Building a Social Media Strategy - Durham Farm Fresh

Social Media Strategy: Get Thinking!
Establishing Goals Creating a Strategy
Measurement Resources Risk Management

Sunday, March 20, 2011

Bringing it All Together:
How to develop a social media
strategy that works for your business


Steps to Crafting Your Online Strategy

It’s ALWAYS a work in progress!


The New Kid


Get your house in order
FIRST


Step 1: Clean up your Home Base

• Set specific and measurable goals

• Give your blog a home or revisit your blog

• Consider where video, webinars, or other
fresh content could be added

• Create your profiles on social networks (as
placeholders)


Step 1: Clean up your Home Base
Suggested Toolkit

• Blogging tool: Wordpress.com or .org

• Video Tools – FlipCam, YouTube

• Twitter, Facebook


You have to figure out
where you want to go
in order to figure out
how to get there.


Specific
• Well defined
• Clear to anyone that has a basic knowledge of the project

Measurable
• Know if the goal is obtainable and how far away completion is
• Know when it has been achieved

Attainable
• Within the availability of resources, time and money

Relevant
• Brings you closer to the vision of your business

Time Bound
• Achievable within a defined, realistic timeframe


Examples:
•Increase attendance by 30% from June to September
•Attract 15% more customers in the 25–35 age range in the Fall
season.
•Increase sales of strawberries by 30% in 2010
•Grow the Facebook Page to 250 members by August.


Specific
• Well defined
• Clear to anyone that has a basic knowledge of the project

Measurable
• Know if the goal is obtainable and how far away completion is
• Know when it has been achieved

Attainable
• Within the availability of resources, time and money

Relevant
• Brings you closer to the vision of your business
Time Bound
• Achievable within a defined, realistic timeframe

TO DO:
Write down some of the goals
you have for your business.

Your Home Base

How can your web site be improved?

TO DO:

Spend some time thinking about your web site.

• Where are the opportunities to start building a
community?
• Who do you want to invite?
• Where are those people hanging out?

Brainstorm some ideas.


Step 2: Go out Exploring

• Check out the neighbourhood

• Set up listening posts

• Find your customers, and listen to what they
are talking about

• Share this info with your colleagues

• Collaborate/brainstorm on content ideas


Listening helps you focus on finding
ways to achieve your goals.

Find your audience. Listen to what
they are talking about.

Get involved in the conversation.


#1 Listening Tool on the Internet

Google Alerts
Google Reader
Google BlogSearch
Twitter Search
Facebook Search


Step 2: Go out Exploring
Suggested Toolkit

• Twitter Search (use #hashtags), Twitter Chats
to find conversations

• Search Facebook Groups to find communities
with shared interests

• Use Google Alerts, Google Reader to have
information delivered to you.


TO DO:
Set up some listening posts.

1) Google
2) Google Blogsearch
3) Google Alerts
4) Twitter Search
5) Twellow.com
6) Facebook Search
7) Google Reader (Subscribe)


Step 3: Build Your Team

• Define the roles of your team up front.
Who will contribute to the blog? Monitor
comments? Manage Facebook, Twitter, and
photos? Create videos?

• Build an editorial calendar, and set
deadlines, and deliverables.

• Decide what content will be posted when.
Make sure it’s manageable and ties back to
your goals.


Step 3: Build Your Team
Suggested Toolkit

• Google Docs for collaboration

• DropBox for file sharing

• Google Calendar for editorial calendar


Step 4: Just hit Publish

• Work on your content first – start to build
blog posts, videos, other content.

• Get some stuff “in the can”.


Step 4: Just hit Publish
Suggested Toolkit

• Google Docs for team collaboration, Evernote
for “anywhere” ideas

• Invest in an audio recorder or FlipCam

• Create Neighbourhoods – YouTube Channel,
Wordpress Blog, Flickr Page


Neighbourhoods are other spaces online
where you can interact, build relationships
and point people back to your content.
Examples of neighbourhoods are Facebook
Pages, Twitter, and Flickr photo sharing,
YouTube videos.

TO DO:
How can you use neighbourhoods?
Set up accounts.
Start extending your hand to people based
on the listening you’ve been doing.


Step 5: Engage!

• Facebook is a great place to start. Create
your fan page, load up links, photos, videos,
start discussions.

• Invite people to “Like” your page. Link your
Facebook page off your web site/blog

• Don’t just post links to your own stuff. Posts
links to things you find in your Google Reader
that are interesting.


Step 5: Engage!

• Post links on Twitter to things you find interesting. Re-
Tweet others’ interesting content.

• Participate in Twitter Chats. Share your knowledge.

• Following other people is like a handshake. Say hello!

• Build a YouTube channel and post your videos. Point
people to that content too.

•Post photos to your Flickr page of events and
interesting things that happen in your day.


Remember, it’s not about broadcasting your
message. It’s about interacting, and getting
involved in conversations.

TO DO:

What are some ways you could encourage
people to interact?

What are some good conversation starters?
Write down your ideas.

Come up with a timeline. Hint: you don’t
have to do everything at once!

Step 6: Manage and Maintain

• Don’t stop now! If you disappear for days
you’ll lose momentum.

• Find some time every day to interact – make
it a habit, like checking your email or
voicemail.


Tracking results of social media efforts is
easy, most tools can easily give you
statistics.

Tools you can use:
Google Analytics
Twitter Analyzer
Facebook Stats
Microsoft Excel Spreadsheets!


IMPORTANT NOTE!

Like any marketing or publicity effort,
social media takes time.

It’s not an overnight solution.

Spread the workload around.

Experiment and adjust as you go.


Keeping the Momentum

Keep a close eye on your stats. This
will help you focus on the right areas.

Build an editorial calendar. Ask members
of your team, or even regular customers
to contribute to your blog.

Encourage your customers to upload photos,
videos, share their own stories.
Get them to be content creators for you!


Social Media in Less than 1 Hour a Day

• Google Reader: 10 minutes with your morning
coffee

• Neighbourhood Check-In: 10 minutes morning,
lunch and end of day (Hootsuite helps!)

• Community Search: 10 minutes a week to seek
out new people and build your network

• Spread it around: Share the tasks with your
team.


Next Steps

Get your team involved as
contributors, sharers, advocates

Start by taking one or two steps

Experiment, play, have fun!

Keep in touch!


Susan Murphy
Email: sue@jestercreative.com
Company: www.jestercreative.com
Personal Blog: www.suzemuse.com
Twitter: http://www.twitter.com/suzemuse
Facebook: http://www.facebook.com/suzemuse


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