newsletters: When Think of purpose and your available time: If your subscribers want to know ahead of markets what you’ll have, go weekly. Don’t have market news or time to compose each week, think monthly. THEN Experiment!
- 20. Great Social Examples Check out: • instagram.com/ratiaranch • instagram.com/livingitrural • instagram.com/mrwranglersta r • Brother Wolf all accounts! • barnraiser.us
- 21. Thanks! Adam & Emily: happyhensandhighlands@gmail.com Maggie: mcramerwrites@gmail.com
Notas del editor
- I’ll introduce you, Adam! Then probably ask for a quick show of hands from the group to see what social networks people are using (we could tailor the presentation more based on that if we can think on the spot OR really just use that info for breakout sessions later). Then explain the focus of the presentation: actually making social media work for you, which means not stressing about it, having fun in the process, etc.
- Numbers: Ask if folks ever compare themselves to other farm or food pages in terms of likes and followers; it’s not about that: so many folks can have high numbers but little engagement, people in other countries, no one who would be a potential customer. Tara: share story that there’s a dark side to having tons of followers that aren’t there for meaningful engagement; story of Martha Stewart. Meaningful can’t happen if playing a part; just following a formula been given; not being honest, etc. Promise it’s easy to do. Doesn’t require expertise. What’s current, what people like is all out there for you to see, to mimic, to experiment with. Your job is to be an expert farmer. Content doesn’t only come from you; looking for engagement, a two-way street. You’re farmers and food entrepreneurs first and foremost, and you’re using media to share that with the world, to share your story and your products. Meaningful engagement can help you achieve what you already want to achieve. Don’t look at it as driving what you do. Of course, can promote: announcement of intern position, CSA start dates, awards and accolades, farmers market locations and what you’ll be offering. But needs to be a balance to be meaningful and authentic. Rule of one thirds, some folks like: promote, share, converse.
- It’s the opposite of the first slide! You’re promoting your business and bringing yourself more and new opportunities, but you’re doing more than that. You’re connecting. It’s a back and forth. Communication. ADAM: Great place to share story of how you gave up at first, but once you relaxed and had fun with it, the followers started to come! You learned and experimented with your own account first, etc. I think folks would love to hear from you that it’s a process you view as very trial and error, which could lead well into the next slide.
- ADAM: Please share your mission/niche of brightening people’s day. That sets the foundation for everything you do – in what types of things you post, how you respond to comments, etc. You said you shy away from anything controversial or negative, so that you meet your goal of making people smile. Ultimately, this changed your business, correct? You found people who wanted to buy the animals to love and keep for hobby farms, not meat, right? Great stories to share here!
- Adam: Share examples of storytelling that have gotten the best response, posts you’ve enjoyed, etc. Also share any associated personal rules. Explain that you’re doing a “soft sell”; you’re telling your farming story….telling the story of how you do things differently than the industry standard – treat your animals differently, care for the land differently, etc.
- Adam: Share examples! Most conversation you’ve gotten has been on which posts or in response to which conversation; share where you’re most successful. Also share how you like to reply to all folks + how you’ve crossed the computer barrier and developed real-life relationships to your benefit and enjoyment!
- Stat: 87 percent of a Facebook page’s interactions happen on photo posts. Popularity of tumblr, instagram (acquisition by Facebook; new features, etc.) Thoughtful; curate; concise: Photo editing software: VSCO; fotor; Buffer/Pablo; Canva Adam: This would be a great time to share some examples of your visuals that have generated the most buzz. And to discuss the fact they’ve gone viral!!!! We’ll share the links! Let folks know why you think your pictures have taken off and taken on a life of their own.
- think ahead before you begin or think ahead after you head back from here refreshed about your voice and tone and how you want to handle negative comments; show asap policy: delete defamatory and purposefully awful, try to appropriately leave and handle points of education and conversation RULE: one or two times engage, then walk away Adam: Again, share a bit of your philosophy here; maybe some examples
- Share Ashley English example: hot dogs and annie’s macroni Better interaction with customers; involved + care + appreciate authenticity; doesn’t serve anybody to show perfect: burnt bread; heirloom apples, etc. Adam: Share any thoughts you’d like here.
- Not every post has to be inspiring story or beautiful photo shoot. A simple cover photo update can work. Hashtags can work, although you want to be balanced. “expert” opinion varies on number per post or tweet, but use judgment. Humor is trendy, use if authentic to you. Ag chat and other food chats and conversations can be useful to get you noticed. Ingles as example. Ag chat, Farm to School chats, etc.
- We think that authenticity is key to engagement and social media success, but going at it from a more traditional marketing background can also be effective . You don’t need to pay someone to tell you what can work: You can find right now which type of recipes are most shared on Pinterest and on what day and what hour. Articles, free + paid tools from each platform. The options are truly endless based on the time you have and how you want to approach your strategy. Adam: Share how you follow thought leaders and tech folks for inspiration
- Maggie: where I see engagement for clients: nonprofit still success with Facebook Adam: Y’all choose Instagram primarily, may go to Twitter, but still do a bit with Facebook; explain your reasoning/thinking with these choices. Share that sometimes you take some time off between activity and leave people waiting for more! Share how often you post, etc.
- SM Management tools; like sites are endless; also called dashboards; another thing to learn, but certainly can be helpful if you’re embracing more than 1 of the sites mentioned earlier; IT IS IMPORTANT TO CHANGE CONTENT FOR SPECIFIC AUDIENCE which using a scheduler allows – it’s a timesaver, but in a different way than tools/apps that link all of your sites together for universal posting
- Want to have this slide, Adam? Can introduce new ideas or be a review of things discussed up until this point.
- Just like social media; what is said on paper may not work for you; find what people respond to