Potential of Social
Media in Agriculture
  Anne Mims Adrian, PhD
    aadrian@auburn.edu
    blog.anneadrian.com
    twitte...
What is Social Media?
Any media connected to the Internet which
enables interaction between two or more
people.
Behind every profile, tweet or tag: real
people, genuine intentions, quality content
Source: Social media playbook,
2009 E...
Farmers’ Use of Internet
47% spend 5+ hours per week online
62% have sent or received text messages
 during the past year
...
Farmers’ Most Popular Internet Uses
Email
Weather
Market reports

“Early adopters who are influencers in their
communities...
Social Networks (in millions)
                      307




              147




             128




                   ...
EXAMPLE FACEBOOK PAGE




  http://www.facebook.com/GDFmilk?ref=ts
Twitter


Answer “What is happening?”
Share thoughts.
Share links.
Ask questions.
Answer questions.
          …in 140 char...
15% US Internet
                                        users

Twitter stats                         18 million



       ...
Twitter stats
    92.4% of Twitter users follow fewer
    than 100 other Twitter users.

Inside Twitter An In-Depth Look I...
Twitter stats




Social, conversational, responsive
, & timely.
Convenient with applications &
hashtags.
@FollowFarmer is a list of ag people who
use Twitter.
dataforag.com/followfarmer.a5w
YouTube
95.4 million videos (May 2009)
2 billion videos viewed each day (May
  2010)
More video is uploaded in 60 days tha...
Farmers’ Videos
Will Gilmer Water n Poo ...a song about nutrient
  management youtube.com/watch?v=SAUw9GO6tgE
Jeremy Freit...
Farmers’ Videos
Kansas Wheat Harvest 09 Butler County, KS
  youtube.com/watch?v=nU7XBkVNTKc
Stuck combine, St. John, Kan.
...
Blogging




farmertimes.blogspot.com/
Blogging




Martin Family Farms, Illinois
martinfamilyfarms.typepad.com/martin_family_farms_blog/
Ag Talk




newagtalk.com
Ag Talk Replies newagtalk.com
Ag Forums & Social Sites
Ag Talk www.newagtalk.com
Combine Forum combineforums.proboards.com/
Agriculture.com community.ag...
Listen
What is being said on the web
  www.google.com/alerts
Know what is being said on Twitter
search.twitter.com
Twitter stats
Participate




Become part of the community
flickr.com/photos/davidkohlmeyer/3393520471/
Be Real
Staying current & learning of
agricultural practices &
community, cultural, & political
issues
Share information and ideas and
learn from other farmers
References
Brogan, Chris, Audience or Community
chrisbrogan.com/audience-or-community/

Hunt, Tara, The Whuffie Factor

Kl...
Resources
Beginners Guide for Social Media
collaborate.extension.org/wiki/Beginners_Guide_to_Social_Media_i
n_Extension

S...
Resources
Monsanto bloggers
http://blog.monsantoblog.com/about-the-bloggers/

Common Craft Twitter in Plain English
http:/...
Creative Commons Attribution-Noncommercial-
Share Alike 3.0 United States License.



Potential of Social Media in Agricul...
Anne Mims Adrian, PhD
     aadrian@auburn.edu
      blog.anneadrian.com
     twitter.com/aafromaa
   slideshare.net/aafrom...
Photo credits
Cotton: http://www.flickr.com/photos/houseofsims/1433238935/
Social media tools:
Smart phone: flickr.com/pho...
Social media potential for agriculture
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Social media potential for agriculture

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This presentation was developed for ALFA Farmers Federation Annual Meeting, August 2010.

