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Digital Marketing

5 Most Common Marketing Mistakes and How to Fix them [SLIDES]

By | Digital Marketing, Social Media Marketing, Visual Design

We were invited to speak at the Asia Fair Trade Summit 2016 in Bangkok in front of all the Asian members of WFTO. Our presentation was part of the brand value panel and we wanted it to be very hands on for companies to have something concrete to go home with. Ronny’s presentation was a collection of real life examples of things that the fair trade producing organizations were doing wrong with their marketing. After briefly presenting the 5 common marketing mistakes, Ronny spent most of his presentation giving tips on how to fix them.

These 5 mistakes were:

  1. You don’t have an official Visual Identity
  2. Your Visuals are not Strengthening your Brand
  3. You don’t have a Social Media Plan
  4. Your Website is Outdated
  5. You don’t Leverage Storytelling

If you wish to learn more about each of these topics, you can download a bibliography containing all the articles Ronny used to create his presentation.

Here are all of Ronny’s slides (click one to open in a gallery):

Digital Marketing Training

By | Our Trainings

IMPROVE THE WAY YOU COMMUNICATE ONLINE

Social Media has taken the world by storm and become an integrated part of the way we TEXTcommunicate in both our personal lives and in business. Social media is a low cost, effective way to increase the global reach and success of your company.

Unfortunately, after working with a myriad of fair trade companies, it’s clear that social media marketing and visual design are not meeting the global standard in the fair trade sector. Together, we can transform this by taking your digital marketing to a professional level that creates impact and gets people talking about your business.

OUR EXPERIENCE

We’re active and experienced in the field of digital marketing and visual design. Our social media mix includes a blog, YouTubeFacebook, Flickr, Instagram and Twitter. Our goals are to reach out to more people with our fair trade stories, drive more traffic to our website and generate more business opportunities across the globe. This 4-year-experience has been very interesting and today we would like to share what we have learned with you.

TRAINING NGO’S AROUND THE WORLD

We’ve been busy facilitating digital marketing trainings for different fair trade companies and NGO’s, achieving encouraging results in more than 10 countries. During these trainings, we help you develop an online marketing strategy and use Facebook, YouTube, Twitter and the newest platforms to promote your organization.
You can listen to some of our customers testimonials here.
customized-digital marketing trainings for your company

THE FAIR TRADE & SOCIAL MEDIA REPORT

In 2013 we conducted a research on the use of social media by 42 fair trade companies. You can freely download our REPORT HERE which also includes some insider tips to improve your social media strategy.trainings-new

We’ve designed 8 modules covering different areas of digital marketing (average of 2,5 hours each) from which you can choose to create your customized training.

our digital marketing modules

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01. Visual Design Workshop

This module focuses on building or giving a facelift to your company’s visual identity. Here is what we’ll cover:

  • Why is Visual Design so important?
  • Tips to create high quality visual content
  • How to build your visual identity
  • How to use Canva/Photoshop

02. Digital Photography Workshop

This module starts with covering theory on the following:

  • How to use your DSLR camera to its fullest potential
  • Tips to avoid classic mistakes in photography
  • How to take great product photographies
  • Visual Storytelling through photography

In the second part of the module you’ll get off your chair and start shooting photos with your camera under the supervision of our expert photographers.

03. Facebook Marketing Workshop

Facebook is the place to be for your business with 1 out of 7 human beings active on the social network, you just can’t afford to ignore it. This module aims at developping your strategy on the largest social plateform. Here’s what you’ll learn:

  • Build/Optimize your Facebook page
  • What kind of content to share on Facebook
  • Create a posting strategy

04. SEO Workshop

SEO means Search Engine Optimization or the science to rank higher on Google. This module is about understanding how search engines work in order gain visibility in the search result pages.
Here’s what’s on the menu:

  • Why bringing traffic to your website is so important?
  • Tips to improve your ranking on search engines
  • Identify and optimize keywords
  • How to give more exposure to your website

05. Blogging Workshop

Having a blog can help your business gain more visibility and be perceived as an authority in your industry.
This module will guide you through the basics of blogging:

