building community through social connection · • customizing content is key. facebook key...
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BUILDINGCOMMUNITYTHROUGHSOCIALCONNECTION
Creatingandimplementingacohesivesocialmarketingstrategyforyourfarmers’market.
MelissaHartfiel (@mhchipmunk)andEthanAdeland (@ethanadeland)FoodBloggersofCanada(@foodbloggersca)
COMMUNITYISKEY
• Buildinganengagedandactivecommunityaroundyourbusinessisoneofthemostimportantkeystolongtermsuccessintoday’smarketplace• PeoplewanttofeelconnectedbothonlineANDoffline• Byaddressingbothyoucanbuildathrivingcommunitythatstaysactiveandengagedallyearround
WHATWE’LLCOVERTODAY
• Anoverviewofexistingsocialplatforms• Toolsavailabletohelpyoucreateandsharesocialcontent• Tipsoncontentcreationandrepurposingcontent• Usinglivebroadcastingforinthemomentupdates• Howtoinvolvemarketvendorsinyourplan• Howtoworkwithsocialinfluencersandfoodprofessionals• Creatingamarketdaystreetteam• Strategiesforcreatingwintercontenttostaytopofmind
SOCIALPLATFORMS
ENSUREYOURSOCIALPROFILES,WEBSITEAND
CONTACTINFORMATIONAREUPTODATEATTHESTARTAND
ENDOFEVERYMARKETSEASON
KEYTAKEAWAY
• They’renotallthesame!!!
• Eachhasadifferentpersonality,demographicandalgorithm
• Customizingcontentiskey
KEYDEMOGRAPHICS
• Over2.13Bactivemonthlyusersand1.4Bdailyactiveusers(Q42017)Over1.15BILLIONactivemobileusers
• Largestdemographicis25-34(29.7%)
• Highesttrafficismid-weekbetween1-3pm
• OnThursdaysandFridaysengagementis18%higher
• Averagevisitis20minutes
Source:https://zephoria.com/top-15-valuable-facebook-statistics/
KEYDEMOGRAPHICS
• Over330Mactivemonthlyusersanddailyactiveuseryearoveryeargrowthincreasedby12%
• Largestdemographicis18-29followedby30-49(totalsmorethan50%ofusers)
• Evensplitbetweenmaleandfemaleusersandurban/suburban/ruralusers
• Over50%ofthemhaveanincomegreaterthan50K(with30%over75K)
• Topoptionforsocialcustomerservice
Source:https://zephoria.com/twitter-statistics-top-ten/https://sproutsocial.com/insights/new-social-media-demographics/#twitter
KEYDEMOGRAPHICS
• Over800Mactivemonthlyusersanddailyactiveuseryearoveryeargrowthincreasedby12%
• 59%of18-29yearoldsusetheapp• Postswithalocationget79%more
engagement!• Usersengagemoreonweekdays• Highlyvisualplatform– strongphotos,
videos,andvisualstoriesandliveupdatesamust
https://sproutsocial.com/insights/instagram-stats/
OTHERPLATFORMSTOCONSIDER
SNAPCHAT
• Popularwithyoungermillenials andGenZ
• Aspotforcollectingideasandinspiration
YOUTUBE
• Videocontent- particularlylongerformvideo
SOCIALTOOLS
SCHEDULERS
• Hootsuite(freeoption)
• Buffer(freeoption)
• IFTTT(free– combineswithGoogleCalendar)
• Facebooknativescheduler(freeandrecommended)
• Tweetdeck (free- Twitteronly)
• Later(free- Instagram)
• Co-Schedule(paid)
• MeetEdgar(paid)
• Tailwind(paidandmainlyforPinterest)
OTHER
• Mailchimp (newsletter)
• Facebookpagesapp
• Googlecalendar
• AsanaorTrello(projectmanagementsoftware)
CONTENTCREATIONAPPS
• iMovie
• VSCO
• AColorStory
• Hyperlapse
• CutStory
• RotateandFlip
• Splice
CONTENTCREATION
Youneedcontenttoshare– thekeyistomakeitengaging sofollowersinteractandfeelwelcome.
Thegoal behindeverypieceofcontentshouldbetobuildandstrengthenyourcommunity.
