Tell us about your business
The business was re-launched under new ownership in September 2008. Our business is egg production having 16,000 birds, our objectives were to supply both the retail and the trade sectors with locally produced fresh eggs of the highest quality, but we needed to energise interest quickly.
Has social media been of benefit to your business?
My view was that we needed to reach as many local people as we could and as quickly as we could. We had to let people know we were in the market place, and that our methods were of the highest regard towards quality, service and bird welfare. Pretty much the first thing I wanted to do was create a website and a Facebook page, these were relatively quick tools to promote awareness, something that was done in the evenings and not interfering with day to day farm stuff. The great thing with Facebook, for example, is that it is interactive, whereas a website only really tells you how many hits you have had, and a contact link etc…its very one dimensional.
How much business can you attribute to social media marketing in comparison to other forms of marketing?
This is really difficult to quantify, but we have definitely had orders from these sort of platforms; we are also acutely aware that our end users are the people of the Island, so to stay in touch with them and let them now what we are all about is great, a sort of “electronic word of mouth”. But what you also achieve is a sense of fun that can really humanise your business.
Have you encountered any problems using social media?
Perhaps the biggest obstacle anyone who is a believer of social media marketing has to address, is that those around you might not have the same view and perhaps doubt its value. But with some care you can actually generate a loyalty amongst the fans of your page. For example, I am often messaged to say that people love our eggs, or that they like the pictures we publish etc.
Which social media platform have you had the most success with?
Lets be realistic, as farming goes, marketing is very important, so face to face will also be preferential if not time consuming. Then perhaps the telephone, and then maybe e-marketing/facebook/website. Having said all that, social media marketing is one of the most time efficient platforms.
Have you found that utilising social media has generated success or exposure both locally and to wider audiences?
Locally, definitely, although we have now fans from all over the world , enjoying the fun stuff etc. We are not a global business, if we were, we would probably sink Guernsey under the weight of all the chickens we would need to supply that many eggs!
Has social media changed the relationship you have with your customers?
Its a good talking point, and it is amazing how many clients now regularly interact with us online. When people think about eggs, lets hope its always Castel Farm eggs…or does that sound weird? Oh well, I know what I meant. It definitely lightens conversations during the day to day blandness.
Have you encountered any misconceptions regarding social media marketing?
Yes, a lot of people regard Facebook, Linkedin, Tweeting etc, as “dangerous”, or too personal, and feel that they can encroach on peoples privacy. The simple answer to that is; only post what you want posted and use your common sense in setting up your accounts so that you can police them properly. Treat it as a friend not an enemy I suppose. And if you have got something to hide, don’t use these mediums at all, and carry on with your fax machine!