PART 2: Social Media Campaign

Summary

The campaign plan of posting once a week was mostly implemented.  Some weeks saw more posts than others, and some less but the ebb and flow of the page was consistent.  I was able to post pictures of home owners and also showcase landscaper's projects.  These were well received.  I also posted ideas for projects that could be done to improve the landscape surrounding the home.

Instead of sending an email blast about the new management of the page,  I communicated via word of mouth and through my own social network to tell people about the Facebook page.  I did not start a twitter for Rowland Stone like I had planned, but I did start an Instagram.  This medium was not well received by the people I work with or patrons of the establishment.  For this reason the attempt at Instagram proved unsuccessful.

Although I wanted to have the food trucks come and cross promote the business location I did not go that route.  This is because the nature of the rock yard is dirty.  There are always trucks being loaded and dirt flying through the air.  We do not park our cars in the parking lot because of the dust.  So, I did not have the food trucks for that reason.  

Self-Evaluation

Overall, I believe that I am better equipped to manage a page on Facebook than I was previously.  I learned about the insights and how to gauge the likes and reaches for each post. I learned how to operate the Facebook ads and how far the reach is capable of reaching. I also learned that more is MORE.  

When it comes to getting out there and creating a buzz about the product it is better to post, post, and then post some more.  It is also beneficial to tag people in pictures.  In the landscaper's photo that I posted and tagged, it resulted in one of the posts that received more attention.  Another type of post that had a good reach was the "how-to landscape ideas."  People enjoyed looking through them and getting inspired to tackle a new project.  

  I also would have benefited from connecting the website and the Facebook sooner.  It was an afterthought in the end of October, and I should have thought of it earlier.  Additionally, I only liked a few other businesses Facebook pages as Rowland Stone.  I think I should have sought out other like businesses and liked their pages too. 

Likes

 I took possession of the Rowland Stone Facebook page on September 15, 2015.  At this point there were 48 likes.  Currently, as of December 2, 2015 there are 122 likes.  This is approximately an increase of 150% in the number of likes. 

The best results I had increasing likes was when I used my personal Facebook page to solicit likes for Rowland Stone, around September 25th.  The next highest results were from word of mouth, around September 15th, when I personally told people to like the Rowland Stone page.  The 3rd peak in likes was two-fold, and it occurred on the weekend of November 7th.  My sister told her friends to like my page, and at the same time I offered a paid ad on the page, which resulted in an 8 additional likes.  I was a little surprised that I had an unlike on October 23rd.  It actually hurt my feelings a bit.

Looking back at the data, when I first took over the page (9/15) I posted new pictures and changed the background images.  This brought attention to a sleepy page, and by telling people about it, this accounts for the spike.  On (9/25) I posted about a local landscaper that was hosting a training about planting in the desert climate.  Additionally, I asked personal friends to like the page through my own Facebook.  These caused more interest for the page, but interestingly, no likes on the plug for the training even though it had a large reach.  On (10/30) I posted a picture of one of the drivers and also highlighted a local landscaper's pictures of a recent project finished.  This gave some additional likes.  The weekend of (11/7) was when the ad was played, and again, word of mouth from family was employed helped gather more likes.

Reach/Posts

People liked to see ideas for what could be done in their yards. This is why I kept adding Pinterest links because it reached more people. I tried introducing team members, but that did not resonate as well.  I also tried a regular status update.  When I tagged some of the landscaper's family about the completed project I saw a rise in attention to the post.  I think I should find ways to tag people and invite more landscapers to submit pictures of projects.  

Visits

It is interesting to learn that people started using the Facebook link I added to the Rowland Stone Website.  Also, even when the link or pictures were not liked, the representation that they were viewed is helpful information in finding out what people are clicking on when visiting the page.  

People

I had suspected that in St. George the demographic would have been people aged 55-64 in the majority.  Then, the data showed that 52% of the fans were between the ages of 35-54.  These fans were mostly in Utah, which was the aim.  I also wanted to reach people in Salt Lake, because of homeowners that may own an additional property in St. George.  I also thought that more men would be fans of a rock yard than women, but I was pleasantly surprised to find out that was not the case. We all know women usually make the final decision, (wink, wink) so this plays in my favor.

