4. • People want information NOW.. and FAST
• Sense of Community
• Knowledge transfer (Peer to peer (and
industry extension)
• Showcase of skills
• Mechanism for Opinion (good or bad!)
• It’s how we are now marketed too
WHY THE ATTRACTION TO SM?
6. • Expectation of social media presence (have
to be on it)
• Use of dedicated hashtags & tweet-ups
• Coordinated targeting of platforms to certain
demographics
• Each platform = different purpose (Feedback,
Engagement, Informing, Experience)
TRENDS
7. • Posted online (website)
• Shared on social media (across various
platforms)
• Top influencers find it & discuss it
• Trending across all outlets- traditional media
outlets (TV, radio, print) and online
GOING VIRAL
9. • 95% use the internet daily
• 4/10 are online multiple times throughout the day
• 79% found out about new agricultural information
through the internet
• 69% have smartphones
• 84% have used social media over past 12 months
• 73% said social media was very important to them
REALITY FOR AG
10. • Having conversations and reaching people
we otherwise would have never been able
to reach
• Hear/see all the discussion (good and
bad!)
• Must build relationships with people and
develop “trust” before we give hard
REALITY FOR AG
11. • ‘You are your social network’
• Community feel, to engage with others
• Provide feedback/thoughts on topics
• Showcasing of skills, interests
• ‘Tweets are my Own’ (Corporate policy?)
You (As a Brand) Goals Execution
FROM A PERSONAL
STANDPOINT
12. • Visit social media sites before website
• Better to be proactive than reactive
• Crisis Communication
• Google Search – Mobile Responsiveness
Brand Consumer Goals Execution
FROM A BRAND STANDPOINT
13. ‘Social’ Strategy
S urvey the Landscape
O bjectives & Strategy
C hannel Selection
I deas & Content
A pply & Engage
L isten, Learn, Measure
14. 1. SURVEY THE LANDSCAPE
• Who is your Target Audience(s)?
• What social media channels are
your target audience(s) using?
• What other audience(s) could
you capture & on what platforms?
• What are your competitors
doing?
Decide what is best for you &
your intended audience.
15. 2. OBJECTIVES & STRATEGY
• What could you do differently for
your audience on social media?
• What sets you apart from
competition?
• What is your overarching strategy
& specific goals depending on what
channels you choose?
• What would you like to achieve by
X date?
• How will you measure success?
Build a solid foundation for your
16. 3. CHANNEL SELECTION
• What channels best suit your
needs (personally, corporately)?
• What channels best suit your
target audiences’ needs?
• What channels are in your short
term and/or long term plan?
• Do you have budget for social
media? Additional help/platforms?
• What resources to you have from
an internal standpoint to manage
social?
17. 4. IDEAS & CONTENT
• Are you using consistent branding
(photos, names, images, colour, wording)
on all social media accounts?
• What original and industry appropriate
content would your audience like to
read/share?
• What should your editorial calendar look
like?
• What platform is best to manage your
social media accounts from?
Curate and populate original
content in an
18. 5. APPLY & ENGAGE
• When should you schedule content
for, for best results? (Mix of
spontaneous & planned content)
• How should you get followers/likes
and reciprocate?
• When is the appropriate time to
officially engage?
Make well educated decisions
on content but remember
to have fun with it.
19. 6. LISTEN, LEARN, MEASURE
• How will you gauge
feedback?
• What analytics and metrics
will you use to measure
success?
• What social media channels
are working? Not working?
• How do you fix
channel/strategy/content and
try again?
21. - # of Impressions
- Impression Ratio
- Retweets/Favourites/Likes
- Following to Followers
Ideal Target = 1 :1
Best = 10 Following / 100 Followers = 10%
ratio
- Click Through Rate
- Conversions (actioned on your request)
- Community Size (# of followers on each
ENGAGEMENT METRICS
22. - Community Size
(# of followers on each channel/month) +/- deviation
- Engagement %
(All interactions / # of community members *100)
ENGAGEMENT METRICS
Facebook Twitter LinkedIn
Month 1 1774 4989 11374
Month 2 1831 5151 11487
Change +57 +162 +113
Facebook Twitter LinkedIn
Week 1 0.79 1.56 0.03
Week 2 0.34 1.74 0.00
23. TODAY’S TAKE-AWAYS
DO’s
• Be on social media
• Have a strategy
• Showcase what you
know/enjoy
• Share & tell
• Use both personally
and professionally
• Know the rules
• Learn and evolve
• Have fun!
DON’TS
• Ignore it
• Not listen/engage
• Think you can’t learn
it
• Ignore the personal-
professional
boundaries
• Not have a strategy
• Exclude audiences
Great to be here! Honour to present in front of my CAMA colleagues
Thank you to Mary and the CAMA executive asking me to be here
Only seems appropriate that after discussing media training this morning with Bern we would discuss another platform of communication that has exploded and that we can’t ignore
And how we an use it to our advantage “Lead by Being Social.”