  • Why is blogging so important?
  • How to set up a WordPress blog
  • What kind of content should I write
  • How to write successful posts
  • Generate 25 post ideas to get started
  • Tips to reach more people with your posts

06. Video Marketing Workshop

Fact: video is getting more attention than any other kind of content on social media!
This module is about becoming comfortable with video marketing and having all the cards in your hand to start telling your story with videos.
You’ll go through the following points:photography-WS-chiang-mai

  • Why do marketers give so much importance to video content nowadays?
  • Develop a Facebook & YouTube video strategy
  • What kind of videos should you produce?
  • How to grow your audience and spread your message

07. E-mail Marketing Workshop

E-mail is not dead! As a matter of fact, for many businesses it is still the number one lead generation tool.
This module covers everything there is to know to create successful e-mail campaigns with MailChimp.
Here’s what you’ll learn:

  • How to build an effective e-mail list
  • What is Mailchimp and how to use it?
  • Generate catchy subject lines to improve your open rate
  • Understand e-mail analytics to optimize your campaigns

08. Networking and Generating Leads with Social Media Workshop

Social media is about connecting with people, ideally the right people!
This module will teach you specific techniques to find and connect with influencers in your industry.
Here’s what we’ll cover:

  • How to find and connect with the right people
  • Find influencers in your industry and tap into their network
  • Use social media platforms to grow your network
  • How to convert your leads into buying customers


WHY BOOK US?

 

social media marketingHere are 4 reasons why you should work with us:

  • We understand the reality of fair trade organizations better than anyone else
  • We already successfully trained 20 organizations and NGO’s on 4 continents
  • Our network counts both the largest retailers and producers in the fair trade industry
  • We adapt to your needs and deliver results

What more, we come to you! So what are you waiting for? Contact us today and together we can transform your social media communications.

Without a social media strategy, you may be at risk of hurting your online image.
The more we travel and meet fair trade organizations, the more we realize efforts need to be done in order to improve these companies’ visual identity and online marketing in general.

We’ve decided to take on the challenge and be an agent of change in the industry with our Digital Marketing Trainings. We say NO to ugly websites and NO to neglected Facebook pages.

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What to post on your Facebook Page?

By | Digital Marketing, Social Media Marketing | No Comments

I’m often asked this question during our Digital Marketing workshops, so with this post I’ve decided to share some of the visual content that has been posted on FTC’s Facebook page.
This is of course not exhaustive, it is just our modest attempt to look good and publish regular content featuring the fair trade people we met on the road. There is no limit to what you can create and post on social media, be bold, be creative, be YOU!

Your website hurt my eyes: 5 free and easy tools to help with visual design

By | Digital Marketing, Visual Design

Business woman with tired eyes and stressLet’s not beat around the bush, most of the fair trade producers’ organizations I visit have a problem with their website. I’m not saying that it’s not interesting, or that it doesn’t contain the necessary information… I’m just saying it’s plain ugly! And most of them agree with me.
So I started to ask myself why these fair trade businesses (that develop and export good looking products on the other hand) struggle so much with web design and visual communication in general?

Early in my analysis I noticed a clear difference between “Northern” (retailers, fair trade federations and NGO’s) and “Southern” organizations in terms of design. Much more importance is given to visual communication in the North and as a result their website but also business cards, Facebook pages and print materials seems to be more “professional”. Southern organizations also seem to invest less time and resources in marketing and visual design, it is simply not a priority for them.

One of Fair Trade Connection’s mission is to help fair trade producers gain more visibility. We of course do that through our core business of producing videos but since we encountered so many organizations that were struggling with their brand image and visual communication, we’ve developed social media and visual design trainings that we propose along the way.
These 5 free tools have been borrowed from our training on visual design.

