Walker Honey Farm And Dancing Bee Winery, Social Media Strategy
WALKER HONEY FARM AND DANCING BEE WINERY, SOCIAL MEDIA STRATEGY COMPILED BY: Laura Hutchison, lehutchison92@gmail.com Sarah Bockholt, skbockholt@tamu.edu Jason Thomas, jasonfalc@gmail.com
WALKER HONEY FARM AND DANCING BEE WINERY, SOCIAL MEDIA STRATEGY OVERVIEW The purpose of social media for Walker Honey Farm and Dancing Bee Winery is to market the honey, mead and various products made at Walker Honey Farm. The farm is located in Rogers, Texas and has products sold in Brookshire, HEB and other retail outlets. The customers at Walker Honey Farm are local as well as out of town so all must be reached when new products become available. The goal of the Walker Honey Farm and Dancing Bee Winery social media is to attract customers in surrounding areas and maintain relationships with local shoppers. Not only do the customers of Walker Honey Farm and Dancing Bee Winery need to be informed of new product and promotions, there are many different events that occur throughout the year in Rogers, Texas. Therefore, social media is the appropriate platform to use because it has the capability to reach more people faster than traditional media outlets. We aim to grow social media to fit the needs of the customers so they can remain loyal and can see how transparent the employees at Walker Honey Farm truly are. 2
WALKER HONEY FARM AND DANCING BEE WINERY, SOCIAL MEDIA STRATEGY AUDIENCE IDENTIFICATION Although Walker Honey Farm and Dancing Bee Winery are of the same entity, they have very different audience appeal among their different social media platforms. According to Walker Honey Farm, the honey farm customers are much more traditional. As for the winery customers are younger, sophisticated and technology savvy. According to the analytics of Facebook Insights, Honey Walker Farm has a follower base of 76% women in the age range of 25-34 years old, which is 23% of the follower base the highest of all the followers. Dancing Bee Winery has a follower base of 76% women between the ages of 25-34 years old at 21% of the follower base, also the highest, according to Facebook Insights. We can conclude that each of these pages have the about same audience base with the primary audience being the customers of Honey Walker Farm and the secondary audience as Dancing Bee Winery customers. AUDIENCE BREAKDOWN Walker Honey Farm Facebook: Geographics Temple, Belton area Demographics Psychographics Mainly women Believe in shopping local 25-34 years of age Behaviors Loyal customers Dancing Bee Winery Instagram: There are no tools to determine the audience analysis of the Dancing Bee Winery Instagram currently. According to an infographic produced by businessinsider.com, 53 percent of Instagram users are between the ages of 18 and 29, and 29 percent of women who have Internet access use Instagram, while 22 percent are male. We expect this to be consistent with Dancing Bee Winery as well. In regards to geographics, demographics, psychographics and behaviors, we expect them to correlate with the Facebook audience, but be more sophisticated. 3
WALKER HONEY FARM AND DANCING BEE WINERY, SOCIAL MEDIA STRATEGY SOCIAL MEDIA GOALS AND OBJECTIVES KEY MESSAGE The key message for Walker Honey Farm and Dancing Bee Winery is “Bee to Bottle.” Walker Honey Farm and Dancing Bee Winery emphasizes that they really are the beekeepers. The key message is supported by the products that Walker Honey Farm and Dancing Bee Winery provide for their customers. The honey comes directly from the farm to the customer. OVERALL GOAL The overall goal for Walker Honey Farm and Dancing Bee Winery is to drive traffic through the doors, raise awareness of the brand and what they do and sell to give people ideas to help inspire them to use honey and other honey products in their everyday lives. GOALS FOR SOCIAL MEDIA The goals for social media that Walker Honey Farm and Dancing Bee Winery have in place are: Have better engagement with customers and followers Gain better knowledge and use of social media sharing tools Bring in more customers and build more loyalty SOCIAL MEDIA VOICE Walker Honey Farm and Dancing Bee Winery’s social media voices are playful, exciting, inviting, but professional. Walker Honey Farm and Dancing Bee Winery would like to create platforms that can stimulate communication with a real approachable and trustworthy person. 4
WALKER HONEY FARM AND DANCING BEE WINERY, SOCIAL MEDIA STRATEGY PLATFORM IDENTIFICATION WHY WE RECOMMEND THESE PLATFORMS Facebook is a traditional platform for the customers of Walker Honey Farm, and holds the largest number of followers. The age range for Walker Honey Farm spans from 25 years of age all the way to retirement age. Facebook has evolved into a social media platform that has attracted many people of the older generations, but still has the participation of the younger generation. We believe that maintaining Facebook for Walker Honey Farm would be the ideal platform to reach this consumer audience. On the other hand, Instagram is a social media platform that is deemed more sophisticated, as is wine or mead. According to businessinsider.com, over 90 percent of the 150 million users are under the age of 35, which would make it an attractive platform for Dancing Bee Winery. After conducting an audience analysis survey, customers of Walker Honey Farm and Dancing Bee Winery are primarily users of Facebook and/or Instagram. RECOMMENDED POST AND CONTENT Walker Honey Farm: According to Facebook Insights, the success of different post types is based on the average reach and engagement among followers. For Walker Honey Farm, the post type that brings in the most follower engagement are listed greatest to least: Video, Link, Photo, Shared Video and Status, according to Facebook Insights. 5
