Social media and leadership - National Potato Council - Feb 27 2012
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Social media and leadership - National Potato Council - Feb 27 2012

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Social Media and Leadership presentation to the National Potato Council 2012 Leadership Convention. Speakers: Mike Hanbery, MBA, Director of New Media Strategies, Webolutions and Meredith Myers, ...

Social Media and Leadership presentation to the National Potato Council 2012 Leadership Convention. Speakers: Mike Hanbery, MBA, Director of New Media Strategies, Webolutions and Meredith Myers, Public Relations Manager, US Potato Board.

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  • Meredith begins, telling our FB story.

Social media and leadership - National Potato Council - Feb 27 2012 Social media and leadership - National Potato Council - Feb 27 2012 Presentation Transcript

  • Social Media and Leadership
    • National Potato Council
    • February 27, 2012
  • Thank you for being with us today! Mike Hanbery , MBA Director of New Media Strategies Webolutions ® Inc Meredith Myers Public Relations Manager United States Potato Board
  • Leadership Challenge
    • Develop a Social Media Plan.
  • “ Tribes--not money, not factories--can change our world, change politics, align large numbers of people. Not because you force them to do something against their will. But because they want to connect.” - Seth Godin, Tribes
  • What is Social Media?
    • The use of web-based and mobile technologies to turn communication into an interactive dialogue.
    • A group of Internet-based applications that build on the ideological and technological foundations of  Web 2.0 , and that allow the creation and exchange of  user-generated content . - Wikipedia
  • The New Vocabulary (Just in the past 10 years!)
    • Google
    • Digital Camera
    • Text Messaging
    • YouTube
    • Twitter
    • WiFi
    • Facebook
    • Blog
    • Blackberry
    • Bing
    • Social Media Marketing
  • Changes in How Businesses Communicate
    • Target Customers Foster Communities
    • Monologue Dialogue
    • Awareness Engagement
    • Push Pull
    • Guarded Communities Transparency
    • Created by Marketers Co-Created w/ Customers
  • Marketing Budget Shift Source:eMarketer Marketing Budget Item Budget Increase Budget Decrease Website 64% 2% Search (SEO, PPC) 62% 5% Social Media 53% 4% Email 42% 2% Online Display Ads 41% 14% Telemarketing 30% 14% PR 30% 7% Direct Mail 22% 25% Broadcast Ads 15% 29% Print Ads 11% 37%
  • The Evolution of the Message Commodity $1.13 / lb Product $6.00 / lb Service $125 / lb Experience $426 / lb
  • Why do people use Social Media?
    • Keep in touch with friends & family
    • Purchase Recommendations
    • Entertainment
    • Direct contact with celebrities & thought leaders
    • Deals & Discounts
    • Business & Personal Networking
    • Career Search
    • Marketing, Advertising & Sales
  • Why the Buzz about Social Media?
    • Social networks and blogs account for 23% of total time Americans spend on the Internet.
    • Nearly 4 in 5 active Internet users visit social networks and blogs.
    • Social networking is 2nd most commonly used feature on mobile phones (Music is first—49% to 47%).
    • YouTube is the 2 nd most popular search engine .
    Source: Nielsen
  • Why the Buzz about Social Media?
    • 51 percent of American consumers use social media to communicate with companies.
    • One of every seven minutes spent online is spent on Facebook.
    • Americans spend more time on Facebook than any other Website.
    • If Facebook were a country, it would be the third largest in the world.
  • Why the Buzz about Social Media?
    • Facebook
    • 845 Million Active Users
    • Over half log on in any given day
    • Average user has over 130 “friends”
    • Twitter
    • 500 Million Users by March, 2012
    • 11 New Accounts Per Second
  • Why the Buzz about Social Media?
    • LinkedIn
    • 150 Million Members
    • Gaining two new members per second
    • Google Plus
    • Launched June 28, 2011
    • Over 90 Million users as of January 24, 2012
  • What is Social Capital?
    • The network of social connections that exist between people and their shared values and norms of behavior which enable and encourage mutually advantageous social cooperation.
    • - Dictionary.com
  • What’s the difference? ?
  • NPC & USPB Use of Social Media
    • Promoting a Positive Message
    • Correcting misinformation
    • Networking with Peers
    • Connecting with Consumers
    • Advocacy Tool
    • Crisis Communication
  • Facebook Page vs Profile
    • Personal Profile
    • Designed for personal use
    • “ Friends” - Limit: 5,000
    • Two-way Acceptance
    • No metrics
  • Facebook Page vs Profile
    • Business Page
    • Designed for business use
    • “ Likes” – No limit
    • One-way Acceptance
    • Metrics
    • Custom Tabs
  • Facebook Page vs Profile Similar Functionality “ Tag” Comment on “Wall”
  • Blogs
    • On your Website is best (Webolutions.com/blog)
    • Good free alternative: Blogger.com
    • 200-500 words per post
    • Images
    • Links to blog posts can be used in social media, emails / enewsletters, comments on other blogs…
    • Read and comment on other blogs.
  • Blogs Recommended blogs: Farm Bureau fb.org/blog Penn State Agricultural Entrepreneurship farmbusiness.blogspot.com Farmer Bloggers farmerbloggers.com/blog Small Farm Centrals smallfarmcentral.com/blog Nutrition Blog Network nutritionblognetwork.com
  • LinkedIn
    • Contribute to conversations:
      • Fresh Produce Industry Discussion Group
      • Potato PRO
      • Potato World
      • Fruit and Vegetable Business
    • … or start your own!
  • Social Media Rules of Engagement
    • Have clear goals. Measure against them.
    • Know your audience. Know your message.
    • Add value. Don’t “sell.”
    • Engage!
    • Culture. When in Rome….
    • Promote a positive message.
    • Be consistent.
    • Be brief.
    • Color images and videos – more “shares”
  • Resources
    • Recommended Reading
    • Tribes by Seth Godin
    • Six Pixels of Separation by Mitch Joel
  • Resources
    • Webolutions.com/blog
    • Facebook.com/Webolutions
    • Twitter.com/Webolutions
    • PotatoGoodness.com
    • Facebook.com/PotatoesTatersAndSpuds
    • [email_address]
  • Thank You! Questions?
  • Download this presentation To download a recording of this presentation, visit potatogoodness.com/social-media-presentation Bonus: Free B to B Social Media Case Study