1/ ColorLovers
From all the tools, this one is my favorite. ColorLovers is a website that focuses on colors…as you might have guessed already.
paletteTheir main feature is their palette library. A palette is a selection of colors that match well together. Usually palettes display from 3 to 5 different colors. The awesome thing about this website is that it gives you the HEX and RGB references so that you can reproduce the exact color you are seeing in photoshop or similar softwares. palette 2

Just copy the HEX number of the color you like, paste it in photoshop… and voila!
Browse the thousands of palettes by date, popularity or number of likes. The website also features an interesting pattern library. Try it now!

2/ Color picker add-on for Firefox
This is the perfect companion for any graphic designer or anyone involved in the creation of visual designs. This little Firefox add-on will install a color picker (similar to the one you find in photoshop) in your browser. Allowing you to pick any color you like while surfing your favorite websites or social networks.
color pickerJust click on the color picker to open a small window in the top left corner of your screen, then move your mouse anywhere to receive the HEX and RGB references. Press ESC to copy the HEX. This is great to grab a color you like on the fly.

3/ Snipping Tool
This is screen capture made easy. Or super easy.
Forget the hassle of going through a print screen then paste in a photo editor, snipping tool will allow you to capture whatever is on your screen with only 2 clicks. You can also highlight or add annotations with the simple tools that are offered to you.
snipping tool
The best thing about Snipping Tool is that you already have it installed on your computer (if you have a windows computer).

Find it under: Start Menu/Accessories/Snipping Tool

4/ Free Fonts Sites
As a designer you’ll always need nfontew and appropriate fonts for a Facebook post, the new product catalog or that flyer that needed to be done for yesterday. Of course you could use the same old fonts that you have already installed on your computer, but there are plenty of free websites out there that will allow you to grow your font collection. The influence of fonts is simply HUGE, different fonts can totally change the tone of a piece of design. Choosing the right font is very important but not always easy. At least now, you’ll have plenty of choice.

I personally like to go through blog posts that have already skimmed the best fonts for us, doing this will save you time and spare your eyes. Indeed finding and selecting fonts is a time consuming process. Why not use the work of other people who have already done that for you. Moreover, these blog posts usually display visuals created with the fonts, which allows you to have a better idea of how they look like and what you could do with them.
Here are a few examples of posts that have done a good job selecting fonts.
If you don’t know how to install new fonts, watch this video.

5/ Social Media Design Blueprints
If you are in charge of the visual communication of your organization that means that you will most definitely post those designs on social networking sites such as Facebook, Twitter or Google+. But do you know the dimensions of the Facebook cover image? Or the Google+ profile picture?
Each of these platforms have different sizing guidelines and finding out about them before starting your designs will save you a great deal of hassle.

Fortunately for us, some nice bloggers out there have compiled most of what we need to know in easy to read infographics.

blueprint

Be sure to update your sources regularly as social media sites keep on changing their designs. Use the keyword “Social Media Design Blueprints + date” in Google to find what you are looking for.

 

Social Media and Fair Trade Industry Report

By | Digital Marketing, Social Media Marketing, Uncategorized

We have surveyed 42 fair trade companies from 3 continents with the goal of understanding how they are using social media to grow and promote their businesses. Here is what you will discover in the full report (available in our shop):

  • Top 10 objectives companies are trying to achieve with social media
    This section reveals all the major advantages marketers are achieving with their social media efforts. We have established a ranking according to their importance to the companies.
  • Top 5 social media platforms used by fair trade companiesFair-Trade-&-Social-Media by Fair Trade Connection
    Discover which tools marketers are using, for how long they have been using them and if Northern and Southern companies use the same mix of platforms.

  • The different strategies developed by the companies
    After verifying how many companies actually had a social media strategy, we analyzed into more details where these companies focused their strategic efforts.

  • The time commitment
    We examined the weekly hours marketers invest in their social media efforts. This analysis will be helpful for marketers just getting started or those seeking support staff.

  • How much money fair trade companies invest in Social Media
    Find out what percentage of their marketing budget companies are investing in Social Media. Is this number consistent with the amount of importance companies give to social media?

  • The major problems marketers are facing
    We made a list of the major problems encountered on social networks ranked by importance. This will help you realize where additional resources could be invested in order to better perform on social platforms.

