Today, many companies use SNS (social networking service) as a method of disseminating information, attracting customers and promoting. In agriculture, too, many farmers use SNS for the purpose of selling farm-grown fruits and vegetables, farm animals and products processed on the Internet.
Mr. Munetaka Kanna of “Kanna Farm”, who runs a mango farm in Okinawa, is one of those focused on popularizing SNS. About three years ago, Facebook was launched in 2014, helping to raise awareness about the farm, and that year its revenue was 218% year over year. What is the SNS usage of “Kanna Farm”?
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The driving force for SNS is the branding of the products that we have out there
“Kanna Farm” in Itoman City, Okinawa Prefecture where the “Atemoya” mango and fruit are grown is called “Forest Ice Cream”. In addition to the farm homepage, I also own an online shopping page, a LINE account page and Facebook, Instagram, Twitter, Youtube accounts and I update them regularly. It was Mr. Kanna who managed and ran them all by himself.
Mr. Kanna graduated from the Department of Mathematics at Ryukyu University and worked as a system engineer at a local NEC corporation for four years. Then, after working at a local land development company and a government office, I started working in 2014 on a Kanna farm run by my father with my uncle. And he immediately founded Facebook under the name of the farm.
I started Facebook because of my own brand and the farm. “My father is a bronze lover, a gentle uncle and I am a talkative. The field where these three are always filled with peace. I posted on SNS that it was a carefully raised mango I want more people to know. “
Mangos can be halved with just a few scratches. On the other hand, no matter how good the crop is, the price will be cheaper in the market. “It’s a fact that no matter how we tried, we felt that we wanted to do something about it,” so we opened an online store six months after founding Facebook. . He told me about the changes in the four seasons of the farm and the timing of the mango harvest on SNS, and thought that it would lead to buying online stores.
When SNS started operations, the farm’s sales increased. Sales for the first year that started using SNS were 218% YoY and 156% YoY. In addition, questions and interviews coming from media such as newspapers, radio, magazines and TV, information about Kanna farm are shared on SNS and gradually circulated by word of mouth.
Posts with good / bad feedback
Currently, Kanna spends about two hours a day updating SNS and running an online store. Above all, Facebook and Instagram are updated almost every day.
Facebook easily communicates with users by adding “likes” and posting comments, and it feels responsive compared to other SNS. Kanna says it fits as a PR tool and is easy for fans to engage with.
Instagram often searches for the information you want to look up with hashtags, for example, if you post a picture of Atemoya with the hashtag “#Atemoya”, people searching with hashtags will see that post as well. I can.
As a result, the posts with hash tags are highly responsive. In particular, Atemoya is a rare fruit so many people are looking for “what is it?” And “where to buy?”. It seems there is an example that found a Kanna Farm post by searching for hash cards and resulting in a purchase at an online store.
Atemoya is a fruit that you don’t see, so it is often searched for with hashtag.
There seem to be some common ground with any SNS regarding posted content. “When I posted a video or photo of a person coming to Kanna Farm, someone coming to support farming, a celebrity, a friend coming to the park, etc., I liked it!” Going to the farm or harvesting crops is a special experience for the public. Posts that make me want to go and it seems fun seems to be receiving a lot of satisfaction. “
It seems that the response from users is not good when the post is too strong to want you to buy a mango or atemoya, or when you just post photos and videos without writing sentences. “The most important thing is not to forget what kind of post will make people happy. I try to represent” the essence of the Kanna farm “rather than the sales-heavy posts.” I did.
What are your future goals using SNS?
Kanna’s future goal is to make Kanna Farm widely known to the world, along with Kanna Farm’s original character “King Mango”.
“Mango King” has been featured in SNS posts so far, but by continuing to post it on SNS, I want to identify it as a popular character, representing Itoman city. With King Mango as an opportunity, I want to further enhance the brand strength of Mango at Kanna Farm. “
Mr. Kanna is enthusiastic about disseminating information, but it will not be easy for busy farmers who continue to operate SNS. However, Kanna’s motivation is probably her deep love for mangoes and Atemoya, and her strong desire to have everyone eat them.
Looking at the case of Kanna Farm, we can see that using SNS is effective as a branding method for farmers. It can also be thought of as a tool for deepening relationships while communicating directly with users.
412-31 Yoza, Itoman City, Okinawa Prefecture http://kannanouen.com https://www.facebook.com/kannanouen/
* Photo provided by Kanna Farm