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Have the agriculture and farming sector can use social media 2014
1. Getting your farm business started
with social media
Lynsey Sweales
SocialB
@socialBuk @lynseysweales
Online Marketing & Social Media Experts
2. What will you leave with today?
Social media – are you missing out?
Introduction to Twitter, Facebook and LinkedIn
Some examples of how farmers/agri businesses are
using these platforms effectively
Hints, tips & examples
Hopefully inspired & can see the value of social
media for business and community
Online Marketing & Social Media Experts
3. Why the social media explosion?
Free!
Sharing is a deeply ingrained human
instinct
Access to people / organisations /
shareability
Access to internet!
Instant!
Online Marketing & Social Media Experts
4. Social media in agri isn’t just for the
youngsters
Social Media & Online Marketing Experts
5. Different types of social media
Although they all enable sharing, there are
several different types of social media
Blogs are online diaries
Microblogs (Twitter) is texting online
Forums are conversational threads
Video sharing (YouTube) is shared video clips
Social photo (Flickr/pinterest/intagram) is
shared images and photos
Social networking
(Facebook, LinkedIn, Googleplus) is all of the
above
Online Marketing & Social Media Experts
6. How it relates to agriculture industry
The agri sector can and do use social media in a number of
ways:
Networking – traditionally known as ‘over the hedge’, especially
valuable with isolated farmers/growers. Sharing info, updates
either locally or globally with other farmers/growers
Industry insight – farmers/growers can keep up to date, chat
with and engage with people of influence and key organisations
e.g. Defra, NFU, BBRO, etc.
Marketing – Consumers want to know where their food comes
from, through building relationships with your local consumer
community or if you sell in to national suppliers you can educate
and show insight to these people. Plus even develop new
products/services (also PR & sales)
Community – community is still very much alive with social
media it can help with amazing things from borrowing a trailer,
helping in crisis or even just chatting about the rugby (all work
and no play makes for borrowing people!)
Online Marketing & Social Media Experts
9. Twitter
Why is Twitter great in the agri sector?
Networking – or known as ‘over the
hedge’, especially valuable with isolated
farmers/growers. Sharing info, updates either
locally or globally with other farmers/growers
Industry insight – farmers/growers can keep up to
date, chat with and engage with people of
influence and key organisations e.g.
Defra, NFU, BBRO, etc.
Marketing – Consumers want to know where their
food comes from, through building relationships
with your local consumer community or if you sell
in to national suppliers you can educate and show
insight to these people. Plus even develop new
products/services (also PR & sales)
Community – community is still very much alive
with social media it can help with amazing things
from borrowing a trailer, helping in crisis or even
just chatting about the rugby (all work and no play
makes for borrowing people!)
Social Media & Online Marketing Experts
10. What is Twitter?
Account photo
Username
Account settings
Profile details
Following flag
Twitter stats
Latest tweet
Recent tweets
11. Important Definitions
TWEET
Each comment posted on Twitter is referred to as a tweet, and the act of
sending a tweet is referred to as tweeting
RETWEET
A Retweet is a type of message posted on Twitter, that repeats some
information previously tweeted by another user, symbolised by RT at
beginning of Tweet. E.g.
@SyngentaBuzzUK: RT @AgriChatUK: In Thursday's chat we'll be talking
relationships, specifically friendship in farming #AgriChatUK 8-10pm
FOLLOWING
To subscribe to someone’s Twitter updates
FOLLOWERS
To have people subscribing to your Twitter updates
Online Marketing & Social Media Experts
12. Important Definitions
@Reply
Beginning your Tweet or citing @personsname in your Tweet designates that
you are referring to @personsname. People tend to monitor their @
mentions so it acts as a convenient, albeit public, way to communicate with
people who are not following you
HASHTAG
a topic with a hash symbol (“#”) at the start to identify it. Its like a filter for
information – only filter what you want to see
Great for using to search and find others
#NFU14 #Backbritishfarming #TBfree
DM
Short for Direct Message, a private Tweet which you can only send to people
who are following you
Online Marketing & Social Media Experts
13. Setting up your account
On your phone/ipad
download the app called
‘Twitter’
Online Marketing & Social Media Experts
16. Twitter searches
Find people/organisations within
Twitter – search
names, sectors, etc. e.g. Arable
farmer
Twitter Search can also be used to
find information in real time – e.g.
