John Blue - Farmers, Ranchers, Social Media: Where are they and how do I find them?
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John Blue - Farmers, Ranchers, Social Media: Where are they and how do I find them?

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Farmers, Ranchers, Social Media: Where are they and how do I find them? - John Blue. From the 2012 eXtension National Conference, Oct 2, 2012, Oklahoma City, OK,......

Farmers, Ranchers, Social Media: Where are they and how do I find them? - John Blue. From the 2012 eXtension National Conference, Oct 2, 2012, Oklahoma City, OK, USA.

https://learn.extension.org/conferences/nexc2012/events/688

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  • 1. Farmers, Ranchers, Social Media: Where are they and how do I find them? 3x3 methods to discover, learn, and successfully engage.Tuesday, October 9, 12 1
  • 2. Truffle Media Ned Arthur, Director of Sales and Content Development John Blue, Chief of Community CreationTuesday, October 9, 12 2
  • 3. Thanks to the National Extension Conference organizing committees for the opportunity to provide you information you can use.Tuesday, October 9, 12 3
  • 4. Reminder to use #NeXC2012 hashtag!Tuesday, October 9, 12 4
  • 5. 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 YearsTuesday, October 9, 12 5
  • 6. 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 YearsTuesday, October 9, 12 6
  • 7. LandscapeTuesday, October 9, 12 7
  • 8. TrendsTuesday, October 9, 12 8
  • 9. Pinterest has strong Interest Data fromTuesday, October 9, 12 9
  • 10. Over 300 million visits per month to Tumblr based sites Data fromTuesday, October 9, 12 10
  • 11. Tuesday, October 9, 12 11
  • 12. Trends Feb, 2012, 850,000 Android activations per day!Tuesday, October 9, 12 12
  • 13. No smartphone Android iPhone Blackberry 35% 31% 22% 7% 2012 Survey of farmer smart phone preferenceTuesday, October 9, 12 13
  • 14. Older agesTuesday, October 9, 12 14
  • 15. Big kid on the block http://royal.pingdom.com/2010/02/16/study-ages-of-social-network-users/Tuesday, October 9, 12 15
  • 16. Farmers and RanchersTuesday, October 9, 12 16
  • 17. Number of farmsTuesday, October 9, 12 17
  • 18. Relative farm population segments http://agtoday.us/us-farmer-subgroups-info-2011 http://www.census.gov/compendia/statab/2012/tables/12s0823.pdfTuesday, October 9, 12 18
  • 19. Relative farm revenue size http://agtoday.us/us-farmer-subgroups-info-2011 http://www.census.gov/compendia/statab/2012/tables/12s0823.pdfTuesday, October 9, 12 19
  • 20. Farms, Land in Farms, and Livestock Operations 2011 Summary http://usda01.library.cornell.edu/usda/current/FarmLandIn/FarmLandIn-02-17-2012.pdfTuesday, October 9, 12 20
  • 21. Relative population sizes of social media. US Farmer population, 4.4 milTuesday, October 9, 12 21
  • 22. Tuesday, October 9, 12 22
  • 23. 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 LaneTuesday, October 9, 12 23
  • 24. Tuesday, October 9, 12 24
  • 25. Discover Learn EngageTuesday, October 9, 12 25
  • 26. Look for relationship Tools SocialBro http://www.socialbro.com Hashtagify http://hashtagify.me/ Gephi: Open Graph Viz Platform https://gephi.org/Tuesday, October 9, 12 26
  • 27. Look for relationship Tools SocialBro http://www.socialbro.com Hashtagify http://hashtagify.me/ Gephi: Open Graph Viz Platform https://gephi.org/Tuesday, October 9, 12 27
  • 28. Look for relationship Tools SocialBro http://www.socialbro.com Hashtagify http://hashtagify.me/ Gephi: Open Graph Viz Platform https://gephi.org/Tuesday, October 9, 12 28
  • 29. Look for relationship Tools SocialBro http://www.socialbro.com Hashtagify http://hashtagify.me/ Gephi: Open Graph Viz Platform https://gephi.org/Tuesday, October 9, 12 29
  • 30. Search networksTuesday, October 9, 12 30
  • 31. Arlan subscribes to these Arlan is on these lists Find interesting peopleTuesday, October 9, 12 31
  • 32. Arlan subscribes to these Arlan is on these lists Find interesting peopleTuesday, October 9, 12 32
  • 33. Discover Learn EngageTuesday, October 9, 12 33
  • 34. Tuesday, October 9, 12 34
  • 35. How? • Twitter is the base • Metrics and Analysis: ThinkUp, TwitSprout, Radian6, Wordle, KloutTuesday, October 9, 12 35
  • 36. Why? • Learn from a slice of the public • Show the President is social media savvy • It’s coolTuesday, October 9, 12 36
  • 37. Listen to your existing audience!Tuesday, October 9, 12 37
  • 38. Listen to your existing audience!Tuesday, October 9, 12 38
  • 39. How? • Utilize services like Google Analytics, your email service provider, or survey service. • Regularly ask your existing audience questions and see how they respond. • Use the data to understand actions.Tuesday, October 9, 12 39
