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Social Media for you Agri-Business

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The Agricultural Industry has always …

The Agricultural Industry has always
known the value of community….
but those communities are
moving online and you risk being
left behind . It is not just the
“younger generation”, however, it
is people and customers of all
ages that are taking advantage of
social media options and easy to
use, economical tools.
The Internet has changed the
way that customers buy and as a
result , the way you need to communicate
with them. With new
tools being created everyday it
can be hard to navigate the digital
world.

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  • Today’s community isn’t happening across the fence, at the end of the driveway or even on Main Street coffee shops.  Time constraints and generational transitions have led to the rapid growth of communities through Facebook, LinkedIn, blogging, Ning, Twitter, YouTube and other social networks.
  • 10.3 Billion searches are conducted “every month on Google.That means your website stands a good chance of being a prospect's "first impression." That also means your new business card isn't a business card—it's Google
  • Facebook.com is a social networking website where users can add people as friends, send them messages, and update their personal profiles to notify friends about their activities, interests and online content that they enjoy. Users can also join communities within Facebook that are based on shared interests and experiences, like schools, media, companies, products, or social causes.How Facebook Ranks Your ContentWhen you find content you like — an article, photo, video, etc. — you post it to your activity stream where your friends will see it. If a friend likes it, they can share it as well, and depending how strongly connected the two users are, the content can appear in their activity stream, too.By default, not all posts make it to all friends streams by default; the algorithm depends on the "strength of connection" and volume of friends' interest in the content. Friends can also "Like" the shared piece of content directly on Facebook or via an embedded widget on other sites. The more "Likes" your posted content has, the higher the probability that other friends will see it in the stream, and the further the content will spread. Each time a friend "Likes" your content, that action is posted in their activity stream and displayed to their friends as well.
  • 50% of active users log on to Facebook on any given dayAverage user has 130 friendsUsers spend over 500 billion minutes per month on Facebook (that's over 950,000 years, or 1250 minutes per person!)There are over 160 million objects (pages, groups and events) on the site that people interact withAverage user is connected to 60 pages, groups and eventsAverage user creates 70 pieces of content each monthMore than 25 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) are shared each month.
  • AGCOwww.facebook.com/AGCOcorpI've always loved tractors and AGCO taps into the emotional aspects of their customers' attachment to their farm machinery in a way that few B2B companies have done to date. While the AGCO Facebook site is a collaborative effort, there are some really solid things going on here that you can learn from and emulate.AGCO does a great job of keeping their page "profile picture" in the upper left updated and relevant based on what's going on with the brand. More to the point, they design it so that the thumbnail image (which is a derivative of the large 200 x 600px image) always represents the brand. Right now they have a blog content running that they're promoting on Facebook and across their social media channels. AGCO also does a super job of keeping up with answering questions that are posted and offering guidance to their Facebook fans.Flexing the muscle of their Facebook tabs, AGCO also keeps their Facebook audience current by leveraging the power of the tabs to put information on new products and features that would likely be of great interest to their fans which might otherwise get lost on a large corporate website. Make the most of your "Page profile picture" in the upper left ― you've got 200 x 600 pixels ― it's often wise to use as much of that digital real estate as you can  Mirror your Facebook page to reflect your offline and other social media marketing efforts and campaigns Answer any and all questions that come in through your page Encourage fan photos, comment on them and make fan engagement a central component of your Facebook presence Attend trade shows with still and video camera in hand and interview your customers, distribution partners and everyone in between ― make them slightly famous by posting on Facebook and encourage sharing Sustain a consistent and "often as your audience finds interesting" content publishing regiment Use your tabs wisely. AGCO makes excellent use of the Facebook tabs featuring everything from new product launches to contests to integrating the blog and video content Share photos as often as you can in your own Facebook postings
  • Queens Museum of Artwww.facebook.com/QueensMuseumEvery non-profit and community organization thrives on attention and in the case of a venue like the Queens Museum of Art, visitorship. I love how these guys really rock the events feature in Facebook. They have over 140 events listed! These guys are also really consistent about their updates on events, items of interest to fans, community happenings that their fans might be interested in and so on. Post daily, or even a few times a day. Keep it focused on things that are of relevance and value to your audience. Events! Post all of them. If you have something going on, put it on Facebook. Facebook events show up for your fans on the right hand side of the page when you invite them, so keep posting those events! Use the Extended Info tab to share even more information and background about your organization. Use photos extensively. The more visual your product or service, the more you should use Facebook's photos component (or integrate with Flickr or another photo sharing site) to get the visual message across.
