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Have the agriculture and farming sector can use social media 2014

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This presentation is on how and why the agri and farming sector are using social media

This presentation is on how and why the agri and farming sector are using social media

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  • My intro SocialB – across a broad sector – from farm shops and start ups all the way up to the United Nations and the global household names of this world.I’ve been lucky enough to work within your sector for a number of clients for the last few years and I absolutely love the ways that the agri sector have embraced social media and used it to their advantage. I was here last year talking and I said that the agri sector were ahead of the private healthcare sector as this time last year I’d been with Harley Street in London – they are still thinking about it where the agri sector have in the last 12 months and used social media in even more innoviative ways to help their community to creating global pressASKWho uses twitter?We have gone through the booked in attendees and there seems to be a lot that tweet already. I have slight fear we may look like we are preaching to the converted. With that in mind are you happy to cover this off in your opening along the lines of, some of you tweet, some of you may not - yet. For those that do can we use the session as a rallying call to recruit more tweeters from the farming community. Task each one with encouraging five more, that sort of thing.Who has a smart phone?The marriage of agriculture and social media likely conjures up images of crop seeding on Farmville, but socially savvy agribusinesses are proving that the connection runs much deeper than the popular Zynga game. A 2011 study by the American Farm Bureau Federation revealed that of the 98% of farmers and ranchers ages 18 to 25 who have internet access, 76% of them use social media. Sure, agribusiness often gets a bad rep for being “behind the times,” but that assumption couldn’t be further from the truth. In reality, agribusinesses have embraced social media as a channel that is revolutionizing both B2B and B2C communications for the industry.The takeaway is that it isn't necessarily a resistance to technology that keeps a group or industry out of social media, but rather a lack of knowledge about how digital tools can have tangible business benefits
  • Anything free is a great enticement for people to use it – most SM networks are freeFrom a business point of view doesn’t matter if you are Nike or a small business in Norwich – you all have the same platforms to play on to gain business!Traditional communications were brand-led – organisations ‘owned’ their brandsNew communications are word-of-mouth led. Social media gives more power to people. Today, people own the brand. The brand is what people perceive it to be, and now, say it is.The explosion of social media also means that your sources of information are fragmenting. Instead of a few TV channels, radio stations or newspapers, you now have access to thousands of blogs, social networks and so on.They are passionate enough to create blogs, videos, and images, or to comment, give their opinion – often in their own timeThese often free applications make social media very easy to set up Sharing is a deeply ingrained human instinct. This, plus its ease of setup, is why it is exploding in popularityIts about power of the people through word of mouth social media networkingMany companies jump on the social media band wagon due to its popularity however there is no plan and not real thought process – this is where things often go wrong – or don’t quite work out as successfully as they should – many companies leave social media after a month or twoSo how can you use social media within your business to harness these people to talk about us, recommend us etc?
  • I asked the community who the most senior person in agri they knew on Twitter
  • PR example – Fielding Cottage – their goats milk skin productsSales example – Muddy Boots in to Waitrose Not just for the young folk
  • When you create a social media strategy, your actions are more deliberate and have purpose and your connections clearly understand what you have to offerOverall objectives will inform what you do in social media in terms of:Who you want to connect withWhat content you shareHow you interact with peopleHow often you need to interact with peopleHow you want to influence people to actThe key to social media is the art of two way conversation – if as a business then tapping in to that audience to help you amplify your business – I know Paul has pulled together some amazing case studies in the next session so please do stay for that to here real life examples
  • Wouldn’t it be nice if you could keep up to date with the latest news, local information and agricultural stories relevant to your work without having to switch on a computer? What if you could hear about the latest industry events and get updates about topics you’re interested in while you’re walking out workingWell,you can. Twitter in an online tool that keeps you informed with what matters most to you – all via your mobile phone. It really couldn’t be more simple.It’s a free social networking tool that allows you to communicate with groups and organisations simply and quickly. You can sign up to as many people or groups as you like to receive their thoughts and updates on the issues that interest you.You only have 140 characters, so its easy and quick to communicate
  • Twitter is loved by the agri sector because its ticks so many boxes for advantages and is quick, convenient and easy to useBusiness – Mill Farm Ashorne Grassland contracter and equine services – joined Twitter less than a year ago and already generated between £10k and £15k of business through Twitter
  • Smart phone user left computer user rightIt’s a free tool that allows you to communicate with groups and organisations simply and quickly. You can sign up to as many people or groups as you like to receive their thoughts and updates on the issues that interest you.You only have 140 characters, so its easy and quick to communicate
  • Your Bio tells people about youThe locationWhat they sell/ who they areSome personality (if you wish!) Account nameWhile your Twitter username is what appears in your address, you can also specify a Twitter Account Name, which is how people find youAs with your username, make sure you choose a suitable account name, one which reflects you – your name is a safe betBioThis is where you tell people about yourself in more depth. Again, make the most of it: put across what you want to say in brief, succinct paragraphs, ideally containing keywords (e.g arable farmer).ImageThis is the small image that appears next to your name. Most people use a photo, and most companies use their logo.
