Social Media for the Agriculture Industry


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How the agriculture industry is using (and can use) social media

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  • 0After the success of our first Lunch & Learn on measuring your return on investment through Google Analytics, the second Lunch & Learn will be on Social Media Best Practices . The same social media strategy will not work for every company. This session is designed to help you understand your options and the factors you need to consider to design a plan that is best for your organization. We will discuss the standard social media applications, tools and measurements - as well as give you an overview of best practices in agriculture.
  • Social tehnographics – group people together according to how they use social technologies Make Respond Organize Connect Watch No acitons Input age – country and gender – get stats around the consumer
  • According to Ipsos & Agri Studies Inc… Data comes from Ipsos Forward Research where 511 Canadian producers were contact in March/April 2010.
  • According to Ipsos & Agri Studies Inc., when using the Internet…..
  • Age is a determining factor in social media usage Age is a driving factor in determining whether or not a producer uses social media. Producers under 40 are more likely to use at least one social media application for personal (66%) and business use (35%) compared to producers over 40 (45% and 27% respectively). Personal use of social media dominates over business use Producers who use social media are much more likely to use it for personal reasons (54%) rather than business (30%). On an average day, producers who are online and using social media are spending 35 minutes doing so. Of that time, about 7 minutes or twenty percent is spent using it for business purposes.
  • Facebook the most popular social media application When it comes to using social media for personal use, Facebook is the application most commonly used. While four in ten online producers are using Facebook for personal use (43%), less than one in ten are using it for business (7%). Producers under 40 are more likely to use Facebook for both personal (56%) and business (11%) compared to producers over 40 (34% and 4% respectively).
  • 1/3 of traffic now coming from facebook 1. The average Facebook user has 130 friends. 2. More than 25 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) is shared each month. 3. Over 300,000 users helped translate the site through the translations application. 4. More than 150 million people engage with Facebook on external websites every month. 5. Two-thirds of comScore’s U.S. Top 100 websites and half of comScore’s Global Top 100 websites have integrated with Facebook. 6. There are more than 100 million active users currently accessing Facebook through their mobile devices. 7. People that access Facebook via mobile are twice as active than non-mobile users (think about that when designing your Facebook page). 8. The average Facebook user is connected to 60 pages, groups and events. 9. People spend over 500 billion minutes per month on Facebook. 10. There are more than 1 million entrepreneurs and developers from 180 countries on Facebook.
  • 11. Twitter’s web platform only accounts for a quarter of its users – 75% use third-party apps. 12. Twitter gets more than 300,000 new users every day. 13. There are currently 110 million users of Twitter’s services. 14. Twitter receives 180 million unique visits each month. 15. There are more than 600 million searches on Twitter every day. Point out that tweeting is done by…
  • Campaign 16. Twitter started as a simple SMS-text service. 17. Over 60% of Twitter use is outside the U.S. 18. There are more than 50,000 third-party apps for Twitter. 19. Twitter has donated access to all of its tweets to the Library of Congress for research and preservation. 20. More than a third of users access Twitter via their mobile phone. Statistics from Twitter and the  Chirp Conference . Follow Farmer – michele payn knoper -
  • Linkedin – 1,147 followers 21. LinkedIn is the oldest of the four sites in this post, having been created on May 5 2003. 22. There are more than 70 million users worldwide. 23. Members of LinkedIn come from more than 200 countries from every continent. 24. LinkedIn is available in six native languages – English, French, German, Italian, Portuguese and Spanish. 25. Oracle’s Chief Financial Officer, Jeff Epstein, was headhunted for the position via his LinkedIn profile. 26. 80% of companies use LinkedIn as a recruitment tool. 27. A new member joins LinkedIn every second. 28. LinkedIn receives almost 12 million unique visitors per day. 29. Executives from all Fortune 500 companies are on LinkedIn. 30. Recruiters account for 1-in-20 LinkedIn profiles. Statistics from LinkedIn press centre and SysComm International .
  • 41 50. Bloggers use an average of five different social sites to drive traffic to their blog 77% of Internet users read blogs. 42. There are currently 133 million blogs listed on leading blog directory Technorati. 43. 60% of bloggers are between the ages 18-44. 44. One in five bloggers update their blogs daily. 45. Two thirds of bloggers are male. 46. Corporate blogging accounts for 14% of blogs. 47. 15% of bloggers spend 10 hours a week blogging. 48. More than half of all bloggers are married and/or parents. 49. More than 50% of bloggers have more than one blog. Statistics from Technorati’s State of the Blogosphere 2009 .
