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Digital Impacts on                        Agri-MarketingMonday, August 6, 12                        1
Truffle Media          Ned Arthur, Director of Sales and           Content Development          John Blue, Chief of       ...
Thanks to the Ag Media Summit              organizing committees for the                opportunity to provide you        ...
1793 The Pennsylvania Evening Post becomes Americasfirst daily newspaper.1851 Selling for a penny a copy, the New York Time...
1995 The American Reporter first daily newspaper on Internet  2004 Podcasting started  2004 Facebook launched  2005 YouTube...
LandscapeMonday, August 6, 12               6
Write down as many                       things as you can:                       What are the things                     ...
Write down as many                       things as you can:                       What are the things                     ...
Monday, August 6, 12   9
Who Are We?Monday, August 6, 12                 10
78+	  Ag	  agencies                 70+	  Ag	  associa/ons                 160+	  Ag	  focused	  companies                ...
Print    Association                       Company    AgencyMonday, August 6, 12                           12
Monday, August 6, 12   13
Number of farmsMonday, August 6, 12                     14
Relative farm population size   Relative farm revenue size   http://www.census.gov/compendia/statab/2012/tables/12s0823.pd...
Farms, Land in Farms, and Livestock Operations 2011 Summary    http://usda01.library.cornell.edu/usda/current/FarmLandIn/F...
Monday, August 6, 12   17
Pictures via Twitter: Lower Dairy Farm, Tracy Zeorian, Ryan froman, Marilena Barbera,               Jennifer Dewey, Chad I...
Monday, August 6, 12   19
TrendsMonday, August 6, 12        20
Trends      Feb, 2012, 850,000 Android activations per day!Monday, August 6, 12                                    21
No       smartphone      Android   iPhone     Blackberry          35%           31%        22%         7%         2012 Sur...
Older agesMonday, August 6, 12                23
Big kid                                                                on the                                             ...
Is everyone really doing it?Monday, August 6, 12                              25
Is everyone really doing it?         http://pewinternet.org/Reports/2012/Twitter-Use-2012/Findings.aspxMonday, August 6, 1...
http://pewinternet.org/Reports/2012/Twitter-Use-2012/Findings.aspxMonday, August 6, 12                                    ...
Relative population sizes of                       social media.   US Farmer   population,   4.4 milMonday, August 6, 12  ...
What about those farmers and ranchers?                            http://agtoday.us/usda-ers-labor-ageMonday, August 6, 12...
What about those farmers and ranchers?                                                 Older agesMonday, August 6, 12     ...
Monday, August 6, 12   31
http://www.agcensus.usda.gov/Publications/2007/Online_Highlights/Fact_Sheets/Demographics/Monday, August 6, 12            ...
Media consumptionMonday, August 6, 12                   33
Media consumptionMonday, August 6, 12                   34
Look at those charts again.Monday, August 6, 12                                 35
Media consumptionMonday, August 6, 12                   36
Media consumptionMonday, August 6, 12                  37
Access                   Media consumptionMonday, August 6, 12                   38
High speed accessMonday, August 6, 12                   39
http://usda01.library.cornell.edu/usda/current/FarmComp/FarmComp-08-12-2011.pdfMonday, August 6, 12                       ...
Deciding what to do...                                   Too many places, not enough time.           There will always be ...
Give info how to get info out there and listen         Develop your listening posts. This will be a continuous         act...
Survey data How can you know your audience? You have to ask them. Surveys help. We at Truffle regularly ask our audience v...
Survey dataIn a survey conducted Q2 2011, 87% of Swine producers listedemail as their most valuable communications tool to...
Survey data         In a 2011 ag focused social media survey conducted by         Meghan Cline, graduate student at Oklaho...
Monday, August 6, 12   46
Setup your goals first.                       Define a strategy.                       Find the tools.                    ...
Advertising spending 2011, Dollars (US)Monday, August 6, 12                                         48
http://www.emarketer.com/PressRelease.aspx?R=1008432Monday, August 6, 12                                        49
US Online Advertising Spending to Surpass Print in 2012                       http://www.emarketer.com/PressRelease.aspx?R...