  • Walk them through the connect and #tag tabsIf on a computer left hand side, if on a smart phone right hand sideYou type your tweet in the dialogue box at the top of your Twitter pageYou have 140 characters or fewer in which to put across your message. This can be one thought, opinion or sentiment, and it can include links to other websites, for example to promote your latest blog post or video.Use tricks to help you be brief:Numbers for words, such as to=2, for=4
  • Click the connect button (the @ sign) although your phone should pop up with any new messages
  • Why RT, its great to help campaigns and get messages out quickly
  • If you want to add your voice to a common cause or thread, you can use a hashtagHashtags are small identifiers that everyone can use to indicate what they’re Tweeting about. They make it easier for people to find other tweets on a particular subject/location while filtering out the tweets that may just coincidentally contain the same keyword.For example, the hashtag #journorequest is a popular hashtag for journalists looking for certain storiesTo use a hashtag, in the Twitter dialogue box, type a hash sign (usually next to the ENTER key on UK keyboards), followed by a space, then your message.You can put hashtags anywhere in your tweet but again, be careful that you don’t go over the 140 character limit
  • Its about posting content to get interaction – its not good enough to just get a like on your page – facebook has clever algorithms that decide what content people see in their updates – you need your business, charity etc to be seen – the best way to do this is to get interaction and target your audienceA lot of likes on your pages doesn’t mean an engaging audience – its about the consumer interaction at each status levele.g. Genting casinosLocations – tescosYou have to really embrace the power of your audienceOne of the hardest social media networks to get right in my book
  • Its about posting content to get interaction – its not good enough to just get a like on your page – facebook has clever algorithms that decide what content people see in their updatesThe post had 500 engagements and 4,000 clicks and reached 20k peopleThe end result was that the suspects were caught and the sheep returned to their owner. 
  • Double check you are happy with these if not people may be able to see updates, etc that you might want only your friends and family to see
  • Its about posting content to get interaction – its not good enough to just get a like on your page – facebook has clever algorithms that decide what content people see in their updates – you need your business, charity etc to be seen – the best way to do this is to get interaction and target your audienceA lot of likes on your pages doesn’t mean an engaging audience – its about the consumer interaction at each status levele.g. Genting casinosLocations – tescosYou have to really embrace the power of your audienceOne of the hardest social media networks to get right in my book
  • How do I create a group?To create a group:From your homepage, go to the Groups section on your sidebar and click on Add Group.Click Create New Group.A window will appear where you'll be able to add a group name, add members and select the privacy setting for your group. Click the Create button when you're finished.Once the group is created, you'll be taken to the group. To get started, click at the top right of the group and select Edit Group Settings. From here you can add a group description, tags, set a group email address, add a group picture and manage members.Related topic: Groups privacy
  • 4 out of 5 professionals in the UK are on linkedinKey to success isStrategic approach, targeting people you want to do business with, recruit, etc.InteractionGroupsRecommendationsAnswers
  • 4 out of 5 professionals in the UK are on linkedinKey to success isStrategic approach, targeting people you want to do business with, recruit, etc.InteractionGroupsRecommendationsAnswers
  • 4 out of 5 professionals in the UK are on linkedinKey to success isStrategic approach, targeting people you want to do business with, recruit, etc.InteractionGroupsRecommendationsAnswers
  • 4 out of 5 professionals in the UK are on linkedinKey to success isStrategic approach, targeting people you want to do business with, recruit, etc.InteractionGroupsRecommendationsAnswers
  • Target the most popular discussions based on your target audience
