As part of our series on Top Tips for Local Food Distribution, we’re diving a little deeper into each of the 5 tips we gave. This week is ‘Get Social’ – how you can use new media to engage deeper with customers, suppliers & your community.
You keep hearing that you should spend more time using social media for your business, but you’re pretty sure Facebook is a worldwide popularity contest, Twitter is a flurry of 140 character status updates, you can’t see how spending all day looking at pictures on Pinterest is going to help you get customers in the door, and the bills wont get paid by your blog…
So, lets be honest…
Why go social?
Some people may still need this question answered, and we completely understand why. On the face of it, social media is noisy, time consuming and lacks clear value to small businesses. However we want to convince you that the opportunities far outweigh the costs, so let us take 5 mins of your time to explain why.
Today, more than ever before, you have an unrivaled opportunity to engage in rich two-way conversations with a range of your stakeholders through a variety of communication tools. So, what good could come of these conversations?
Use this opportunity to tell your story. Tell people about more than just your product or service – tell them about why you set up this business, what you stand for, why you’re passionate about it. Give your business a human face, be prepared to be a little vulnerable, and admit that maybe you don’t have all the solutions – sometimes in our openness we find great results. Storytelling is the future of social media as we see it – so take the opportunity to take an active role in the crafting of your own story with words, pictures, video and other engaging media.
Storytelling is key to positive word of mouth (digital and er… mouth…), fundamental to how we remember things, and is rapidly becoming the medium through which customers expect to engage with business, so make your stories worth telling. Telling your story is an important part of how you elevate your business from engaging in a cost-war ‘race to the bottom’ kind of capitalism, and can help you turn a simple product into a better experience for your customers. The kicker is, that now, using a variety of new media, you can make your customers part of that story, and give them a voice.
The old phrase ‘all PR is good PR’ came from the desperate desire for eyeballs & ears pointed toward your business. Today, you can get those eyeballs without having to dress a guy up in a chicken suit, write endless press releases, or run yet another promotion. With the rise of social media, you have a direct channel to millions of people if you are willing to engage in genuine conversation, and/or if you’re able to create & share interesting content to get things started.
As a small business, you can set up an online presence without paying a penny – whether it’s a Facebook Page, a Twitter Feed, or through blogging engines like Tumblr & WordPress, you can get set up in a matter of minutes. It’s then time to mould a profile around Who you are, and Why you’re in business. Go ahead – ‘like’ some other people, engage in some conversations, share some relevant stories, pictures and video, and slowly but surely your page will grow in followers too. Did you know Facebook recently launched a Directory service to help people find businesses anywhere and everywhere? If people are looking for you, it’s your job to help them find you!
3. Validation & Insight
With a community building up on your page (even if it’s still small), you have a group of people who you can interact with; often that’s really important in the early days of your local food business as it gives you the opportunity to get validation for ideas (before implementing them) through the likes of Polls, or insight into the reasoning behind your customers & potential customers’ buying decisions (through comments).
Take this opportunity to engage in conversations and let your customers co-create the future of your business with you. Previous to this digital ‘social’ landscape, it was possible to talk one-to-one or one-to-many, but with these decentralised communication tools, you can engage in genuine many-to-many conversations. Embrace it, and think about how you can use new media in more ways than simply storytelling – perhaps it could be a useful customer service tool, a way to identify new pricing models, a way to alert customers to their deliveries or a way to generate a new brand identity?
4. Real Time & Early Warning
The great thing about new media is that much of it happens in real-time, meaning you have instant answers, insights, and feedback. This real time world can make your business more lubricated for decision making, more responsive to change, more adaptive to positive & negative feedback, and more willing to test & experiment.
That gives you a huge advantage over some of the alternative ways to do Food Distribution (naming no names…) as often there are monolithic processes & systems behind industrialised food chains. Play on your nimbleness as an advantage – you can be flexible and responsive to change using social communication – a prized asset in unstable economic, climatic & societal times. We’re predicting the rise & rise of local food over the coming 50 years.
New media can also be great early warning systems for when something isn’t right – it’s better to be the first to hear so you can make changes and retain customer loyalty, than suddenly lose a customer of 5 years because they don’t have easy communication channels, or think you don’t care. You can use Facebook & Twitter as highly effective tools to engage in day-to-day or semi-regular communication with customers to keep the conversation casual – that way they’re more likely to let you know when something is wrong, rather than walking away and you never knowing why.
Take the customer service initiatives that Air New Zealand have been winning awards for left, right & centre. Most of these are driven through their team which monitors the social media streams; they have embedded the team into their business so that they’re part of the service, and they use the social environment & conversations with customers to test new ideas and gauge interest, as well as drive awareness of promotions & offers. They’re able to turn a negative customer experiences back into positive ones through their real-time service, as well as deploying ‘acts of kindness’ through the ‘Air New Zealand Fairy’.
The data driven approach to online community building, sales & conversations is a valid one, as long as you don’t use the data in isolation. Using the metrics related to engagement such as ‘Talking About This‘, you can get insights into what’s working and what’s not – it lets you spot trends more easily, but it wont make you better at creating communities and having conversations – that’s where you need to be paying attention & asking the right questions.
What should be in your Toolkit?
- Facebook – work with the social giant that has been working to create a better place for people, businesses & community groups to hang out online. Work with the social graph to learn more about your customers, other stakeholders, and engage in conversations. There’s some good run downs on Facebook Pages here and here.
- Twitter – the thriving local food community on Twitter is ready and waiting to chat! There’s millions of people using twitter now, so use a mishmash of hashtags, geolocation & conversation to find local customers & other people who you can reach out to for help! More good guides here, here and here.
- Online Advertising – Google does a good job of giving you visibility for a tiny daily budget, and now you can also reach out to use Facebook Advertising & Twitter Advertising too. The ability to target down to highly defined demographics make online advertising a great option for finding new customers as a small business.
- Blog – we’d recommend using a blog to create regular, changing content which tells your story and gives customers regular updates which create value for them. Check out these guides to blogging for small business.
- Pinterest – last up is the ‘newcomer’ which is on the up – a social network based on aesthetic ‘pins’ – also known as pictures. Whilst Pinterest is quietly driving 1000′s of people to websites around the world, the world is busy enjoying the visual revolution! Here’s a Pinterest guide to get you started, and a couple of people we think you might like; HISBE, Flavrbox & Food+Tech Connect.
- Check out our ‘Hashtags for Local Food‘ blog, or start searching for more information about Social Media on twitter, there’s some great guides for Local Business use.