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  • Cotton photo: http://www.flickr.com/photos/houseofsims/1433238935/
  • Before displaying the definition, let the audience define or tell what they know or don’t know what social media is.
  • The word SOCIAL makes social media different than technology. Technology enables social, but it is the use of the technology that makes social media work. The social interactions make social media useful. “Today, if you're not staying current with Web 2.0 technologies' impact on business, then you'rejust not staying current. Period.” Sarah Perez of ReadWriteWebYou realize that there is a plethora of information available, some that is accurate and some that may not be accurate, but nevertheless you want to keep up. You are a true professional, and you don’t want to get caught not knowing your industry, your area of expertise.flickr.com/photos/liewcf/3547134847/  Source: social media playbook, 2009 Eloqua CorporationPage 5Motivations for contributing to online communities:Anticipated Reciprocity: Contributing valuable information in order to receive useful info in returnIncreased Recognition: Sense of efficacy. Contributing information because the contributor has some effect on the environment.Communion. We are social beings. There is a motivation in receiving a direct response to their contributions.
  • 2009 Agriculture New Media Usage Study (large corn and soybean growers, Nicholson Kovac, Inc.) http://www.prweb.com/releases/Nicholson-Kovac/AgMedia-Study/prweb2767974.htm
  • 2009 Agriculture New Media Usage Study (large corn and soybean growers, Nicholson Kovac, Inc.) http://www.prweb.com/releases/Nicholson-Kovac/AgMedia-Study/prweb2767974.htm
  • EXAMPLE FACEBOOK PAGEhttp://www.facebook.com/GDFmilk?ref=ts
  • emarketer.com/Article.aspx?R=1007271In 2010, eMarketer expects 15.5% of all US adult Web users to use the microblogging service via any platform. In April, eMarketer estimated that there would be just 12.1 million US adult Twitter users this year. The upward revision is due to growth in Q2 2009 even stronger than the huge gains seen by Twitter in Q1. More than one-half of all Twitter users (53%) are women, and the majority are young. Among users who disclose their age, 66% are under 25, and another 15% are ages 25 to 29. Most Twitter users are quiet: 85.37% tweet less than once per day. Only about 1.1% of users update their timeline an average of more than 10 times daily. This means a small group of users dominate the Twitter timeline—75% of all Twitter activity comes from just 5% of users. Not surprisingly, the more followers a user has, the more that person tweets. Sysomos reported that the average number of daily updates rises from three to six among users with more than 1,000 followers. But relatively few users are that popular. In fact, almost 94% of Twitter users have fewer than 100 followers. Just 0.68% reach the thousand-follower mark. The situation is very similar in the other direction. The vast majority of users (92.4%) follow fewer than 100 other microbloggers. Less than 1% subscribe to the feeds of at least 1,000 others. Among users who identified themselves as marketers, the numbers were significantly higher: 15% follow more than 2,000 people. http://www.emarketer.com/Article.aspx?R=1007250
  • emarketer.com/Article.aspx?R=1007271http://popacular.com/gigatweet/ Giga Tweetthefuturebuzz.com/2009/01/12/social-media-web-20-internet-numbers-stats/49 Amazing Social Media, Web 2.0 And Internet Statswww.mashable.comMore than one-half of all Twitter users (53%) are women, and the majority are young. Among users who disclose their age, 66% are under 25, and another 15% are ages 25 to 29. Most Twitter users are quiet: 85.37% tweet less than once per day. Only about 1.1% of users update their timeline an average of more than 10 times daily. This means a small group of users dominate the Twitter timeline—75% of all Twitter activity comes from just 5% of users. Not surprisingly, the more followers a user has, the more that person tweets. Sysomos reported that the average number of daily updates rises from three to six among users with more than 1,000 followers. But relatively few users are that popular. In fact, almost 94% of Twitter users have fewer than 100 followers. Just 0.68% reach the thousand-follower mark. The situation is very similar in the other direction. The vast majority of users (92.4%) follow fewer than 100 other microbloggers. Less than 1% subscribe to the feeds of at least 1,000 others. Among users who identified themselves as marketers, the numbers were significantly higher: 15% follow more than 2,000 people. http://www.emarketer.com/Article.aspx?R=1007250
  • flickr.com/photos/yourdon/4049950966/
  • thefuturebuzz.com/2009/01/12/social-media-web-20-internet-numbers-stats/49 Amazing Social Media, Web 2.0 And Internet Stats& thefuturebuzz.com/2009/07/10/future-marketing-trends/Future Marketing Trends – By The Numbers
  • http://talk.newagtalk.com/
  • http://talk.newagtalk.com/forums/thread-view.asp?tid=179328&DisplayType=threaded&setCookie=1Raysaid. “NAT has been a positive influence on a lot of lives.” referencing the friends he has made and the support he has received through the ag community here.
  • Share information and ideas with and learn from other farmers and ranchers and others associated with agriculture. Meet connect, interact and share with more and different people--people you'd probably never connect with otherwise.Provide quick, responsive networks and communities for farm use and important emerging issues.flickr.com/photos/judybaxter/20798810/in/set-766962Pressure for growers to change methods (economic, environmental, community)
  • Transcript of "Social media potential for agriculture"