These statistics were also surprising.  There were over 1,300 people reached in the last 28 days!  Learning that so many more women were reached than men means to me that I should post ideas that will appeal to that demographic more often.  I could also post more about 2nd home ownership and ideas to have drought resistant landscaping.

Tactics

What worked well

Bragging about people made other people want to see more and because this was an event, it helped to involve the community.

This is a screen shot of the Rowland Stone Website.  I added a Facebook link and it was used by visitors to the website.  This added an element of cross promotion.

Updating the cover photo was a good tactic to be seen again by dormant "fans" of Rowland Stone

There was a lot of interest in the do-it-yourself fire pit.  This is how I found out that people liked these kinds of posts.  It was also evident when I accidentally posted it on my personal page and people liked it there too.  

What did not work well

 

One thing I had problems with was negotiating between whether I was posting from my personal Facebook or from the Rowland Stone page.  When I used my iPad the difficulties increased.  I found it was better to email the pics from my iPad to my email and then download them to the Rowland Stone page to avoid unintended posts on my personal page.  Here is the example, it would have done great for Rowland Stone because I had tagged a lot of friends and family in the post.  

It was difficult to keep the posts straight between my personal page and Rowland Stone while using the iPad.

This is what it looked like on

the Rowland Stone Page. 

 And this is how it posted, and had likes on my personal page posts.

Posts

I should have posted more often.  I tried to post at least once a week.  I see now looking at the data that when I would build up momentum with posts that I let it slide again by not posting as frequently.  I was concerned that by posting too much I would turn users off of the page, but I would probably have found more fans for the page if I had been more frequently, consistent. 

Cross Promotion

I tried to implement an Instagram for Rowland Stone.  I took about six pictures.  There are only so many pictures of tractors and rocks I could take.  I tried to get photos of some of the guys, but none of them are of the selfie generation.  I tried to get landscapers to get in a picture and they were unwilling. Epic Instagram fail.  

FRANKFURT & CHICAGO - LOW WASTE

Frankfurt, Germany has created a name for itself as a leader in Sustainability.

Refuse in Frankfurt is under control.  There are four key areas where Frankfurt focuses:

1. Waste Recycling
2. Collection and bring systems
3. Refuse Collection Charges
4. Urban Mining

COLOR CODED
Blue-Paper
Green- Glass
Yellow-Cans, “composite materials” (rinse only, not scrub)
Red- General Waste
Brown- Bio-waste: kitchen scraps, peels, tea bags, etc.
Gray- “Almost the rest” Personal hygiene, tissues, diapers, frying pans (this stuff gets incinerated)

WASTE RECYCLING
Waste recycling helps change the mindset of the society.  By implementing the recycling initiatives it helps to end a “throw-away” society.   Frankfurt has taken this idea to new level and has a waste-to-energy power plant.  This plant burns household and light commercial waste from Frankfurt.  This generates both heat and electricity for 30,000 households.  Additionally to supplying power, the plant helps to reduce CO2 emissions.

Materials recycling is how Frankfurt ensures that harmful substances to nature and humans do not end up in the environment.  Instead these materials are collected and reused.  The most successful recycling is glass, paper, and plastics.  Future concerns are being addressed in Frankfurt relating to the high tech materials.  Waste sorting and handling plants have a computerized process that sorts all kinds of waste by type and size.

Direct recycling reduces the waste of large electrical appliances in Frankfurt.  Appliances like televisions, computers, and washing machines are checked, and repaired if possible, and resold.


COLLECTION AND BRING SYSTEMS
The refuse collection is part of the public law. The city contracts with FES (Frankfurter Entsorgungs- und Service GmbH) to “collect and recycle waste and valuable material.”
These recycling laws are the city’s responsibility to remove the waste from the bins.  “A charge is levied in accordance with he regulation for refuse charges.”

There are three separation bins for waste

1. Residual Waste
2. Bio-Waste
3. Paper & Cardboard


The green dot system is on light packaging, like yogurt and food cans. This initiative has “put packaging on a diet”   Manufactures have to pay for the “Green Dot” on products.  The more packaging the higher the fee.  This has resulted in less paper, less glass and less metal.  Which in turn means less garbage to be recycled. The cost to the consumer for the disposal of the packaging waste by the German Dual System (DSD) is included in the price of the packaged item.”



