AND
Then . . .
TAKING ONLINE ENGAGEMENT BEYOND THE SINGLE TRANSACTION
The Center for Rural Enterprise Engagement
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The Center for Rural Enterprise Engagement
equipping agricultural businesses with the resources they need to thrive online
Research
Conduct research related to online
marketing for rural, agricultural
enterprises.
&
Equip
Translate and share research-based information to
help enterprises become more profitable in this
digital age.
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The Center for Rural Enterprise Engagement
a team of Extension specialists, researchers, teachers, and small business owners
DR. CHERYL BOYER
Extension Specialist
Co-Founder
DR. HIKARU PETERSON
DR. LAURI M. BAKER
Agricultural Economics
Agricultural Communications
Co-Founder
Co-Founder
SCOTT STEBNER
Managing Director
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What Will I Be Sharing?
Discussthedifferencebetweenthesingletransactionand
fullimmersionphilosophyofcontentmarketing
Buildanintegratedonlinemarketingmap
Sharewaystomeasureyourdataforinformeddecisions
Sharetoolsandtipstomakingitallplaynice
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A click
and then…
Movingbeyondsinglesocialtransactions
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What is a Single Social Transaction Strategy
• AnSSTSfocusesprimarilyonasingleeventwithasinglepieceofcontent.
• Commonmetricsinclude
• Clicks
• Likes
2
• Comments
• Shares
• Thesearegood,buttheyaren’tgreat.
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What’s the Problem With This?
2
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Where Did They Go?
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They Go Watch Viral Hamster Videos
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And When They’re Watching Videos of
Hamsters Eating Tiny Burritos…
•
•
•
•
youlosetheabilitytocontroltheirexperience
youlosetheabilitytogeneratedeeperrelationships
youlosetheabilitytogathermoredata
youlosetheabilitytospreadyourbrandmessage
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Increase the
chances
of a positive
“and then”
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Approach Online Media as an Ecosystem
Made Up of Many Parts
•
•
•
•
Focusonanimmersiveexperience.
Aclick,like,comment,orshareisjustastartingpoint.
Focusonconversions,notmoments.
Askyourself“andthen”wheneveryoupostcontent.
2
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Develop
Anintegratedonlinemarketingmap
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Developing the Integrated Online Marketing Map
Mapping the “And Then”
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Developing the Integrated Online Marketing Map
Scenario 1
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Developing the Integrated Online Marketing Map
Scenario 1
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Developing the Integrated Online Marketing Map
Scenario 1
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Developing the Integrated Online Marketing Map
Scenario 1
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Developing the Integrated Online Marketing Map
Scenario 2
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Developing the Integrated Online Marketing Map
Scenario 2
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Developing the Integrated Online Marketing Map
Scenario 2
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Developing the Integrated Online Marketing Map
Scenario 2
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Strategies for the And Then
Ways to Immerse Your Target
• Facebook,Twitter,Pinterest
• Usegreatimages.
• Createmysteryinyourtitles.
• Askforashare(whenappropriate).
• Createsubscriptionpages.
• Paybyclickforadvertisements.
• Instagram
• Putlatestblogpostsasyourwebsitelink.
• Write“LinkinProfile”onposts.
• Offerintrigue.
• LinkedIn
• Hardselltheclickorfollow.
• Blogs
• Createrelevantbacklinksandembedregularly.
• Socialcall-to-actions
• UseGoogleTrendstoimproveSEO.
• Websites
• Obvioussubscribe/followbuttonswithincentive
descriptions.
• E-News
• Limittoonecall-to-action.
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• Includesocialfollowbuttons.
Measurement Strategies
to Improve Your
“And Then”
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Strategies for the “And Then”
Measuring Facebook
• Facebookanalyticsmustbebasedonyour
organizationalobjectives.Herearecommonmetrics
• Drivingtraffic
• LinkClicks(combinewithGoogleAnalytics
andtimespentonblogpost)
• Relationshipbuilding/engagement
• (reactions+comments+shares+clicks)/
totalreach
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Facebook
Analytics is an essential part of listening to the customer to find out what they think is important.