What do people in                       agriculture media,                       marketing, and PR                        ...
The following information comes from a survey           on professionals in agri-media, marketing, and            companie...
Media             Association                       Agency           CompanyMonday, August 6, 12                          ...
Media             Association                       Agency           CompanyMonday, August 6, 12                          ...
Monday, August 6, 12   55
Monday, August 6, 12   56
There is a belief that digital is a                       supplemental to traditional media.Monday, August 6, 12          ...
Monday, August 6, 12   58
Monday, August 6, 12   59
Monday, August 6, 12   60
Advertising spending 2011, Dollars (US)Monday, August 6, 12                                         61
http://www.emarketer.com/PressRelease.aspx?R=1008432Monday, August 6, 12                                        62
Monday, August 6, 12   63
Media believes digital is                       important, but not in the near                          future (18 months)...
Monday, August 6, 12   65
Monday, August 6, 12   66
Note the belief difference. Understand                       the belief structure of your customers.Monday, August 6, 12  ...
There are many new tools, approaches, and               distractions.               Pick one or two that meet your objecti...
Start to understand the return on investment               calculations. What metrics need to be collected. How           ...
A great resource on                       understanding ROI in                       marketing is in                      ...
Take aways   Print is not dead but it is not going to stay the same.   Understand your customer’s and audience’s beliefs i...
Look at the list of                       things you take for                       granted about ag                      ...
Monday, August 6, 12   73
Truffle Media                       Questions?Monday, August 6, 12                      74
Contact Information                       TruffleMedia.com                       (877) 558-7833                       info...
Truffle Media          Ned Arthur, Director of Sales and           Content Development          John Blue, Chief of       ...
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John Blue - Digital Impacts on Agri-Marketing

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Digital Impacts on Agri-Marketing John Blue, Truffle Media Networks, 2012 Ag Media Summit, Albuquerque, NM, USA, August 6, 2012.

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Transcript of "John Blue - Digital Impacts on Agri-Marketing"

  1. 1. Digital Impacts on Agri-MarketingMonday, August 6, 12 1
  2. 2. Truffle Media Ned Arthur, Director of Sales and Content Development John Blue, Chief of Community CreationMonday, August 6, 12 2
  3. 3. Thanks to the Ag Media Summit organizing committees for the opportunity to provide you information you can use.Monday, August 6, 12 3
  4. 4. 1793 The Pennsylvania Evening Post becomes Americasfirst daily newspaper.1851 Selling for a penny a copy, the New York Timesdebuts.1885 William Dempster Hoard wrote his issue of a "journaldevoted to dairy farming.1962 Agri-Marketing magazine started1984 United States newspaper circulation peaks at 63million people 191 YearsMonday, August 6, 12 4
  5. 5. 1995 The American Reporter first daily newspaper on Internet 2004 Podcasting started 2004 Facebook launched 2005 YouTube launched 2006 Twitter launched 2010 Facebook passed 63 million US people 15 YearsMonday, August 6, 12 5
  6. 6. LandscapeMonday, August 6, 12 6
  7. 7. Write down as many things as you can: What are the things you take for granted about ag media today.Monday, August 6, 12 7
  8. 8. Write down as many things as you can: What are the things your customers take for granted about ag media today.Monday, August 6, 12 8
  9. 9. Monday, August 6, 12 9
  10. 10. Who Are We?Monday, August 6, 12 10