BRING SYSTEM
Glass, which is marked with the “green dot” must be taken to a bottle bank, where DSD is charged with collection, sorting, and recycling.

Hazardous wast is taken back free of charge to any of the three mobil pollutant collectors.

“Car boot service” is  also free of charge and takes materials like waste paper, green waste, and packaging or scrap metal.  The quantity per drop off is limited.

Green waste can be taken to the bio-waste treatment plant free of charge.  Building site waste and rubble can be taken to a waste transfer station for a fee.

Old used tires, used oil, and used dry-cell batteries are returned to the dealers of that product range.

REFUSE COLLECTION CHARGES
It costs money to maintain a sustainable city and Frankfurt has engineered a means to finance that sustainability.  The collection fees cover the costs of the staff, administration, vehicles, and the sorting, recycling, and removal plants.

• STANDING CHARGE

Same for every residential unit.  Commercial companies help finance refuse collection

• VARIABLE CHARGE-Based on the volume of residual waste bin and how often it is emptied.    

•  Bio-waste bins
•  Bin for paper & cardboard
•  Free of charge
•  “Car boot”
• Bulky waste
• Harmful substances

People save money by sorting waste properly because there is less residual waste, which equates to less variable charges.  Keeping the bulky and harmful waste free prevents illegal dumping and damage to the environment.

URBAN MINING
Re-using natural resources of the future.
People are concentrated in towns & cities
Dwindling supplies of natural resources
Consumption and waste production worldwide occurs in major cities

Buildings in are a valuable source of raw materials.  In Germany around 225 million tons of mineral waste is produced each year.  Of that waste 92% could be recycled.  If it was recycled, 1/3 of Germany’s demand for mineral resources would be met.


CHICAGO

RECYCLING IS SIMPLE  

• Blue Cart Recycling- Paper, Glass, cardboard, plastic
• This year Jan-July 10% has been diverted from landfills to recycling.
• Recycling Drop of Centers- Eight locations throughout Chicago
• Catalog Choice - Reduce junk mail
• Household Chemicals and Computer Recycling Facility-

Composting

• Chicago encourages back yard composting.
• Yard waste is collected from April to November by placing yard waste next to blue bin for pickup.
• Businesses are required to accept used plastic bags from customers to reuse or recycle.
• Contractors are required to recycle at least 50% of debris from construction, remodel,  demolitions.

CHICAGO AMONG TOP 20
Chicago is actually listed as 19th on the Sustainable Cities Index, and it is working toward a better future by implementing some programs that will make a difference.  Reducing waste is a good place to start in achieving sustainability.  Helping people to become aware that when they put things in the trash it doesn’t really go away is important.  Offering a simple recycling processes, where everything can go in one compartment is a way to ease people into the process.  Eventually as the system evolves it can mirror Frankfurt and incorporate some of their successful ventures.

ENCOURAGE & INVITE
Incorporating the positive peer pressure available through social media is a way to increase recycling. In conjunction with reminding people to recycle and making containers for recycling readily available is one way to increase involvement.  People want to increase the sustainability of the planet. They want to do the right thing.  The truth is that if recycling is convenient it is more likely to be used.

FACEBOOK ADVERTISING

I decided to give it a go and try to have one paid ad.  I have it set to run from Thursday to Sunday.

First I selected the demographics:

As I added more specifics I was able to reach a larger audience.

Then I set the parameters of how long the ad would run.

Here is what Facebook showed me what the ad would look like.

Then I was able to select five more images to run with the same ad.

Now I am waiting for the ad approval, and then I will be able to use the data to know if this ad was effective in reaching a larger audience.

This is a current snapshot of the page.

AUTOMATIC ATTITUDINAL RESPONSES

Automatic attitudinal responses abound in the world around us.  Uneducated voices on topics are sometimes the loudest.  It is important to become aware of our own tendencies and be at least one voice that is educated on the entire issue, rather than opinionated garble.

OTM 1 - THINK PINK - I researched quite a bit to figure out what the pink pill for increasing women's sexual desire was all about.  Although I do have an opinion about Pharmaceutical companies I went into this discussion with an open mind.  During my quest to find out what this pill would mean for women I was saddened to see that the big money had helped to push this through without adequate research or proven results.  Even members of Congress boarded the money train.  I admit that in my mind I have formulated an attitudinal response, at least in this instance, I vetted it with my own research of the topic.

