Glenn Muske presented on effective use of social media and online marketing analytics. Some key points: 1. Popular social media platforms like Twitter, YouTube, and Instagram were discussed along with tips for effective usage, including using hashtags, engaging followers, and analyzing metrics. 2. Online marketing analytics were emphasized as important for setting goals, testing strategies, and measuring success. Metrics like views, clicks, and engagements were covered. 3. Case studies demonstrated tracking social media posts and A/B testing titles to determine best practices. Lessons included allowing time for testing, clearly defining goals, and reviewing trends over individual data points.

1. Glenn Muske
Rural and Agribusiness Enterprise Development Specialist
glenn.muske@ndsu.edu
Sept, 2016
Effective Social Media
7th National Small Farm Conference

2. Why Twitter?
• 313 million active monthly users
• 3rd largest after Facebook and Instagram
• Used by many of the major brands
• News travels fast
• Rapid way to offer special offers and discounts
• Tweets are short
• Good place to listen and learn about trends and competition
• Great for mobile use

3. Effective Twitter
• Use your own voice
• Use keywords and hashtags
• Share links
• Know what your readers want
• Connect with influencers – Establish relationships
• Engage, ask questions, promote others,
• Be helpful
• Use twitter chats
• Don’t be all business

4. Effective Twitter
• Gather data and analyze
• What’s your goal? More clicks on tweets sent 2 – 3 a.m.
• Remember time zones
• In general,
• Early morning for clicks
• Evenings for favorites and retweets
• Noon to 1 local time

5. Why YouTube?
• It’s visual and active
• Video is the current “must have”
• Not only can you tell, you can show at the same time
• Increased sharing
• Largest search engine after Google
• Great marketing
• Useful tool for “how to” help
• Users spend more time online – 40 minute average on mobile
• 1.3 billion users – 900 million active each month
• Watch 3.25 billion hours per month
• 4billion videos watched per day - 1 billion videos on mobile devices

6. Effective YouTube
• Produce compelling, diverse content
• Integrate video with your web content
• Engage
• Use other social media platforms
• Try unconventional content – Avoid boring
• Content does not have to be directly related to your product or business
• Keywords
• Make it findable – Remember Google owns YouTube
• Focus on: Title; Description, & Tags
• Brand your channel
• Try YouTube ads
• Review insights

7. Why Instagram?
• Fastest growing social media channel
• Visual
• 500 million monthly active users
• Great platform for user-generated content
• Easy to produce and share
• Fun
• Millennials earning $50,000 - $74,000 are users
• Establish a visual identity

8. Effective Instagram
• Use keywords and hashtags
• Don’t just have pictures of your products. Add context
• Share often but don’t swamp your audience
• Use ads
• Test ads
• Make use of user-generated content
• Be active on social platforms
• Take good photos

11. Traditional Marketing Online Marketing
PR
Paid
Promotion
Distribution
Channels
Customer
Support
Visual
Mix
One-on-one &
Networking
Word-of-
mouth &
Reviews
Reputation
YOU
Marketing

12. Online Marketing
Your Choice

13. Online: Your Major Options
.org or .com
• New ones daily
• Vine
• StumbleUpon
• SnapChat
• Podcasts
• Flickr
• Skype
• Periscope
• Slack
• Zoom

14. Paid Ads on Social Marketing
Some Options
Facebook
Google
Twitter
YouTube
LinkedIn
Instagram
Pinterest
Why??
8 times greater
click-through rate
(mobile is higher)

15. Know Your Business
Know Your Audience
Make a Plan
SMART Goals
• Specific
• Measurable
• Achievable
• Realistic
• Time-bound
http://powerofbusiness.net/wp-content/uploads/2015/05/Creating-Online-Marketing-SMART-Goals-Print.pdf

16. http://powerofbusiness.net/wp-content/uploads/2015/05/Making-Time-Content-Calendar.pdf

19. Your Online Presence
1. Know who your audience is and where they can be found
2. Pick your platform - Develop a plan - Set goals
3. Build a following – ENGAGE!!
4. Make the most of your existing resources

