DC Ag Communicators - Social Media for Agriculture
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DC Ag Communicators - Social Media for Agriculture



This is a deck that I put together with a colleague of mine at New Media Strategies, Alex Redmond, to present to the DC Ag Communicators -- a group of professional communicators who work on behalf of ...

This is a deck that I put together with a colleague of mine at New Media Strategies, Alex Redmond, to present to the DC Ag Communicators -- a group of professional communicators who work on behalf of various agriculture organizations in Washington, DC.

The content is a combination of my personal experience as a digital strategist executing dozens of social media campaigns, as well as my specific experience using social media with my family and their vineyard in Oregon (Bradshaw Vineyards | Willamette Valley, OR).



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    DC Ag Communicators - Social Media for Agriculture DC Ag Communicators - Social Media for Agriculture Presentation Transcript

    • © 2009 | New Media Strategies www.newmediastrategies.net
      Alex Redmond Leslie Bradshaw
      Business Development, Mid-Atlantic June 23, 2009 Communications Manager, Public Affairs
      DC Ag Communicators – Social Media Overview
    • Making Sense of Social Media: 7 Areas to Focus On
      Emerging Platforms
      Cloud Computing
      Media Sharing
      Social Networks
    • Blogs
      Not “just a blog” – many considerations:
      Your organization’s blog
      Influencer blogs
      Employee blogs
      Coalition / member blogs
      Competitor / adversary blogs
      Permanent, but imperfect – many decisions:
      Engagement strategy
      Message and positioning
      Intelligence and tracking
      © 2009 | New Media Strategies www.newmediastrategies.net
    • Blog Reading Habits of Capitol Hill
      Chiefs of Staff/Deputy Chiefs of Staff/Directors
      Communications Directors/ Press Secretaries
      Legislative Directors/Senior Policy Advisors/Counsel
      Legislative Assistants
      Legislative Correspondents/Other
      * Source: National Journal Group, Washington in the Information Age
    • Local and National Blog Consumption
      Local Blogs
      Red State
      Hotline On Call
      Daily Kos
      Local Blogs
      The Corner
      Hotline On Call
      Talking Points Memo
      * Source: National Journal Group, Washington in the Information Age
      The Note
      M. Malkin
    • States Have Vibrant Blogospheres, Too
    • Logistics
    • The 6 Steps to Planning and Executing a Digital Campaign
      Set goals
      Establish team roles
      Brand and integrate campaign elements
      Scope, research, understand task at hand
      Evaluate and select platforms
      Document everything
    • #1 – What Does a Win Look Like?
      Basic metrics
      Video views, comments and subscriptions
      Facebook fans, Wall posts
      Visitors and link-backs to your site and/or blog
      Blog and Twitter buzz – quantity and impressions
      Tonal reaction (positive/negative)
      Benchmark reports (beginning/end; weekly/monthly)
      How engaged, lasting, meaningful was the experience? (qual.)
      Campaign-dependent metrics
      Units sold
      Actions taken (e.g., petition, contesting, etc.)
      Voters, constituents, consumers, students or decision makers influenced
      Lasting, Google-able resources
      Launching point for future efforts
    • photo
      NMS METHODOLOGY: This is How We Do It
    • #2 – Establish Team Roles
      Team: Community / Communications Management
      Role: Communicates on behalf of the campaign, under their own name, everywhere online (think: touchy-feely spokesperson); Ensures that message and aesthetics are consistent across entire campaign (on and offline); supports Community & Profile team
      Involvement: 2 – 3 people
      Team: Profile Management
      Role: Populates profiles with content; works with / as Community Managers; maintains and interacts continuously
      Involvement: 2 – 3 people
      Team: Metrics, Reporting, Tracking, Innovating
      Role: Ensures that goals are being set and met; makes recommendations to recalibrate based on results, emerging platforms and new goals
      Involvement: 3 – 4 people
    • CHALLENGE: Digital and Geographic Divides
      Solution: Communications Team
      Tactic: Point people in DC manage and solicit content from Farmers
      Solution: Profile Management Team
      Tactic: Meet with Farmers once a quarter to scope out an approved set of messages and topics; adjust and update as needed
      Solution: Editorial Calendar
      Tactic: Create a master calendar for posting to platforms (e.g., blog post, tweets, etc.); receive posts from Farmers via Communications team (need only be emailed; “photo attached” would be great, too); post for / as approved Farmers