  • Branded channel Links back to site 31. The very first video uploaded was called “Me at the Zoo”, on 23rd April 2005. 32. By June 2006, more than 65,000 videos were being uploaded every day. 33. YouTube receives more than 2 billion viewers per day. 34. Every minute, 24 hours of video is uploaded to YouTube. 35. The U.S. accounts for 70% of YouTube users. 36. Over half of YouTube’s users are under 20 years old. 37. You would need to live for around 1,000 years to watch all the videos currently on YouTube. 38. YouTube is available in 19 countries and 12 languages. 39. Music videos account for 20% of uploads. 40. YouTube uses the same amount of bandwidth as the entire Internet used in 2000. Statistics from YouTube press centre.
  • John Deere Commodity Classic Unveiling of tractor online Hashtag piped in and photos
  • Live streaming from the wheat field up to august 7th
  • The Holstein cows -- they’re the black and white ones -- have radio frequency ID tags which tell the computer whether the cow is ready for milking and the computer records how much, how fast and even which teat pumped out milk the fastest. The actual milking data is added to a variety of pre-written messages that are rotated in the tweets. University of Waterloo
  • Talk about some keypoints
  • Talk about where to find people and what to choose? Eg. Lots to say – blog, little tweet- often tweet etc. Before you build it – you need to know how to feed it By monitoring you will find the community…
  • Segway – So who’s going to monitor all these conversations? 1) As a community advocate, the community managers’ primary role is to represent the customer. This includes listening, which results in monitoring, and being active in understanding what customers are saying in both the corporate community as well as external websites. Secondly, they engage customers by responding to their requests and needs or just conversations, both in private and in public. 2) In this evangelistic role (it goes both ways) the community manager will promote events, products and upgrades to customers by using traditional marketing tactics and conversational discussions. As proven as a trusted member of the community (tenet 1) the individual has a higher degree of trust and will offer good products. 3) This tenet, which is both editorial planning and mediation serves the individual well. The community manager should first be very familiar with the tools of communication, from forums, to blogs, to podcasts, to twitter, and then understand the language and jargon that is used in the community. This individual is also responsible for mediating disputes within the community, and will lean on advocates, and embrace detractors –and sometimes removing them completely. Importantly, the role is responsible for the editorial strategy and planning within the community, and will work with many internal stakeholders to identify content, plan, publish, and follow up. 4) Perhaps the most strategic of all tenets, community managers are responsible for gathering the requirements of the community in a responsible way and presenting it to product teams. This may involve formal product requirements methods from surveys to focus groups, to facilitating the relationships between product teams and customers. The opportunity to build better products and services through
  • Intel/ IBM/ Coca Cola
  • Social Media Newsroom (just to point out)
  • Your personal name Your company name Your product brands Your CEO Your marketing message Your competition Your industry Your known weaknesses Your business partners Your clients news Your intellectual property
  • What is an RSS Reader? Syndicate your site!
  • Emailed to you
  • Measurements
  • Social Media for the Agriculture Industry

    1. 1. Social Media: Best Practices Social Media: Best Practices A look at the use of social media in agriculture
    2. 2. Web 1.0 Web 2.0 <ul><li>Eyes </li></ul><ul><li>Britannica Online </li></ul><ul><li>Personal Websites </li></ul><ul><li>Content Managed Systems </li></ul><ul><li>Directories </li></ul><ul><li>Stickiness </li></ul><ul><li>Instant Messenger </li></ul><ul><li>Conferences </li></ul><ul><li>Hands </li></ul><ul><li>Wikipedia </li></ul><ul><li>Blogging </li></ul><ul><li>Wikis </li></ul><ul><li>Tagging </li></ul><ul><li>Syndication </li></ul><ul><li>Twitter </li></ul><ul><li>Unconferences </li></ul>
    3. 3. What is Web 2.0? <ul><li>Harnessing collective intelligence </li></ul><ul><li>Consumers as co-developers </li></ul><ul><li>Engaging consumer experiences </li></ul><ul><li>Participation </li></ul><ul><li>Trust economy </li></ul><ul><li>Word of mouse </li></ul>
    4. 4. What Types of People are Online
    5. 5. So let’s look at the stats…
    6. 6. Use of Internet – Large Commercial Producers <ul><ul><li>92% use Ag websites </li></ul></ul><ul><ul><li>89% use E-mail </li></ul></ul><ul><ul><li>21% use Blogs </li></ul></ul><ul><ul><li>18% use Podcasts </li></ul></ul>
    7. 7. <ul><ul><li>93% Weather </li></ul></ul><ul><ul><li>90% Marketing Information </li></ul></ul><ul><ul><li>77% Production Information </li></ul></ul><ul><ul><li>73% Banking </li></ul></ul><ul><ul><li>55% Communicate with Agri-Business </li></ul></ul><ul><ul><li>47% Make farm related purchases </li></ul></ul>Use of Internet – Large Commercial Producers
    8. 8. Social Media & Ag in Canada <ul><li>Half of all producers (54%) are using at least one social media network for either personal or business use. </li></ul><ul><li>Four in ten producers who are online (44%) state that they spend more time using social media this year compared to last. </li></ul><ul><li>(fcc report 2010) </li></ul>
    9. 9. Facebook most popular in Canada
    10. 10. Examples of SM in use..
