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Global thought leadership on a shoestring, presented by Maria Lettman

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In her Brands-Only Summit presentation, Cargill's Maria Lettman shares a case study on global thought leadership. She explains how they launched a global thought leadership program on Twitter with no budget.

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SOCIALMEDIA.ORG/SUMMIT2016ORLANDOJANUARY 25–27, 2016 Global thought leadership on a shoestring MARIA LETTMAN CARGILL
© 2014 Cargill, Incorporated. All rights reserved. CONFIDENTIAL. This document contains trade secret information. Disclosure, use or reproduction outside Cargill or inside Cargill, to or by those employees who do not have a need to know is prohibited except as authorized by Cargill in writing. © 2013 Cargill, Incorporated. All rights reserved. Global thought leadership on a shoestring www.cargill.com
© 2014 Cargill, Incorporated. All rights reserved.2
© 2014 Cargill, Incorporated. All rights reserved. Section Break— Full-Bleed Photo Section Break— Full-Bleed Photo How can the world feed 9 billion by 2050?
© 2014 Cargill, Incorporated. All rights reserved.4
© 2014 Cargill, Incorporated. All rights reserved. Less than one hectareLess than one hectare
© 2014 Cargill, Incorporated. All rights reserved. Section Break— Full-Bleed Photo Our social media challenge • Food security deemed No. 1 company priority • Promises already made • NOW • No staff • No budget
© 2014 Cargill, Incorporated. All rights reserved.7 Get good data Trade policy Rural development SustainabilityHunger Farm productivity Climate change
© 2014 Cargill, Incorporated. All rights reserved.8 Get agreement APPETITE Pros Cons A. Lead the conversation • Biggest play • Longer-term impact • Requires most resources • Requires most subject expertise • Requires most social media skill B. Focus on specific topic, audience or geography • May be able to tap into existing company knowledge, resources • Less to do, measure • Leaves other niches open for the taking C.Amplify our events, content, people • Easiest to fit into existing jobs, channels • Quick wins • Doesn’t set us apart
© 2014 Cargill, Incorporated. All rights reserved. Get some more agreement • Goal: Become a meaningful voice in the online conversation • Expectations: Social-media efforts must measurably contribute to company’s overall food-security strategy and be sustainable • Pace: evolutionary • Scope: global, with three primary topics 9
© 2014 Cargill, Incorporated. All rights reserved.10 Get strategic • are we trying to reach?Who • do we want them to do?What • is the conversation happening?Where • do we achieve the goal? • measure success?How
© 2014 Cargill, Incorporated. All rights reserved.11 How we handled no staff • Can’t regularly be offline when audience is online • Can check social media at least every 10 minutes • Able to drop everything when needed • Able to work nights and weekends • Agile • Sense of urgency • Not frustrated by constant interruptions • Cool under pressure • Thick-skinned, polite and friendly under fire • Fearless but careful • Likes to help, contribute • Provoking conversation • Talking like a human • Making split-second decisions • Writing and writing fast • Addressing nuanced topics in a simple way • Managing difficult conversations • Self-editing • Subject matter expertise • Broad knowledge of Cargill and how subject matter relates to our businesses • Knowledge of social media and the web • Understanding of online behavior Knowledge Skills AvailabilityQualities
© 2014 Cargill, Incorporated. All rights reserved.12 How we handled no budget (hunger AND (ag OR agriculture OR farm OR farms OR farming OR farmer OR farmers OR smallholder OR “small holder” OR smallholders OR ”small holders” OR poverty OR grow OR growing OR planet OR global OR world OR end OR ending OR agribusiness OR business OR nutrition OR malnutrition OR scarce OR scarcity OR water OR drought OR sustainable OR sustainability OR climate OR "climate change" OR seeds)) OR (famine NOT (feast OR Irish OR potato OR Lord OR God OR Bible OR "good book" OR Christ OR hour)) OR "food security" OR "food secure" OR "food scarcity" OR "food shortage" OR "food shortages" OR "food sovereignty" OR "chronic hunger" OR "chronic malnutrition" OR "food insecure" OR "food insecurity" OR "food deficit" OR "food deficits" OR "grain deficit" OR "grain deficits" OR "food justice" OR "food crisis" OR undernourishment OR "under nourishment" OR "under-nourishment" OR malnutrition OR mal-nutrition OR "global food security program" OR "world food summit" OR "feed the future" OR "food access"~3 OR "food scarce"~5 OR "food availability"~3 OR "food security"~3 OR "food secure"~3
© 2014 Cargill, Incorporated. All rights reserved.13 @foodsecureworld
© 2014 Cargill, Incorporated. All rights reserved.14 First to find and offer best content every day
© 2014 Cargill, Incorporated. All rights reserved.15 Highly visible before, during and after events
© 2014 Cargill, Incorporated. All rights reserved.16 No budget: Did it work?
