Business of Farming Conference 2015: Becoming Social Media Savvy: Authentic, Meaningful Engagement
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Transcript of Business of Farming Conference 2015: Becoming Social Media Savvy: Authentic, Meaningful Engagement
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Becoming Social Media Savvy: Authentic, Meaningful
Engagement (AME)
Tara Jensen (Smoke Signals) Maggie Cramer (communications consultant)
Business of Farming Conference - 2015
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What AME ISN’T
It’s NOT…
• about the numbers (likes, follows, etc.)
• artificial or forced
• complicated, requiring expertise
• static, one-direction
• the driver of what you do
• just promotional
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What AME IS
It’s...
• a two-way street
• an exchange of ideas, tips, stories, etc.
• an opportunity for you 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
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How to Make AME Happen
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.
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How to Make AME Happen
Asking • Ask ?s about what your community wants, likes, etc.
(existing products, new 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).
• Ask for food/ag opinions.
• Use tools: polls, fill in blank, caption a photo, etc.
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How to Make AME Happen
Visuals: 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
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How to Make AME Happen
Etiquette • Find an online voice/tone that’s true to you,
friendly, and approachable.
• Handle negativity without negativity.
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How to Make AME Happen
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 AME means that your online world benefits your real world: each needs to be able to translate to the other.
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How to Make AME Happen
A few, focused platforms • Blasting static, inauthentic content across channels
just to cover them isn’t AME.
• Focus where your audience is, with the platforms you’re comfortable with and enjoy using.
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How to Make AME Happen
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.
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How to Make AME Happen
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.
• 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 appropriate.
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How to Make AME Happen
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.
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Quick Tips You want AME, but you still want SM to 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.
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Tara’s Rules
• Don’t over-post
• Curate your content
• Activate your media
• Participate
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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
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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
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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
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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!
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Great Social Examples Check out:
• @kgfarmer
• @originsfarm
• @startafarm
• @localrootsfarm
• Feedfeed.com
• Barnraiser.com