  • 40. Why? • Your current audience already believe in you at some level. • The data is easy to obtain once you have setup the services. • You get a history of action and re-action.Tuesday, October 9, 12 40
  • 41. Twitter Chat Schedule - Google Docs http://agtoday.us/schedule-twitter-chatsTuesday, October 9, 12 41
  • 42. Twitter as a discussion place Twitter chats as a source to listen and connect. Google “twitter chat schedule” or see http://agtoday.us/schedule-twitter-chats A sample of ag focused hash tags: #agchat #farm #ag #plant12 #harvest12 #nppcwpx #agmedia More hashtags at http://agtoday.us/ag-hashtagTuesday, October 9, 12 42
  • 43. How? • Twitter as a channel for moderated conversation. • Time based, dedicated hashtag, topic focused, organized promotion.Tuesday, October 9, 12 43
  • 44. Why? • Learn about issue, topic, or idea. • Learn more about the people involved. • Make the connections (find those people that are connectors like ArlanTuesday, October 9, 12 44
  • 45. Discover Learn EngageTuesday, October 9, 12 45
  • 46. Original media Become the place for interesting thingsTuesday, October 9, 12 46
  • 47. Tweet or G+ post AdsTuesday, October 9, 12 47
  • 48. Tuesday, October 9, 12 48
  • 49. How? • Find interesting stuff via Alltop, SmartBrief, StumbleUpon • Write blog post, via Posterous • Auto tweet post, ObjectiveMarketer, posts new tweets once an hour.Tuesday, October 9, 12 49
  • 50. Why? • Drive traffic to Alltop because Alltop sells ads. • Alltop pages are written up by multiple people, and then Tweets are created by multiple people. Twitter is used as a form of mini blog. • Mental model is PBS: "With PBS they have to have very interesting content so you tolerate the telephone." "For me, for Twitter, I have many interesting links so that I can promote Alltop"Tuesday, October 9, 12 50
  • 51. Create helpful informationTuesday, October 9, 12 51
  • 52. #the5: A daily set of reference information aimed to help you improve your life.Tuesday, October 9, 12 52
  • 53. How? • Find interesting stuff via friends (social) and Google alerts. • Regular, every workday around 8:30am ET • Info also shared via blog posts are created and the “Out of Date Newsletter”.Tuesday, October 9, 12 53
  • 54. Why? • Build the Chris Penn brand. The brand is about being an expert in digital marketing. • Drive traffic to Awaken Your Superhero information. • “I’ll let you know about 5 things that caught my eye in the morning news.”Tuesday, October 9, 12 54
  • 55. Create a safe place to have conversationsTuesday, October 9, 12 55
  • 56. How? • Create private Facebook group several months before the event, adding people as they register. • Utilize the private group during the event, with team members assigned to help with posts and conversations. • Continue to seed the group on a regular basis and participate in conversations.Tuesday, October 9, 12 56
  • 57. Why? • Safe. • Channel easy for all to see and utilize. • Record of activity over time. • Creates opportunity to maintain the connection for future event promotion.Tuesday, October 9, 12 57
  • 58. Make and capture media, liveTuesday, October 9, 12 58
  • 59. How? • Used Google+ event plus Party Mode for the duration of the event. • Live event projector showing the event photos as they occur.Tuesday, October 9, 12 59
  • 60. Why? • Creates live photo album during the event for entertainment. • Created a photo archive of the event for re- use in other channels.Tuesday, October 9, 12 60
  • 61. http://www.ilovefarmers.org/about.htmlTuesday, October 9, 12 61
  • 62. How? • "Together, our generation can make a difference." through concerts, design, Social Media, Selling T-shirts at events, talking to many people, using social mediaTuesday, October 9, 12 62
  • 63. Why? • Many people are not familiar with farming and the work it involves.Young people have energy and a belief they can make a difference. • To build a team of people that can share and tell the story of agriculture.Tuesday, October 9, 12 63
  • 64. Why? All the prior engagements had a why. It is important to have a reason why plus a measurable component to understand how that engagement is progressing. This measurement provides objective information on which to act. What is your Why? and how are you going to measure it?Tuesday, October 9, 12 64
  • 65. Tuesday, October 9, 12 65
  • 66. Truffle Media QuestionsTuesday, October 9, 12 66
  • 67. Contact Information TruffleMedia.com (877) 558-7833 info@TruffleMedia.com @TruffleMedia TruffleMedia.com/FacebookTuesday, October 9, 12 67