WALKER HONEY FARM AND DANCING BEE WINERY, SOCIAL MEDIA STRATEGY Dancing Bee Winery: Instagram is a platform for sharing photos with your audience. It also serves as a photo editing platform that can be done before a photo is posted. Filters and hashtags have an impact on the amount of engagement a photo can receive, according to Iconosquare.com. Figure one below shows that the filters “Juno” and “Valencia” have the greatest average amount of likes and comments. Figure two demonstrates how hashtags can generate engagement, and show that #mead and #dancingbeewinery are the greatest used engagement factors. Figure 1 Figure 2 6
WALKER HONEY FARM AND DANCING BEE WINERY, SOCIAL MEDIA STRATEGY WHEN SHOULD YOU POST? According to an infographic created by huffingtonpost.com, SocialMediaExaminer.com and PewInternet.org, reaching your audience at the highest level requires strategic posting times. This infographic shows that the optimal posting days on Facebook are on Thursday and Friday, and the best times to post are from 9a.m. – 7p.m., specifically 1p.m. – 3p.m. For Instagram, the optimal posting days are Monday through Friday, specifically Monday and Wednesday, and the posting times are 2a.m., 5p.m. and 10p.m. Per the Facebook followers of Walker Honey Farm, the most followers are online around 8p.m., according to Facebook Insights. 7
WALKER HONEY FARM AND DANCING BEE WINERY, SOCIAL MEDIA STRATEGY Per the Instagram followers of Dancing Bee Winery, the most followers are online on Sundays at 12p.m., according to iconosquare.com. 8
WALKER HONEY FARM AND DANCING BEE WINERY, SOCIAL MEDIA STRATEGY PROFILE INFORMATION INFO When G. C. Clint Walker, Sr. bought 150 hives of bees in the spring of 1930 at the age of 40, he had no idea that he was founding a business that would become a career for not only himself but for two of his sons and one of their sons. After losing the family grocery business in the little East Milam County town of Gause in Central Texas, Clint was simply trying to find some way to feed his wife and four young sons. The family was surviving the earliest years of The Depression with a large garden, lots of canning, and grandpa's skill as a butcher. Honey Bees seemed like a decent gamble. The gamble turned into a business that endures today. The company has changed over time, but what hasn't changed is the family's commitment to producing the best quality honey and honey products. ABOUT Walker Honey Farm has been a family owned business since 1930. We offer one of the largest varieties of honey and honey related products. Find our honey: Hours of Operation: o in Brookshire, HEB, & other retail outlets - Mon-Fri: 10a.m. – 6 p.m. o Walker Honey Farm Store - Sat: 9a.m. – 6 p.m. o Local Festivals and Farmers Market - Sun: 12p.m. – 6 p.m. o Online Dancing Bee Winery is the first Winery in the Central Texas area to offer Honey Wine, also known as Mead, made from our very own beehives at Walker Honey Farm! LOCATION 8060 US Highway 190 E, Rogers, Texas 76569 CONTACT INFORMATION Email for Walker Honey Farm: info@walkerhoneyfarm.com Email for Dancing Bee Winery: info@dancingbeewinery.com Phone: (254) 983-2899 http://www.dancingbeewinery.com/ http://walkerhoneyfarm.com/ OTHER RECOMMENDATIONS Other recommendation for the two social media platforms could be upcoming anniversaries for Walker Honey Farm and Dancing Bee Winery, contests, promotions, etc 9
WALKER HONEY FARM AND DANCING BEE WINERY, SOCIAL MEDIA STRATEGY VISUAL APPEAL PROFILE PICTURES Walker Honey Farm: Dancing Bee Winery: COVER PHOTOS Honey Walker Farm: Fall: December: January: Theme: A New Year with So Many Possibilities Explanation: Take a photo in your store of as many products as possible. We suggest getting a shot that (like the example below) has the products appear to get smaller because of the distance. This will give the feel that there are so many products available at Walker Honey Farms. You may need to set up a certain portion of your store just right to get the most products in the shot. The greater the variety of products in the shot the better. Use the tagline that we suggested which you can add digitally after the photo has been taken. This will give a new year's feel and showcase your products. 10
WALKER HONEY FARM AND DANCING BEE WINERY, SOCIAL MEDIA STRATEGY February: Theme: Even the Coldest Days Can Be Sweet! Explanation: Take a picture similar to this. Think snowflakes, light blue for a color scheme and a use a honey product in the photo. You can use the tagline we came up with if you want to. If you want to add some snowflakes in after you take the picture you can add them digitally. The snowflakes were made by Jason and have been shared with you in the google drive. We suggest you download them and make use of them. March: Theme: St. Patrick’s Day & the Lucky Clover Honey Explanation: Use as much green in the background as you can! Take a big nice picture of some of your Clover Honey with good lighting. Brighten up the picture to make the clover honey look bright. You can add some of the clover clip art in if you want to. The clover made by Jason is available in the Google Drive folder to add in. 11