  • ASKWho uses twitter?We have gone through the booked in attendees and there seems to be a lot that tweet already. I have slight fear we may look like we are preaching to the converted. With that in mind are you happy to cover this off in your opening along the lines of, some of you tweet, some of you may not - yet. For those that do can we use the session as a rallying call to recruit more tweeters from the farming community. Task each one with encouraging five more, that sort of thing.Who has a smart phone?The marriage of agriculture and social media likely conjures up images of crop seeding on Farmville, but socially savvy agribusinesses are proving that the connection runs much deeper than the popular Zynga game. A 2011 study by the American Farm Bureau Federation revealed that of the 98% of farmers and ranchers ages 18 to 25 who have internet access, 76% of them use social media. Sure, agribusiness often gets a bad rep for being “behind the times,” but that assumption couldn’t be further from the truth. In reality, agribusinesses have embraced social media as a channel that is revolutionizing both B2B and B2C communications for the industry.The takeaway is that it isn't necessarily a resistance to technology that keeps a group or industry out of social media, but rather a lack of knowledge about how digital tools can have tangible business benefits
  • Transcript

    • 1. Getting your farm business started with social media Lynsey Sweales SocialB @socialBuk @lynseysweales Online Marketing & Social Media Experts 
    • 2. What will you leave with today?  Social media – are you missing out?  Introduction to Twitter, Facebook and LinkedIn  Some examples of how farmers/agri businesses are using these platforms effectively  Hints, tips & examples  Hopefully inspired & can see the value of social media for business and community Online Marketing & Social Media Experts
    • 3. Why the social media explosion?  Free!  Sharing is a deeply ingrained human instinct  Access to people / organisations / shareability  Access to internet!  Instant! Online Marketing & Social Media Experts
    • 4. Social media in agri isn’t just for the youngsters Social Media & Online Marketing Experts
    • 5. Different types of social media Although they all enable sharing, there are several different types of social media  Blogs are online diaries  Microblogs (Twitter) is texting online  Forums are conversational threads  Video sharing (YouTube) is shared video clips  Social photo (Flickr/pinterest/intagram) is shared images and photos  Social networking (Facebook, LinkedIn, Googleplus) is all of the above Online Marketing & Social Media Experts
    • 6. How it relates to agriculture industry  The agri sector can and do use social media in a number of ways:  Networking – traditionally known as ‘over the hedge’, especially valuable with isolated farmers/growers. Sharing info, updates either locally or globally with other farmers/growers  Industry insight – farmers/growers can keep up to date, chat with and engage with people of influence and key organisations e.g. Defra, NFU, BBRO, etc.  Marketing – Consumers want to know where their food comes from, through building relationships with your local consumer community or if you sell in to national suppliers you can educate and show insight to these people. Plus even develop new products/services (also PR & sales)  Community – community is still very much alive with social media it can help with amazing things from borrowing a trailer, helping in crisis or even just chatting about the rugby (all work and no play makes for borrowing people!) Online Marketing & Social Media Experts
    • 7.    Online Marketing & Social Media Experts
    • 8. Twitter Online Marketing & Social Media Experts
    • 9. Twitter Why is Twitter great in the agri sector?     Networking – or known as ‘over the hedge’, especially valuable with isolated farmers/growers. Sharing info, updates either locally or globally with other farmers/growers Industry insight – farmers/growers can keep up to date, chat with and engage with people of influence and key organisations e.g. Defra, NFU, BBRO, etc. Marketing – Consumers want to know where their food comes from, through building relationships with your local consumer community or if you sell in to national suppliers you can educate and show insight to these people. Plus even develop new products/services (also PR & sales) Community – community is still very much alive with social media it can help with amazing things from borrowing a trailer, helping in crisis or even just chatting about the rugby (all work and no play makes for borrowing people!) Social Media & Online Marketing Experts
    • 10. What is Twitter? Account photo Username Account settings Profile details Following flag Twitter stats Latest tweet Recent tweets
    • 11. Important Definitions  TWEET  Each comment posted on Twitter is referred to as a tweet, and the act of sending a tweet is referred to as tweeting  RETWEET  A Retweet is a type of message posted on Twitter, that repeats some information previously tweeted by another user, symbolised by RT at beginning of Tweet. E.g. @SyngentaBuzzUK: RT @AgriChatUK: In Thursday's chat we'll be talking relationships, specifically friendship in farming #AgriChatUK 8-10pm FOLLOWING  To subscribe to someone’s Twitter updates  FOLLOWERS  To have people subscribing to your Twitter updates Online Marketing & Social Media Experts
