Social Media: Helping Customers Find the Farmer (part 3)
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Glenn Muske presented on effective use of social media and online marketing analytics. Some key points: 1. Popular social media platforms like Twitter, YouTube, and Instagram were discussed along with tips for effective usage, including using hashtags, engaging followers, and analyzing metrics. 2. Online marketing analytics were emphasized as important for setting goals, testing strategies, and measuring success. Metrics like views, clicks, and engagements were covered. 3. Case studies demonstrated tracking social media posts and A/B testing titles to determine best practices. Lessons included allowing time for testing, clearly defining goals, and reviewing trends over individual data points.
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Social Media: Helping Customers Find the Farmer (part 3)
- 1. Glenn Muske Rural and Agribusiness Enterprise Development Specialist glenn.muske@ndsu.edu Sept, 2016 Effective Social Media 7th National Small Farm Conference
- 2. Why Twitter? • 313 million active monthly users • 3rd largest after Facebook and Instagram • Used by many of the major brands • News travels fast • Rapid way to offer special offers and discounts • Tweets are short • Good place to listen and learn about trends and competition • Great for mobile use
- 3. Effective Twitter • Use your own voice • Use keywords and hashtags • Share links • Know what your readers want • Connect with influencers – Establish relationships • Engage, ask questions, promote others, • Be helpful • Use twitter chats • Don’t be all business
- 4. Effective Twitter • Gather data and analyze • What’s your goal? More clicks on tweets sent 2 – 3 a.m. • Remember time zones • In general, • Early morning for clicks • Evenings for favorites and retweets • Noon to 1 local time
- 5. Why YouTube? • It’s visual and active • Video is the current “must have” • Not only can you tell, you can show at the same time • Increased sharing • Largest search engine after Google • Great marketing • Useful tool for “how to” help • Users spend more time online – 40 minute average on mobile • 1.3 billion users – 900 million active each month • Watch 3.25 billion hours per month • 4billion videos watched per day - 1 billion videos on mobile devices
- 6. Effective YouTube • Produce compelling, diverse content • Integrate video with your web content • Engage • Use other social media platforms • Try unconventional content – Avoid boring • Content does not have to be directly related to your product or business • Keywords • Make it findable – Remember Google owns YouTube • Focus on: Title; Description, & Tags • Brand your channel • Try YouTube ads • Review insights
- 7. Why Instagram? • Fastest growing social media channel • Visual • 500 million monthly active users • Great platform for user-generated content • Easy to produce and share • Fun • Millennials earning $50,000 - $74,000 are users • Establish a visual identity
- 8. Effective Instagram • Use keywords and hashtags • Don’t just have pictures of your products. Add context • Share often but don’t swamp your audience • Use ads • Test ads • Make use of user-generated content • Be active on social platforms • Take good photos
- 11. Traditional Marketing Online Marketing PR Paid Promotion Distribution Channels Customer Support Visual Mix One-on-one & Networking Word-of- mouth & Reviews Reputation YOU Marketing
- 13. Online: Your Major Options .org or .com • New ones daily • Vine • StumbleUpon • SnapChat • Podcasts • Flickr • Skype • Periscope • Slack • Zoom
- 14. Paid Ads on Social Marketing Some Options Facebook Google Twitter YouTube LinkedIn Instagram Pinterest Why?? 8 times greater click-through rate (mobile is higher)
- 15. Know Your Business Know Your Audience Make a Plan SMART Goals • Specific • Measurable • Achievable • Realistic • Time-bound http://powerofbusiness.net/wp-content/uploads/2015/05/Creating-Online-Marketing-SMART-Goals-Print.pdf
- 19. Your Online Presence 1. Know who your audience is and where they can be found 2. Pick your platform - Develop a plan - Set goals 3. Build a following – ENGAGE!! 4. Make the most of your existing resources
- 20. Keeping Time Under Control Set Aside a Time Post Ideas • Listen • Use stories – Real world issues • Use already answered questions • Engage with and repost from key experts • Make the most of existing resources • Have a method to capture material as you see it (i.e., Evernote) Evaluate and Assess
- 21. Resources • http://powerofbusiness.net/pob/finding-more-time-learning-to-prioritize/ • Social media strategy – interactive and print • SMART goals – interactive, print, and Spanish • Content calendar • Rural Marketing Today webinar • https://www.youtube.com/watch?v=tBGDwvyHRI8&feature=youtu.be
- 22. Glenn Muske Rural and Agribusiness Enterprise Development Specialist glenn.muske@ndsu.edu August, 2016 Comments?? Questions??
- 23. Glenn Muske Rural and Agribusiness Enterprise Development Specialist glenn.muske@ndsu.edu Sept, 2016 Evaluation and Analytics for Effective Marketing (Or “Big Data” is only useful if you do something with it!!) 7th Annual Small Farm Conference
- 24. How do you know if you have reached your goal? Define Success Ahead of Time • Know what you want to measure • Are you measuring the right thing • Who and how will you measure • Quantitative • Qualitative • Measure • Track • Measure • Analyze • Adjust
- 25. Social Media Metrics is but One Part of Your Online Presence Don’t forget your website (and SEO), maps, etc
- 26. Success is: • Likes, hits and clicks – no longer sufficient • Know the language • Bounce, visitor, visits, pageviews • Direct, referral, organic • Goal is getting people to take an action • Engagement • CTA (Call to Action) • Your hook – What’s in it for me? • Reason to act • Sense of urgency http://www.socialmediaexaminer.com/how-to-improve-your-social-media-calls-to-action/ • Knowing your audience • Know where they are coming from • Know what they are doing • Know what resonates - Pictures, text, video, emails, traditional ads, coupons, service, thank you notes, etc.
