This is the first of a series of mini case studies on UK small businesses that are using social media, how they got started with it, how it's working for them and what advice they would give to others.
Paganum Produce Ltd describes itself as an online farmers market supplying meat and produce from family farms and small artisan firms in the Yorkshire Dales direct to the consumer and trade outlets nationwide. The word 'paganum' is Latin for 'rural tradition'.
Paganum's Chris Wildman admits he's a gadget lover and has always been an early adopter of technology - so when he and partner Heather Mitchell started their business in 2007, launching into social media channels seemed a natural decision.
Research revealed a huge network of food-related blogs - foodies, suppliers, critics - and Chris began to listen in, make contact and identify the hot topics. An early Twitter user, he knew that the micro-blogging community was awash with journalists, marketers and bloggers, so he started conversations and sent out food samples. He found people were quick to write about Paganum, which in turn sparked other interviews. The business has featured in Time Out and more articles are in the pipeline.
As well as a Twitter presence, Paganum has a Facebook page featuring photos, video, surveys & discussions. 'Photos are really important,' states Chris, 'and although some photos aren't the greatest quality it's still important to get them up there. People like them and comment on them. It's also another way for them to find us through the tags.' Interestingly, Chris notes that pay per click advertising on Facebook has produced a better return on investment than Google Adwords or any other PPC network due to the very specific targeting that's possible.
The ecommerce-focused website is complemented perfectly by the Yorkshire Dales Food Blog, which features recipes, reviews of restaurants where you can eat dishes made with Paganum products, even 'how to' articles. Chris's first foray into video was a demonstration of how to cook the perfect steak. More videos are planned, especially when the new website launches in May 2009. 'It's going to be even more Web 2.0 oriented,' says Chris.
Paganum's success in just 18 months should be an inspiration to other businesses in rural locations, rooted in the local community but looking for a national audience. I was reminded of Wiggly Wigglers, another UK small business punching above its weight thanks to really 'getting' what social media is about.
'I have had some marketing agency experience, so I suppose that helped me see the potential,' says Chris, 'but nonetheless social media marketing is something any small business could get into. We have a very tiny marketing budget, but this is about spending time rather than money.'
All photos: Paganum Produce Ltd