WALKER HONEY FARM AND DANCING BEE WINERY, SOCIAL MEDIA STRATEGY COMPETITION AND INSPIRATION One of the keys to developing a successful social media image is to follow different brands or companies that are similar to your own. It is viable to research the competition in order to view what they are posting to their social media platforms and to see the different ways they are engaging with their audience, so that you may use them as an example. Examples of brands to follow: o Austin Honey Co. o Range Honey o Good Flow Honey o Round Rock Honey o Desert Creek Honey o Nature’s Nate o Fains Honey o Burleson’s Honey o Pollen Angels o City of Rogers, TX o Belton, Texas o Sunnyvale Honey o Health Benefits of Honey o Bee-Pure Honey o Natural News o Rudy’s Honey o Kelly Texas Country Style Honey o Central Texas Beekeepers Association and Friends o Texas Beekeepers Association o Honey Bee Social media campaigns are also beneficial when learning about what your audience wants to see and how to engage with them. A successful social media campaign that would be useful to Walker Honey Farm is Burt’s Bees. According to an article about the social media campaign of Burt’s Bees on sproutsocial.com, the keys to Burt’s Bees successful social media strategy lies within community engagement, interactive and compelling content, and strategic use of hashtags. Link: -media-strategy-example/ According to winebusiness.com, there are several social media campaigns that Dancing Bee Winery should follow on social media. These campaigns, such as Pacific Rim Winery, say that a successful strategy comes with creating engaging content, create videos, blogs and have promotional contests for the customers. Link: http://www.winebusiness.com/news/?go getArticle&dataid 124400 12
WALKER HONEY FARM AND DANCING BEE WINERY, SOCIAL MEDIA STRATEGY SOCIAL MEDIA MANAGEMENT SOCIAL MEDIA MANAGEMENT TOOLS The management tool we most recommend is a program called Buffer. Buffer is available as an application to use on mobile devices, but we recommend using the browser based version to get the most out of the program. Buffer is a program that allows you to schedule posts in advance. It allows you to create a large number of posts, determine what times they will be posted and which days. It gives you the benefit of not having to log in at those optimal posting times to reach the most people. With the free version you can schedule for up to two social media pages. The two compatible platforms of interest to Walker Honey Farms are Facebook and Twitter. Both can be filled with posts that will automatically be sent out at the times you choose. When you post through Buffer it will appear as if you posted it normally. In the future you may consider using Buffer to help you deliver content for your Twitter account. People will not know that you are prescheduling posts. Also Buffer gives you the option to add in new posts in case you want to change your mind before a post goes out. Buffer is very straightforward and easy to learn once you get the account set up. To set up your own free Buffer account follow the video instructions on the YouTube video we created here (goo.gl/Jih3Re). It is recommended that you follow along, pausing and testing out what we show you as the video proceeds. A downside to Buffer is that it cannot post on Instagram for you. POTENTIAL TOOL FOR INSTAGRAM Eventually the usage of Hootsuite could be helpful for your business. The problem with Hootsuite is that it has a sharper learning curve. It is not as simple as Buffer and will take some time to get the hang of. Because of the complexity of Hootsuite we do not recommend this tool at this time, but it is a tool you may consider in the future. For now we recommend you just post to Instagram manually by creating the posts during the scheduling session discussed below. Keep the posts and photos well organized and then post them on the day of. Hootsuite allows you to basically type up all your posts and prepare them to be posted at certain times. In order for them to post you will receive a notification from Hootsuite on your mobile device and then you must click post. It will not do it automatically for you. It can speed up the process if you put in the time to learn how to run the program. We also do not highly recommend this tool because when it posts for you it says, “posted through Hootsuite.” Which tells customers that you have scheduled these posts beforehand and that you are not really posting in that moment. This can make followers feel like you are not actually online or there to interact with them. We believe this would take away the person feel of your posts so we do not highly recommend this unless posting to Instagram becomes too tedious for you. A couple videos you can watch to learn how to use Hootsuite developed by others that are helpful are found here (https://goo.gl/0r4D7L or https://goo.gl/MAqgNI). Hootsuite will require a bigger investment of time to learn, so for now we suggest you just stick with Buffer and manually posting to Instagram. 13