Use our conclusions and recommendations to improve your social media strategy or discover how other fair traders are dealing with social media  throughout 17 graphs and detailed statistics.

 

The Revolution Fair Trade Needs

By | Digital Marketing, Video Marketing

We have always believed in the benefits of fair trade for marginalized producers and were strong supporters of the movement even before starting Fair Trade Connection. Being on the road for so long and meeting so many of them has just confirmed our initial feeling that fair trade contributes to lifting small producers out of poverty and gives them more control over their lives.

We have been to the villages, talked to the artisans, shared meals with their families, visited their houses and spent hundreds of hours getting to know them. What comes out is a huge collection of testimonies all pointing out to the same reality: fair trade products are made with love and the income that they generate do create better lives.

Our job now is to tell you these stories, so that just like us, you can realize that fair trade does make a difference.

Fair Trade and Social Media
Most Western fair trade organizations (retailers and labeling organizations) have already adopted Social Media and use them as part of their marketing efforts to different extents. Social Media is now the name of the game, even for fair trade.

Organizations share all kinds of content on different Social Media platforms. Many of them provide information about the products they sell, raise awareness through advocacy campaigns, communicate about events that they organize and so on.

We believe that the positive growth of fair trade sales (12% increase since 2010 according to Fairtrade International) could be, at least partially, explained by the ever growing use of social media to promote the movement.
We see in social media the perfect tool for further connecting producers and consumers.
One tool in particular caught our attention…

QR Codes
If you’ve been in a public space in the last year or two, you’ve probably seen a QR (Quick Response) code —a small, square two-dimensional barcode that looks a bit like a miniature chess board. People who see these codes can use an application on their mobile phone to scan them and view information immediately.

In the context of fair trade, we strongly believe that the QR codes can deliver real value for retailers and consumers at the right place and the right time, offering a great medium for sharing the artisans’ story. A study shows that nearly half of all smartphone users have used their phones while shopping in brick-and-mortar stores.
Fair trade is ready for a revolution and the QR codes might bring just that.

We can make your products speak

The concept
Our concept is simple: we will use the QR code technology to create a link to the artisan’s story.
By scanning the QR code on the product label with a smartphone or a tablet, one will access a short video of the farmer or artisan who produced the product.
The aim is to connect fair trade consumers to the people and communities that they are supporting by buying the products.

http://www.youtube.com/watch?v=ynb2VGLeASk

Our Content Library
So far we have gathered around 300 interviews, mostly from certified handicraft producers (WFTO). We also met a few FLO-certified organizations, generating interviews about food products. Of course this is just the beginning and we plan on meeting many more producers in the months to come.
Our current video collection allows us to cover over 500 different products distributed by an estimated 20 Western retailers. This means that our videos could be used by most of the major fair trade retailers and producers but also supermarkets who distribute fair trade certified products.

Be a part of the QR Revolution
It is a fact that smartphones are replacing old « dumb » mobile phones at a rapid pace, so more and more people could get a QR code scanner for free. This opens a new and not yet well explored world to marketers by creating an offline-to-online experience.
It is only a matter of time before QR codes hit mainstream. Knowing how to implement them in the right way for your fair trade business will keep your brand on the cutting edge of marketing and technology.
By using QR code technology to create a connection between the producers and the consumers your business will not only answer the eternal question of the impacts of fair trade on the local communities, it will grab a competitive edge on its competitors who will stay out of the digital game.

Download the full report here: We Can Make Your Products Speak.

Fair Trade and Social Media: Watch & Learn 01 [@FairtradeUK]

By | Digital Marketing, Social Media Marketing

The more producers’ organizations we meet on the road, the more we understand the importance of Social Media as a way to promote your fair trade business. Indeed, Social Media is a great way to engage with potential new customers, give more information about your social project and products, but it is also very useful to keep an eye on market trends and latest fashions.

Ronny giving a Social Media training @Alura Amara, Indonesia.