hashtags #agrichatuk #nfu14
Good accounts to follow in the first
instance are:
@nfutweets, @defra, @Agrichatuk
, @metoffice & just watch to see
what they say/talk about (listen)
https://twitter.com/#!/search-home
Online Marketing & Social Media Experts
18. How to send a Tweet
• You type your tweet in the dialogue box at the top
of your Twitter page
• You have 140 characters or fewer in which to put
across your message.
• This can be a thought, opinion or question, and it
can include links to websites, pictures or videos
• for example ask a question/share a photo of
something you need help with – blackgrass for
example
Online Marketing & Social Media Experts
19. Public engagement - Replying
If you see something someone has tweeted, and you’d like to reply to
it, you can do this very like replying to an email
To do this, click on the arrow under the tweet.
Alternatively you can just type that person’s username into the tweet
dialogue box with the ‘@’ character in front of it. You can do this if
you want to direct a tweet at one person in particular.
Be warned that everyone will be able to see your reply. To send
private messages, you need to use direct messaging, which is
covered in the next slide.
NOTE – dealing with negative comments, anti activists – BE aware!
Online Marketing & Social Media Experts
20. How to see people who have tweeted you
Click the connect button (the @ sign)
although your phone should pop up
with any new messages & email you if
you have this set up
Online Marketing & Social Media Experts
21. Private engagement - DMs
You can only do this if that person is following
you, and you are following them too (that
is, you are Twitter ‘friends’).
Online Marketing & Social Media Experts
If you want to contact someone through
Twitter but you don’t want everyone else to
see it, use direct messaging.
Click ‘Me’ then click the envelope and select
the person you want to send a message to
22. Retweeting
Best social media moment – when they
tweeted “Could anyone help me convince
@waitrose to increase our store listing by
retweeting this”
Resulted in from 10 stores to 35 now 90
Waitrose stores
Online Marketing & Social Media Experts
If you see something someone
has tweeted and you think it’s
very good, then you can forward
that to your followers. This is
called ReTweeting. It’s like when
you forward an email to people.
To do this, simply click the
Retweet button
ReTweeting is a great way to
support others and very powerful
with campaigns
24. Participation - Hashtags
People often use hashtags to find information about specific
subjects or to filter information, so if you use hashtags they
are more likely to find you via that subject. Hashtags are
therefore a great way to extend your reach and get more
followers in a meaningful way.
There are a wide variety of already established hashtags and
new ones being created daily, that you can start to use/filter
with
They are generally around a location, subject, interest or a
campaign
Online Marketing & Social Media Experts
25. Relevant hashtags
#location – i.e. #norfolk
#subject – i.e. #farmersmarket
#interest – i.e. #sugarbeet
#community – i.e. #agrichatuk #clubhectare
#community watch – i.e. #farmwatch
#support/consumer – i.e. #buylocal
Online Marketing & Social Media Experts
26. What you need to do now
Set up your Twitter account
Follow @Nfutweets
Search for #nfu14 and see what people are saying
Tweet if you have something to say or are
passionate about
You will then see how great Twitter can be for you /
your business
Online Marketing & Social Media Experts
28. Facebook – how can you use it
Great for staying up to date with
friends or if you have a business
(particularly aimed at consumers)
great for marketing
-
Person (people become your
friends)
-
Business page (people become
fans)
-
Group (people join to stay up to
date)
Social Media & Online Marketing Experts
29. Facebook – how to sign up
On your phone/ipad
download the app
called ‘Facebook’ or
www.facebook.com
Social Media & Online Marketing Experts
30. Facebook – as a person
Personal space
-
You can post your
updates and
become friends
with others
(mainly personal
not business)
-
Be careful of
privacy settings
Social Media & Online Marketing Experts
31. Facebook – as a person
Social Media & Online Marketing Experts
32. Facebook – as a business
Business space
-
Promote your
business
-
Talk about latest
products/food/off
ers
-
Set up via drop
down menu
‘create page’
Social Media & Online Marketing Experts
33. Facebook – business success
One of the hardest social media platforms to work
as a business
Interaction is key, Facebook want you to work
for your credibility
The REAL value is in your fans content and
interaction on your page
Think target audience/think engagement
Social Media & Online Marketing Experts
34. Maximising your Page – two-way
Aim for shares, likes & comments in that order – not
getting them means you are talking to yourself!