  • Lake Nona Poolswww.facebook.com/LakeNonaPoolsAside from the fact that these guys need to update their welcome page to comply with Facebook's new 520px page size format, these guys have a great, simple and engaging welcome page that does exactly what it's supposed to!These guys also do some GREAT audience involvement, such as this photo that got 90 COMMENTS! when they asked people to "tag" themselves in the photo based on where they'd like to be in the pool for the "Friday Pool Party". They also answer any question that comes in about pools, maintenance, safety and so on. They've positioned themselves as an outstanding resource in their area for pool upkeep.In fact, they've been so successful on Facebook that they've received one of the coveted Facebook business stickers! Create an inviting welcome page Create "Facebook rituals" that engage your audience daily or weekly Answer questions Be helpful to engage your audience on Facebook.
  • Ocean City Marylandwww.facebook.com/OceanCityYes, you're correct, this is a Facebook page for a municipality, and it's one of the more interesting one's I've seen. For starters, they have a great welcome page that they rotate seasonal images through and have used some simple Facebook Connect trickery to get the "like" and comment functionality embedded right on the welcome page.They also have a very well trafficked and engaging post wall where they answer questions, ask questions and generally stir up interest in Ocean City! They are posting as many as a few times a day on happenings in the town and garner a significant number of comments and likes on each post, further spreading their message.Their photo page is outstanding. They have over 1200 user submitted photos. Think about what kind of "virtual travel brochure" that makes! Your company/city/department couldn't possibly capture all of the exciting moments that are possible when people interface with your brand. This is truly a great example of letting your customers do your marketing for you! Integrate Facebook Connect on your website and Facebook page Sustain a consistent and "often as your audience finds interesting" content publishing regiment Do everything you can to encourage photo posting from fans, customers and everyone who experiences your brand Share as many of those photos as you can in your own Facebook postings
  • AJ Bombers is the best burger joint in Milwaukee. Period. While they are "huge on Foursquare" their Facebook presence is pretty admirable as well. These guys have done a great job of integrating Foursquare and "location based marketing" into their overall online strategy. They also have a rock solid (albeit a bit more complex) integration that brings their website content into the site through "More AJB" tab on Facebook and offer a link to their gift card site through Facebook as well. If you did nothing but fan AJ Bombers on Facebook, you'd be in the loop on everything they do. Specials, media mentions, cool fan updates and just about everything that happens in the restaurant makes it onto Facebook. Make Facebook a one-stop-shop for everything that anyone could want to know about your business. Make sure everything (menu, hours, location, phone) is on the page to make it easy for them to find you and do business with you. Mention your other products and programs (like gift cards) on Facebook tabs.  Integration location marketing into your online (and offline, through window stickers and such) strategy to encourage visitorship and to make each visit matter that much more (turning your best, most connected patrons in a "daily viral visitors") Mirror your web page in a Facebook tab Shout out to and connect your best fans by their Twitter handles (add those to your customer database!)
