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, 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

    1. 1. Social Media and Leadership <ul><li>National Potato Council </li></ul><ul><li>February 27, 2012 </li></ul>
    2. 2. 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
    3. 3. Leadership Challenge <ul><li>Develop a Social Media Plan. </li></ul>
    4. 4. “ 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
    5. 5. What is Social Media? <ul><li>The use of web-based and mobile technologies to turn communication into an interactive dialogue. </li></ul><ul><li>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 </li></ul>
    6. 6. The New Vocabulary (Just in the past 10 years!) <ul><li>Google </li></ul><ul><li>Digital Camera </li></ul><ul><li>Text Messaging </li></ul><ul><li>YouTube </li></ul><ul><li>Twitter </li></ul><ul><li>WiFi </li></ul><ul><li>Facebook </li></ul><ul><li>Blog </li></ul><ul><li>Blackberry </li></ul><ul><li>Bing </li></ul><ul><li>Social Media Marketing </li></ul>
    7. 7. Changes in How Businesses Communicate <ul><li>Target Customers Foster Communities </li></ul><ul><li>Monologue Dialogue </li></ul><ul><li>Awareness Engagement </li></ul><ul><li>Push Pull </li></ul><ul><li>Guarded Communities Transparency </li></ul><ul><li>Created by Marketers Co-Created w/ Customers </li></ul>
    8. 8. 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%
    9. 9. The Evolution of the Message Commodity $1.13 / lb Product $6.00 / lb Service $125 / lb Experience $426 / lb
    10. 10. Why do people use Social Media? <ul><li>Keep in touch with friends & family </li></ul><ul><li>Purchase Recommendations </li></ul><ul><li>Entertainment </li></ul><ul><li>Direct contact with celebrities & thought leaders </li></ul><ul><li>Deals & Discounts </li></ul><ul><li>Business & Personal Networking </li></ul><ul><li>Career Search </li></ul><ul><li>Marketing, Advertising & Sales </li></ul>
    11. 11. Why the Buzz about Social Media? <ul><li>Social networks and blogs account for 23% of total time Americans spend on the Internet. </li></ul><ul><li>Nearly 4 in 5 active Internet users visit social networks and blogs. </li></ul><ul><li>Social networking is 2nd most commonly used feature on mobile phones (Music is first—49% to 47%). </li></ul><ul><li>YouTube is the 2 nd most popular search engine . </li></ul>Source: Nielsen
    12. 12. Why the Buzz about Social Media? <ul><li>51 percent of American consumers use social media to communicate with companies. </li></ul><ul><li>One of every seven minutes spent online is spent on Facebook. </li></ul><ul><li>Americans spend more time on Facebook than any other Website. </li></ul><ul><li>If Facebook were a country, it would be the third largest in the world. </li></ul>
    13. 13. Why the Buzz about Social Media? <ul><li>Facebook </li></ul><ul><li>845 Million Active Users </li></ul><ul><li>Over half log on in any given day </li></ul><ul><li>Average user has over 130 “friends” </li></ul><ul><li>Twitter </li></ul><ul><li>500 Million Users by March, 2012 </li></ul><ul><li>11 New Accounts Per Second </li></ul>
    14. 14. Why the Buzz about Social Media? <ul><li>LinkedIn </li></ul><ul><li>150 Million Members </li></ul><ul><li>Gaining two new members per second </li></ul><ul><li>Google Plus </li></ul><ul><li>Launched June 28, 2011 </li></ul><ul><li>Over 90 Million users as of January 24, 2012 </li></ul>
    15. 15. What is Social Capital? <ul><li>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. </li></ul><ul><li>- Dictionary.com </li></ul>
    16. 16. What’s the difference? ?
    17. 17. NPC & USPB Use of Social Media <ul><li>Promoting a Positive Message </li></ul><ul><li>Correcting misinformation </li></ul><ul><li>Networking with Peers </li></ul><ul><li>Connecting with Consumers </li></ul><ul><li>Advocacy Tool </li></ul><ul><li>Crisis Communication </li></ul>
    18. 18. Facebook Page vs Profile <ul><li>Personal Profile </li></ul><ul><li>Designed for personal use </li></ul><ul><li>“ Friends” - Limit: 5,000 </li></ul><ul><li>Two-way Acceptance </li></ul><ul><li>No metrics </li></ul>
    19. 19. Facebook Page vs Profile <ul><li>Business Page </li></ul><ul><li>Designed for business use </li></ul><ul><li>“ Likes” – No limit </li></ul><ul><li>One-way Acceptance </li></ul><ul><li>Metrics </li></ul><ul><li>Custom Tabs </li></ul>
    20. 20. Facebook Page vs Profile Similar Functionality “ Tag” Comment on “Wall”
    21. 21. Blogs <ul><li>On your Website is best (Webolutions.com/blog) </li></ul><ul><li>Good free alternative: Blogger.com </li></ul><ul><li>200-500 words per post </li></ul><ul><li>Images </li></ul><ul><li>Links to blog posts can be used in social media, emails / enewsletters, comments on other blogs… </li></ul><ul><li>Read and comment on other blogs. </li></ul>
    22. 22. 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
    23. 23. LinkedIn <ul><li>Contribute to conversations: </li></ul><ul><ul><li>Fresh Produce Industry Discussion Group </li></ul></ul><ul><ul><li>Potato PRO </li></ul></ul><ul><ul><li>Potato World </li></ul></ul><ul><ul><li>Fruit and Vegetable Business </li></ul></ul><ul><li>… or start your own! </li></ul>
    24. 24. Social Media Rules of Engagement <ul><li>Have clear goals. Measure against them. </li></ul><ul><li>Know your audience. Know your message. </li></ul><ul><li>Add value. Don’t “sell.” </li></ul><ul><li>Engage! </li></ul><ul><li>Culture. When in Rome…. </li></ul><ul><li>Promote a positive message. </li></ul><ul><li>Be consistent. </li></ul><ul><li>Be brief. </li></ul><ul><li>Color images and videos – more “shares” </li></ul>
    25. 25. Resources <ul><li>Recommended Reading </li></ul><ul><li>Tribes by Seth Godin </li></ul><ul><li>Six Pixels of Separation by Mitch Joel </li></ul>
    26. 26. Resources <ul><li>Webolutions.com/blog </li></ul><ul><li>Facebook.com/Webolutions </li></ul><ul><li>Twitter.com/Webolutions </li></ul><ul><li>PotatoGoodness.com </li></ul><ul><li>Facebook.com/PotatoesTatersAndSpuds </li></ul><ul><li>[email_address] </li></ul>
    27. 27. Thank You! Questions?
    28. 28. 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

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