    1. 1. Potential of Social Media in Agriculture Anne Mims Adrian, PhD aadrian@auburn.edu blog.anneadrian.com twitter.com/aafromaa slideshare.net/aafromaa
    2. 2. What is Social Media? Any media connected to the Internet which enables interaction between two or more people.
    3. 3. Behind every profile, tweet or tag: real people, genuine intentions, quality content Source: Social media playbook, 2009 Eloqua Corporation WHAT MAKES SOCIAL NETWORKING WORK?
    4. 4. Farmers’ Use of Internet 47% spend 5+ hours per week online 62% have sent or received text messages during the past year 85% indicated that they visit Web sites related to their farm operation 76% check manufacturers' Web sites 2009 Agriculture New Media Usage Study (large corn and soybean growers, Nicholson Kovac, Inc.) http://www.prweb.com/releases/Nicholson-Kovac/AgMedia- Study/prweb2767974.htm
    5. 5. Farmers’ Most Popular Internet Uses Email Weather Market reports “Early adopters who are influencers in their communities are already engaged in exploring new media platforms." 2009 Agriculture New Media Usage Study (large corn and soybean growers, Nicholson Kovac, Inc.) http://www.prweb.com/releases/Nicholson-Kovac/AgMedia- Study/prweb2767974.htm
    6. 6. Social Networks (in millions) 307 147 128 500
    7. 7. EXAMPLE FACEBOOK PAGE http://www.facebook.com/GDFmilk?ref=ts
    8. 8. Twitter Answer “What is happening?” Share thoughts. Share links. Ask questions. Answer questions. …in 140 characters or less.
    9. 9. 15% US Internet users Twitter stats 18 million 11% US Internet users 11 million 4% of US Internet users 6 million 2008 2009 2010
    10. 10. Twitter stats 92.4% of Twitter users follow fewer than 100 other Twitter users. Inside Twitter An In-Depth Look Inside the Twitter World emarketer.com/Article.aspx?R=1007271
    11. 11. Twitter stats Social, conversational, responsive , & timely. Convenient with applications & hashtags.
    12. 12. @FollowFarmer is a list of ag people who use Twitter. dataforag.com/followfarmer.a5w
    13. 13. YouTube 95.4 million videos (May 2009) 2 billion videos viewed each day (May 2010) More video is uploaded in 60 days than all three major U.S. networks created in 60 years. 24 hours of video uploaded every minute. thefuturebuzz.com/2009/01/12/social-media-web-20-internet-numbers-stats/ & thefuturebuzz.com/2009/07/10/future-marketing-trends/& http://www.website- monitoring.com/blog/2010/05/17/youtube-facts-and-figures-history-statistics/
    14. 14. Farmers’ Videos Will Gilmer Water n Poo ...a song about nutrient management youtube.com/watch?v=SAUw9GO6tgE Jeremy Freitas on cotton farming in the Central Valley youtube.com/watch?v=A6V3gQNoJCQ Stuck Sprayer youtube.com/watch?v=0I3HanCPMXg Steve Chapman youtube.com/watch?v=CB87eeEXHD8
    15. 15. Farmers’ Videos Kansas Wheat Harvest 09 Butler County, KS youtube.com/watch?v=nU7XBkVNTKc Stuck combine, St. John, Kan. youtube.com/watch?v=_PEtVE02T5s&feature=related 2009 Picking Cotton - DEJ Turner Farms youtube.com/watch?v=BHE82R4i2Vo Cotton season 2009 youtube.com/watch?v=CJcdSuoS4AY
    16. 16. Blogging farmertimes.blogspot.com/
    17. 17. Blogging Martin Family Farms, Illinois martinfamilyfarms.typepad.com/martin_family_farms_blog/
    18. 18. Ag Talk newagtalk.com
    19. 19. Ag Talk Replies newagtalk.com