  • Sainsbury’swww.facebook.com/sainsburysSainsbury's is a UK grocery store chain that's done a few really cool things with their Facebook page. They have one of the best welcome pages I've seen in a long time (that changes with the seasons) and make it a point to answer nearly every question posed on their page. Fans know that they can get a response from the brand using Facebook.  Make an AWESOME welcome page to get potential fans hooked on the immense value that you deliver through your page If your organization relies at all on any "how-to"information, create and host videos to share with fans. Sainsbury's uses their kitchen facilities to shoot video of things that they'd be doing anyway (testing recipes and preparing deli food) that fans will also find interesting. Answer every question. Sainsbury's is constantly monitoring their Facebook page for questions & comments and makes a point to get in touch with fans who have concerns or questions, often answering them publically (as shown above) and sometimes privately as well. Mention your other activities in the community on your page
  • Jo to Go Coffeewww.facebook.com/JoToGoCoffeeI use this example in almost every one of my social media classes as an illustration of a brand that's gone all the way with the concept of the "siteless web" in that they've gotten rid of their website and run the web presence for the business using a combination of Facebook, Google maps, Scribd.com and other lightweight and low cost apps. Jo To Go does a good job of keeping up with some regular posts on Facebook about happenings at all of their locations. They have also smartly leveraged things like Google maps to map out the locations of their stores.One area that they have developed that many restaurants and retailers on Facebook have not is their Reviews section. They have several reviews, some positive and some negative, but they've not responded to a single one. We generally recommend responding, and doing so quickly, as some of the other examples in this post do with comments on their pages. Replace your website, or even make your next micro-site out of Facebook Integrate other cloud apps to augment the Facebook functionality as needed, such as Scribd.com and Google Apps Solicit reviews from patrons on Facebook (and anywhere else that makes sense for that matter!) and respond to those (both positive and negative) to bolster the community around the reviews. Offer deals, specials and other incentives to Facebook fans. Another coffee shop/restaurant, the Dessert Gallery in Houston, has some great, proven results in this case study on how valuable their Facebook fans are to their establishment
  • Twitter.com is a social networking and microblogging service that enables users to send and read short, 140-character messages known as tweets. Unlike Facebook, user profiles are public by default, which means that any user can follow most other users without requiring a mutual "friend" relationship. Users can, however, make their profiles private, which requires other users to send a request to be able to follow. Users do not have to "follow" back anyone who follows them, and so the number of friends a user has (people who are mutually following each other) can vary greatly from the number of followers they have.
  • Average linkedin 35-55 years old55% male60 have college or higher70% of linkedin members make over 50K
  • You need to go beyond merely completing the when and where.  You need to pay particular attention to your ACCOMPLISHMENTS and spend less time talking about your duties. How have you or your company helped other people or companies?  What results did you achieve?  Have you received testimonials? Ask for recommendations from trusted colleagues or customers.
  • Make sure you have included multiple email addresses. Why? Should you switch companies, you want to be able to maintain control over your LinkedIn profile.  So have at least your business email and one of your personal email addresses. Also modify your Email Notification settings as you see fit.
  • Applications are a great way for you to distinguish your brand/profile and share additional content with people viewing your profile.  Applications are added to your homepage and profile.  Consider applications like BlogLink which allows your blog posts to be automatically posted to your LinkedIn profile and SlideShare Presentations app which allows you to share pdf’s or power point presentations that can be created for individuals to see some of your thought leadership as well as what you and your company has to offer. Another great application to add is the Twitter LinkedIn application. Leverage the power of both platforms to share your message.  In the LinkedIn application area (bottom right of the home page or in the nav bar), you can add the Twitter application which at the outset doesn’t look that much different from the twitter feed in other Twitter tools like Tweetdeck but there are some additional features like:  You can easily follow your LinkedIn connections in Twitter (if they’ve provided their twitter address). You may find that there are a bunch of your LinkedIn connections that you’re you are not following. Click on “Connections” and then on “Not following” and start selecting the people in Twitter you want to follow. You can create a Twitter List from your LinkedIn contacts. This allows you to easily interact with your LinkedIn contacts on Twitter. In addition, the list is dynamic and LinkedIn will keep updating the list as your LinkedIn network grows. 
  • Joining groups allows you to communicate with people in the group that may not be part of your LinkedIn network.  This can be prospects or people you’re trying to recruit.  Identify who your target audience is and then, based on personas, identify which groups they are most likely to be members of. You can join up to 50 groups and there are all kinds of groups from Professional Groups to Alumni Groups.  Check out the Groups Directory and use the Search Groups feature on the upper left-hand side.  
