Michele Payn-Knoper - Twittering Techniques for Ag Tweeps

828 views

Published on

Twittering Techniques for Ag Tweeps - Michele Payn-Knoper, Cause Matters Corp., from the Minnesota Pork Congress, January 20-21, 2010, Minneapolis, MN, USA.

Published in: Business, Technology
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
828
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
0
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Michele Payn-Knoper - Twittering Techniques for Ag Tweeps

  1. 1. Farming Your Online Community: Social Networking & Beyond Temperament Not Technology Copyright 2010. All Rights Reserved. 1
  2. 2. Copyright 2010. All Rights Reserved. Sign of the Times? 4 out of 5 online Americans are active in some form of social content at least once a month Copyright 2010. All Rights Reserved. 2
  3. 3. Why does this matter to agriculture? • Learn from Obama campaign; Facebook co-founder Chris Hughes ran online operations & created communities of support to drive record voter turnout. 500+ Obama Facebook groups following election. • Opinions formed daily in communities – 99% without any connection to ag. It’s our chance to be proactive! • Proliferation of misinformation online multiplying daily as social media use increases. Facebook reached tipping point in Dec. 08 & Twitter in March 09. Copyright 2010. All Rights Reserved. Copyright 2010. All Rights Reserved. 3
  4. 4. Today’s Social Media Landscape • Over 350 million people are on Facebook and 66% are beyond college age. 9% are teens. • Twitter grew 1,928% in last year; it is the fastest growing social media site according to Nielsen Media. Roughly 27 million tweets/day. • More than 20 hours of video are uploaded every hour of every day on YouTube. • Use of social networking by people aged 35-54 grew 60% in last year. (Forrester) Copyright 2010. All Rights Reserved. A glimpse of 2.0 tools… Copyright 2010. All Rights Reserved. 4
  5. 5. What is Web 2.0? • Wikipedia’s : “Web 2.0 encapsulates the idea of the proliferation of interconnectivity and interactivity of web-delivered content.” • MPK: Web 2.0 is about people utilizing technology in an interactive way to drive information they want to their desktops, rather than just visiting the internet • Efficiency is key through RSS feeds, news readers and social media. • 66% of the world’s Internet population visit social networking or blogging sites, accounting for almost 10% of all internet time, according to Nielsen. Copyright 2010. All Rights Reserved. How are our ‘friends’ using SM? • HSUS: 21,500 followers on Twitter & growing with celebrity connection – 36x increase since January 2009. Wayne Pacelle’s blog proliferated by fans. • PETA: 386,800 Facebook fans (28x increase in 6 months) and 51,500 Twitter followers • Greenpeace: 28,800 followers on Twitter & 352,000 FB fans (doubled in 6 months) • Farm Sanctuary: 17,700 Facebook fans (150% increase in 6 month) & 3,300 Twitter followers. • Sierra Club: 6600 Twitter followers & 41,600 FB Fans Source: Cause Matters Corp. Copyright 2010. All Rights Reserved. 5
  6. 6. Copyright 2010. All Rights Reserved. Facebook: Changing Culture • Wikipedia: A social networking website launched on February 2004. Users can join networks, share photos, support causes, fan pages or become group members. • 350 million users, 2/3 outside U.S. and 2/3 beyond college age • Largest user group is ages 35-54 • 922% growth in users over 55, Jan. 09 to Jan. 2010. • Continues as the top U.S. social networking site • Two-thirds of users beyond college age, but remains as #1 site for ages 17-25. Source: NielsenComScore & Fortune Copyright 2010. All Rights Reserved. 6
  7. 7. Facebook: Population Facts • FB reached 150 million users in 5 years, compared to: – Telephone: 89 years – Television: 38 year – Cell phones: 14 years • Edges out TV audience for Super Bowl XLIII. • FB now larger than the United States Source: Fortune Copyright 2010. All Rights Reserved. Copyright 2010. All Rights Reserved. 7
  8. 8. Copyright 2010. All Rights Reserved. Food, Inc. on Facebook http://www.facebook.com/Foodinc 8
  9. 9. Twitter: Global Conversation • Wikipedia: Twitter is a free networking and microblogging service based upon tweets, which are text-based posts of up to 140 characters in length. Founded in 2006 • Twitter grew 1,400% in 2009 but slowed in last quarter. • Approximately 27 million tweets sent daily as of Jan. 2010. • Measuring number of tweets is difficult because nearly 2/3 of tweets are sent through third-party services • Think information snowball where your ideas attract more ideas; search #agchat for example at http://search.twitter.com. Copyright 2010. All Rights Reserved. Re-framing Twitter • Look at Twitter as a global cocktail party; you get to decide which conversations are interesting. • It’s as much about listening as it is about talking, just as you would in any conversation. Twitter is an idea exchange. • Keywords and hashtags determine which rooms you go to in the party – and who begins following you • Think of an information snowball where your ideas attract more ideas. Copyright 2010. All Rights Reserved. 9