    • 12. Important Definitions  @Reply  Beginning your Tweet or citing @personsname in your Tweet designates that you are referring to @personsname. People tend to monitor their @ mentions so it acts as a convenient, albeit public, way to communicate with people who are not following you  HASHTAG  a topic with a hash symbol (“#”) at the start to identify it. Its like a filter for information – only filter what you want to see  Great for using to search and find others  #NFU14 #Backbritishfarming #TBfree  DM  Short for Direct Message, a private Tweet which you can only send to people who are following you Online Marketing & Social Media Experts
    • 13. Setting up your account  On your phone/ipad download the app called ‘Twitter’ Online Marketing & Social Media Experts
    • 14. Twitter bio examples Online Marketing & Social Media Experts
    • 15. Finding people on Twitter Online Marketing & Social Media Experts
    • 16. Twitter searches  Find people/organisations within Twitter – search names, sectors, etc. e.g. Arable farmer  Twitter Search can also be used to find information in real time – e.g. hashtags #agrichatuk #nfu14  Good accounts to follow in the first instance are: @nfutweets, @defra, @Agrichatuk , @metoffice & just watch to see what they say/talk about (listen) https://twitter.com/#!/search-home Online Marketing & Social Media Experts
    • 17. Twitter engagement Online Marketing & Social Media Experts
    • 18. How to send a Tweet • You type your tweet in the dialogue box at the top of your Twitter page • You have 140 characters or fewer in which to put across your message. • This can be a thought, opinion or question, and it can include links to websites, pictures or videos • for example ask a question/share a photo of something you need help with – blackgrass for example Online Marketing & Social Media Experts
    • 19. Public engagement - Replying  If you see something someone has tweeted, and you’d like to reply to it, you can do this very like replying to an email  To do this, click on the arrow under the tweet.  Alternatively you can just type that person’s username into the tweet dialogue box with the ‘@’ character in front of it. You can do this if you want to direct a tweet at one person in particular.  Be warned that everyone will be able to see your reply. To send private messages, you need to use direct messaging, which is covered in the next slide.  NOTE – dealing with negative comments, anti activists – BE aware! Online Marketing & Social Media Experts
    • 20. How to see people who have tweeted you Click the connect button (the @ sign) although your phone should pop up with any new messages & email you if you have this set up Online Marketing & Social Media Experts
    • 21. Private engagement - DMs   You can only do this if that person is following you, and you are following them too (that is, you are Twitter ‘friends’).  Online Marketing & Social Media Experts If you want to contact someone through Twitter but you don’t want everyone else to see it, use direct messaging. Click ‘Me’ then click the envelope and select the person you want to send a message to
    • 22. Retweeting  Best social media moment – when they tweeted “Could anyone help me convince @waitrose to increase our store listing by retweeting this” Resulted in from 10 stores to 35 now 90 Waitrose stores Online Marketing & Social Media Experts If you see something someone has tweeted and you think it’s very good, then you can forward that to your followers. This is called ReTweeting. It’s like when you forward an email to people.  To do this, simply click the Retweet button  ReTweeting is a great way to support others and very powerful with campaigns
    • 23. Participation - Hashtags Online Marketing & Social Media Experts
    • 24. Participation - Hashtags  People often use hashtags to find information about specific subjects or to filter information, so if you use hashtags they are more likely to find you via that subject. Hashtags are therefore a great way to extend your reach and get more followers in a meaningful way.  There are a wide variety of already established hashtags and new ones being created daily, that you can start to use/filter with  They are generally around a location, subject, interest or a campaign Online Marketing & Social Media Experts
    • 25. Relevant hashtags  #location – i.e. #norfolk  #subject – i.e. #farmersmarket  #interest – i.e. #sugarbeet  #community – i.e. #agrichatuk #clubhectare  #community watch – i.e. #farmwatch  #support/consumer – i.e. #buylocal Online Marketing & Social Media Experts