20. Keeping Time Under Control
Set Aside a Time
Post Ideas
• Listen
• Use stories – Real world issues
• Use already answered questions
• Engage with and repost from key experts
• Make the most of existing resources
• Have a method to capture material as you see it (i.e., Evernote)
Evaluate and Assess

21. Resources
• http://powerofbusiness.net/pob/finding-more-time-learning-to-prioritize/
• Social media strategy – interactive and print
• SMART goals – interactive, print, and Spanish
• Content calendar
• Rural Marketing Today webinar
• https://www.youtube.com/watch?v=tBGDwvyHRI8&feature=youtu.be

22. Glenn Muske
Rural and Agribusiness Enterprise Development Specialist
glenn.muske@ndsu.edu
August, 2016
Comments?? Questions??

23. Glenn Muske
Rural and Agribusiness Enterprise Development Specialist
glenn.muske@ndsu.edu
Sept, 2016
Evaluation and Analytics for Effective Marketing
(Or “Big Data” is only useful if you do something with it!!)
7th Annual Small Farm Conference

24. How do you know if you have reached your goal?
Define Success Ahead of Time
• Know what you want to measure
• Are you measuring the right thing
• Who and how will you measure
• Quantitative
• Qualitative
• Measure
• Track
• Measure
• Analyze
• Adjust

25. Social Media Metrics is but
One Part of Your
Online Presence
Don’t forget your website (and SEO), maps,
etc

26. Success is:
• Likes, hits and clicks – no longer sufficient
• Know the language
• Bounce, visitor, visits, pageviews
• Direct, referral, organic
• Goal is getting people to take an action
• Engagement
• CTA (Call to Action)
• Your hook – What’s in it for me?
• Reason to act
• Sense of urgency http://www.socialmediaexaminer.com/how-to-improve-your-social-media-calls-to-action/
• Knowing your audience
• Know where they are coming from
• Know what they are doing
• Know what resonates - Pictures, text, video, emails, traditional ads, coupons, service,
thank you notes, etc.

27. It’s Continuous
Quick, Responsive
Development
Model
-Harvard Business
Review, 2013

28. Example: The Plan
• Title Testing
• 7 Topics
• Marketing
• Networking
• Megatrends
• Living with Purpose and Meaning in Rural Areas
• The Gig Economy
• The Decentralized Marketplace
• Time Management
• Mobile Security
• One topic per week
• Each topic given 2 titles - A/B Testing

29. What is A/B Testing?
A/B testing involves experimenting with at
least two variations of the same message to
see which one has the best conversion rate.
-O’Kane, 2013

30. The Data

31. Google Analytics

32. Facebook Insights

33. Hootesuite Analytics

34. Youtube Analytics

35. Wordpress Stats

36. Results
Topic Launch
Date
Views -
Pre 4/13/15 4/21/15 4/28/15 5/4/15 5/11/15 5/18/15 5/25/15
Total
Marketing
A
4/7/15 10 28 11 2 0 2 54
B
13 33 12 1 0 3 62
Networking
A
4/13/1
5
13 19 3 2 2 39
B
12 44 7 2 5 72
Gig
Economy A
4/21/1
5
11 30 4 12 57
B
10 17 6 5 37
Living with
Purpose A
4/28/1
5
22 5 0 31
B
15 15 0 38
Decentraliz
ed Mkt A
5/4/15 16 0 4 36
B
6 2 0 26
MobileA
5/11/1
5
3 26 29
B
4 36 40
Time A
5/18/1
5
B
Downloads of PDF’s

37. Lessons Learned
• We learned a lot, including how much we don’t know!
• It’s important to have a team.
• People - Tech experts, Graphic designers, Web Analytics
• That is committed and ready to make project a priority.
• Financial support and Time
• Constant change of people raise havoc with schedule
• Need to be able to have focused time on our calendar.
• Platforms – University software versus Industry
standards
• Transition from different platforms and that require “pro”
versions to do what we wanted to do would have saved
development time.