ALLCONTENTSHOULDDOONEOFTHEFOLLOWING
• ENCOURAGE themtoparticipateanddiscuss
• INVITE themtojoinin
• ASKthemquestionstogettheirfeedbackorparticipation
• ENTERTAIN them(neverunderestimatethevalueofalaugh)
• INFORM them
• HELP them
CONTENTCREATION
YouDON’T needtocreatebrandnewcontentforeveryplatform.YouDO needtotweakcontenttomakeitfitthepersonalityofeachplatform.
FACEBOOK• videos• livevideos– greatformarketday.• recipes– sharearecipethattakesadvantageofwhat’sinseasonthatweekatthemarket• photos– showcaseyourvendors,theirweeklyspecials,inseasonitems• polls– askyourcustomerswhatthey’dliketosee,howtheycooktheircornonthecob.Getcreative• memes• tipsandtricks– providequicktipsonhowtopreparelesserknownfruitsandveggiesforsale• questions– asksimplequestions:favourite summertimefruit,favourite waytousehoney
CONTENTCREATION
YouDON’T needtocreatebrandnewcontentforeveryplatform.
YouDO needtotweakcontenttomakeitfitthepersonalityofeachplatform.
• “Inthemoment”updates– perfectformarketday
• Livetweetthroughoutmarketday– usephotosinyourtweets
• Sharevendorspecials,letcustomersknowwho’satthemarketthisweek,what’savailable,whotheentertainmentis
• Sendoutteasertweetsduringtheweektoletpeopleknoweverythingthat’shappeningonmarketday
• Sharetweetsfromyourvendors,aswellascontentfromchefs,foodbloggersandanyonewhoiscreatingandsharinggreatseasonalrecipesthatshowcaseitemsforsaleinyourmarket
CONTENTCREATION
YouDON’T needtocreatebrandnewcontentforeveryplatform.
YouDO needtotweakcontenttomakeitfitthepersonalityofeachplatform.
• Photosforyourfeed– fruitandvegareeasytophotographandcanbebeautiful– think“eattherainbow)– postdailythroughouttheweek
• Hashtagappropriately
• SharebehindthescenesandupdatesonInstagramstoriesduringmarketday
• “Interview”yourvendorsonmarketdayinanInstagramLiveorinIGstories
• Teamupwithalocaldietitianornutritionistandsharenutritionalfactsaboutproductsforsale
• Createamarkethashtaganduseitacrossallplatforms
CONTENTCREATION
www.instagram.com/vanmarketshttps://twitter.com/HamOntMarket
REPURPOSECONTENT
• Buildupabankofphotos– theycanbeusedacrossmultiplechannels• Squareworksonallchannelsespeciallyinstagram• Horizontal(landscape)worksbestonFacebookandtwitter• PortraitworksbestonPinterest
• VideocanbeeditedandusedonFacebook,Instagram,TwitterandYouTube• ShortformvideoforFB,IGandTwitter,longformforYouTube
• Liveinterviewscanbetranscribedintoblogpostsandarticles
• FacebookandInstagramLivescanbesavedandrepurposed
• Sharecontentfromothermarkets,vendors,localchefs,dietitiansandnutritionistsandsocialinfluencers
GOLIVE!
Livebroadcastingisbigrightnow
• Facebook,InstagramandYouTubeallsupportlivebroadcasting
• Greatwaytocapturetheexcitementofmarketdayandshareit• Interviewvendors,attendees• Sharemarketspecials• Showwhat’shotorinseason• BroadcastacookingorDIYdemo• Shareyourlocalfoodtruckcookinguptheirspecialtyoryouronsitebaristawhippingupalatte
• Alwaysencourageviewerstocomeondownandjoinin
• Ifyou’reuncomfortablegoing100%live,tryIGstories
MAKEYOURVENDORSINTEGRALTOTHECOMMUNITY
Getyourvendorsinvolved.
