Post on 22-Jan-2018
1
OHIO AGRICULTURAL RESEARCH AND DEVELOPMENT CENTER
OHIO STATE UNIVERSITY EXTENSION
6 Step Social Media Strategy for your Farm
2
OHIO AGRICULTURAL RESEARCH AND DEVELOPMENT CENTER
OHIO STATE UNIVERSITY EXTENSION
facebook.com/dickiebirdfarm
3
OHIO AGRICULTURAL RESEARCH AND DEVELOPMENT CENTER
OHIO STATE UNIVERSITY EXTENSION
Why Social Media?
Share your farm story
Customer engagement and participation
Start a conversation
Build relationships
Credibility
Transparency
Brand awareness
Boost SEO
4
OHIO AGRICULTURAL RESEARCH AND DEVELOPMENT CENTER
OHIO STATE UNIVERSITY EXTENSION
6 Step Social Media
Strategy
Ready? Set? Go!
5
OHIO AGRICULTURAL RESEARCH AND DEVELOPMENT CENTER
OHIO STATE UNIVERSITY EXTENSION
Step 1. Determine purpose
Sell product
Educate customers
Advocate Ag issues
Highlight events
Generate leads
Build a fan base
Retain customers
Share new products
Drive traffic to your website
Boost Ag industry
Fundraising
Inspire fellow farmers
Be a thought leader
Share your story
Make farming less lonely
6
OHIO AGRICULTURAL RESEARCH AND DEVELOPMENT CENTER
OHIO STATE UNIVERSITY EXTENSION
Step 2. Pick your platforms
7
OHIO AGRICULTURAL RESEARCH AND DEVELOPMENT CENTER
OHIO STATE UNIVERSITY EXTENSION
¹ Maeve Duggan, ”The Demographics of Social Media Users,” Pew Research
Center, August 19, 2015, accessed October 22, 2016 from
http://www.pewinternet.org/2015/08/19/the-demographics-of-social-media-users/
8
OHIO AGRICULTURAL RESEARCH AND DEVELOPMENT CENTER
OHIO STATE UNIVERSITY EXTENSION
Step 3. Establish accounts and set up profiles
Consistency @dickiebirdfarm
Optimize search results with a relevant profile
Make it easy for followers to find you
9
OHIO AGRICULTURAL RESEARCH AND DEVELOPMENT CENTER
OHIO STATE UNIVERSITY EXTENSION
10
OHIO AGRICULTURAL RESEARCH AND DEVELOPMENT CENTER
OHIO STATE UNIVERSITY EXTENSION
Step 4. Create content
Rule of thirds
Don’t be salesy
Inject personality
Think like a follower
11
OHIO AGRICULTURAL RESEARCH AND DEVELOPMENT CENTER
OHIO STATE UNIVERSITY EXTENSION
Manage content on multiple platforms
² Nathan Ellering, ”What 16 Studies Say About The Best Times To Post On Social
Media,” Coschedule Blog, April 13, 2016, accessed October 23, 2016 from
http://coschedule.com/blog/best-times-to-post-on-social-media/
12
OHIO AGRICULTURAL RESEARCH AND DEVELOPMENT CENTER
OHIO STATE UNIVERSITY EXTENSION
“How often should I post?”1-2 x daily
1 x per hour
1-2 x daily
Up to 3 x daily
Up to 3 x daily
Up to 3 x daily
13
OHIO AGRICULTURAL RESEARCH AND DEVELOPMENT CENTER
OHIO STATE UNIVERSITY EXTENSION
Social listening
What are people saying about you?
What are people saying about your competitors?
What topics are trending?
What conversations are people having?
14
OHIO AGRICULTURAL RESEARCH AND DEVELOPMENT CENTER
OHIO STATE UNIVERSITY EXTENSION
How to respond to negative comments
Address, don’t delete
Cap it at 1 response
Take it offline
Delete, report or block spam
15
OHIO AGRICULTURAL RESEARCH AND DEVELOPMENT CENTER
OHIO STATE UNIVERSITY EXTENSION
Step 5. Advertise
92% of small businesses advertise on Facebook
23% of small businesses promote tweets
24% of small businesses advertise on LinkedIn
In 2017 social media ads are expected to generate $35.8 BILLION in sales!
16
OHIO AGRICULTURAL RESEARCH AND DEVELOPMENT CENTER
OHIO STATE UNIVERSITY EXTENSION
How to advertise on social media
1. Set a budget
2. Schedule timeframe or run continuous
3. Select custom campaign
4. Target audience
5. Choose how your ad will appear
6. Publish
7. Receive bill after campaign ends
17
OHIO AGRICULTURAL RESEARCH AND DEVELOPMENT CENTER
OHIO STATE UNIVERSITY EXTENSION
Boosted Post
18
OHIO AGRICULTURAL RESEARCH AND DEVELOPMENT CENTER
OHIO STATE UNIVERSITY EXTENSION
Step 6. Analytics
Identify what works
Better understand your customer
Measure ROI
19
OHIO AGRICULTURAL RESEARCH AND DEVELOPMENT CENTER
OHIO STATE UNIVERSITY EXTENSION
20
OHIO AGRICULTURAL RESEARCH AND DEVELOPMENT CENTER
OHIO STATE UNIVERSITY EXTENSION
www.facebook.com/dickiebirdfarm
Thanks!Download free PDFs: Social Media Tools and 10 Fail Proof Social Media Promotions
http://go.osu.edu/farmsocialmedia