Social Media & Online Marketing Experts
35. Facebook – groups
Great for NFU regions
Can be closed so people have to
be signed off to join (great for
NFU branch meetings/farming
events)
You can create events which only
members of the group can see
Social Media & Online Marketing Experts
36. What you need to do now
Decide if you want to be on here
If you have a business decide if you want to use this
as a way to market your business
As a person check your privacy settings
Like the NFU Online page as members & the
Farming Delivers (for consumers)
Online Marketing & Social Media Experts
37. LinkedIn
Great for B2B and B2C businesses
Online business networking
Keep up to speed on your industry
Find / Answer questions – groups
Three key areas
Professional business profile
Business page
Groups
Social Media & Online Marketing Experts
38. How can the agri sector use LinkedIn
The agri sector can and do use
LinkedIn for:
Community
Social Media & Online Marketing Experts
39. LinkedIn – professional business profile
Professional business
profile
Where you work
Your experience
Your previous career
Then you can post updates
& connect with people
Social Media & Online Marketing Experts
40. LinkedIn – professional business profile
Works much like
Facebook, you can connect
with people and follow
updates as well as post
updates
- You search for people in
the search bar the top
Social Media & Online Marketing Experts
41. LinkedIn Groups
Identify the Best Group Opportunities
Choose groups that have at least a
good number of members, but no
more than a few thousand if you
really want to maxmise your visibility
Online Marketing & Social Media Experts
Evaluate the groups you’ve joined or
intend to join and focus on the top
3-5 groups that most accurately
represent your target demographic
Plan to proactively visit each of your
top groups 2-3 times a week
43. What you need to do now
Decide if LinkedIn can help you / your business
If so set up a profile and start to join some key
groups based on who you want to connect with and
what you want to achieve
Online Marketing & Social Media Experts
44. Social media for you?
If used strategically can be very useful
whether for business or just to stay up
to date in your industry
Doesn’t have to take up lots of time
Great place to be part of a community
Great fun (not all work!)
Social Media & Online Marketing Experts
45. What will you leave with today?
Social media – are you missing out?
Introduction to Twitter, Facebook and LinkedIn
Some examples of how farmers/agri businesses are
using these platforms effectively
Hints and tips
Hopefully inspired & can see the value of social
media for business and community
Online Marketing & Social Media Experts
46. Getting your farm business started
with social media
Lynsey Sweales
SocialB
@socialBuk @lynseysweales
Online Marketing & Social Media Experts
Editor's Notes
My intro SocialB – across a broad sector – from farm shops and start ups all the way up to the United Nations and the global household names of this world.I’ve been lucky enough to work within your sector for a number of clients for the last few years and I absolutely love the ways that the agri sector have embraced social media and used it to their advantage. I was here last year talking and I said that the agri sector were ahead of the private healthcare sector as this time last year I’d been with Harley Street in London – they are still thinking about it where the agri sector have in the last 12 months and used social media in even more innoviative ways to help their community to creating global pressASKWho uses twitter?We have gone through the booked in attendees and there seems to be a lot that tweet already. I have slight fear we may look like we are preaching to the converted. With that in mind are you happy to cover this off in your opening along the lines of, some of you tweet, some of you may not - yet. For those that do can we use the session as a rallying call to recruit more tweeters from the farming community. Task each one with encouraging five more, that sort of thing.Who has a smart phone?The marriage of agriculture and social media likely conjures up images of crop seeding on Farmville, but socially savvy agribusinesses are proving that the connection runs much deeper than the popular Zynga game. A 2011 study by the American Farm Bureau Federation revealed that of the 98% of farmers and ranchers ages 18 to 25 who have internet access, 76% of them use social media. Sure, agribusiness often gets a bad rep for being “behind the times,” but that assumption couldn’t be further from the truth. In reality, agribusinesses have embraced social media as a channel that is revolutionizing both B2B and B2C communications for the industry.The takeaway is that it isn't necessarily a resistance to technology that keeps a group or industry out of social media, but rather a lack of knowledge about how digital tools can have tangible business benefits