  11. 11. 78+  Ag  agencies 70+  Ag  associa/ons 160+  Ag  focused  companies 232+  Ag  focused  print  mediaMonday, August 6, 12 11
  12. 12. Print Association Company AgencyMonday, August 6, 12 12
  13. 13. Monday, August 6, 12 13
  14. 14. Number of farmsMonday, August 6, 12 14
  15. 15. Relative farm population size Relative farm revenue size http://www.census.gov/compendia/statab/2012/tables/12s0823.pdfMonday, August 6, 12 15
  16. 16. Farms, Land in Farms, and Livestock Operations 2011 Summary http://usda01.library.cornell.edu/usda/current/FarmLandIn/FarmLandIn-02-17-2012.pdfMonday, August 6, 12 16
  17. 17. Monday, August 6, 12 17
  18. 18. Pictures via Twitter: Lower Dairy Farm, Tracy Zeorian, Ryan froman, Marilena Barbera, Jennifer Dewey, Chad Ingels, Susie J Kirkham, Suderman Bros, sean harmon, McGregor Farms, Zach Watson, Philip Brigham, John Pawsey, Brenda Kirsch, Tried&True, Bryan Avison, James Lane http://storify.com/trufflemedia/harvest12-ups-and-downsMonday, August 6, 12 18
  19. 19. Monday, August 6, 12 19
  20. 20. TrendsMonday, August 6, 12 20
  21. 21. Trends Feb, 2012, 850,000 Android activations per day!Monday, August 6, 12 21
  22. 22. No smartphone Android iPhone Blackberry 35% 31% 22% 7% 2012 Survey of farmer smart phone preferenceMonday, August 6, 12 22
  23. 23. Older agesMonday, August 6, 12 23
  24. 24. Big kid on the block http://royal.pingdom.com/2010/02/16/study-ages-of-social-network-users/Monday, August 6, 12 24
  25. 25. Is everyone really doing it?Monday, August 6, 12 25
  26. 26. Is everyone really doing it? http://pewinternet.org/Reports/2012/Twitter-Use-2012/Findings.aspxMonday, August 6, 12 26
  27. 27. http://pewinternet.org/Reports/2012/Twitter-Use-2012/Findings.aspxMonday, August 6, 12 27
  28. 28. Relative population sizes of social media. US Farmer population, 4.4 milMonday, August 6, 12 28
  29. 29. What about those farmers and ranchers? http://agtoday.us/usda-ers-labor-ageMonday, August 6, 12 29
  30. 30. What about those farmers and ranchers? Older agesMonday, August 6, 12 30
  31. 31. Monday, August 6, 12 31
  32. 32. http://www.agcensus.usda.gov/Publications/2007/Online_Highlights/Fact_Sheets/Demographics/Monday, August 6, 12 32
  33. 33. Media consumptionMonday, August 6, 12 33
  34. 34. Media consumptionMonday, August 6, 12 34
  35. 35. Look at those charts again.Monday, August 6, 12 35
  36. 36. Media consumptionMonday, August 6, 12 36
  37. 37. Media consumptionMonday, August 6, 12 37
  38. 38. Access Media consumptionMonday, August 6, 12 38
  39. 39. High speed accessMonday, August 6, 12 39
  40. 40. http://usda01.library.cornell.edu/usda/current/FarmComp/FarmComp-08-12-2011.pdfMonday, August 6, 12 40
  41. 41. Deciding what to do... Too many places, not enough time. There will always be more information and tools than you can use. You must limit, cut out, focus on a few to really reach your goals. Survey data ...Monday, August 6, 12 41
  42. 42. Give info how to get info out there and listen Develop your listening posts. This will be a continuous activity to identify experts and finding that "bar" that will work for you. Review your approaches against your goals/objectives. There will be times that you need to drop something to allow you to pick up another.Monday, August 6, 12 42
  43. 43. Survey data How can you know your audience? You have to ask them. Surveys help. We at Truffle regularly ask our audience various questions throughout the year. With respect to new and social media, here are some things we have observed: across beef, dairy, poultry, swine, and crop farmers, 30% spent at least 10% of their week reading watching, or listening to industry information. 50% spent 20% or more of their week reading, watching, or listening to industry information.Reading was the preferred method of understandinginformation.Monday, August 6, 12 43
  44. 44. Survey dataIn a survey conducted Q2 2011, 87% of Swine producers listedemail as their most valuable communications tool today, withnewsletters and magazine at 39% and 25%.When asked what they believed the most valuablecommunications tool will be in the next several years, email stillwas at top, but web sites, social media, and smart phones passednewsletters and magazines.Monday, August 6, 12 44
