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Arlan Suderman Ag and Social Media


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This presentation was made as part of the Ag and Social Media eXtension web conference on January 21, 2010.

Published in: Technology, Business
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Arlan Suderman Ag and Social Media

  1. 1. Strategic Marketing Using the Social Media Stretch Your Borders Without it Stretching You Arlan Suderman Market Analyst Farm Futures
  2. 2. Strategic Marketing Using the Social Media <ul><li>6 Steps to Adoption of Social Media </li></ul><ul><li>Stupid trend – Someone talks you into it. </li></ul><ul><li>You find information that perks your interest. </li></ul><ul><li>You start building connections – community builds. </li></ul><ul><li>You reach a point of feeling obligated to share. </li></ul><ul><li>You realize the power of the message and harness it. </li></ul><ul><li>Addiction. </li></ul>SOURCE: Michele Payn-Knoper – Social Media Guru - @mpaynknoper on Twitter
  3. 3. Strategic Marketing Using the Social Media <ul><li>Strengths of Social Media </li></ul><ul><li>It’s revolutionizing our culture, just as the air conditioner changed our demographics and how we relate to others. </li></ul><ul><li>It’s a cost-effective communication tool. </li></ul><ul><li>Rapidly being driven by the over-35 crowd. </li></ul><ul><li>It allows you to mix media – pictures, video, web links. </li></ul><ul><li>Reaches your target audience in real time where they are – enhanced by the emergence of smart phones. </li></ul><ul><li>Stimulates two-way dialogue – provides avenue for dialogue and feed back from the client. </li></ul><ul><li>It knows no geographical boundaries. </li></ul><ul><li>It’s a great advocacy tool. </li></ul>
  4. 4. Strategic Marketing Using the Social Media <ul><li>Hazards of Social Media </li></ul><ul><li>It can own you if you don’t master it. </li></ul><ul><li>It knows no geographic or demographic boundaries. </li></ul><ul><li>You can lose your focus – diluting your message and causing clients to move elsewhere. </li></ul><ul><li>It functions 24 hours a day – the “ping addiction.” </li></ul><ul><li>It allows two-way dialogue – Followers can consume your time. </li></ul><ul><li>We’re becoming a “ping” culture. </li></ul><ul><li>It’s a big world once the doors are opened – Those who oppose your views will find you. </li></ul>
  5. 5. Strategic Marketing Using the Social Media <ul><li>Strategy and Discipline </li></ul><ul><li>Define your objective </li></ul><ul><li>Define your audience </li></ul><ul><li>Define your tool – Twitter, Facebook, Blog, You-Tube, etc. </li></ul><ul><li>Develop your strategy / content </li></ul><ul><li>Market your tool </li></ul><ul><li>Remain true to your objective </li></ul><ul><li>Evaluate your results </li></ul>
  6. 6. Strategic Marketing Using the Social Media <ul><li>Farm Futures </li></ul><ul><li>Objective: A) Provide real-time commodity market commentary to farmers on the tractor, B) Build brand name and C) Build hit-count at </li></ul><ul><li>Audience: Nation’s largest 205,000 farmers </li></ul><ul><li>Tool: Twitter </li></ul><ul><li>Strategy – Content: A) Tweet real-time market commentary, B) Tweet relevant content (weather) and C) Tweet links to relevant news stories. </li></ul><ul><li>Market the Tool: Promote online, in the magazine, e-newsletter and when speaking. </li></ul><ul><li>Evaluation: Feedback, rising Web hits and 1,266 followers and rising rapidly. </li></ul>
  7. 7. <ul><li>Thank You For Your Time! </li></ul><ul><li>[email_address] </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li>316-729-4599 </li></ul>