Anything free is a great enticement for people to use it – most SM networks are freeFrom a business point of view doesn’t matter if you are Nike or a small business in Norwich – you all have the same platforms to play on to gain business!Traditional communications were brand-led – organisations ‘owned’ their brandsNew communications are word-of-mouth led. Social media gives more power to people. Today, people own the brand. The brand is what people perceive it to be, and now, say it is.The explosion of social media also means that your sources of information are fragmenting. Instead of a few TV channels, radio stations or newspapers, you now have access to thousands of blogs, social networks and so on.They are passionate enough to create blogs, videos, and images, or to comment, give their opinion – often in their own timeThese often free applications make social media very easy to set up Sharing is a deeply ingrained human instinct. This, plus its ease of setup, is why it is exploding in popularityIts about power of the people through word of mouth social media networkingMany companies jump on the social media band wagon due to its popularity however there is no plan and not real thought process – this is where things often go wrong – or don’t quite work out as successfully as they should – many companies leave social media after a month or twoSo how can you use social media within your business to harness these people to talk about us, recommend us etc?
I asked the community who the most senior person in agri they knew on Twitter
PR example – Fielding Cottage – their goats milk skin productsSales example – Muddy Boots in to Waitrose Not just for the young folk
When you create a social media strategy, your actions are more deliberate and have purpose and your connections clearly understand what you have to offerOverall objectives will inform what you do in social media in terms of:Who you want to connect withWhat content you shareHow you interact with peopleHow often you need to interact with peopleHow you want to influence people to actThe key to social media is the art of two way conversation – if as a business then tapping in to that audience to help you amplify your business – I know Paul has pulled together some amazing case studies in the next session so please do stay for that to here real life examples
Wouldn’t it be nice if you could keep up to date with the latest news, local information and agricultural stories relevant to your work without having to switch on a computer? What if you could hear about the latest industry events and get updates about topics you’re interested in while you’re walking out workingWell,you can. Twitter in an online tool that keeps you informed with what matters most to you – all via your mobile phone. It really couldn’t be more simple.It’s a free social networking tool that allows you to communicate with groups and organisations simply and quickly. You can sign up to as many people or groups as you like to receive their thoughts and updates on the issues that interest you.You only have 140 characters, so its easy and quick to communicate
Twitter is loved by the agri sector because its ticks so many boxes for advantages and is quick, convenient and easy to useBusiness – Mill Farm Ashorne Grassland contracter and equine services – joined Twitter less than a year ago and already generated between £10k and £15k of business through Twitter
Smart phone user left computer user rightIt’s a free tool that allows you to communicate with groups and organisations simply and quickly. You can sign up to as many people or groups as you like to receive their thoughts and updates on the issues that interest you.You only have 140 characters, so its easy and quick to communicate
Your Bio tells people about youThe locationWhat they sell/ who they areSome personality (if you wish!) Account nameWhile your Twitter username is what appears in your address, you can also specify a Twitter Account Name, which is how people find youAs with your username, make sure you choose a suitable account name, one which reflects you – your name is a safe betBioThis is where you tell people about yourself in more depth. Again, make the most of it: put across what you want to say in brief, succinct paragraphs, ideally containing keywords (e.g arable farmer).ImageThis is the small image that appears next to your name. Most people use a photo, and most companies use their logo.