About half the fair trade organizations we visited in Asia were already active on Facebook, Twitter or YouTube, the other half seemed really enthusiastic about getting started. Fair Trade Connection is all about connecting fair trade producers with consumers so we quickly understood that in order to do so, we needed to train the non-initiated so that they too could leverage the potential of Social Media Marketing.

The “Watch & Learn” series is a collection of Social Media best practices in the fair trade industry that we gathered and analyzed for you.

This 1st post will be analyzing the videos of the amazing “Take a step for Fairtrade” campaign by the Fairtrade Foundation. The @FairtradeUK in the title of this post is their Twitter name, so go ahead and follow them if you want.

Let’s jump to the heart of this campaign and start with the presentation video:

1/ The Campaign presentation Video

httpv://www.youtube.com/watch?v=J60mvcp_Q_E

What we liked:

  • Strong Corporate Identity: the Fairtrade Foundation really does a good job being consistant with the look and feel of their messages. One should establish a corporate document stating which typography and fonts, colors and shades, logotypes and declinaison logos your company will be using to comunicate. And most importantly stick to it!
  • Appropriate Music: the rythm of the video is given by the music. See how the text is synchronized with the music. Sync your visuals with the music to create greater impact on your viewers.
  • Proper use of Sound Effects: the additional sound effects helps the viewer relate to what he’s seeing. It also gives a more profesionnal touch. There are lot’s of free sound banks on the web like Freesound.org and Soundbible.com
  • Interactive Video: Notice how you are invited to click to find out more at the end of the video. If you click inside the YouTube video you’ll be redirected to the campaign main website with the step-o-meter where you can register your step and learn all the details. To learn how to create interactive videos, we strongly suggest you watch this episode of the ReelSEO’s Creator’s Tip.

What we liked less:

  • Too many calls to action: the first time we watched the video we didn’t quite understand what we were supposed to do? Was it to click on the website’s link at the end of the movie? Was it to take a step? To register my step online or with a postcard? Because there were too many calls to action we got confused and didn’t really know where to start. Calls to actions are great, if not necessary if you want to succeed with online video marketing, but let’s keep it simple. Choose one call to action only so that the viewer knows exactly what he has to do.
  • Not enough time to click: the invitation to click on the website’s link at the end of the video didn’t last long enough. Interactivity in YouTube videos is still something new for most viewers, so you have to be very clear about what they should do and leave them enough time to click on your link. A good lenght is about 10 to 15 seconds.
  • Non-Clickable links in video description: one of the great things about YouTube videos is that their Title/Description/Tags can be used as SEO tools. One should really leverage these info to boost his visibility in the search engines (Google or YouTube). The Fairtrade Foundation’s mistake was not to be able to make the links clickable in the video description as shown in this picture: An easy way to avoid that is to paste the entire URL. Had they type: http://www.fairtrade.org.uk/step (thus not dropping the http://) the link would have been clickable.

2/ The other videos

httpv://www.youtube.com/watch?v=hA4GsKgt1eo

httpv://www.youtube.com/watch?v=h6PRgYb5_Rw

httpv://www.youtube.com/watch?v=T8DlxgSXx4Y&feature=relmfu

What we liked:

  • Viral: It’s funny, I want to share! The repetition of the engaging theme song coupled with the dance steps executed by celebrities really participated in creating funny videos that the viewers were probably eager to share with their friends. Hence the average 50.000 views on the 30 seconds videos.
  • Series effect: by repeating some elements (visual, song, steps) in every videos they succeeded in creating a series that people could follow. We have to admit that the song plays an important role in the success of this series. They did a great job choosing/creating it. To our knowledge it is the first time a fair trade organization publishes a series of online videos that has nothing to envy the Coca Cola’s and Apple’s of this world.
  • Fresh: this is not what we are used to with videos coming from the fair trade industry. The Fairtrade Foundation managed to do something different without surfing the usual wave of the farmers, the fairer price or the impact on the communities. All that is implied but not directly put in front of us (except for the campaign presentation video). Instead of hitting us one more time with the same ol’ message, they decided to entertain us. Very clever. Remember to stand in your audience’s shoes when you create content. Ask yourself: “What might they like?”

