Eolfc 2013 foodland ontario omaf and mra - innovative use of social media marketing for local food

Social media marketing

Kelly Ward

Foodland Ontario

kelly.ward@ontario.ca

@FoodlandONT

@wardkell

Media Consumption Habits

Social Media Use in Agriculture Sector

Source: KTT/J.LeBoeuf (2012)

A plan for social media fitness

Social Listening Maintain Social Channel Integration and Outreach

Getting Started

• Listening

– Follow twitter feeds, Facebook

pages/people, Pinterest, YouTube

– Follow bloggers (subscribe via RSS

direct to Outlook)

– Identify who the influencers are

• People with large/engaged audiences

Who are you talking to? (Now / In 5-10 years)

Will you be on their radar?

Emergence of Social Search

Graph Search

A Look a Trends in Social

• Facebook and Twitter still the elephants in the room

• YouTube - a search engine

• Youth demographic beginning to abandon Facebook

(SnapChat)

• Twitter acquires Vine (6 second ‘video’ clips)

• Visual content, highly shareable (moving beyond text

only updates)

• High rate of technology evolution

• Mobile-friendly and apps

• Predictive Algorithms

• Kickstarter and crowdfunding

Define Your Strategy

• What is the business need you are fulfilling?

– Publishing

– Marketing (self/industry/institution/company)

– Networking

– Discussion

– Professional Collaboration

Create Your Accounts

Consider:

– Do I have sufficient content? If not, where else

could I pull from? (curation)

– What type of content do you want to convey and

to whom?

• Which social channel is your audience on

• Are you creating shareable content?

Foodland Ontario Social Media Landscape

Foodland Ontario Website

Best Practices on Social

• Create a content strategy

– Compelling / Shareable

– Storytelling

– Ask conversation starters

• Seek partners and influencers to build your

audience/community

• Speak the #language on @twitter

• Integrate content on feeds where possible

• Be active

Visual Content – Informative Animation

Visual Content - Infographics

Building Endurance and Running

• How will you measure success?

– Awareness measurements (shares, retweets)

– Engagement measurements

(comments/mentions)

– Click-through conversion (ads/links)

• Risk mitigation – what are the threats?

• Outreach and participation beyond your channel

Information Automation

A Word From My Sponsor

QUESTIONS?

kelly.ward@ontario.ca

@FoodlandOnt

@wardkell