© 2014 Cargill, Incorporated. All rights reserved.17
© 2014 Cargill, Incorporated. All rights reserved.18 No staff: Did it work? 0 20 40 60 80 100 120 140 Holidays Interactions by week
© 2014 Cargill, Incorporated. All rights reserved.19 If anyone doubts the value of social
© 2014 Cargill, Incorporated. All rights reserved. Six lessons learned 20
© 2014 Cargill, Incorporated. All rights reserved. 1. Patience, patience, patience 21
© 2014 Cargill, Incorporated. All rights reserved. 2. Curation is not just for losers 22
© 2014 Cargill, Incorporated. All rights reserved.23 3. For events, “before” matters more 0 20 40 60 80 100 120 140 Think tank event Davos World Food Prize Interactions by week
© 2014 Cargill, Incorporated. All rights reserved. 4. The path to influencers may be indirect 24
© 2014 Cargill, Incorporated. All rights reserved. 5. Stick to prime time 25
© 2014 Cargill, Incorporated. All rights reserved. Section Break— Full-Bleed Photo 6. Don’t make people regret the click! 6. Don’t make people regret the click!
© 2014 Cargill, Incorporated. All rights reserved.27 Thanks! maria_lettman@cargill.com 952-742-2385 http://www.linkedin.com/in/ marialettman
Learn more about past and upcoming events SOCIALMEDIA.ORG/EVENTS SOCIALMEDIA.ORG/SUMMIT2016ORLANDOJANUARY 25–27, 2016

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Global thought leadership on a shoestring, presented by Maria Lettman

  • 1. SOCIALMEDIA.ORG/SUMMIT2016ORLANDOJANUARY 25–27, 2016 Global thought leadership on a shoestring MARIA LETTMAN CARGILL
  • 2. © 2014 Cargill, Incorporated. All rights reserved. CONFIDENTIAL. This document contains trade secret information. Disclosure, use or reproduction outside Cargill or inside Cargill, to or by those employees who do not have a need to know is prohibited except as authorized by Cargill in writing. © 2013 Cargill, Incorporated. All rights reserved. Global thought leadership on a shoestring www.cargill.com
  • 3. © 2014 Cargill, Incorporated. All rights reserved.2
  • 4. © 2014 Cargill, Incorporated. All rights reserved. Section Break— Full-Bleed Photo Section Break— Full-Bleed Photo How can the world feed 9 billion by 2050?
  • 5. © 2014 Cargill, Incorporated. All rights reserved.4
  • 6. © 2014 Cargill, Incorporated. All rights reserved. Less than one hectareLess than one hectare
  • 7. © 2014 Cargill, Incorporated. All rights reserved. Section Break— Full-Bleed Photo Our social media challenge • Food security deemed No. 1 company priority • Promises already made • NOW • No staff • No budget
  • 8. © 2014 Cargill, Incorporated. All rights reserved.7 Get good data Trade policy Rural development SustainabilityHunger Farm productivity Climate change
  • 9. © 2014 Cargill, Incorporated. All rights reserved.8 Get agreement APPETITE Pros Cons A. Lead the conversation • Biggest play • Longer-term impact • Requires most resources • Requires most subject expertise • Requires most social media skill B. Focus on specific topic, audience or geography • May be able to tap into existing company knowledge, resources • Less to do, measure • Leaves other niches open for the taking C.Amplify our events, content, people • Easiest to fit into existing jobs, channels • Quick wins • Doesn’t set us apart
  • 10. © 2014 Cargill, Incorporated. All rights reserved. Get some more agreement • Goal: Become a meaningful voice in the online conversation • Expectations: Social-media efforts must measurably contribute to company’s overall food-security strategy and be sustainable • Pace: evolutionary • Scope: global, with three primary topics 9
  • 11. © 2014 Cargill, Incorporated. All rights reserved.10 Get strategic • are we trying to reach?Who • do we want them to do?What • is the conversation happening?Where • do we achieve the goal? • measure success?How
