Monthly Archives: February 2013

Ahh, Tweet Success

What do you do now? With the busy season coming up for many people in the horticultural and agricultural industries, businesses are finding themselves scurrying around trying to make sure that everything is going according to plan. Everybody is trying to stay in line with the big picture. Where does that leave social media? Often social media strategies can fall by the wayside this time of year. It’s often a last minute thing, or the kind of thing that people don’t put much thought into. Is that a good idea? What do you think? My obvious answer would be “NO!”, but we can agree to disagree if you want to be stubborn about it.

You have a Facebook account; it’s got quite a good following. Your customers see it as a valuable resource for pictures and a good way to let you know how they feel.  You aren’t so concerned about Facebook. You want your business to expand its social media horizons, so you turn to the next biggest thing: Twitter. You might even have a Twitter account. There are probably a few random tweets here and there. You might even have a decent number of followers. You sit down and look to post something new, but you find yourself staring blankly. You have no idea what to do with Twitter.

Take a deep breath. It’s going to be ok. I’m going to help you with that.

When looking to post on Twitter, you first have to ask a few questions. Who am I talking to? Is it customers?  Industry leaders? Suppliers? Or is it some twisted combination of all of those? No matter what the case may be there are a few things you have to remember about this social media monster.

  1. Twitter is one giant conversation. Think of it as a constant ongoing networking event. Everybody has a name tag and it’s really ok to talk to anyone. It’s ok to ask questions. You might not get an answer from some people, but generally if people are active on Twitter they are looking to be a part of an active conversation.

 

  1. Think of it as show and tell. You only get 140 characters per tweet. That’s really not a lot of room to say something. That’s why you will see links all over Twitter. If you want to talk about a topic, state your brief opinion and link to a webpage that goes into further detail. Use Twitter as the bait to your own hosted content. Because you are limited in what you say. You have to make it count.

 

  1. It’s ok to share. Twitter was built for sharing. See that “Retweet” button? Use it. People LOVE it when you retweet their content. It lets people know that you’re interested in what they have to say, and it gives them exposure to your followers.

 

  1. Be personal. Nobody wants to follow a robot (well normal people anyway). Don’t post useless drivel. If you have something to say then say it. If you don’t, then go out and find something cool that you think your followers would be interested in and share it. Unless you’re a celebrity nobody wants to hear all about you all the time. Sales pitches get boring, and boring gets un-followed.

 

  1. Thank people. If somebody follows you actually take a look at their profile. If they are someone who might interest you follow them back! I don’t suggest following everyone who follows you but at least look into them as a candidate. If someone retweets you acknowledge them for it.

 

By following those five tips tweeting can actually become pretty simple. It lets you “show off” to a lot of people. It can help you become a business that is known as an industry leader. Twitter has the ability to give your followers the feeling that sometimes they are getting a chance to interact with you on a one on one basis. That’s the biggest thing to learn here.

Twitter is all about give and take. You really get what you give, and it can be a lot of fun. Maybe it’s just because I’m a social media FREAK, but Twitter is where I go to hang out. It allows me to be myself and I get to chat with some really interesting people that maybe otherwise wouldn’t know that I existed.

Find me here:

Email: mday55@gmail.com

Facebook: www.fb.com/nextgenhorticulture

Twitter: www.twitter.com/mday55

LinkedIn:  http://www.linkedin.com/pub/mason-day/20/9aa/233

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What’s Everybody Doing?

Recently I was asked some very intriguing questions. Whose responsibility is it to market to the end consumer? Should growers share that responsibility? I had never thought of it like that before, marketing as a responsibility. Then I started to think. Who really should be marketing a product to the end consumer? At the end of it all I really couldn’t pin that responsibility on one person. I don’t think that all of the marketing responsibility should ever rest on one person or on the shoulders of on business or on one leg of the industry. This ties itself to the old saying about putting all of your eggs in one basket. However, that leads to another question. If every part of the industry has some role to play in the overall marketing scheme, who should take on which tasks?

One of the biggest questions marketing departments in any business or industry come across is how much do they invest in the marketing of a product to the end consumer? How much is better left to the retailer? Is there a definite strategy out there? I really don’t think so, but I think it’s really about taking a look at what your organization can do and can do best.

For the horticulture industry for instance it wouldn’t make sense for large growers to spend a ton of money advertising new plants in local papers all over a region. Something like that is better left to a retailer. They understand their customer (hopefully). They know how to market to the end consumer in their area, or at least know how to reach them. In my opinion the grower’s part of marketing to the end consumer is to make knowledge about the product easily obtainable for the retailer. This way when consumers have questions, retailers have the answers or can get those answers quicker because there are methods in place to obtain such information from the larger growers.

On a larger level, with things such as brands, companies market to consumers in a different way. They try to encapsulate a large amount of consumers and spread messages about the products nationally or globally. The goal is to raise awareness and get people excited about looking for something in their local retailer. Brands also create a sense of community. It is actually interesting to think that consumers all over the country grow some of the same brands of plants. The marketing that brands do is really a service to their customer. It’s like saying “All you have to do is grow it, we handle the consumer demand”. However is that to say that retailers shouldn’t have marketing strategies for branded products? They absolutely should!

Brands and nationwide marketing strategies are great because they can do wonderful things with content and create media that can be accessed globally, but I firmly believe that no one should know a customer better than a local business. They interact with consumers on a personal level every single day.

When it comes down to it effective marketing for this industry or any other for that matter depends on every piece of the puzzle. Every type of business has a role to play whether that is creating national awareness and loyalty (brands), holding a wealth of knowledge (growers), or having the ability to run local specials (retailers) everyone plays a role in marketing in some way to the end consumer.

I also just wanted to give a shout out to Sara Tambascio (Twitter: @Sara_GG_TGC) for proposing the question stated above.

As always you can find me here: mday55@gmail.com, Twitter @mday55, FB www.facebook.com/nextgenhorticulture, LinkedIn, and Google +