    20. 20. Ag Forums & Social Sites Ag Talk www.newagtalk.com Combine Forum combineforums.proboards.com/ Agriculture.com community.agriculture.com/ and agriculture.com/promotion/farmers-future_536- pr6885 HayTalk: haytalk.com/ Ag Loop: agloop.com/ Tractor Focus: tractorfocus.com/content/
    21. 21. Listen
    22. 22. What is being said on the web www.google.com/alerts
    23. 23. Know what is being said on Twitter search.twitter.com
    24. 24. Twitter stats
    25. 25. Participate Become part of the community flickr.com/photos/davidkohlmeyer/3393520471/
    26. 26. Be Real
    27. 27. Staying current & learning of agricultural practices & community, cultural, & political issues
    28. 28. Share information and ideas and learn from other farmers
    29. 29. References Brogan, Chris, Audience or Community chrisbrogan.com/audience-or-community/ Hunt, Tara, The Whuffie Factor Kleinschmidt, Andy, Agriculture in Van Wert County, Ohio agvanwert.wordpress.com/ Scott, David Meerman, The New Rules of Marketing and PR The Social Network Roadmap globalhumancapital.org/?p=675 Why Are Marketers So Bad At Measuring Social Media? blogs.forrester.com/marketing/2009/11/why-are-marketers-so-bad-at-measuring- social-media.html?cm_mmc=Ask-_-twitter-_-twitter-_-8275664
    30. 30. Resources Beginners Guide for Social Media collaborate.extension.org/wiki/Beginners_Guide_to_Social_Media_i n_Extension Social Media Playbook: 2009 Eloqua Corporation http://www.slideshare.net/Eloqua/eloqua-social- mediaplaybookpublic-4525846 Ohio Farm Bureau Social Media Guide ofbf.org/uploads/social-media-guide.pdf Social Media Tips and Ideas: Put together for presentation for Extension County Directors urbangarden.posterous.com/social- media-tips-and-ideas
    31. 31. Resources Monsanto bloggers http://blog.monsantoblog.com/about-the-bloggers/ Common Craft Twitter in Plain English http://www.youtube.com/watch?v=ddO9idmax0o Common Craft Blogs in Plain English http://www.youtube.com/watch?v=NN2I1pWXjXI Common Craft Google Reader in Plain English http://www.youtube.com/watch?v=VSPZ2Uu_X3Y
    32. 32. Creative Commons Attribution-Noncommercial- Share Alike 3.0 United States License. Potential of Social Media in Agriculture by Anne Mims Adrian is licensed under a Creative Commons Attribution-Noncommercial-Share Alike 3.0 United States License. Based on a work at www.slideshare.net/aafromaa . Portions of this presentation were taken from Ag Social Networking by Elaine Edwards is licensed under a Creative Commons Attribution-Noncommercial-Share Alike 3.0 United States License. Based on a work at www.slideshare.net/elainecarol .
    33. 33. Anne Mims Adrian, PhD aadrian@auburn.edu blog.anneadrian.com twitter.com/aafromaa slideshare.net/aafromaa Auburn University and eXtension 334 844 3507
    34. 34. Photo credits Cotton: http://www.flickr.com/photos/houseofsims/1433238935/ Social media tools: Smart phone: flickr.com/photos/liewcf/3547134847/ Landscape: Photo by Dan Donnert, Kansas State University, Copyright Kansas State University, Aug. 10, 2010 Man & woman with smartphones: flickr.com/photos/yourdon/4049950966/ Two men talking: Photo by Dan Donnert, Kansas State University, copyright Kansas State University, Aug 10, 2010. Participation crowd: flickr.com/photos/davidkohlmeyer/3393520471/ Ferris Wheel: Photo by Dan Donnert, Kansas State University, copyright Kansas State University Newspaper: flickr.com/photos/mfobrien/3382977725 Irrigation: flickr.com/photos/judybaxter/20798810/in/set-766962
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