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Social Media in Agriculture


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Social Media in Agriculture

  1. 1. Social Media is Everywhere :: Education, Connection, Community Dr. Jessica Laccetti Image from twicepix on flickr.
  2. 2. Outline • Introduction • Platforms & Examples • Social Media Strategy • Questions
  3. 3. I used to live here
  4. 4. I now live here
  5. 5. I work here
  6. 6. and here Image by Daveography on flickr
  7. 7. Social Media Consulting :: U.K. • Worked for • SMEs • Local government/municipalities • Educational institutions Example • Frontline Books • Local, independent bookstore • Led SM strategy focusing on blog to • Curate, create & share content • Book sales increased dramatically leading to • New coffee/computer area IN bookstore • Online sales (broadened reach) • Physical expansion
  8. 8. Social Media Consulting :: Canada • Worked for • SMEs • Educational institutions • NGOs Example • Local Realtor • Struggling in buyer’s market • Led SM strategy focusing on Pinterest to • Curate & share striking images of properties for sale • Facebook to • Interact with potential buyers/sellers • Gain feedback on properties • Use feedback in future image curation • Broaden reach beyond immediate geographical area • Residential sales increased & new client base grew
  9. 9. Blogs • “weblog” coined in 1997 by Jorn Barger on 17 December 1997 • “blog” coined by Peter Merholz in 1999 (VP, Global Design at Groupon) Image from:
  10. 10. • Past: – sharing interests, hobbies, thoughts • Present: – display thought leadership & expertise – major publishing business – Huffington Post sold for over $300 million (AOL, 2011) • Over 500 thousand posts a day • Over 400 thousand comments a day
  11. 11. Blogs • Immediacy of news • Perceived “open” relationship • Two-way communication via comments • “Ideal gateway” for organisations to participate in web 2.0 [Rigby, B. (2008). Mobilizing generation 2.0: A practical guide to using Web 2.0 technologies to recruit, organize, and engage youth. San Francisco, CA: John Wiley & Sons, Inc.] Image from Tim Green on flickr.
  12. 12. About • Gary Chambers • Farming, technology, agriculture • Owns a grain farm • Runs a century 21 brokerage in Drumheller • “Half the time in the tractor and half the time in a suit” • Blog can “convey my message”
  13. 13. About • Lilian Schaer • Writer & communications project manager at Agri-Food Project Services • Focus of the blog: “news, information and comment about the farming side of food from the perspective of someone who works for and with Ontario’s farmers”
  14. 14. About • Kevin Kossowan • Aim: to educate readers about “wild food” • Started blog in 2006 • Blog won “Best Seasonal/Local” in the Canadian Food Blog Awards • Video won “The Perennial Plate” competition • Featured in Edmonton Journal, Calgary Herald, CBC, CTV and more • Includes tweets, videos, photos, and Pinterest
  15. 15. About • Lyndsey Smith • Aim: current issues and “insight into what the news means to your business” • “real-world stories” • Audience: farmers, agriculture industry, government • business doubled in the last year • Include video, blogs, articles, market & weather updates
  16. 16. Facebook • Creating a “page” for your business allows followers to keep up to date with business news, offers and updates alongside status updates from their friends • Quick and easy to use • Community feel so no hard sells • Encourages loyal following
  17. 17. Step 1: Build • Build presence with a Facebook Page • Create a business/organisation identity in the social ecosystem • Enables you to map connections between people & what they find important • Add your geographical location if there is one
  18. 18. Step 1: Build • Use Social Plugins • Graph API • Apps on Facebook – To create social “experiences” linking your products with engaging and personalised participation
  19. 19. Social Plugins
  20. 20. Graph API VERY easy to access, parse, collate and SEARCH user data You can try with your FB account:
  21. 21. APPS • Can integrate your product/brand deeply into FB experience • Link with news feed, • Originally an iPhone app, now linked with FB apps notifications, • Designed by Canadian Farmers • Keep track of seeding, spraying etc.. & share timeline updates with FB • Employees can be synced w/ farm manager’s account • Employees can enter tasks while working in fields
  22. 22. Step 2: Engage • Facebook Like Ads = Quickest way to acquire fans Click “Like” on ad Page can post content to Connection made news feed & send you w/business/brand/product messages You may be displayed on the Connection displayed in Page you connected to & in timeline ads about Page Friends receive news feed story about connection
  23. 23. Step 2: Engage • Publish & engage in conversations with fans deepens relationships & you can gain valuable insights
  24. 24. Step 3: Amplify • Every time someone interacts with your business, it is published to their newsfeed • Organic stories engage & can be shared with a much larger potential customer base • Use Facebook Ads • Employ Sponsored Stories to increase distribution of News Feed stories
  25. 25. Twitter • The shorter format of Twitter often means it’s more difficult to really build a relationship with customers, however it’s great for getting in touch and keeping up to date. Many businesses use Twitter primarily to release news, market their products, and direct attention to special offers and new content such as blog posts. Clever use of Hashtags (a word or phrase preceded by a pound sign) means that followers or users looking for information on a certain topic might find the information from your business even if they have never come across you before. • Twitter is a great way to get in touch with key influencers in your niche, simply follow them and start a conversation with them! As well as promoting your own blog post ideas, try retweeting good content that you find from other people; you’ll find it’s a great way to get in touch with a whole host of interesting people. • Click on the following link to learn How to Use Twitter for Business – 8 Tweeting Marvelous Tips
