using social media to build a community of buyers

Use Online Social Media to Build a Community of Buyers

Focus on Farming SummitNovember 5, 2009

Keven ElliffWindridge Solutionswww.kevenelliff.com

keven@kevenelliff.com

In 45 Minutes

What is Social Media?How Can I Use It to Build Sales…Year

Round?

DISCLAIMER

Time is Short…Avoiding Nuance at ALL Costs!

Psssst…..

People buy things from people and organizations that they like and trust.

What is Social Media?A set of digital tools that helps you get

customers to like and trust you.

The farm or nursery’s advantage? PEOPLE ALREADY LOVE AND TRUST YOU!

How Does It Work?They enable connection

Feedback (comments/reviews)Transparency (letting people in)Conversation (back and forth)

Are you ready for connection…

Let’s Plant a SeedImagine that your business is actually a

magazineYou have a story.You have a passion.You have a point of view.You have something to share.You can predict when certain things are going

to happen (i.e. seasonality = an editorial calendar)

Hammers, Nails, and SawsGoogle, Facebook, Twitter, YouTube, Flickr,

Yelp, Trip Advisor, etc…Website, blogs, email, forums, comments…Each is it’s own unique ecosystem

Important Point

“They’re heeerrreeee…..”

You Can’t HideTens of millions of people already use

these tools. They are there. Talking. Sharing. Buying.

Groups of them care about the same things you do.

Why would you NOT want to create relationships with them?

Relationships = SalesGood Relationships = Trusting and Engaged Customers =Sales

What can these tools do for me?Listen to what your customers say about you.Learn what is important to your customers.Connect customers to you.Connect customers to each other.

First Things FirstBusiness Plan--CHECKMarketing Plan--CHECK

Hub and SpokeStart with website and blog – the hubReach out to outposts – create the spokes

BlogIf you have knowledge, share itIf you have a passion, share itPeople love to connect with both

Twitter a.k.a Public Instant MessagingAmplify and expand the reach of your websiteCustomer serviceGet new info out to your customersBe unique hereDialog vs. Broadcast

Facebook: Community ToolsBig Reach, but not right for every business.If you have a strong EXISTING community,

go for it. Otherwise, waitBusinesses create FAN PagesBe unique here – more visual

Yelp, Google, Trip AdvisorCustomer reviews have enormous power.

People trust other people.It’s not just the review, but how you respond.Make sure your product is good.Encourage customers to review.

7 L’sLOOK: Evaluate your product or serviceLISTEN. Alerts, searchLEARN. Know your customers. Learn where they hangoutLEVERAGE: Make your hub excellent – add valueLAY DOWN A PLAN: Develop coherent and sustainable

communication plansLEAP: Start creating outposts appropriate for you and

your customers – add valueLEAD: Rivers change course. Be ready for it. Be ahead of

it.

Keep it Rolling!Take it into the real world

PartiesEventsVideosCustomer storiesLink back into your business – always.

Use Online Social Media to Build a Community of Buyers

Focus on Farming SummitNovember 5, 2009

Keven ElliffWindridge Solutionswww.kevenelliff.com

keven@kevenelliff.com