What we liked the most:

  • Cross Media Campaign: the “Take a Step” campaign was really an example of a global campaign. The Fairtrade Foundation echoed the campaign using all the social media tools available. Be it their website, blog, YouTube, Facebook, Twitter, Flick’r, Tumblr or Google+ they were all thoroughly prepared to speak with one voice, giving the larger audience the same message: take a step for fairtrade. It takes a lot of efforts and coordination to create that kind of unity throughout so many different channels.

Now we need to figure out a way to get that song out of our heads!

Inside ThaiCraft’s Communication department

By | Digital Marketing, Social Media Marketing

During one of our recent trips to Thailand we stopped by Bangkok and attended one of the well known ThaiCraft Fair Trade Fairs. These fairs are organized on a regular basis in the Sukhumvit area, a very dynamic commercial center in the Thai capital. There we met Peng and Mynt, two very professional young ladies in charge of ThaiCraft communication department. We ceased this opportunity to ask them a few question about their social media marketing.

Ronny (FTC): What kind of content do you post on Facebook and Twitter?

Mynt (ThaiCraft): Mostly it is about our activities and pictures from the fairs, to attract more people to the fairs. But we also use these new medias to spread the news about punctual actions or events. Like during the floods in 2011. We wanted to support our artisan members who were affected by the floods so we spread the news on Facebook and were able to provide them with food and blankets during these difficult times. Some areas were severely affected, to the point that the handicraft production had to stop which means that many people were left without an income. We decided to undertake these actions to support them.

Ronny (FTC): Does ThaiCraft also have a blog?

Peng (ThaiCraft): No, only our website. But we should have one. It’s in our future plans. We would like to either create a blog or develop our website to tell more about the artisans’ stories, we are working on it.

Ronny (FTC): How would you like to tell the stories of your producers?

Peng (ThaiCraft): We would like our product tags to tell the story. Maybe with a QR code system that the customers could scan at the fairs and directly get the information on the people who made the products.

Ronny (FTC): So the QR code would link to a web page or a video?

Peng (ThaiCraft): Yes maybe a web page, maybe a video.

Ronny (FTC): How does ThaiCraft communicate about the fairs?

Mynt (ThaiCraft): We have what we call the « Friendship System ». Our customer can register and become a member of that program. We then send them an e-newsletter before every fair we organize, keeping them informed of what will happen during the fair. Like the workshops they can attend.

We also communicate about the fairs on our Facebook page which is linked to our Twitter account.

In terms of content we like to speak about the workshops that people can attend during the fairs and we post a lot of photos related to the fairs.

Ronny (FTC): Can you tell us more about these workshops?

Mynt (ThaiCraft): We have themes, for the moment we focus on environmental issues and craft work. This year it is also our 20th anniversary. Mostly it is about how our artisans work, how they exploit their skills. The customers can engage with the artisans and watch them make the products but they also can join and take part in the production process.

In January our theme was « recycling » and we organized a workshop duringwhich people could bring their own second hand material and create original clocks from it.

Ronny (FTC): What else is being discussed in Thaicraft’s communication department?

Mynt (ThaiCraft): We are trying to make our websitemore interactive. We try to get people to interact with us. One of the strategies is to publish more pictures of our products. And also to link these pictures with the stories of the artisans so that people can understand how it is crafted, how it is made.

Ronny (FTC): How do you plan on doing this?

Peng (ThaiCraft): We have to reorganize the website and collect the information, the stories from the artisans. The plan is to update what we already have and make it more interesting.

Also we would like to have more videos, because we think that animated movies are much more interesting than pictures.

Ronny (FTC): Do you have someone in your team that could create these videos and bring the stories?

Peng (ThaiCraft): Not specifically but we need to think about it. Maybe you can give us some tips about making videos!

Why you MUST use social media for your business

By | Digital Marketing, Social Media Marketing

Did you know that over 50% of the world population is under 30 years old? That YouTube is the 2nd largest search engine in the world? or that 90% of consumers trust peer recommendations when only 14% trust advertisements?

