COFFEES OF BRAZIL NETWORK: PARTICIPATIVE
BUILDING OF KNOWLEDGE WITHIN THE
AGROINDUSTRIAL COFFEE SYSTEM
Sérgio Parreiras Pereira - IAC
Cibele Maria Garcia de Aguiar – EMBRAPA Café
Paulo Henrique Leme – P&A Marketing International

SOCIAL NETWORKS AND
WEB 2.0 CONCEPT
20
• communication tools in 21st century
• internet and web 2.0 concept from:
– spectators to participants
– traditional media channels to
collaborative building
• popularization of social networks (myspace,
facebook, orkut…)
• unimaginable solution for new challenges
– researchers, consultants, professionals,
consumers
– sharing and creating knowledge

PLATFORM PEABIRUS
• Brazilian Consortium for Coffee Research
and Development and P&A Marketing
International
• participating virtual social network:
“Rede Cafés do Brasil”
• platform “Peabirus”
– added value gains for production chains
– agents with common interests
– set up in common interest communities
– innovation, economic development,
knowledge transfer

INTERACTION IN COFFEES OF
BRAZIL NETWORK
• members participation is guided and
moderated
• Managing Group
– facilitates relationships
– achieving network goals
• Study objects: 2 communities
– Coffee Field Management and Coffee
Marketing
• dynamic information exchange

OBJECTIVE
• evaluate the use of the social media
Peabirus platform by the user-members of
the Coffees of Brazil Network
• participants of the Coffee Field Management
and Coffee Marketing communities
• fi di technical and scientific information
finding t h i l d i tifi i f ti
related to themes and topics deemed
relevant to the coffee-producing and trading
coffee producing
sector
• exploratory study
p y y
– provide a general view of a certain fact

COFFEES OF BRAZIL NETWORK
• gather people in communities with coffee
common interests in their search for
innovation and increased competitiveness
• more then 2500 registered members
• 50 communities:
– coffee production and trade
– thematic
– institutions or companies
• gathering researchers, field technologists,
consultants, farmers
consultants farmers, professionals in
coffee growing and trading
• share information, research demands and
,
technology transfer

COFFEES OF BRAZIL NETWORK
• network Interconnections:
PARTICIPANTS
COLLABORATORS
RACTION
INTER N
MEDIATORS
MANAGING
GROUP
INTERACTION

COFFEES OF BRAZIL NETWORK
• network Interconnections:
PARTICIPANTS
INTERACTION
TY
MMUNIT COLLABORATORS
SUPPORT /
MEDIATORS
COM
LINK
MANAGING
GROUP STRATEGY
COMMUNITY

COMMUNITIES CONTENTS
CREATING COLLABORATIVE
KNOWLEDGE

COFFEE FIELD MANAGEMENT
COMMUNITY
• one of the coffee consortium communities
• 800 members
• 920 posts on different coffee issues
• Google analytics:
• 82.759 visits
• 33.000 people
• 53 countries
• search engines: 43%
• local traffic: 33%
• referring sites: 24%

COFFEE FIELD MANAGEMENT
COMMUNITY
• relevant topic: flowering frustration in 2006
• mediator sent message
• many replies from different coffee regions
• knowledge collective building
• 30 comments
• 1000 visits
• heterogeneous participants
g p p
• technical and scientific knowledge
dissemination through technicians and
consultants
• media reference

COFFEE FIELD MANAGEMENT
COMMUNITY

MARKETING COMMUNITY
• promote interaction between the members on
subject matters directly related to the
j y
marketing of coffee and consumption
• knowledge and business
g
• 18 326 visits
18.326
• 10.933 people
• 53 countries
• search engines: 72%
• local traffic: 17%
• referring sites: 11%

MARKETING COMMUNITY
• most viewed topics: consumer related
• coffee shops: news clipping, information
• Brazilian cafes and Starbucks news
• search engines result
g
• “Your opinion topics” launched by mediator
• calling user’s attention
g
• polemic issues
• great interaction in the topic “QUESTION:
g p Q
Production of special coffees (organic,
gourmet, fair trade)”
• major issues involved in the production of
specialty coffees: quality, standards,
sustainability and others
t i bilit d th

MARKETING COMMUNITY

CONCLUDING REMARKS
• success key: mediator role in promoting
interaction and gathering contact
• efficient agent of networking
• communication channel
• social media tools can be successfully used
to promote interactions among
geographically dispersed agents
• contribute to create and distribute collective
t ib t t t d di t ib t ll ti
knowledge to coffee chain agents
• is it possible to repeat this success?
• in a worldwide level?

COFFEE RESEARCHERS’ FORUM
- agronomy, technology, science, innovation
- a place to exchange ideas and projects and to
promote innovation
- permanent discussion forum for ASIC
- Shall we take this opportunity?
DO YOU WANT TO MEDIATE THIS
COMMUNITY?

COFFEECLUB
NETWORK
www.coffeeclubnetwork.com

THANK YOU VERY MUCH!
Sérgio Parreiras Pereira - IAC
Cibele Maria Garcia de Aguiar – EMBRAPA Café
Paulo Henrique Leme – P&A Marketing International
bi b
www.peabirus.com.br
www.coffeeclubnetwork.com