USING FACEBOOK TO MARKET YOUR BUSINESS,
COMMUNITY OR REGION
SOME LESSONS LEARNED FROM THE MISSISSIPPI BRICKS TO CLICKS EXTENSION PROGRAM
James Barnes, Ph.D.
Associate Professor & Extension Economist
Department of Agricultural Economics
Mississippi State University
Email: james.barnes@msstate.edu
About the Extension Program
Mississippi Bricks to Clicks (B2C) is an entrepreneurship program
that trains business owners to understand the economics and
management best practices when using social media
Statewide Extension Program in Mississippi (30+ counties)
Social Media Marketing Curricula: Facebook, Twitter & Instagram
Facebook Courses (3) Are Currently Available;
Twitter & Instagram Available Fall 2016
Contact Dr. James Barnes for Details: James.barnes@msstate.edu
Facebook Marketing Courses
Marketing Mississippi’s Agriculture, Communities and
Regions Using Facebook
Introductory Course: 1.5 hours ~ $30 registration fee
Marketing Your Business, Community or Region Using
Facebook Organic Marketing Strategies
Intermediate: 2.5 hours ~ $50 registration fee
Marketing Your Business, Community or Region Using
Facebook Paid Ads
Advanced: 2.5 hours ~ $50 registration fee
B2C Program Website
Web: www.msbrickstoclicks.com
B2C Program Facebook Page
Web: www.facebook.com/msbrickstoclicks
B2C Program Publications
The Economic Value of Social Media Advertising on Mississippi
Agribusinesses: The Case of MG Farms Inc.
http://www.msbrickstoclicks.com/files/2912_Econ%20Value%20MG%20Farms.pdf
Regional Economic Development and Marketing Rural Tourism
Events Using Facebook: The Woodville Deer and Wildlife
Festival Case
http://extension.msstate.edu/sites/default/files/publications/publications/p2855.pdf
Maximizing the Economic Value from Facebook Marketing in the
Agrifood System: Boosting Consumer Engagement Using
Contests
http://www.joe.org/joe/2016february/tt11.php
KEY POINTS OF WEBINAR
- Facebook Is Only a Tool
- You Need to Understand
Branding
Some Branding Comes Natural…
Can you guess
his name?
Branding Opportunities
- It has never been easier to establish an online
brand using websites, blogs and social media
- Agricultural businesses, communities and local
governments can take advantage of social media
to connect with consumers/constituents
Your Business Brand
1. Every time you share images, you create an
‘experience’ for your fans
2. Every time you share images, you create brand
‘awareness’ of your products/services/people
3. Every time you share images, they reflect YOU
4. Every time you share images, they reflect YOUR
FAMILY
5. Every time you share images, they reflect a
‘visual’ thing that is either good or bad
Branding Basics
Coca-Cola can be easily identified by its RED &
WHITE colors
Every business must know its ‘RED & WHITE’
What makes your business unique and valuable to
customers?
Branding Basics
Knowing your business’ RED & WHITE helps
identify the type of content that you should post
frequently (images and/or videos)
Building a content calendar (30 days at least) is
easy if you know your business’ RED & WHITE
Facebook branding requires content that
showcases products/services and education
Developing Your Brand Identity: Products/Services
Your Products &
Services
Your Red & White
(colors & experience)
(key revenue drivers)
BRAND
Your Message
(organic + paid ads)
(images + videos)
(contests)
Developing Your Brand Identity: Education
Your Products &
Services
Your Red & White
(colors & experience)
(key revenue drivers)
BRAND
Education/Entertainment
(organic + paid ads)
(images + videos)
(contests)
A Red and White Example
Oktibbeha County Co-op, Starkville, MS
- Red & White: Giving back to the community
Strategy: Weekly FB Contests
Facebook Marketing (FBM)
Formula
FBM = Brand Identity
+ FB Contests
+FB Organic
+ FB Paid Ads
Facebook Marketing
Formula:
Why Social Media?
Social Media Fuels More Connectivity
Why Start with Facebook?
Why Facebook?