  26. 26. • Connect with interested people • Ask questions • Share interesting information (links, photos, videos) • Participate in the conversation • Serve clients • Track and monitor (engagement, community)
  27. 27. Twitter Strategy • Why? • Who (do you want to monitor)? • What? • How (will you use the results)?
  28. 28. Business/Organisation • Track reputation, brand, product mentions to increase sales • Monitor what consumers are saying about competing products/organisations • Monitor in order to improve products/services • Educate gaps in knowledge
  29. 29. Listen • Content • Context • Sentiment • Gaps in conversation (you can engage here) • Reach (strength of conversation = broader implications)
  30. 30. Next Step • Join conversation • Develop relationships • Integrate what you learn into product/teaching/communication
  31. 31.
  32. 32. Steve Tucker: Tweeting Farmer @Tykerman1 “People out in the cities aren't familiar with agriculture like it used to be 100 years ago. They may not have an appreciation or an understanding of what goes on out in the rural side of things…. I just try to be an information source for whoever may be listening.” Quoted in Leslie Bradshaw’s 6 Trends in Social Media & Agriculture presentation.
  33. 33. FACT: Twitter posts are helping bridge the urban-rural divide. FACT: Phones and social media are connecting eaters with sources of food. Content Credit:; Steve Tucker (@Tykerman1), Leslie Bradshaw
  34. 34. Sharing Knowledge with Twitter • Example: At the Intelligent Systems for Molecular Biology meeting in July 2009, 1400 researchers came together • Hardly any maintained lengthy face-to-face contact…instead, • They tweeted (& blogged) about: – research as it was presented – following parallel sessions • Provided an opportunity for researchers not at the meeting, as well as a far wider community, to actively participate • Interestingly, the “virtual coverage” of the conference was so complete, that it was used to write an authoritative conference summary published in PLoS Computational Biology: .1000263
  35. 35. • 60 hours of video are uploaded every minute • 500 years of YouTube video are watched on Facebook every day • 700 YouTube videos are shared on Twitter every minute • 1 billion global users • Mobile traffic tripled in 2011
  36. 36. YouTube • Video marketing is hugely effective • Popular with search engines • YouTube bought by Google = good reason to start a profile and have at least one video
  37. 37. Educational BUT SERIOUS
  38. 38. Educational BUT HUMOROUS
  39. 39. YouTube AS A CALL TO ACTION
  40. 40. • Agriculture supporters used YouTube to persuade on Prop. 37
  41. 41. Pinterest • If you can tie in images and pictures to what you the Pinterest will showcase it • Estate Agents, to bakers, dog walkers or photographers, travel agents, farmers and other ag business use Pinterest to build interest in their products
  42. 42. Pinterest • Social • Visual • Viral • Easy to use • Fastest independent site to reach 10 million monthly unique visits (in the U.S.) • Focuses on the “interest-graph” • Connects you with interests rather than people
  43. 43. Pinterest • New opportunities to learn about consumer/client likes & interests • “Avoid Self Promotion: Pinterest is designed to curate and share things you love…try not to use Pinterest purely as a tool for self-promotion” (Pinterest)
  44. 44. Food + Tech Connect • Use Pinterest after noticing people were pinning their infographics & videos • “As curators, we are excited for a new visual, medium to share our favorite tools, infographics, apps, and resources. We are also excited about new ways to discover new food and technology resources from the Pinterest community.” (Danielle Gould)
  45. 45. Pinterest 57% interact with food-related content (Source: Citigroup Global Markets)
  46. 46. 55.6% Canadian farms using the internet 2011 Census of Agriculture Image from Wayne Black on CBC.CA
  48. 48. Social Media Strategy • Define objective • Define audience • Define tool - target your demographic • Develop content • Market your tool/tools • Remain authentic & true to your message • Evaluate results Image from jpverkamp on flickr.
  49. 49. Caveat integrate into overall communication planning, activities & data collection.
  50. 50. Content Engagement • Pictures 44% • Status updates 40% • Videos 37% (Source: Performics)
  51. 51. Metrics Facebook shares have the greatest influence on Google search rankings in the US (Source: Searchmetrics)
  52. 52. Key Findings • Web traffic increased after employing social media • Social media connections can be global • Learning & education is two-way process
  53. 53. Take-Aways People want to know about: – production and process – educational efforts – developments on the farm Image from cabeza1979 on flickr
  54. 54. Take-Aways • Go where the people are • Simplify the message • Engage the public and target audience by using various methods, responding to questions and comments on Twitter, creating contests, and interesting and humorous videos • Empower others to use social media
  55. 55. "Social media can be a very low-cost but hands on way for farmers or anyone in agriculture to reach out and tell the story of food and farming in Canada. It's direct, it's unfiltered, and it's quick - and let's you reach people you would otherwise never have the chance to connect with. " Lilian Schaer Image by chris.diewald on flickr
  56. 56. Thanks @JessL
  57. 57. Tells the Story of Hoven Farms: • a century old Alberta family farm. • Mathias Hoven moved to Eckville, Alberta from Hoven, South Dakota in 1909 with two of his sons. • He rented some land for one year and then bought the land that the farm now operates on in 1910. • Tim and Lori Hoven and their 8 children own and operated the farm with Tim’s parents, Cecil and Carol Hoven.
  58. 58. Aim: to educate: • Changes in Canadian AG • History of Canadian AG • Real Life Stories

Notas del editor