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Iconosquare
• Iconosquare
• Freeorlow-costanalytics
• Hashtagperformance
• Optimaltimetopost
• Focusonwhichhashtagsorimages
resultedinthemostfollowers
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Instagram
Analytics for Instagram
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Twitter
HOOTSUITE
• OffersfreeTwitteranalysisoverthe
previous3weeks
• Focusonlinkclicksandtweetsthat
resultedinafollow.
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Some Tips And
Recommendations
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Tip #1: Be Strategically Present
Which Platforms Are Your Customers Using?
Where is your customer?
65%
More than 65% of online adults are
using AT LEAST one social media
72%
Facebook
platform for personal use (Pew
Research Center, 2015).
Pinterest
31%
• DON’T
• invest in a platform because you feel you should be on it.
Instagram
28%
• invest in a platform because your competitors are on it.
• INVEST
• in a platform because your customers are on it AND want to
Twitter
23%
connect via that channel.
• in a platform if the data suggest you can generate some form
of return from it.
percent of online adults who use social media by platform (Pew
Research Center, 2015)
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Tip #2: Baby Steps
how do you know when you’re ready to add another platform?
#1: Posting Frequency
#2: How Are Those Benchmarks?
Are posts constantly published on
a frequent and consistent
schedule?
Item Two:
Meeting or
exceeding
industry
benchmarks
#3: Quality Content
Is the content high-quality?
Are you meeting or exceeding the
industry benchmarks for audience
engagement?
Item One:
Posting
frequency
Item 3:
Quality
content
#4: Are Customers There?
Item 4:
Customer
use
Are customers going to benefit
from your content on that social
media channel?
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Be Strategic: Plan Accordingly
just because it’s free, doesn’t mean it should be spontaneous
It Takes Strategy
Schedule Content
Social media takes just as
Have at least two weeks of
much time to plan, if not
content scheduled at any
more, than traditional
given time.
marketing efforts.
Make sure all posted content
is published when the most
fans are online.
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Tip #4: Integrate with Hootsuite
schedule and monitor up to 3 accounts at no cost
Schedule
Hootsuite allows you to schedule
multiple posts across multiple
platforms.
Monitor
Hootsuite lets you monitor the
activity of multiple accounts,
saving you time.
Limited to 3 for Free
You can manage up to three
accounts under the free plan.
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Tip #5: Be Visual
you must have a visual presence on a visual platform
Photographs
Photographs have the
highest
engagement
rate of all forms of
content for pages with
under 100,000 fans.
Video
For
pages
with
fewer than 100,000
fans, video ranks as
the second most
engaging form of
content.
Links
Links are the third
most popular form
of content across all
Facebook pages.
Status Updates
Status updates rank
dead last on every type
of page for engagement
rate.
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Tip #5: Be Visual
SOCIAL MEDIA IS A VISUAL PLATFORM
Curate content from your followers.
Always be creating image libraries.
Have plenty of “before and afters”.
Create incentives for employee / follower
submissions.
Post videos directly to Facebook.
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Tip 5: Be Visual With CANVA
desktop and mobile design app
NOT A DESIGNER? NO PROBLEM!
CANVA is a free design program that has templates for
just about anything you would ever want to create.
You can use their images for a small fee, or you can
upload your own for free.
Design from your desktop or mobile device and save
your productions on the cloud or to your device.
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Tip 5: Be Visual With Adobe Mobile Suite
free design & video apps for your iPad
ADOBE SLATE & ADOBE VOICE
• Free tools to help you communicate more
effectively
• Adobe Voice is available for iPad and iPhone.
• Adobe Slate is available for desktop
and iPad.
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Tip #6: Segment Email Lists
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Tip #7: Try Live Broadcasting
show a glimpse behind the scenes, educate, or promote
About Live Feed
Marketing Tips
Available for all Pages
Show Your Brand Culture
Mobile Devices
Educational Programming
Saved to Your Page
Promote Products for the Weekend
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Tip 8: Google Trends
Garden
Center
House
Plants
Plant
Nursery
ID relevant keywords.
Isolate past, current, and future trends.
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THANK YOU
CONTINUE LEARNING
www.ruralengagement.org
JOIN OUR COMMUNITY
Facebook.com/ruralengagement
Twitter: RuralEngagement
INTERESTED IN MORE?
newmedia@ksu.edu
Phone
785-532-1173
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