• Haveallyourvendorsprovidetheirwebsiteinfoandallsocialhandlespriortomarketseason• Makeamasterlistandpassitontoallvendorsencouragingthemtouseit• MakesuretheyhaveYOURsocialinformation• Encouragethemtosubmitanythingnewsworthytheyhavetoshareeachweek– createashared
DropboxorGoogleDrivefolder• Handoutmarketdaytalkingpointseachweek toeveryoneinvolved:
• Vendors,volunteers,yourstreetteam• Includesuggestedtweets,vendorhandles,yourhandles
• Makeitsoeasyforthemtheycan’thelpbutparticipate• Leadfromthetop– makesureyoursocialchannelsareactiveandengaging• Mentionyourvendorsthroughouttheweek– thisencouragesthemtoreshare andengagewithyour
socialcontent
INVOLVELOCALSOCIALINFLUENCERS
Thesecaninclude:
• Localchefsactiveonsocialmedia
• Localdietitiansandnutritionists– manyofthemareverysocialmediasavvyandarecomfortableoncameraorbeinginterviewed
• Foodbloggersandinstagrammers
IDEAS
• Cookingdemos
• Recipecreation
• “live”markettours
• Followachefonhisorhermarketshopandthenheadtotherestauranttoseewhat’sonthemenu
FINDINGANDAPPROACHINGSOCIALINFLUENCERS
• Checkoutwho’staggingyouonsocialmedia– usegeotaggingaswell
• Startfollowinganychefs,bloggers,orhealthcarepractitionerswhomentionyou– interact withthem!
• Organizeamarketdaytourforasmallgroupofinfluencers– createahashtagforthetourorforyourmarket
• Createamarket“ambassador”positioneachseasonandhireasocialinfluencer
• chefs,dietitiansandbloggersmayrequirefinancialcompensationforservices• Recipecreation• Appearancefees• Cookingdemos
• Always,ALWAYSreachouttoinfluencersinawaythatprovidesvaluetothemaswellasyou(free”exposure”isnotagoodvalueproposition)
MARKETSOCIALSTREETTEAMS
• Createamarketdaystreetteamwho’ssolejobistopromotethemarketviasocialmedia
• Createavolunteersocialmediaposition
• Highschoolanduniversitystudentsareagreatoption• They’resocialmediasavvy• They’rewizardsontheirmobiledeviceswithphotoandvideo• HSstudentsneedtofulfilltheirvolunteerrequirementsforgraduation
• Putthecalloutviasocialmedia
• Pollyourvolunteerteamorstaffforteenagechildren
• Encouragethemtonotonlyusethemarket’ssocialaccountsbuttheirown– turnthemintomarketambassadorsaswell– theycanbringinayoungercrowd.
• Trytohavesomeconsistencythroughoutmarketseason
DON’TSHUTDOWNFORWINTER
Marketsmaybeclosedbutsocialmediaisn’t– staytopofmind!
• September– Februaryisthe biggestfoodseasonoftheyear• BacktoSchool,Thanksgiving,Halloween,Diwali,Christmas,Hanukkah,NewYearsEve,OrthodoxChristmas,LunarNewYear,Super
Bowl,Valentine’sDay
• Continuepostingatleastdailyonyourmostconsistentsocialchannels
• Allmarketlong– sharetipsforfreezingandcanningsummerveggiesandfruitsforwinteruse
• Latemarket– promoterootvegetablesandgivelongtermstoragetips
• Shareseasonalrecipesthatuseseasonalproduceandwholefoods
• Encouragepeopletoeatmorewholefoodsallyearlongevenifthey’renotbuyingthematyourmarket– theseareyourpeople!
• Providetipsforgrowingherbsinthekitchenoverthewinter(andrecipestocookwiththem)
• Doseasonalvideosforsimplekitchentipsforcuttingsquash,roastingveggies,makingsaladdressingfromscratch
• Headouttolocalfarmsorartisansandshootvideoordointerviewstoshowwhathappensoffseason
• Sharebehindthescenesprepphotosfornextseason
• Do“CountdowntoMarket”photosoracalendaracrossallplatforms
INTERACT
ENGAGE
BESOCIAL
BRINGEVERYTHINGBACKTOTHECOMMUNITY
ABOUTUSWeare:
MelissaHartfiel – ManagingDirectorofContentCreation(@mhchipmunk)EthanAdeland – ManagingDirectorofPartnerships(@ethanadeland)
FoodBloggersofCanadahttps://www.foodbloggersofcanada.comTwitterandInstagram:@foodbloggerscaInstagramhashtag:#fbcigersFacebookandYouTube:FoodBloggersofCanadaPinterest:@fbccanada
[email protected]@foodbloggersofcanada.com