Born with the ‘gift of gab’ and haven’t wanted to do something productive with it… so starting sharing my public speaking skills both in person and social media, behind a computer with others
Side gig of doing public speaking and social media training two incredible platforms and 2 different ways to share what you are passionate about
We’re fortunate that we’re in an industry that we are passionate talking about… this is something that is rare for other industries!
First experience was in University with Owen Roberts
Experienced social media from government when SM was just coming on the scene; at Holstein Canada and now politically
Social media is a lot like the “Learn to do by doing” motto
My two jobs now have counted on me and my social media expertise one at Holstein Canada (where there was no social media) and now as Comms Advisor as Minister Leal
There are definitely “dos” and “don’ts” and some “strong recommendations I’ll share today
Books are being written, but its an ever-evolving, changing platform and medium that changes day-to-day
Starting using social media for both personal AND professional purposes
Social media is an extension of who we are, both as a persona and as a professional brand.. This is where most consumers are going to find you and judge you before meeting you!
So what you say is important and profound… you are leaving an impression whether you intend too or not
Platforms and Trends
Extending your story/brand —personally and corporately
Application of the ‘SOCIAL’ Strategy’
Social Media = 2nd greatest revolution since the Industrial Revolution
When we think of the impact that factories/manufacturing and modern vehicles changed/shaped the landscape, the same can be said for social media
Changing the way in which we process information, access information and is now changing industries due to consumer demands of information (i.e. consumers interest… GMO’s and Chipotle)
While there are many tremendous benefits of social media, it is certainly a scary endeavour to get involved in!
Social media = word of mouth on steroids
86% (29,760,764) of Canadians are Internet users,
56% of Canadians have a Smartphone
We have the highest social media network penetration in the World. 82% of Canadians use a social network by comparison to 75% of Americans.
Who here in the room would consider themselves a:
Beginner (is on at least one platform, more an “observer” rather than a “player”
Intermediate (manages 2+ platforms, engages in conversation but doesn’t lead conversation, understand how things are changing)
Expert (Leads discussion on social media, deals with both personal and corporate social media channels, knows how to engage with audiences, ask and seek out information
The point is that we all have a different purpose or reason to be on social media and a different understanding/comfortability level but the point is that you MUST be on social media.
Whether you are a journalist, looking for interest in stories; a PR professional looking to gauge how your brand is seen; or a company seeing if their product is working, the idea is that we all must be on social media
¼ quarter of the world is using social media (almost 2 billion people!)
Brazil has experienced a growth of 118% in social media usage where as US has decreased 20%
Can’t believe the uptake of social media– there are people probably not purchasing food but have a smartphone and are on social media
Social Media = Word of mouth on steriods
Social media is just that… being social like we would in person but on a “medium” through media and platforms….
Not necessarily the most used but overall, what Big 7 that most corporate brands are incorporating into their social media strategy
Linkedin- 250 million users, used strictly as the “Facebook of the corporate world” but has limited features for free unless you have a paid membership. You become a member but “What now” once you join
Facebook – almost billion people on it, founded in 2004, decline in most countries, millenials leaving, baby boomers joining, becoming a network of community for update, rather than progressive way to engage and find information
YouTube- 1 billion users (1/2 people using the internet visit YouTube), 2004
Twitter- more than 300,000,000 users, founded in 2006, continues to grow, especially from a business standpoint (there is a language factor too to keep in mind.. Quebecors don’t use Twitter because of English-only accounts)- must consider bilingual
Instagram- 100 million users, founded in 2010, integration use/ incorporates the use of “hashtags” which were started by Twitter
Pinterest- 250 million users, founded in 2010. Is used extensively by wedding/home decorating/clothing companies. Why? Because their main demographic is women between ages 25-35, women are 70% users who have children with a disposable income of $75,000 or more (so they have time AND money!)
Snapchat- founded September 2011, 30 million monthly users, largest 70% of users are under the age of 25, send over 700 million photos and videos a day!
In order to have an effective social media strategy, must incorporate the use of some/many/all of these social media platforms (and more!) to truly capture your audience
In agriculture alone
¼ quarter of the world is using social media (almost 2 billion people!)
86% of people are accessing the internet from their mobile devices (which leads to poor etiquette!)
Can’t believe the uptake of social media– there are people probably not purchasing food but have a smartphone and are on social media
¼ quarter of the world is using social media (almost 2 billion people!)
86% of people are accessing the internet from their mobile devices (which leads to poor etiquette!)