38. Lessons Learned
• May have been better to have people randomly see
either one or the other of the two titles. In our case
they would see both within a short period of time.
• Larger pool of people seeing the posts would have
provided stronger results
• Millennials are great!
• Time commitments – Clear out part of your
calendar.
• Allow plenty of lead time for creation of product
and timeline

39. Lessons Learned
• Need to keep up with trends but not get taken in by
“today’s” new tool
• Team learning works
• Need to learn to write and think differently
• Platform selection, wordpress.com versus
wordpress.org, delayed use of Google Analytics
• Effort showed how teams can become a “personal
knowledge network” (PKN)

40. Lessons Learned
Everything took longer than planned!

41. Example 2#
Power of Business
Facebook Postings Review
January to Present, 2016

42. Lifetime: The total
number of people
your Page post was
served to. (Unique
Users)
ermal
ink Post Message Type Posted
Lifetime Post Total
Reach
rmybusiness/posts/920968697987322
Are you a small business owner? Are you trying to encourage your customers to "shop local?" Are you
practicing your message? Link 3/29/16 8:47 AM 153
rmybusiness/posts/942496469167878People won't know you are there unless you tell them. Link 2/11/16 11:55 AM 118
rmybusiness/posts/972513422832849Don't make the same mistakes. Learn from other business owners. Link 5/11/16 10:51 AM 97
rmybusiness/posts/929059140511611Entrepreneurs are made. See where you can go to get some help. Link 3/31/16 8:10 AM 91
rmybusiness/posts/953533631397495Learning from your peers. A great way to move your #smallbiz forward. Link 4/28/16 9:32 AM 90
rmybusiness/posts/945981678819357Missed Valentine's Day but the thought is still right on the mark. Photo 2/17/16 9:25 AM 87
rmybusiness/posts/992152540868937Finding help. Always difficult and may be even harder this year. Link 5/4/16 11:29 AM 72
rmybusiness/posts/982707571813434
Business owners need to know they are online. Third-party review sites are telling your story. So it is
important that they get the entire story. Learn more about the process and what you can do. Link 5/9/16 11:24 AM 66
Top Posts (Top Reaching Posts)

43. 0
20
40
60
80
100
120
140
160
180
1/11/16 12:00 AM 1/31/16 12:00 AM 2/20/16 12:00 AM 3/11/16 12:00 AM 3/31/16 12:00 AM 4/20/16 12:00 AM 5/10/16 12:00 AM 5/30/16 12:00 AM
Lifetime Post TotalReach (Total Number of People Your PagePost Was Served)
Posts above the trend line are:
1. During the AM (9-11 am)
2. Mostly mention the words
business owner/small business
3. 95% are links, not photos

44. Posting Recommendations
- Split postings into two groups: AM & PM;
- Most posts are AM right now; let’s see if we get a
different response comparing AM to PM postings for 30
days
- Morning posts: 9 to 11 am & links
- Afternoon posts: 4 and 7 pm & links
- Mention the words “Small business owners” more
- Mention the words “small business” more
- Use hashtag #SmallBusiness & #PowerofBusiness
together in each post

45. 2nd Test

46. Posting Recommendations – 2nd Test
- Views dropped by nearly 50%
- Try more original content, more original pictures, fewer
links. Maybe only do 2 posts per day.

47. Evaluation and Analytics
• Don’t forget to check out the research others post
• Forrester Research – Today’s buyer is often 2/3 to 90% of the way through the decision
making process before they ever interact with a person
• Make comparisons:
• Over time
• Your data to data from others

48. Reminders

49. What analytics can’t do
• Tell you WHY users interact with your content

50. You Must First be Found!!

51. And once found,
YOU MUST STAY VISIBLE!

52. Trends and not
individual numbers
• Without context, metrics are meaningless

53. Take resources

55. Glenn Muske
Rural and Agribusiness Enterprise Development Specialist
glenn.muske@ndsu.edu
July, 2016
Comments?? Questions??

56. Don’t Forget the
Conference Survey
https://www.surveymonkey.com/r/DGBFRMB