      Solution: Digital Press Events
      Tactic: Invite bloggers to the farm; encourage photo and video creation; create universal tag so content can be aggregated
    • 6 Tips: Social Media for Agriculture
      ON THE FARM CASE STUDY: Leslie’s Family’s Farm
      © 2009 | New Media Strategies www.newmediastrategies.net
      Worked with Intel to invite influential bloggers and media makers onsite to ISEF, resulting in:
      776 photos on Flickr
      160 blog posts and tweets
      Production of nearly 40 YouTube videos
      20 audio recordings of interviews with attendees
      Helped manage and organize interested online communities, facilitating new connections
      Reached over 1.5 million viewers
      Created lasting online resources and relationships
      Shifted previous perceptions about Intel and its dedication to education
    • Specific Platforms
    • Twitter
      © 2009 | New Media Strategies www.newmediastrategies.net
      • What is it?
      • Permanency of blogging
      • Utility of emailing
      • Sociality of Facebook
      • Agility of text / IMing
      • Why join?
      • Disseminate information
      • Converse and share
      • Build a network
      • Gain insights
      • Who uses it?
      • The media
      • Politicians
      • C-level executives; decision makers
      • Brands and organizations
      • Online influentials
    • In Fact, Twitter Has Its Own Ecosystem & Economy
    • Organic Interest:
      • Media & Blog Stories: 7,000+
      • Twitter Posts: 10,000+
      • 3.8 million Impressions
      • 55,000 Facebook users
      • 10,000+ Pledges
      • 16,000 video views
      • 100+ blog posts
      • 1,200 Tweets
      “The president made an offhand remark making fun of his own bowling that was in no way intended to disparage the Special Olympics.”
      - Spokesman Bill Burton
      Twitter Placements:
      • John Mayer
      • Rosalind Wiseman
      • Chicago Tribune
      • Fox5 (lead to on-air)
      “I bowled a 129. … It’s like – it was like Special Olympics, or something.”
      - President Obama
      March 19
      Jay Leno Show
      March 20
      Story explodes
      March 31
      Special Olympics
      launches social media campaign with help from NMS
      TWITTER CASE STUDY: The Special Olympics
      April 1 - Today
      Conversation continues…
    • Social Networks
      © 2009 | New Media Strategies www.newmediastrategies.net
      • What is out there?
      • Facebook – friends
      • Twitter – communications
      • Ning – organizations
      • LinkedIn – colleagues
      • MySpace – A & E
      • MeetUp – offline
      • So I have a page, now what?
      • Upload your contacts
      • Relax the reins
      • Spark two-way conversations
      • It’s a garden: plant, water, weed, maintain; repeat.
    • News Updates
      Targeted Ads
      Thousands of Click-Thrus
      Shared Links
      Dozens of Wall Posts
      2,200+ Members
      Donation Motivation:
      1 Twitter follower = 100 liters of water
      1 Facebook member = 100 liters of water
      FACEBOOK CASE STUDY: ACC / Drinking Water
    • Media Sharing
      © 2009 | New Media Strategies www.newmediastrategies.net
      Video – what is out there?
      YouTube – massive reach
      Vimeo – customizable
      Viddler – interactive
      Photo – what is out there?
      Flickr – open network
      SmugMug – closed network
      Twitter applications – Twitpic, Utterli
      Why you need it:
      A picture is worth…
      Tell your story; create a lasting resource
      Make it compelling; short and something you’d pass on
      Create assets to share with on and offline media outlets
      • Transformed their image in the eyes of online influencers and tech communities
      • Reengaged their core political audience through embeddable video and blogger link-backs
      • Exchanged their limited advertising budget for social capital, search engine optimization (SEO), brand awareness and historical, lasting resources
      • 300+ blog placements; 600+ inbound links; millions of online views
      Social Networks
      Media Sharing
    • Wikipedia
      © 2009 | New Media Strategies www.newmediastrategies.net
      • What are wikis?
      • Collaborative resource
      • Relies on “wisdom of the crowds”
      • Not always accurate, buuuuut…
      • Read: Here Comes Everybody (Clay Shirky)
      • Why you need them:
      • Define the debate at point of research: Wikipedia
      • Replace internal intranets
      • Create a puzzle-piece mentality that encourages more participation and knowledge-sharing
      • Enable easy access
      • Document evolution and keep definitions dynamic (e.g., of your issue / organization)
    • © 2009 | New Media Strategies www.newmediastrategies.net
      What tools are available?
      Google Docs
      Google Reader / RSS
      TinyURLs (recommended: bit.ly)
      “Share This”