This is only 3 stats, I could go on for pages. The Internet is filled with social media statistics, all more impressive than the others. They are all pointing towards the same direction: social media is not an option for promoting your business, it is a MUST. For those of you not yet convinced of that, here is a selection of 3 videos showing facts and figures about the social media revolution.

httpv://www.youtube.com/watch?v=3SuNx0UrnEo

httpv://www.youtube.com/watch?v=r7Oh9TIpzhY

httpv://www.youtube.com/watch?v=mgp7GwHxV14

Don’t wait any longer, get on the boat! If you don’t know where to start from, you could try this link.

My fair trade business is on Facebook, now what?

By | Digital Marketing, Social Media Marketing

You’ve decided to get on the social media train and start a Facebook page for your business. Congratulations! You are probably wondering: “What am I going to say now?” This post is specifically written for fair trade producer’s organizations who are doing their first steps on Facebook. If that’s you, read on to discover 5 great ways to produce relevant content to feed your brand new page.

First you need to understand that the great majority of your fans (people who have liked your page) will only come to your page once. That is the one time they hit the “LIKE button”. It doesn’t mean they won’t continue to follow your stories and read your content, it’s just that they won’t come to your page to find it. Most of your fans will find your posts in their newsfeed.
It is thus important to create content on a regular basis to reach your fans via their newsfeed.

Keeping that in mind, what should you write about?

I’m tempted to answer that question by another question: “Who are your fans?” Understanding your audience is crucial to provide relevant content. As a fair trade producer’s organization your fan base will most likely consist of fair trade consumers or adherents from all over the world, Western distributors and fair trade/NGO activists. You could try to segment your audience into 2 or 3 different categories and roughly estimate the proportion each category represents. This would help you elaborate a ratio for your posts. Lets say 70% of your fans are fair trade consumers, 15% are distributors and the other 15% are NGO activists. A good posting strategy would be to write 3 posts that meet the consumers’ interests, 1 that meets the distributor’s interests and 1 you know the activists will relate to to keep everyone happy.
We understand that establishing such ratio’s isn’t easy, truly understanding your audience requires time and resources. If you have none of these, here is a list of topics you could talk about that would probably be appreciated by all of your fans:

 

1# Speak about the artisans or the farmers who produce what you sell.
Tell us about their everyday’s life, their children, their work. Post some pictures or videos of them along with a small description of who they are and what they do.

Let your audience know who’s made the products they’re buying.

 

 

2# Speak about your vision of fair trade
How is the movement perceived in your country? How do YOU perceive it? What do you think works well with the system and what would you change? What do you do to make things better?

3# Speak about the benefits of fair trade on your community
One of the major concerns of Western consumers when they buy fair trade products is to know where their money goes. Use your Facebook page to bring answers to their concerns. Explain what social investments have been made, how you decided to use the fair trade premium, … in other words what your company does to improve the livelihood of your community.

4# Speak about your organization
Of course you’ve already filled up all the basic information about your company in your page’s info tab … (if not, do it now). A good idea is to go one step further and give your fans more insights about your organization. Go ahead and create a photo album with pictures of your staff along with small job descriptions, share your organigram. Go even further and let several of your employees explain a typical day at work with a 2-minute-video. Tell us how it all started and what rough phases you went through. Describe how you see your company 5 years from now, what are the major challenges you’ll have to face?

5# Speak about your products
Remember a picture is worth a thousand words, post some quality pictures of your products along with product info and additional info on where consumers can buy these products. This is a great opportunity to tag or post a link to one of your partners/buyers. Make sure to get reciprocity though and ask for visibility on their wall in exchange.
Write some product reviews, ask your audience’s opinion on new product development with polls for example. Share some success stories, showcase your best sellers.

These are just some leads that you could follow to create relevant content for your page, I’m sure every one of you will come up with their own original way of communicating with their fans.

Please join the conversation and leave a comment about this post, tell us how you like to talk with your fans? Don’t forget to share the link to your Facebook page, I’d love to become a fan!