  • Ask Questions.  This allows you to have a much bigger footprint within your network and to communicate in different ways with your 1st degree network.  For example, at least once per month ask a question about a problem you faced recently or if anybody else has heard of a particular vendor that called you the other day. If you have a big network, you can ask questions more frequently. Answer Questions.  This is a great way to profile you or your brand and to generate leads and real business.  Remember, to be considered an “expert” in any particular area, you only need to know more than the person reading the answer! Get in there, search for questions that you think you can answer and answer them. To make it really easy to follow Answers of interest, you can create RSS feeds for specific sections of LinkedIn Answers and track new questions through your favourite RSS feeder tool. Start Group Discussions.  Once you’ve joined some groups, go in there and participate in discussions that are happening or start group discussions. Remember that these are targeted audiences and people have joined these groups for a specific reason.  Don’t just join the discussion and start talking about your company; rather listen to what they are talking about and think about any value add input or insight that you can add to enhance the discussion. You can also set up notifications within the group so you get a digest of discussions that are happening within the groups you’ve joined. 
  • In the upper right hand corner click on Advanced.  Search for titles of people or people at companies that you may want to connect with.  For example your sales team could use this feature daily by searching for “marketing” titles at companies they’re trying to penetrate. 
  •  In essence, this is competitive intelligence.  What are your competitors doing?  Who should you be connecting with?  What content are they publishing?  There’s a great new feature that was launched this year called Follow Company.  This feature “allows you to keep up on occurrences within those companies by sending you updates through your LinkedIn account” and gives you something to talk about with the contacts that you find. This is also great if they have had turnover at their company, allowing you to know who or what accounts could be prime pickings for you. 
  • Do this once per week. Remember, this is not Facebook but status updates serve a similar purpose in a business context.  Status updates are essentially mini performances.  When you post a status update, you’re giving your network information about yourself or your brand.  Remember that you are trying to position you and your company as a valuable resource for your prospects company so try to add content that is relevant content that prospects would find interesting.  What this does is tell your prospects that you are in the know and that you have access to information that might help them. Your status update has elevated your profile in the mind of your prospects as a possible expert in this area. 
  • This is an easy tactic that anyone on LinkedIn can do. If you have an upcoming webinar, event or new white paper, encourage people within your company to post a profile update on LinkedIn. Typically, marketing drives this effort. While you can recommend text that should be included in these updates, encourage your company to use slightly different messaging so your organization doesn’t appear like a bunch of robots all saying the exact same thing. Social media is all about showing your human side so don’t forget that – allow for creativity.
  • The more you blog, the more pages Google has to index, and the more inbound links you're likely to have. The more pages and inbound links you have, the higher you rank on search engines like Google—thus the greater amount of traffic to your website. Which is why we repeat: Blogging is good.
  • So that means pretty much everybody that can check email on a mobile device, does. Is your email newsletter optimized for mobile devices?
  • Is your business website optimized for mobile devices? If not, you may be missing out on hundreds of sales opportunities.
  • Transcript

    • 1.
    • 2. Farming Your Online Community
      Social Networks & Beyond
    • 3. DIGITAL REVOLUTION
    • 4. 79%
      of adults use the Internet.
      SOURCE: PEW INTERNET & AMERICAN LIFE PROJECT, MAY 2010
    • 5. 78%
      of Internet users conduct product research online.
      SOURCE: PEW INTERNET & AMERICAN LIFE PROJECT, MAY 2010
    • 6. The average Internet user
      views
      2,750
      web pages per month.
      SOURCE: THE NIELSEN COMPANY, JANUARY 2011
    • 7. 1/3
      of consumers spend
      three or more hours
      online every day..
      SOURCE: THE MEDIA AUDIT, OCTOBER 2010
    • 8. 24%
      of adults have posted comments
      or reviews online about the things
      they buy.
      SOURCE: ONLINE PRODUCT RESEARCH, SEPTEMBER 29, 2010
    • 9. 9 out of 10 Internet users visited
      a social networking site each month in 2010.
      SOURCE: COMSCORE, FEBRUARY 2011
    • 10. FACEBOOK
    • 11. 1 out of every 8
      minutes online is spent on Facebook.
    • 12. 50% of active users log on to Facebook on any given day
    • 13. The Average Facebook user has 130 friends
    • 14. 40%
      of Facebook’s
      user base is
      age 35+.
      SOURCE: ISTRATEGY LABS, JANUARY 2010
    • 15. 64%
      of Facebook
      users have
      become “fans”
      of at least
      one company.