  45. 45. Survey data In a 2011 ag focused social media survey conducted by Meghan Cline, graduate student at Oklahoma State University, 83% of respondents (farmers and ranchers) sought out people to follow on twitter based mainly on the usefulness of the tweets posted and then on the identity of the tweeter. 65% trusted information from individuals just as much as information from professional organizations. 84% used twitter to mainly find out about news and events.Monday, August 6, 12 45
  46. 46. Monday, August 6, 12 46
  47. 47. Setup your goals first. Define a strategy. Find the tools. Go!Monday, August 6, 12 47
  48. 48. Advertising spending 2011, Dollars (US)Monday, August 6, 12 48
  49. 49. http://www.emarketer.com/PressRelease.aspx?R=1008432Monday, August 6, 12 49
  50. 50. US Online Advertising Spending to Surpass Print in 2012 http://www.emarketer.com/PressRelease.aspx?R=1008788Monday, August 6, 12 50
  51. 51. What do people in agriculture media, marketing, and PR believe?Monday, August 6, 12 51
  52. 52. The following information comes from a survey on professionals in agri-media, marketing, and companies professionals. Over 600 people participated, with over 50% in management. The four core industry segments were: agency, media, associations, and agri-businesses All the agregated data is available for use http://agtoday.us/about-ag-media-marketingMonday, August 6, 12 52
  53. 53. Media Association Agency CompanyMonday, August 6, 12 53
  54. 54. Media Association Agency CompanyMonday, August 6, 12 54
  55. 55. Monday, August 6, 12 55
  56. 56. Monday, August 6, 12 56
  57. 57. There is a belief that digital is a supplemental to traditional media.Monday, August 6, 12 57
  58. 58. Monday, August 6, 12 58
  59. 59. Monday, August 6, 12 59
  60. 60. Monday, August 6, 12 60
  61. 61. Advertising spending 2011, Dollars (US)Monday, August 6, 12 61
  62. 62. http://www.emarketer.com/PressRelease.aspx?R=1008432Monday, August 6, 12 62
  63. 63. Monday, August 6, 12 63
  64. 64. Media believes digital is important, but not in the near future (18 months). This means traditional channels are going to continue to be sold. Is this is a different direct of the general media market?Monday, August 6, 12 64
  65. 65. Monday, August 6, 12 65
  66. 66. Monday, August 6, 12 66
  67. 67. Note the belief difference. Understand the belief structure of your customers.Monday, August 6, 12 67
  68. 68. There are many new tools, approaches, and distractions. Pick one or two that meet your objectives and work to understand how it works. Keep your approach simple.Monday, August 6, 12 68
  69. 69. Start to understand the return on investment calculations. What metrics need to be collected. How will you know using a service will pay off?Monday, August 6, 12 69
  70. 70. A great resource on understanding ROI in marketing is in Marketing White Belt by Christopher S. Penn, http://agtoday.us/ marketing-white-belt (affiliate link).Monday, August 6, 12 70
  71. 71. Take aways Print is not dead but it is not going to stay the same. Understand your customer’s and audience’s beliefs in how media is used. Put in place campaign metrics to collect and review them regularly. Stay connected to and converse with experts in marketing, communication, advertising, and PR. They are part of your early detection system.Monday, August 6, 12 71
  72. 72. Look at the list of things you take for granted about ag media today, cross off the 3rd item. ...Monday, August 6, 12 72
  73. 73. Monday, August 6, 12 73
  74. 74. Truffle Media Questions?Monday, August 6, 12 74
  75. 75. Contact Information TruffleMedia.com (877) 558-7833 info@TruffleMedia.com @TruffleMedia TruffleMedia.com/FacebookMonday, August 6, 12 75
  76. 76. Truffle Media Ned Arthur, Director of Sales and Content Development John Blue, Chief of Community CreationMonday, August 6, 12 76
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