Ag and Social Media Carrie Oliver 01 21 10
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The Artisan Beef Institute aims to reposition beef as a high-quality product like wine. It seeks to educate consumers about beef quality and connect buyers with artisan producers. The Institute's director Carrie Oliver utilizes blogs and social media like Twitter to simplify messages about beef, provide education to consumers, and build an online community around artisan beef.
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Ag and Social Media Carrie Oliver 01 21 10
- 1. the ARTISAN BEEF ™ institute • Carrie Oliver – “Robert Parker of Beef” – Beef Geek © All Rights Reserved The Oliver Ranch Company and The Artisan Beef Institute
- 2. the ARTISAN BEEF ™ institute • Objective – Reposition beef as like wine – Reward best practices • Programs – Education • Artisan steak & burger tastings – Marketplace • Home artisan tasting kits • Directory to connect buyers to sellers © All Rights Reserved The Oliver Ranch Company and The Artisan Beef Institute
- 3. the ARTISAN BEEF ™ institute • Challenges – Low education – Complex – Marbling=quality deeply ingrained – No marketing budget – I'm wordy © All Rights Reserved The Oliver Ranch Company and The Artisan Beef Institute
- 4. the ARTISAN BEEF ™ institute • Solutions – Simplify message • Beef = Wine • Low Stress = More Flavor, Tender • Buy By “The Case” – Combine social & old-line media © All Rights Reserved The Oliver Ranch Company and The Artisan Beef Institute
- 5. the ARTISAN BEEF ™ institute • Blog – think of as a progression – Notes To Yourself – Blowing Off Steam – Education – Community http://discoverbeef.blogspot.com/ © All Rights Reserved The Oliver Ranch Company and The Artisan Beef Institute
- 6. the ARTISAN BEEF ™ institute • Twitter – Purpose • Education • Community • Connections • Sales (indirect) © All Rights Reserved The Oliver Ranch Company and The Artisan Beef Institute
- 7. the ARTISAN BEEF ™ institute • Twitter - Education I write simple post comparing pork to wine Seattle food lover copies my message to his follower list CA cattle rancher carries on meat = wine conversation the next day © All Rights Reserved The Oliver Ranch Company and The Artisan Beef Institute
- 8. the ARTISAN BEEF ™ institute • Twitter - Connections I'm looking for wine expert, Renee suggests cshack_21, a wine Sommelier Mary Luz suggests Natalie MacLean Within 10 min. I've connected with Natalie & @cshack_21 © All Rights Reserved The Oliver Ranch Company and The Artisan Beef Institute
- 9. the ARTISAN BEEF ™ institute • Twitter – Reach Penn State meat scientist sees article about me, sends to his list Artisan butcher in KY sends it to her list Simmental breeder in Ohio sees article, sends to his list Large animal Vet in Florida sends message, article to her list http://www.cattlenetwork.com/Jolley--Five-Minutes-With-Carrie-Oliver---Artisanal-Beef/2010-01-15/Article.aspx?oid=975746&fid=CN-TOP_STORIES_ © All Rights Reserved The Oliver Ranch Company and The Artisan Beef Institute
- 10. the ARTISAN BEEF ™ institute • Twitter – Community – People start asking me for advice happyblogger I don't understand @CarrieOliver can you help? Brandt Beef says no antibiotics but they feed their cattle corn. How can this be? – I'd respond & other experts would join, in this case @iTweetMeat, a meat scientist – Created weekly chats using #meatcamp name – Reach 20-30K people each week • Topics: steps from farm to plate, how breed influences flavor & texture http://meatisneat.wordpress.com/2010/01/15/meatcamp-transcript-14-january-2010/ © All Rights Reserved The Oliver Ranch Company and The Artisan Beef Institute
- 11. the ARTISAN BEEF ™ institute • Twitter & Blog I post simple message about carrieoliver When we buy fine wine, at min we expect to how we know so much more re: know grape variety, region & name of winery. Why don’t wine than beef we expect the same with beef? bit.ly//4G19Xy And link to my blog, which explains how USDA Grade is http://discoverbeef.blogspot.com/2009/06/would-robert-parker-rate-wine-on.html just a visual rating, it doesn't fully explain texture and flavor © All Rights Reserved The Oliver Ranch Company and The Artisan Beef Institute
- 12. the ARTISAN BEEF ™ institute • Twitter – Entertainment Group of Seattle sea1 @sea2 food geeks joking around w/ faux Italian @sea1 I join in w/ my own Italianglish sea3 Notice school pictures from long long ago sea1 Food geek in Oklahoma's Oklahoma watching & laughing © All Rights Reserved The Oliver Ranch Company and The Artisan Beef Institute
- 13. the ARTISAN BEEF ™ institute • Jump in, the water's warm • Thank you! © All Rights Reserved The Oliver Ranch Company and The Artisan Beef Institute
Editor's Notes
- What I care about 500 – 700 words If you build it
- Benefits Forces you to be simple Build credibility as authority Gain connections Learn from, team up w/ others (#MeatCamp)