    11. 12. Twitter
    12. 15. Blogs
    13. 17. Innovative Uses
    14. 20. Tweeting Cows
    15. 21. Red Prince Apple
    16. 22. Dive in.
    17. 23. 27 Types of Online Conversation <ul><li>Acknowledging receipt of information </li></ul><ul><li>Advertising something </li></ul><ul><li>Answering a question </li></ul><ul><li>Asking a question </li></ul><ul><li>Augmenting a previous post </li></ul><ul><li>Calling for action </li></ul><ul><li>Disclosing personal information </li></ul><ul><li>Distributing media </li></ul><ul><li>Expressing agreement </li></ul><ul><li>Expressing criticism </li></ul><ul><li>Expressing support </li></ul><ul><li>Expressing surprise </li></ul><ul><li>Giving a heads-up </li></ul><ul><li>Responding to criticism </li></ul><ul><li>Giving a shout-out </li></ul><ul><li>Making a joke </li></ul><ul><li>Making a suggestion </li></ul><ul><li>Making an observation </li></ul><ul><li>Offering a greeting </li></ul><ul><li>Offering an opinion </li></ul><ul><li>Putting out a wanted ad </li></ul><ul><li>Rallying support </li></ul><ul><li>Recruiting people </li></ul><ul><li>Showing dismay </li></ul><ul><li>Soliciting comments </li></ul><ul><li>Soliciting help </li></ul><ul><li>Starting a poll </li></ul><ul><li> </li></ul>
    18. 24. How to Choose?
    19. 25. Find your audience
    20. 26. The Four Tenets of the Community Manager <ul><li>A Community Advocate </li></ul><ul><li>Brand Evangelist </li></ul><ul><li>Savvy Communication Skills, Shapes Editorial </li></ul><ul><li>Gathers Community Input for Future Product and Services </li></ul>
    21. 27. Social Media Policy
    22. 29. Tracking the conversations
    23. 30. What to monitor
    24. 31. RSS Reader <ul><li>RSS stands for “ really simple syndication” </li></ul><ul><li>Allows the latest news/blog postings to be delivered in a central location eg. mail </li></ul><ul><li>Google Reader is a great easy to use tool </li></ul>
    25. 32. RSS/ Google Alerts <ul><li>Located at http:// /alerts </li></ul><ul><li>Allows you to monitor keywords </li></ul><ul><li>Keep track of your name </li></ul><ul><li>Monitor events </li></ul><ul><li>Follow news Stories </li></ul>
    26. 33. Twitter Search <ul><li>Located at </li></ul><ul><li>Can search by name, location or hashtag </li></ul><ul><li>A hashtag starts with a # and symbolizes a current event </li></ul>
    27. 34. Paid Monitoring
    28. 35. Free Monitoring <ul><li>Twitter Search http:// / </li></ul><ul><li>Google News http:// /news </li></ul><ul><li>Google Alerts http:// /alerts </li></ul><ul><li>Google Blog Search http:// / </li></ul><ul><li>Boardreader – (forums) http:// / </li></ul><ul><li>Social Mention - http:// / </li></ul><ul><li>Blog Pulse - </li></ul><ul><li>Backtype – </li></ul>
    29. 36. Media Benchmarks Impressions Sentiment Spread YouTube View counts Star Ratings volume Quality of sites linking to video View counts from video responses Ratings volume Volume of clicks from sites linking to video Comment volumes Video responses volume and their view counts Comment tone Honours volume Favorites volume Twitter and macro media Volume of posts containing relevant term/terms Term talked about in positive negative or neutral form Is the post part of a conversation? Has the post been retweeted? Blog posts and online articles View counts (where possible) Tone of the piece trackbacks Comments Negative terms V. positive terms Links out Trackbacks Forums Volume of posts containing relevant term/terms Tone of forum post Replies to post Tone of replies to post Images Volume of images appearing based on relevant terms Comments on media hosting images Are there multiple image results for one image? Volume of pages views of media where image is posted (where applicable) Viewing image tags
    30. 37. Benchmarks in Video <ul><li>Views </li></ul><ul><li>Ratings </li></ul><ul><li>Comments </li></ul><ul><li>Favourited </li></ul><ul><li>Links into the video </li></ul><ul><li>Embed rates </li></ul><ul><li>Mash-ups </li></ul><ul><li>Chatter beyond posting </li></ul>
    31. 38. Resources <ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul>
    32. 39. Questions? For more information about our social media capabilities please contact: [email_address]