Social Media Basics - University of Tennessee system Media... · 2018-08-28 · Social media is a...
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8/9/2018 1 Online Marketing Webinar Series: Social Media Basics Brett Wolff Kentucky Center for Crop Diversification July 24, 2018 This series is supported by USDA/NIFA under Award Number 2015‐49200‐24228. Brett Wolff [email protected] Social Media Basics What Messages Matter? Locality Relationship Transparency Quality • Freshness was the most frequent reason (83 percent) cited, and taste was the number three reason (with 56 percent) for buying local food (Food Marketing Institute, 2011) • Interest in healthy, safe, and fresh foods increased the likelihood of buying locally Product Attributes
Transcript of Social Media Basics - University of Tennessee system Media... · 2018-08-28 · Social media is a...
8/9/2018
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Online Marketing Webinar Series: Social Media Basics
Brett WolffKentucky Center for Crop Diversification
July 24, 2018
This series is supported by USDA/NIFA under Award Number 2015‐49200‐24228.
Brett [email protected]
Social Media Basics
What Messages Matter?
LocalityRelationshipTransparency
Quality
• Freshness was the most frequent reason (83 percent) cited, and taste was the number three reason (with 56 percent) for buying local food (Food Marketing Institute, 2011)
• Interest in healthy, safe, and fresh foods increased the likelihood of buying locally
Product Attributes
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The Medium is the Message? Facebook•Huge user base•Boosting/Ad Options•Money well‐spent?
•Slowly getting older•Now vs. tomorrow
•Built-in evaluation tools• Easy to find pseudo‐success
Instagram•Users• Younger•More tech‐forward• Fewer overall than FB (still > .5 bil)
•Hashtags are #important•Harder to Evaluate•Good integrated photo editing•Can be linked to facebook
Be Social
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Good Great Pictures Consistency is Key
A few more To-DosConnect to and Reinforce your brand and message
Keep all information updated
Make important things OBVIOUS • hours, address, contact, how to buy, etc.
Cross-promote• Web‐fb, fb‐web, ig‐web, etc.• Support each other!
Don’t Wall of Text
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Don’t Go Dormant Don’t go off-message or over-share
Photo credit: panna.org
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Big Data -> Targeted Data
“Walmart only relies on the previous 4 weeks of data for its day‐to‐day merchandising strategies.”
‐ Forbes
“We will never throw data away”‐ Jeff Bezos, Amazon CEO
“Data analytics have no value on their own. Value is only derived when raw data is turned into insights, then translated into action.”
‐ Jason Lee, Bain & Company
Big Data -> Targeted Data
Who are your customers?
What content do they want?
When are they online?
Key Skills:
- Explore Analytics- Schedule Posts
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“The more spot on the ad, the more suspicious we are that the seller knows too much about us.”
‐ Stanford Business Professor, Pedro M. Gardete
Targeted Advertisement“Build it and they will come” only works in the movies. Social media is a “build it, nurture it, engage them and they may come and stay.”
‐ Seth Godin, former VP of Yahoo
“Web marketing is about delivering useful content at just the precise moment that a buyer needs it.”
‐ David Meerman Scott, author
Key Skills:
- Set up Advertisement- Boost Post
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Keep It Simple & Ask for Help
Brett [email protected]
Social Media Basics
• Upcoming Topics• Basics of Web Design• Understanding and Using Analytics
• Using Adobe Spark• Photography Tips
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Facebook 101 Workshops• November 14 – Kingsport• November 15 – Knoxville• November 28 – Jackson• November 29 – Nashville• December 5 – McMinnville
• Details coming soon!