  • 12. © 2014 Cargill, Incorporated. All rights reserved.11 How we handled no staff • Can’t regularly be offline when audience is online • Can check social media at least every 10 minutes • Able to drop everything when needed • Able to work nights and weekends • Agile • Sense of urgency • Not frustrated by constant interruptions • Cool under pressure • Thick-skinned, polite and friendly under fire • Fearless but careful • Likes to help, contribute • Provoking conversation • Talking like a human • Making split-second decisions • Writing and writing fast • Addressing nuanced topics in a simple way • Managing difficult conversations • Self-editing • Subject matter expertise • Broad knowledge of Cargill and how subject matter relates to our businesses • Knowledge of social media and the web • Understanding of online behavior Knowledge Skills AvailabilityQualities
  • 13. © 2014 Cargill, Incorporated. All rights reserved.12 How we handled no budget (hunger AND (ag OR agriculture OR farm OR farms OR farming OR farmer OR farmers OR smallholder OR “small holder” OR smallholders OR ”small holders” OR poverty OR grow OR growing OR planet OR global OR world OR end OR ending OR agribusiness OR business OR nutrition OR malnutrition OR scarce OR scarcity OR water OR drought OR sustainable OR sustainability OR climate OR "climate change" OR seeds)) OR (famine NOT (feast OR Irish OR potato OR Lord OR God OR Bible OR "good book" OR Christ OR hour)) OR "food security" OR "food secure" OR "food scarcity" OR "food shortage" OR "food shortages" OR "food sovereignty" OR "chronic hunger" OR "chronic malnutrition" OR "food insecure" OR "food insecurity" OR "food deficit" OR "food deficits" OR "grain deficit" OR "grain deficits" OR "food justice" OR "food crisis" OR undernourishment OR "under nourishment" OR "under-nourishment" OR malnutrition OR mal-nutrition OR "global food security program" OR "world food summit" OR "feed the future" OR "food access"~3 OR "food scarce"~5 OR "food availability"~3 OR "food security"~3 OR "food secure"~3
  • 14. © 2014 Cargill, Incorporated. All rights reserved.13 @foodsecureworld
  • 15. © 2014 Cargill, Incorporated. All rights reserved.14 First to find and offer best content every day
  • 16. © 2014 Cargill, Incorporated. All rights reserved.15 Highly visible before, during and after events
  • 17. © 2014 Cargill, Incorporated. All rights reserved.16 No budget: Did it work?
  • 18. © 2014 Cargill, Incorporated. All rights reserved.17
  • 19. © 2014 Cargill, Incorporated. All rights reserved.18 No staff: Did it work? 0 20 40 60 80 100 120 140 Holidays Interactions by week
  • 20. © 2014 Cargill, Incorporated. All rights reserved.19 If anyone doubts the value of social
  • 21. © 2014 Cargill, Incorporated. All rights reserved. Six lessons learned 20
  • 22. © 2014 Cargill, Incorporated. All rights reserved. 1. Patience, patience, patience 21
  • 23. © 2014 Cargill, Incorporated. All rights reserved. 2. Curation is not just for losers 22
  • 24. © 2014 Cargill, Incorporated. All rights reserved.23 3. For events, “before” matters more 0 20 40 60 80 100 120 140 Think tank event Davos World Food Prize Interactions by week
  • 25. © 2014 Cargill, Incorporated. All rights reserved. 4. The path to influencers may be indirect 24
  • 26. © 2014 Cargill, Incorporated. All rights reserved. 5. Stick to prime time 25
  • 27. © 2014 Cargill, Incorporated. All rights reserved. Section Break— Full-Bleed Photo 6. Don’t make people regret the click! 6. Don’t make people regret the click!
  • 28. © 2014 Cargill, Incorporated. All rights reserved.27 Thanks! maria_lettman@cargill.com 952-742-2385 http://www.linkedin.com/in/ marialettman
  • 29. Learn more about past and upcoming events SOCIALMEDIA.ORG/EVENTS SOCIALMEDIA.ORG/SUMMIT2016ORLANDOJANUARY 25–27, 2016