WALKER HONEY FARM AND DANCING BEE WINERY, SOCIAL MEDIA STRATEGY ENGAGEMENT Engagement is when your followers do something interact with your posts (i.e., when they like, comment, share or click on a video, event or webpage, you have shared). According to the article “Why Is Social Media Engagement So Important Anyway” published by Social Media Today, “The power of engagement cannot be understated as a means of strengthening relationships and trust in your brand.” The more people interact with your content the more you know they think it is of value. The more they trust you the more likely they will respond to what matters to you. If you want to get people to come out to your store more when you post about special events or deals, you have to get them engaged or they might skim through your posts when they see them in their newsfeed. To engage followers you can use the following tools to give you greater chances at getting followers involved. An integrated approach using combinations of the following will work the best. USE VISUAL CONTENT For Facebook, photos tend to engage more than status updates alone according to LSU Professor Steve Buttry’s presentation, Better Journalism Through Engagement. Photos should be high quality and of interest to your fans. Attach links to your webpage so you can redirect traffic back to you when they are shared. Only post images that you have created or that you have a right to publish. According to the article “Social Photos Generate More Engagement: Research” by The Social Media Examiner, the day that videos and photos get the most comments and shares on Facebook is Friday. Every time you post there is almost always a way to add an image to it. So if you want to boost a post think of a creative photo you could take to add to it. You may have to get creative and having extra stock photos on hand is a good idea. You will notice some posts we shared over the past few months adapted by Jason Thomas that used creative commons photos. These are typically photos that you can share if you say who created them originally. To find some of these photos and learn more, go to https://search.creativecommons.org/ and search for the types of images you are looking for. We recommend clicking on Flickr to find some good photos. Make sure and read about the licenses attached to the photos and how they want you to legally share the photos. ASK QUESTIONS When people feel like their opinions are important to you then they will more likely respond. Asking meaningful questions helps stimulate interaction and responses. According to the article “7 Ways to Improve Your Social Media Engagement” published by The Social Media Examiner, it recommends asking multiple choice questions to get more responses. When the followers are given an idea of what types of things they can use to respond they will more likely do so. According to Buttry’s presentation, he also explained that, one-sided conversations are generally not that interesting. Most people don’t enjoy people who only talk about themselves. 14
WALKER HONEY FARM AND DANCING BEE WINERY, SOCIAL MEDIA STRATEGY GET THE COMMUNITY INVOLVED Have your followers participate in some way that makes them feel like they are a part of your company and the causes you represent. This can be done by having unique contests which think outside of the box. Get a good hashtag to connect with your contest. For example, according to the article “7 Ways to Improve Your Social Media Engagement” published by The Social Media Examiner, it shared an example contest that TurboTax did last year. They had a campaign going with the hashtag #absolute0. Participants were invited to create pictures that had three zeroes in it and used the hashtag. This generated lots of discussion about TurboTax’s company since so many people were posting about TurboTax for the chance to win a prize. When users create their own content they feel more invested in the brand. 15
WALKER HONEY FARM AND DANCING BEE WINERY, SOCIAL MEDIA STRATEGY TIME MANAGEMENT Per week, we recommend that you spend around three hours of your time to update, maintain and engage with followers on your social network. The time is broken down into the sections below in no particular order. The following tasks may take more time once you start doing everything yourself especially if you try and run six platforms all at once. When you begin to create your own the content and are no longer sharing the content we developed for you, you will potentially need to add more time to your Content Creation and Scheduling Session for each platform. In this plan, we only included one platform for Walker Honey Farms and one for the Dancing Bee Winery. DAILY MONITORING Platforms: Facebook and Instagram Time: 15 minutes per day You should get into the habit of checking your accounts daily to start discussions and build loyalty with followers. This can be as simple as thanking people for sharing your content, answering questions or asking follow up questions to comments. It is