OTM 2 - ASHLEY MADISON - I hate to admit it but I definitely resorted to my automatic response in this assignment.  One thing I despise is dishonesty, and when I saw that Ashley Madison was exposed it actually made me a bit happy.   I did research about the topic, but I searched in the direction I thought would prove what I wanted to prove.  After having lived the heartache of being married and subsequently divorced from a cheater I was extremely biased.

OTM 3 - KIM DAVIS & GAY MARRIAGE -  On this topic I feel like I discussed both sides fairly.  I don't believe that I have extreme biases for or against gay marriage which is why I didn't resort to any automatic response.  I honestly felt that she should have done her job, and it is not her decision to make whether a gay couple can marry.  I thought that I did a good job of showing where both sides of the issue were coming from based on their opinions, not mine.

OTM 4 -  VIENNA TRAIN STATION -  This topic was an eye opener for me.  I do not watch television and I was really uneducated as to what was even going on with the refugees.  I believe that I represented what was going on from what I learned in the On the Media account.  I did not have an automatic response because I have remained unaware of the crisis.

OTM 5 - ABORTION POLLING - I did not allow my automatic response to abortion to taint my mind on this topic.  I personally have my own opinion about abortion, but I did not let it infiltrate my discussion about abortion.  I showed that both sides have an opinion about abortion and remained a neutral party to the conversation.

OTM 6 - DARKODE - Darkode is another topic that I was prior to, blissfully unaware.  One result of this podcast is that I have take measures to secure privacy in the form of covering cameras on some devices and disabling the microphone for many apps.  Because I did not have prior knowledge, I did not have an attitudinal response.

OTM 7 - PLAYBOY - If I had done this assignment 10 years ago I would have exercised an attitudinal response.  Now, at this point in my life I feel like I am able to take a more objective viewpoint on the subject.  People are free to do and view whatever it is that suits their fancy.  I no longer feel that it is my place to tell everyone that doesn't think like me that they are going to hell.

I feel that there are some subjects that illicit an attitudinal response in many of us.  The key is to realize that this is a tendency and to stretch yourself outside of your comfort zone and look at the whole issue for what it really displays.  Conducting yourself as an educated and informed member of society is a big piece of the puzzle that will help to break us away from stereotypes.  Imagine a world where people chose to search the facts before placing judgement.  Now that I understand I still on occasion revert to an automatic response, I will be more aware and more conscientious before I form an opinion on the events around me.  

ON THE MEDIA: Playboy

PHYSICAL:
Playboy announced that in March 2016 they will be adjusting their image.  Playboy will not feature nude models in their magazines.  The availability of nudity on home computers has cut into the subscribers of Playboy.  In 1975 there were 5.6 million subscribers compared to just over 1 million subscribers currently.  A shift in the images will permit Playboy to expand its reach and perhaps appeal to a wider audience.

PSYCHOLOGICAL
The psychological implications of Playboy in general relate to the entire pornography industry.  By depicting photoshopped, flawless, nude women it alters the image of the mind.  Women, or men for that matter, are not seen as individuals.  Rather, they are seen as objects. These objects are used to gratify sexual desires. Absent is the relational process of learning about another person and developing a healthy relationship.

CULTURAL
In our country it is not acceptable to depict nudity.  Magazines at grocery stores and covered, and the "dirty" magazines are out of sight.  Billboards and commercials adhere to the guidelines which keep America "clean."  But under the cloak of the internet the pornography industry is bustling.  It is not that our society is anti-sexualized, it is that it is not okay culturally to discuss it openly.

SOCIAL
One benefit for Playboy opting out of the nude pictorials is that socially and culturally their magazine will be acceptable to the public.  This means that articles from Playboy could be shared via social media without offending those that "believe" nudity is wrong.  It takes away a reason for people to hate Playboy.  Because of the free pornography available on the internet it makes sense for Playboy to try something new.  At least they are fighting to keep a remnant of their historic magazine alive.

TEMPORAL
Playboy and its iconic Playboy bunnies are not easily forgotten.  Playboy has place in American history and has generated many young boys first memories of what a naked woman looks like.  As Playboy shifts its direction and image it may lose some subscribers, but it also may pick up a different generation of users that are interested in actually reading the articles.