  10. 10. Question from @rosstucker, Women's Wear D Writer/editor covering denim, textiles and trade “Why was I under impression pig manure didn break down or something? #cityfolk RT @foodprovider Apply organic pig manure to fie today” Copyright 2010. All Rights Reserved. Twitter Demographics • Majority of Twitter users are >35. • Younger demographics 12% less likely to tweet. • Tweeps in the 35-44 age group spend nearly 20 min. per Twitter/visit. Copyright 2010. All Rights Reserved. 10
  11. 11. Twitter Terminology • Tweet: Message • @name: User or tweeter • Tweeps: People in your community • DM: Direct message (like e-mail) • @ reply: Public message to designated user • RT: Re-tweet, similar to a forward • Unfollow: Act of dropping tweeps • Hashtag (#): Defined subject area to collage • Block: Not allowing follower • Tweet-up: Meeting of tweeters (usually live) • Chat: Streaming conversation Copyright 2010. All Rights Reserved. Twitter Phases 1. Sign up and think it’s a stupid fad. 2. Find info that piques your interest. 3. Build your community. 4. Feel obligated to give information back. 5. Realize the power of messaging in your community and their community, harness the power. 6. Become addicted. Copyright 2010. All Rights Reserved. 11
  12. 12. Twitter Management Tools • Tweetdeck = air traffic control • Hootsuite: scheduling & online management • Mobile applications: UberTwitter for Blackberry, Tweetdeck or Tweetie on iPhone Copyright 2010. All Rights Reserved. Copyright 2010. All Rights Reserved. 12
  13. 13. YouTube: Driving a Generation • Critical tool for gaining attention of Gen Y and younger. 20 hours of video uploaded every minute daily! • Impact of shocking video became apparent when Farm Sanctuary, PETA and HSUS videos aired on major networks in 2007. • Food, Inc. further drives home point of video impact. • Nearly 18,000 videos on animal rights and 48,000 on environmentalism (both up 30% per month). • Channels and subscriptions can help manage your interests. Copyright 2010. All Rights Reserved. Copyright 2010. All Rights Reserved. 13
  14. 14. Food, Inc. on YouTube Copyright 2010. All Rights Reserved. Linkedin: Rolodex Online • Wikipedia: Business-oriented social networking site launched in May ‘03 used for professional networking with more than 30 million experienced professionals from around the world, representing 150 industries. • Professional focused with emphasis on jobs, professional development, B2B, robust career search tool. • Site traffic increased 485% from the end of 2006 to 2007 and 153% 2007 to 2008, about 140% 2009. Average age = 40. • Moving slower with adding platforms, widgets and interfaces with other programs. Copyright 2010. All Rights Reserved. 14
  15. 15. Copyright 2010. All Rights Reserved. Blogging • Wikipedia: Blog (a contraction of the term "Web log") is a website, usually maintained by an individual with regular entries of commentary, descriptions of events, or other material such as graphics or video. • “Blogging has moved far beyond a hobbyist phenomenon and proved itself a legitimate news force and shaper of opinion.” ~ Business Week • Blogs of farmers, activists, and ag organizations with information to help you at http://causematters.wordpress.com Copyright 2010. All Rights Reserved. 15
  16. 16. Experience: Blogging • Rather than just writing, I consider the blog a resource or compilation of information for my community– see http://causematters.wordpress.com • Regular feeds or messages are critical; I combine the blog updates with my newsletter list & social media updates • Use RSS or News Readers to manage information from blogs http://www.youtube.com/watch?v=0klgLsSxGsU Copyright 2010. All Rights Reserved. What’s Your Roadmap? Tool: Goals: Timeline: Tool: Goals: Tool: Goals: Timeline: Timeline: Copyright 2010. All Rights Reserved. 16
  17. 17. The Power of People! “If you want one year of prosperity, grow grain. If you want ten years of prosperity, grow trees. If you want 100 years of prosperity, grow people.” ~ Chinese Proverb Copyright 2010. All Rights Reserved. Corn on Twitter Copyright 2010. All Rights Reserved. 17

×