eolfc 2013 foodland ontario omaf and mra - innovative use of social media marketing for local food
DESCRIPTION
The Eastern Ontario Local Food Conference (EOLFC 2013) provided a great opportunity to share information, learn about success stories and gather information on innovative local food businesses, projects and best practices. The conference was organized by KEDCO (Kingston Economic Development Corporation) and the Ministry of Agriculture and Food and the Ministry of Rural Affairs. The theme of the conference was Innovation Driving Local Food and it was held December 3, 2013 at the Ambassador Hotel in Kingston, Ontario, Canada. Kelly Ward from Foodland ontario, part of OMAF and MRA on Innovative use of social media marketing for local foodTRANSCRIPT
Media Consumption Habits
Social Media Use in Agriculture Sector
Source: KTT/J.LeBoeuf (2012)
A plan for social media fitness
Social Listening Maintain Social Channel Integration and Outreach
Getting Started
• Listening
– Follow twitter feeds, Facebook
pages/people, Pinterest, YouTube
– Follow bloggers (subscribe via RSS
direct to Outlook)
– Identify who the influencers are
• People with large/engaged audiences
Who are you talking to? (Now / In 5-10 years)
Will you be on their radar?
Emergence of Social Search
Graph Search
A Look a Trends in Social
• Facebook and Twitter still the elephants in the room
• YouTube - a search engine
• Youth demographic beginning to abandon Facebook
(SnapChat)
• Twitter acquires Vine (6 second ‘video’ clips)
• Visual content, highly shareable (moving beyond text
only updates)
• High rate of technology evolution
• Mobile-friendly and apps
• Predictive Algorithms
• Kickstarter and crowdfunding
Define Your Strategy
• What is the business need you are fulfilling?
– Publishing
– Marketing (self/industry/institution/company)
– Networking
– Discussion
– Professional Collaboration
Create Your Accounts
Consider:
– Do I have sufficient content? If not, where else
could I pull from? (curation)
– What type of content do you want to convey and
to whom?
• Which social channel is your audience on
• Are you creating shareable content?
Foodland Ontario Social Media Landscape
Foodland Ontario Website
Best Practices on Social
• Create a content strategy
– Compelling / Shareable
– Storytelling
– Ask conversation starters
• Seek partners and influencers to build your
audience/community
• Speak the #language on @twitter
• Integrate content on feeds where possible
• Be active
Visual Content - Infographics
Building Endurance and Running
• How will you measure success?
– Awareness measurements (shares, retweets)
– Engagement measurements
(comments/mentions)
– Click-through conversion (ads/links)
• Risk mitigation – what are the threats?
• Outreach and participation beyond your channel
Information Automation
A Word From My Sponsor
