What is Social Media and How to Use It to Market Apples?

By Rita D. Robinette – Foresite-NC.com

Overview

• What is Social Media?• Why is Social Media

Important?• Ways to Use Social

Media?• Social Media Marketing

Key Benefits• Social Media Trends 2014

Key Social Media Sites

Facebook (41% Mkt. - World’s Largest 1.19+ B Users)

YouTube (1+ B – 2nd Most Popular Search Engine)

Twitter (30% Mkt. - 500 M - 140 Character Micro-Blog)

**Pinterest (20 M / 44% E-Commerce Mkt.)

**Google+ (3% Mkt. – 300 M – Key to Good SEO)

TripAdvisor (260 M - 2,500+ Apple Orchard Reviews)

Yelp (117 M)

Why is Social Media Important?

• Consumers conduct online research before making a purchase

• Customers share their experience with others

Why is Social Media Important?

• New “word-of-mouth”• Today’s marketing is

about conversations• Social media provide

ways for people to participate in these conversations

Why is Social Media Important?

• Successes & failures can be publically– Displayed– Shared– Discussed

• Instantly…

2013 Consumer Behavior Survey90% of Buying Decisions are Influenced

by Positive Online Reviews

2013 Survey – Dimensional Research

Ways to Use Social Media?

• Marketing / public relations tool

• Engage customers• Interact with

customers

Marketing / Public Relations Tool

• Promote your reputation • Word-of-mouth

advertising• Change behavior and

decision making of consumers

Engage Customers

• Give them something to talk about– Apple variety &

availability– Other products– Family fun activities– Photo opportunities

Engage Customers

• Tell Your Story– Humanize your

business – be real– Take them on a

journey– Share photos and

videos– Relate farm / orchard

history

Interact with Customers

• Respond to customers’– Posts / Comments– Testimonials & reviews– Photos & videos

• Ask customers to:– Share their experience– Write a review– Follow on social networks– Join your email or text list

Social Media Marketing Benefits

• Increase business exposure• Grow your customer base• Change perceptions about

your business

“Had a great time apple picking!!”

“Great local place to get apples”

Social Media Marketing Benefits

• Generate more sales• Improve website traffic &

search engine rankings• Reduce marketing

expenses

Get Your Business into the Conversation!Get Social!

Social Media Trends for 2014

• Mobile will go mainstream• Video ads on Facebook• Blogging will remain the #1 way

to generate new business• Social Media Marketing will be

about VALUE – it won’t be enough to just get your business noticed