Playboy has depicted nude women for many years.  These women agreed to be a part of this magazine and knew that their images were for another's pleasure.  In the free market system there is a need and a fulfillment of the need.  If it isn't right for someone morally then opt out of the magazine.

CLIMATE 1.0 :Climate Change Denial Disorder (CCDD)

The political lines being drawn in the sand as to whether global warming exists is far from where the focus needs to be placed. Science has the data that backs up the claims that human interaction with our planet is causing a climate change.  The dialog needs to refocus.

Instead we should be asking why the media represents global warming as a possible fact or a political fiction?  A possible answer to this is that the media loves contention, because it drives viewership. Media steers clear of social policy because that tends to irritate people and then people will change the channel.  Money is driving goal behind media's approach.


How does social media play into the global warming situation?  I think if you wanted to get involved, and raise awareness of the consequences you could.  I also think that many of us are like sheep.  We follow the trends and believe what is being touted on the television. The current conversation isn't about what we can do to slow the process of global warming.  It is about the left versus the right and that is missing the opportunity to enact a change.  This change in opinion will come when people learn how to learn.  This includes doing the research before you blindly form an opinion. Back up your beliefs with facts and become an educated citizen. Then, when you are competently informed you need to vote for those politicians that are in line with your positions for our country.

Interestingly, social media has been involved with the effects of global warming, though I didn't put it together until I read this article.  Did you know that because of the droughts in Syria, it caused a ripple effect for the country?  The farmers migrated into the city because the drought dried up the crops. This led to a social unrest after the Arab Spring, and in turn contributed to their civil war.  All of these events were ultimately caused by human-derived green house gasses which also contributed to the drought.  The chain of events follows: green house gas - global warming - drought - displaced farmers - social unrest - civil war.  Thus, to say that global warming isn't effecting people is faulty and not representative of the facts.

The way that social media has played into this event in Syria is that citizen journalists that have taken to social media to share images and current events as they are unfolding.  Through the reports we have learned about the chemical attacks perpetrated by the Syrian government.  We saw what was really happening and as a result of the footage the U.S. came into the conflict.


Social media gives a voice to any person brave enough to speak.  The truth is that we are all connected in the human experience and this planet belongs to all of us.  The effects of global warming have a greater reach than a rhetorical debate over which came first, the chicken or the egg.  The dialog needs to change in a way that will     create a change.  We need to keep our planet clean.

RELIGION 3.0

What is Religion 3.0?  The Church of Reality has the mantra, "If it's real, we believe in it."  This church claims that religion has evolved from 1.0, which was denoted by the authority of elders.  Religion 2.0 shifted into the authority of scriptures, and now, Religion 3.0 is an age of awakening.  It is defined as the shift from basing religious doctrine on evidence rather than belief.





Another interesting shift in Religion points to the technology side of applications and websites. There are many games that can be downloaded as apps to your phone that allow YOU to be God.  Is this also a shift in Religion 3.0?  For example, games that make you master over its inhabitants include: Godus, Godville, and Sandbox to name a few.  In these games you create the world and are free to "bless" or "punish" your kingdom, create life, help to build communities, and watch over your world.

Also, there are apps that help to encourage religious individuals to connect with each other and to aid them in sharing God's word.  There are even websites devoted to helping Christians meet, date, and mate among fellow Christians.  Many Christians find strength in joining in a cause for prayers, and praying for those that need extra help.  I found many apps for combining the efforts of prayer. Below are listed a few to check out for yourself:
1.  Echo, which helps you organize your prayer lists and offers reminders to help you remember who to pray for.
2.  PrayerMate,  helps you be faithful in prayer and mindful of the topics for your prayers.
3. Instapray, allows you to ask for prayers and connect with loving, caring people. You can pray in smaller or larger prayer groups.

 

    The scope of apps for Religion are not limited to these few examples.  There are apps for sharing the good word, answering unbeliever's questions, listen to uplifting music, and even apps through which believers can easily donate to their congregations.  

    Religion is not being left behind in this technological era.  Rather, they are being marketed to just as freely as the rest of society.  Knowing that people are seeking answers, connection, and ways to contribute, financially or otherwise there will be someone that will answer the call.