Walk them through the connect and #tag tabsIf on a computer left hand side, if on a smart phone right hand sideYou type your tweet in the dialogue box at the top of your Twitter pageYou have 140 characters or fewer in which to put across your message. This can be one thought, opinion or sentiment, and it can include links to other websites, for example to promote your latest blog post or video.Use tricks to help you be brief:Numbers for words, such as to=2, for=4
Click the connect button (the @ sign) although your phone should pop up with any new messages
Why RT, its great to help campaigns and get messages out quickly
If you want to add your voice to a common cause or thread, you can use a hashtagHashtags are small identifiers that everyone can use to indicate what they’re Tweeting about. They make it easier for people to find other tweets on a particular subject/location while filtering out the tweets that may just coincidentally contain the same keyword.For example, the hashtag #journorequest is a popular hashtag for journalists looking for certain storiesTo use a hashtag, in the Twitter dialogue box, type a hash sign (usually next to the ENTER key on UK keyboards), followed by a space, then your message.You can put hashtags anywhere in your tweet but again, be careful that you don’t go over the 140 character limit
Its about posting content to get interaction – its not good enough to just get a like on your page – facebook has clever algorithms that decide what content people see in their updates – you need your business, charity etc to be seen – the best way to do this is to get interaction and target your audienceA lot of likes on your pages doesn’t mean an engaging audience – its about the consumer interaction at each status levele.g. Genting casinosLocations – tescosYou have to really embrace the power of your audienceOne of the hardest social media networks to get right in my book
Its about posting content to get interaction – its not good enough to just get a like on your page – facebook has clever algorithms that decide what content people see in their updatesThe post had 500 engagements and 4,000 clicks and reached 20k peopleThe end result was that the suspects were caught and the sheep returned to their owner.
Double check you are happy with these if not people may be able to see updates, etc that you might want only your friends and family to see
Its about posting content to get interaction – its not good enough to just get a like on your page – facebook has clever algorithms that decide what content people see in their updates – you need your business, charity etc to be seen – the best way to do this is to get interaction and target your audienceA lot of likes on your pages doesn’t mean an engaging audience – its about the consumer interaction at each status levele.g. Genting casinosLocations – tescosYou have to really embrace the power of your audienceOne of the hardest social media networks to get right in my book
How do I create a group?To create a group:From your homepage, go to the Groups section on your sidebar and click on Add Group.Click Create New Group.A window will appear where you'll be able to add a group name, add members and select the privacy setting for your group. Click the Create button when you're finished.Once the group is created, you'll be taken to the group. To get started, click at the top right of the group and select Edit Group Settings. From here you can add a group description, tags, set a group email address, add a group picture and manage members.Related topic: Groups privacy
4 out of 5 professionals in the UK are on linkedinKey to success isStrategic approach, targeting people you want to do business with, recruit, etc.InteractionGroupsRecommendationsAnswers
4 out of 5 professionals in the UK are on linkedinKey to success isStrategic approach, targeting people you want to do business with, recruit, etc.InteractionGroupsRecommendationsAnswers
4 out of 5 professionals in the UK are on linkedinKey to success isStrategic approach, targeting people you want to do business with, recruit, etc.InteractionGroupsRecommendationsAnswers
4 out of 5 professionals in the UK are on linkedinKey to success isStrategic approach, targeting people you want to do business with, recruit, etc.InteractionGroupsRecommendationsAnswers
Target the most popular discussions based on your target audience
ASKWho uses twitter?We have gone through the booked in attendees and there seems to be a lot that tweet already. I have slight fear we may look like we are preaching to the converted. With that in mind are you happy to cover this off in your opening along the lines of, some of you tweet, some of you may not - yet. For those that do can we use the session as a rallying call to recruit more tweeters from the farming community. Task each one with encouraging five more, that sort of thing.Who has a smart phone?The marriage of agriculture and social media likely conjures up images of crop seeding on Farmville, but socially savvy agribusinesses are proving that the connection runs much deeper than the popular Zynga game. A 2011 study by the American Farm Bureau Federation revealed that of the 98% of farmers and ranchers ages 18 to 25 who have internet access, 76% of them use social media. Sure, agribusiness often gets a bad rep for being “behind the times,” but that assumption couldn’t be further from the truth. In reality, agribusinesses have embraced social media as a channel that is revolutionizing both B2B and B2C communications for the industry.The takeaway is that it isn't necessarily a resistance to technology that keeps a group or industry out of social media, but rather a lack of knowledge about how digital tools can have tangible business benefits