      SOURCE: ISTRATEGY LABS, JANUARY 2010
      SOURCE: EXACTTARGET, 2011
    • 16. Average Facebook user is connected to 60 pages, groups and events
    • 17. 67%
      of B2C companies and 41% of B2B companies have acquired a customer
      through Facebook.
      SOURCE: HUBSPOT, 2011
    • 18. The number
      of marketers
      who say
      Facebook
      is “critical”
      or “important”
      to their business
      has increased
      83%
      in just two years.
      SOURCE: HUBSPOT, 2011
    • 19. 51%
      of Facebook fans
      are more likely to buy
      the brands they fan.
      SOURCE: CHADWICK MARTIN BAILEY & IMODERATE RESEARCH TECHNOLOGIES, FEBRUARY 2010
    • 20. www.facebook.com/AGCOcorp
    • 21. http://www.facebook.com/rodswestern
    • 22. www.facebook.com/QueensMuseum
    • 23. www.facebook.com/LakeNonaPools
    • 24. www.facebook.com/OceanCity
    • 25. http://www.facebook.com/ajbombers
    • 26. www.facebook.com/sainsburys
    • 27. www.facebook.com/JoToGoCoffee
    • 28. TWITTER
    • 29. Twitter’s active
      user base generates
      90 Million tweets per day.
    • 30. 46% of users are college grads
    • 31. 76% of Twitter users use the internet wirelessly
    • 32. 50%
      of Twitter users are between 18-34
    • 33. 42%
      of companies have acquired
      a customer through Twitter
      SOURCE: HUBSPOT, 2011
    • 34. 79%
      of Twitter followers
      are more likely
      to recommend
      the brands they follow.
      SOURCE: CHADWICK MARTIN BAILEY & IMODERATE RESEARCH TECHNOLOGIES, FEBRUARY 2010
    • 35.
    • 36. Start with who you know
    • 37. Target Companies and Industries on Twitter
    • 38. Target Titles on Twitter
    • 39. START LISTENING
    • 40.
    • 41.
    • 42.
    • 43.
    • 44. 74 profiles with Elvis impersonator listed as a position
    • 45. 4
      profiles with dog or cat psychologist / psychiatrist listed as a position
    • 46. 1 profile has martini whisperer listed as a position
    • 47. Ranching was the #3 growth industry with the 112% new member growth year-over-year
    • 48. Optimize your profile.
    • 49. Modify your settings.
    • 50. Pick a few applications.
    • 51. Join Groups.
    • 52. Join the conversation
    • 53. Do An Advanced People Search
    • 54. Search for Companies
    • 55. Update Your Network Status
    • 56. Update Your Network Status
    • 57.
    • 58.
    • 59.
    • 60. More than half
      of all Internet users
      Read blogs at least monthly.
      SOURCE: EMARKETER, AUGUST 2010
    • 61. Companies that blog get
      55% more
      website visitors.
      SOURCE: HUBSPOT, 2010
    • 62. 57%
      of businesses have
      acquired a customer
      through their
      company blog.
      SOURCE: HUBSPOT, 2011
    • 63. 2/3
      of marketers say
      their company blog
      is “critical” or
      “important”
      to their business
      SOURCE: HUBSPOT, 2011
    • 64.
    • 65. Convert your readers to leads
    • 66. The Future Is Mobile
    • 67. More people in the world have access to a mobile device than a flushing toilet
    • 68. Google ships over
      300,000 Andriod
      Phones per day
    • 69. 78%
      of business people
      use their mobile device
      to check email.
      SOURCE: AT&T, MARCH 2011
    • 70. 40%
      of smartphone owners compare prices
      on their mobile device while in-store,
      shopping for an item.
      SOURCE: COMSCORE, JANUARY 2011
    • 71. 1 in 5
      adult mobile phone owners
      have used their device
      to make a purchase
      in the past month.
      SOURCE: MOBILE MARKETING ASSOCIATION & LUTH RESEARCH, MAY 2010
    • 72. QR CODES
    • 73.
    • 74.
    • 75.
    • 76.
    • 77. 20%
      of all online searches are for a local good or service
    • 78. 20%
      Of all online searches are for a local good or service

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