- 27. It’s Continuous Quick, Responsive Development Model -Harvard Business Review, 2013
- 28. Example: The Plan • Title Testing • 7 Topics • Marketing • Networking • Megatrends • Living with Purpose and Meaning in Rural Areas • The Gig Economy • The Decentralized Marketplace • Time Management • Mobile Security • One topic per week • Each topic given 2 titles - A/B Testing
- 29. What is A/B Testing? A/B testing involves experimenting with at least two variations of the same message to see which one has the best conversion rate. -O’Kane, 2013
- 30. The Data
- 31. Google Analytics
- 35. Wordpress Stats
- 36. Results Topic Launch Date Views - Pre 4/13/15 4/21/15 4/28/15 5/4/15 5/11/15 5/18/15 5/25/15 Total Marketing A 4/7/15 10 28 11 2 0 2 54 B 13 33 12 1 0 3 62 Networking A 4/13/1 5 13 19 3 2 2 39 B 12 44 7 2 5 72 Gig Economy A 4/21/1 5 11 30 4 12 57 B 10 17 6 5 37 Living with Purpose A 4/28/1 5 22 5 0 31 B 15 15 0 38 Decentraliz ed Mkt A 5/4/15 16 0 4 36 B 6 2 0 26 MobileA 5/11/1 5 3 26 29 B 4 36 40 Time A 5/18/1 5 B Downloads of PDF’s
- 37. Lessons Learned • We learned a lot, including how much we don’t know! • It’s important to have a team. • People - Tech experts, Graphic designers, Web Analytics • That is committed and ready to make project a priority. • Financial support and Time • Constant change of people raise havoc with schedule • Need to be able to have focused time on our calendar. • Platforms – University software versus Industry standards • Transition from different platforms and that require “pro” versions to do what we wanted to do would have saved development time.
- 38. Lessons Learned • May have been better to have people randomly see either one or the other of the two titles. In our case they would see both within a short period of time. • Larger pool of people seeing the posts would have provided stronger results • Millennials are great! • Time commitments – Clear out part of your calendar. • Allow plenty of lead time for creation of product and timeline
- 39. Lessons Learned • Need to keep up with trends but not get taken in by “today’s” new tool • Team learning works • Need to learn to write and think differently • Platform selection, wordpress.com versus wordpress.org, delayed use of Google Analytics • Effort showed how teams can become a “personal knowledge network” (PKN)
- 40. Lessons Learned Everything took longer than planned!
- 41. Example 2# Power of Business Facebook Postings Review January to Present, 2016
- 42. Lifetime: The total number of people your Page post was served to. (Unique Users) ermal ink Post Message Type Posted Lifetime Post Total Reach rmybusiness/posts/920968697987322 Are you a small business owner? Are you trying to encourage your customers to "shop local?" Are you practicing your message? Link 3/29/16 8:47 AM 153 rmybusiness/posts/942496469167878People won't know you are there unless you tell them. Link 2/11/16 11:55 AM 118 rmybusiness/posts/972513422832849Don't make the same mistakes. Learn from other business owners. Link 5/11/16 10:51 AM 97 rmybusiness/posts/929059140511611Entrepreneurs are made. See where you can go to get some help. Link 3/31/16 8:10 AM 91 rmybusiness/posts/953533631397495Learning from your peers. A great way to move your #smallbiz forward. Link 4/28/16 9:32 AM 90 rmybusiness/posts/945981678819357Missed Valentine's Day but the thought is still right on the mark. Photo 2/17/16 9:25 AM 87 rmybusiness/posts/992152540868937Finding help. Always difficult and may be even harder this year. Link 5/4/16 11:29 AM 72 rmybusiness/posts/982707571813434 Business owners need to know they are online. Third-party review sites are telling your story. So it is important that they get the entire story. Learn more about the process and what you can do. Link 5/9/16 11:24 AM 66 Top Posts (Top Reaching Posts)
- 43. 0 20 40 60 80 100 120 140 160 180 1/11/16 12:00 AM 1/31/16 12:00 AM 2/20/16 12:00 AM 3/11/16 12:00 AM 3/31/16 12:00 AM 4/20/16 12:00 AM 5/10/16 12:00 AM 5/30/16 12:00 AM Lifetime Post TotalReach (Total Number of People Your PagePost Was Served) Posts above the trend line are: 1. During the AM (9-11 am) 2. Mostly mention the words business owner/small business 3. 95% are links, not photos
- 44. Posting Recommendations - Split postings into two groups: AM & PM; - Most posts are AM right now; let’s see if we get a different response comparing AM to PM postings for 30 days - Morning posts: 9 to 11 am & links - Afternoon posts: 4 and 7 pm & links - Mention the words “Small business owners” more - Mention the words “small business” more - Use hashtag #SmallBusiness & #PowerofBusiness together in each post
- 45. 2nd Test
- 46. Posting Recommendations – 2nd Test - Views dropped by nearly 50% - Try more original content, more original pictures, fewer links. Maybe only do 2 posts per day.
- 47. Evaluation and Analytics • Don’t forget to check out the research others post • Forrester Research – Today’s buyer is often 2/3 to 90% of the way through the decision making process before they ever interact with a person • Make comparisons: • Over time • Your data to data from others
- 48. Reminders
- 49. What analytics can’t do • Tell you WHY users interact with your content
- 50. You Must First be Found!!
- 51. And once found, YOU MUST STAY VISIBLE!
- 52. Trends and not individual numbers • Without context, metrics are meaningless
- 53. Take resources
- 55. Glenn Muske Rural and Agribusiness Enterprise Development Specialist glenn.muske@ndsu.edu July, 2016 Comments?? Questions??
- 56. Don’t Forget the Conference Survey https://www.surveymonkey.com/r/DGBFRMB