Facebook Is King Among OSNs
Facebook Facts
Facebook Facts
- Facebook users spend 39 minutes each
day sharing content;
- The average person has 350 friends and
is connected to 80 groups, pages, and
events
- 48% of 18-34 year olds check Facebook
when they wake up; 28% check
Facebook before getting out of bed;
Some Economics of Social Media
Plenty of Room for Improving the Use of
Social Media in Business
Why the Disconnect for So Many
Companies Using Facebook?
Four Reasons:
1. They have not identified their Red & White
2. They have not identified their Educational content
3. They do not use contests correctly and often enough
4. They have not consistently implemented (1-3) above over a
long enough period to measure return on investment metrics
Developing Your Brand Identity
?
Success Stories in the
Mississippi Bricks to Clicks
Program
Oktibbeha County Coop
- 6 week marketing period
- 83 postings
- 15,345 engaged users
- 2,441 fans added
- Garden Center sales +15%
Mississippi Farmers Market
-
May 20 to June 11, 2015
22 postings
5,758 engaged users
2,171 fans added
Consumer attendance +43%
61% of vendors reported increased
sales greater than 15%
MG Farms Inc.
-
January 5 to March 5, 2015
Regional Livestock Sales Event
12 Facebook postings
4,415 engaged users
1,120 fans added
Livestock Sales attendance increased by
20% (compared to 2014)
- Livestock Sales increased by 33%
(compared to 2014)
Some Tips for the Road
Practical Advice
First Impressions
Branding Game
3 seconds, 3 words
Example Postings
&
Images
Example Organic Posts
Example Organic Posts
Contests and Sweepstakes
Play by Facebook’s Rules
Four Economic Reasons To
Use Contests
Four Economic Reasons
-
Every FB page needs engagement with fans (now
reactions)
-
Every FB page needs grow measured by the number of
fans ‘liking’ a page to reach more potential customers or
clientele
-
Every FB page can organize contests posts by department
to have future conversations about similar
products/services available
-
Social sales depend on: Growth, Engagement and Direct
Marketing messages organized by contests.
Contest/Sweepstakes Rules
& Violations
Contests and Sweepstakes
Do not ask people to:
1)
‘Like’ a page and/or
2) ‘Share’ a post to participate in a
contest/giveaway
Review of Facebook’s Help
Center
Contests and Sweepstakes
You CAN Ask People To:
-
Like a post
Comment on a post
Send you a private message
Post to your page
If YOU Do Not Follow the Rules
-
-
FB can delete your contest post
FB can restrict your postings so that
words such as contest, giveaway etc.
are no longer allowed
FB can delete your page without your
consent
All it takes is ONE PERSON reporting
your contest
Example Contests
Example Contests
FOR OTHER CONTEST EXAMPLES, VISIT:
WWW.FACEBOOK.COM/OKTIBBEHACOUNTYCO
OP
MORE THAN 50 CONTEST EXAMPLES
AN EXAMPLE PUBLICATION
FORTHCOMING JOURNAL OF EXTENSION
ARTICLE
Organizing To Use Facebook Advertisements:
A Planning Tool for Extension Professionals,
Businesses and Communities
Facebook Paid Ad
Examples
Facebook Ads & Integration with Instagram
Within
Facebook,
some
Instagram
Ads are
available
Oktibbeha County Co-op’s
Page ‘Like’ Ad
Choose the Best Image
Oktibbeha County Page Like Ad
Oktibbeha County Page Like Ad
And the Winner Is!
Facebook Marketing Courses
Marketing Mississippi’s Agriculture, Communities and
Regions Using Facebook
Introductory Course: 1.5 hours ~ $30 registration fee
Marketing Your Business, Community or Region Using
Facebook Organic Marketing Strategies
Intermediate: 2.5 hours ~ $50 registration fee
Marketing Your Business, Community or Region Using
Facebook Paid Ads
Advanced: 2.5 hours ~ $50 registration fee
USING FACEBOOK TO MARKET YOUR BUSINESS,
COMMUNITY OR REGION
SOME LESSONS LEARNED FROM THE MISSISSIPPI BRICKS TO CLICKS EXTENSION PROGRAM
James Barnes, Ph.D.
Associate Professor & Extension Economist
Department of Agricultural Economics
Mississippi State University
Email: james.barnes@msstate.edu