Can’t believe the uptake of social media– there are people probably not purchasing food but have a smartphone and are on social media
CropLife has the Top 20 Farm Apps: http://www.croplife.com/editorial/matt-hopkins/20-best-mobile-apps-for-agriculture/
CropLife also produces yearly “Best Apps to Download in 2015” http://www.croplife.com/editorial/matt-hopkins/10-best-new-agriculture-apps-for-2015/
Agronomy Apps, Commodity Price Apps, Precision AG Apps
Farms.com Classified App (http://www.farms.com/agriculture-apps/business/farms-com-classifieds)
Farms.com Classified App = North America’s #1 free buy and sell farm and agriculture classifieds mobile app.
Power of Blogs – Blogger and Wordpress – estimate that there are anywhere between 150 million to 200 million blogs worldwide
Month in 2012, OMAFRA through the U of G Knowledge and Translation and Transfer Funding Program (KTTP) conducted a social media survey with wide variety of farmers in Ontario
So we’ve heard that consumers are online looking for information
Farmers are online… where is the disconnect?
It takes time and a plan to effectively execute social media
Reality for AG is that 56% of people go on social media networks to find new food products (Better hope that 56% is on our side!)
Centre for Food Integrity, now working with Farm and Food Care, gave a presentation and it came down to loyalty/trust above all else
Sometimes when we put that we are farmers and then tweet about it, it puts us at a disadvantage because they think we have a secret agenda when we just want to be open/honest… We have to remember as farmers that people don’t “trust” as easy as we do
Have we truly embraced as an industry and personally, all that we can from social media?
Within our own AG community, YES
With consumers, NO
Yes- many great initiatives (#AGChat on Tuesday nights, #Farm#365 which has been incredible) BUT, outside of our agricultural community/social circles.. Do we do a good enough job connecting with consumers on social media networks?
NO- that is why there is so many misconceptions and the wrong people are telling our story!
It takes an army but we all must do our part, both personal and corporately
Disappointing when you meet someone who is NOT like they were online
Tweets are my own- employer policy? The reality of this statement… this reflects poorly on the company you work for, regardless.
Always have to be thinking about what you are putting out and how this would reflect the company you work for
Have an open discussion about what is acceptable and not
Same ends goals both personally and as a brand but you go about them in different ways to achieve same goals
Crisis communications – have to be ready for the complaints!
- You can apply this “Social Strategy” both personally and as a brand if you are working for a company
Every company (and personal if you use your account for business) needs to have a Social media strategy..
Can simply be a document that outlines these 5 social steps..
But it is a reference guide that you refer back too all the time…
ESPECIALLY if you are a company and have many employees managing social media accounts on your behalf… when to post as corporate, when to post as staff “i.e. /AGstaff,” what to do with worse case scenario, how to handle complaints
Keep in mind the bilingual aspect that I mentioned previously.. If you have French clients, important to remember this!
Also keep geography in mind (certain countries and provinces like social media more) and keep time zones in mind when engaging!
80/20 rule--- 80% sharing ideas/curating content.. 20% selling (soft sell on social media)
Develop relationships first, than sell
Editorial calendar- I’ve developed one personally that I use, but there are some online and even just a blank calendar is a good idea… I personally have a Microsoft calendar of all the social media accounts I manage.. That way, you can give access to whomever
Editorial calendars- I have a 12 month calendar did a day-long strategy session to brainstorm ideas/content
Platforms
Tweetdeck/Hootsuite/Buffer (Free)- personally like Tweetdeck because I like the platform visually, user friendly interface, like programming the time of tweets whenever I’d like.. Not on 5 minute intervals, can easily see how tweets are being organized to send out
Paid = SproutSocial
Need to have a platform that works for you while you are not working!
Best time to post on Facebook = Wednesday’s at 3pm, Worst time = Weekends before 8am and after 8pm
Best time to post on Twitter = Monday to Thursday’s (ideally Tuesday’s) anywhere between 9am – 3pm = Worst time = Friday’s after 3pm (BUT there are difference between B2B and Business to Consumers.. Some brands say weekends are best (depending on products) and achieve 20% higher rate on weekends than weekdays
Best to post on LinkedIn =Tuesdays & Thursday’s between noon-1 and 5-6 = Worst time are Monday’s and Friday’s and anytime after 10pm
http://www.fastcompany.com/3036184/how-to-be-a-success-at-everything/the-best-and-worst-times-to-post-on-social-media-infograph#2
http://www.adweek.com/socialtimes/best-time-to-post-social-media/504222
https://analytics.twitter.com/
- An impression on social media is when an ad is seen. Clicking or not is not taken into account.
Top Follower/ Top Tweet / Top Mention/Top Retweet
- An impression on social media is when an ad is seen. Clicking or not is not taken into account.
- An impression on social media is when an ad is seen. Clicking or not is not taken into account.
Proven way to lead… by being social not just in person but on social media!
Get involved today…
Resources Available:
- Do’s and Don'ts
- Social language, lingo & terms (specific for each channel)
- Editorial calendar (hardcopy and online)
- Platforms to manage social media
Scheduling times & tips
Avialable to help so please get a hold of me!
- Metric & measuring formulas