      Why you need them:
      Cost effective ($0)
      Accessible anywhere
      Searchable; can make public
      Cloud Computing
      • What to watch for?
      • Aggregation (FriendFeed)
      • Portability (Facebook Connect)
      • Authentication (OpenID)
      • Integration (Google Connect)
      • Mobile (iPhone and BlackBerry apps)
      • “Life streaming” (Qik, USTREAM)
      • Status-o-sphere (Facebook, Twitter)
      • Blogosphere segmentation (state level, interest based)
      • What will continue to evolve?
      • Boundaries: Personal / Private / Professional / Organizational
      • Sharing: Anonymity / Transparency / Intimacy / Translucency
      • Connectivity: Portable / Integrated / Aggregated / Authenticated
      © 2009 | New Media Strategies www.newmediastrategies.net
      Emerging Platforms
    • Closing
    • 5 Things You Can Do Immediately
      • Share content, but not over email. Instead, use a single account on Delicious to store, share and tag relevant stories.
      • Tips: These can be public or private (just click the “do not share” box).
      Add unlimited # of tags to help build context. Detailed repository.
      • URL:http://delicious.com (also: most stories have multiple “share this” functions)
      • Build a blogger media list; create an engagement strategy. Identify bloggers most interested in your issues and include them early and often on breaking news, surrogate interviews and other initiatives.
      • Tips: Treat bloggers like journalists, but don’t expect them to always perform like non-biased reporters. Consider having your surrogate’s blogs link back to the blogs on your list. Reciprocity rules.
      • URLs:http://blogsearch.google.com (more results) and http://technorati.com (includes authority)
      • Monitor Twitter. The most instant and social conversations going on about your issues are on Twitter. Blogs lag. Facebook is closed, sometimes blocked.
      • Tips: On Twitter, you can take immediate action. For key conversers, investigate the Twitterer’s # of followers and if they have a blog. Have a strategy to engage / respond if needed.
      • URLs:http://search.twitter.com (basic search) & http://tweetgrid.com (up to 9 terms at once)
    • 5 Things You Can Do Immediately (cont’d)
      • Place digital Op-Eds with influential blogs. Facing a limited “real estate” issue? Editorial Board uninterested? You can be just as effective by placing a guest post on state and / or national blogs. Once place, pivot back to MSM.
      • Tips: Have surrogates pen for the web – links, photos and embedded videos are excepted.
      • Sample sites:Huffington Post, Medical News Today, Health Bolt, My Family Doctor
      • Have Farmers maintain a daily / weekly “diary.” Basically a blog, but in established communities with lots of activity. More efficient; good workaround.
      • Tips: If your content is consistent and strong, and you’ve made contacts with the site administrator’s, you can get “front paged” (i.e., have your content featured on the homepage). To build credibility: make sure to comment on posts by others.
      • URLs for top diary sites:http://RedState.com and http://TheNextRight.com (right-of-center); http://DailyKos.com, http://MyDD.com and http://TalkingPointsMemo.com (left-of-center); http://SoapBlox.com (state level and left-of-center)
    • 6 Closing Thoughts
      Authenticity and transparency rule the day. When you are transparent, you are credible. When you are credible, you maximize your results.
      Try to workaround, not eliminate. Stuck on Twitter? Try a disclaimer: ‘Tweets from our friends do not necessarily represent the views of healthfinder.gov.’ Unable to access actual site? Use search engines.
      You get out what you put in. Social media is a like a pet, not furniture. Nurture, don’t walk away.
      The marketplace is now a conversation.Are you listening, do you have a voice? And like with any conversation, listening is key.
      It’s a relationship, are you committed? The true value of participating online is in the ability to build lasting, meaningful ties.
      To make it work in the long run, you need infrastructure. In order to circulate your content and maximize what social media has to offer, you need to have a plan and multiple pathways. Start slow, integrate and don’t over-commit.
    • © 2009 | New Media Strategies www.newmediastrategies.net
      Thank you. Questions?
      Leslie Bradshaw
      Blog: www.lesliebradshaw.com
      LinkedIn: http://www.linkedin.com/in/lesliebradshaw
      Twitter: www.twitter.com/LeslieBradshaw
      Email: lbradshaw@newmediastrategies.net
      Phone: 703-253-0050 x 187
      Alex Redmond
      NMS Blog: www.newmediastrategies.net/blog
      LinkedIn: http://www.linkedin.com/in/ajredmond
      Twitter: http://twitter.com/AlexRedmond
      Email: aredmond@newmediastrategies.net
      Phone: 703-253-0050 x 195