    • 26. What you need to do now  Set up your Twitter account  Follow @Nfutweets  Search for #nfu14 and see what people are saying  Tweet if you have something to say or are passionate about  You will then see how great Twitter can be for you / your business Online Marketing & Social Media Experts
    • 27. Facebook Social Media & Online Marketing Experts
    • 28. Facebook – how can you use it Great for staying up to date with friends or if you have a business (particularly aimed at consumers) great for marketing - Person (people become your friends) - Business page (people become fans) - Group (people join to stay up to date) Social Media & Online Marketing Experts
    • 29. Facebook – how to sign up  On your phone/ipad download the app called ‘Facebook’ or www.facebook.com Social Media & Online Marketing Experts
    • 30. Facebook – as a person Personal space - You can post your updates and become friends with others (mainly personal not business) - Be careful of privacy settings Social Media & Online Marketing Experts
    • 31. Facebook – as a person Social Media & Online Marketing Experts
    • 32. Facebook – as a business Business space - Promote your business - Talk about latest products/food/off ers - Set up via drop down menu ‘create page’ Social Media & Online Marketing Experts
    • 33. Facebook – business success One of the hardest social media platforms to work as a business  Interaction is key, Facebook want you to work for your credibility  The REAL value is in your fans content and interaction on your page  Think target audience/think engagement Social Media & Online Marketing Experts
    • 34. Maximising your Page – two-way Aim for shares, likes & comments in that order – not getting them means you are talking to yourself! Social Media & Online Marketing Experts
    • 35. Facebook – groups Great for NFU regions Can be closed so people have to be signed off to join (great for NFU branch meetings/farming events) You can create events which only members of the group can see Social Media & Online Marketing Experts
    • 36. What you need to do now  Decide if you want to be on here  If you have a business decide if you want to use this as a way to market your business  As a person check your privacy settings  Like the NFU Online page as members & the Farming Delivers (for consumers) Online Marketing & Social Media Experts
    • 37. LinkedIn  Great for B2B and B2C businesses  Online business networking  Keep up to speed on your industry  Find / Answer questions – groups Three key areas  Professional business profile  Business page  Groups Social Media & Online Marketing Experts
    • 38. How can the agri sector use LinkedIn  The agri sector can and do use LinkedIn for:  Community Social Media & Online Marketing Experts
    • 39. LinkedIn – professional business profile Professional business profile  Where you work  Your experience  Your previous career Then you can post updates & connect with people Social Media & Online Marketing Experts
    • 40. LinkedIn – professional business profile Works much like Facebook, you can connect with people and follow updates as well as post updates - You search for people in the search bar the top Social Media & Online Marketing Experts
    • 41. LinkedIn Groups Identify the Best Group Opportunities   Choose groups that have at least a good number of members, but no more than a few thousand if you really want to maxmise your visibility  Online Marketing & Social Media Experts Evaluate the groups you’ve joined or intend to join and focus on the top 3-5 groups that most accurately represent your target demographic Plan to proactively visit each of your top groups 2-3 times a week
    • 42. LinkedIn Groups
    • 43. What you need to do now  Decide if LinkedIn can help you / your business  If so set up a profile and start to join some key groups based on who you want to connect with and what you want to achieve Online Marketing & Social Media Experts
    • 44. Social media for you?  If used strategically can be very useful whether for business or just to stay up to date in your industry  Doesn’t have to take up lots of time  Great place to be part of a community  Great fun (not all work!) Social Media & Online Marketing Experts
    • 45. What will you leave with today?  Social media – are you missing out?  Introduction to Twitter, Facebook and LinkedIn  Some examples of how farmers/agri businesses are using these platforms effectively  Hints and tips  Hopefully inspired & can see the value of social media for business and community Online Marketing & Social Media Experts
    • 46. Getting your farm business started with social media Lynsey Sweales SocialB @socialBuk @lynseysweales Online Marketing & Social Media Experts 

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