important that you respond to both positive and negative feedback. This may only require a few minutes per page, but it is recommended to check back in once or twice per day. We recommend you set aside two 7minute blocks of time per day to check in on all your accounts. These times should be at differing points during the day so followers have the potential to interact. It would be best to check in the morning and then in the evening. FACEBOOK CONTENT CREATION AND SCHEDULING Time: Approximately one hour per week Once per week you will gather the messages, pictures, websites, videos and posts you want to share and get them ready to be posted. During the three month period of our Social Media Strategy this content will be provided by accessing the links available in the digital PDF. All you will need to do is click on the links to get access to the content that is going to be shared. Once you access the content to be shared, you will add it to the queue in buffer so it will be scheduled to post the days that you planned. We encourage you to think of other things going on each week to add as extra posts for that week while doing this if time permits. By getting all the Facebook posts ready for the week you will be able to spend more time monitoring Facebook and less time creating posts. 16
WALKER HONEY FARM AND DANCING BEE WINERY, SOCIAL MEDIA STRATEGY INSTAGRAM CONTENT CREATION AND SCHEDULING Time: Approximately one hour per week Once per week you will gather the messages, pictures, websites, videos and posts you want to share and get them ready to be posted. During the three month period of our Social Media Strategy this content will be provided by accessing the links available in the digital PDF. All you will need to do is click on the links to get access to the content that is going to be shared. It would be best to access the photos and then put them on the computer or device that you plan to post from so you can post them at the appropriate times. SCHEDULING After having loaded your images and other files onto the device of your choice you will use for posting, you can simply post them at the times indicated in the strategy. The post times do not have to be exact but should be within 15-20 minutes of the designated times to reach the most people. If it is easiest for you to do this on a mobile device make sure to transfer all those files over during your scheduling session. 17
WALKER HONEY FARM AND DANCING BEE WINERY, SOCIAL MEDIA STRATEGY INCREASING YOUR SOCIAL MEDIA BRAND Increasing your social media brand basically means getting more followers. Besides the obvious encouragement you give customers in person to follow you or pamphlets, there are some digital ways to try and find more people that can follow you. Using the following two guidelines will help you find people from places beyond your physical reach that may be interested in your brand. HASHTAGS Hashtags are small hyperlinks that can allow users to find similar content. For example if you type up a post with “#bees” connected to it, a user can click on that and find all sorts of other photos, updates and other content that is related to bees. Using hashtags can help others who are interested in the topic find out about your brand. According to [Best Practices: Why and How to Use Hashtags on Social Media] published by Social Media Today, “The idea behind using a hashtag is to connect your brand, product or service with others using the same hashtag or searching on it. If no one else is aware or using the hashtag it will not have the results you are hoping for.” Check into hashtags you want to use by searching for them on the platform you are using. You can see if people are already using them and if the people using them may be interested in your brand. Social media today also recommends using a max of three hashtags per post. SHARING & INTERACTING WITH OTHERS WITH SIMILAR INTERESTS When you interact and the share the content of others you have the potential to increase the amount of followers you have. When you converse with others who brew or work with wine someone who usually listens to them may see your content. If they think that content is interesting they may start following you too. According to [Why Other People’s Content is Key to Your Social Media Strategy] published by Leadtail, “Share only your content, and your target audience may not believe you have their best interests at heart. If you also share other people’s content that helps your buyer, the trust meter goes way up!” Leadtail also explained that users feel that when you share others content, they are more likely to notice you and return the favor and share your content. Make sure those you interact with have similar audiences and key messages to you. This will make these efforts more effective. Others in your industry can help you reach audiences you haven’t before. 18
WALKER HONEY FARM AND DANCING BEE WINERY, SOCIAL MEDIA STRATEGY OVERVIEW The purpose of social media for Walker Honey Farm and Dancing Bee Winery is to market the honey, mead and various products made at Walker Honey Farm. The farm is located in Rogers, Texas and has products sold in Brookshire, HEB and other retail outlets. The
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