Agricultural communications & social media


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A presentation given to "The League of Agricultural Communicators" on social media in Calgary, AB, Canada.

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Agricultural communications & social media

  1. 1. Introduction to Social Media <ul><li>The League of Agricultural Communicators </li></ul><ul><li>by Doug Lacombe, MBA </li></ul><ul><li>July 6, 2009 </li></ul>
  2. 2. Your speaker: <ul><li>DOUG LACOMBE, MBA </li></ul><ul><ul><li>Doug has 20 years media and marketing experience with a concentration in Internet communications. </li></ul></ul><ul><ul><li>Now setting up communicatto , a communications consultancy that guides organizations towards integrated communications in a digital world. </li></ul></ul>
  3. 3. multiple products, messages, targets, media <ul><li>social media fits into some integrated campaigns, but not all </li></ul>
  4. 4. What is social media? <ul><li>“ Social media are online communications in which individuals shift fluidly and flexibly between the role of audience and author. To do this, they use social software that enables anyone without knowledge of coding, to post, comment on, share or mash up content and to form communities around shared interests.” Joe Thornley, President and CEO Thornley-Fallis </li></ul><ul><li>Social media is an umbrella term for a wide variety of collaborative web-based software tools that encourage sharing and conversation. Doug Lacombe, President and CEO communicatto </li></ul>
  5. 5. Definition continued <ul><li>The Three Cs (or more) </li></ul><ul><ul><li>Content </li></ul></ul><ul><ul><li>Collaboration </li></ul></ul><ul><ul><li>Community </li></ul></ul><ul><li>Other “Cs” include conversation, consistency, commerce, communication, and context. </li></ul>
  6. 6. Impact of social media
  7. 7. Societal implications
  8. 8. Shift happens <ul><li>Disintermediation </li></ul><ul><ul><li> </li></ul></ul><ul><li>Did you know? </li></ul><ul><ul><li> </li></ul></ul>
  9. 9. Services and platforms <ul><li>Don’t fall in love with the gizmos </li></ul>
  10. 10. Types of social media
  11. 11. Social media “mix”
  12. 12. Video didn’t kill radio Website Newsletter News releases Photos MSM Earned/Paid Self-publishing Videos Events Social media
  13. 13. Integrated platform
  14. 14. Blog-centric approach
  15. 15. Social media etiquette <ul><li>Don’t be a d-bag </li></ul>
  16. 16. Social media etiquette <ul><li>Cocktail party metaphor </li></ul><ul><li>Generosity </li></ul><ul><li>Attribute, credit, share and forward (RT) </li></ul><ul><li>Dialog not broadcast </li></ul><ul><li>Ratios: 3-1-1, 80/20 </li></ul><ul><li>Twitter: </li></ul><ul><ul><li>No auto-DMs, ever </li></ul></ul><ul><ul><li>No “CMJ” </li></ul></ul><ul><ul><li>Strongly consider no auto-follows </li></ul></ul><ul><ul><li>Profile and bio important; photo if possible, name(s), web link </li></ul></ul>
  17. 17. According to Hoyle <ul><li> </li></ul><ul><li> </li></ul>
  18. 18. Social media & crisis <ul><li>Preparing for the worst </li></ul>
  19. 19. Crisis, definition <ul><li>An unanticipated event or disclosure that threatens your organization’s reputation </li></ul><ul><ul><li>(Shel Holtz, ABC) </li></ul></ul>
  20. 20. Crisis examples OLD SCHOOL NEW SCHOOL
  21. 21. Crisis preparedness <ul><li>Playbook </li></ul><ul><li>Quarterback </li></ul><ul><li>Identified spokespeople </li></ul><ul><li>Lists, lists, lists </li></ul><ul><ul><li>Staff/execs, home #s </li></ul></ul><ul><ul><li>Media contacts </li></ul></ul><ul><ul><li>Stakeholders, authorities </li></ul></ul><ul><ul><li>E-mail lists </li></ul></ul><ul><ul><li>Websites and services, usernames and passwords </li></ul></ul><ul><ul><li>Photographer/cameraman/podcaster </li></ul></ul><ul><ul><li>War room, venues, conference site </li></ul></ul><ul><li>Content “in the can” </li></ul><ul><li>Run scenarios </li></ul><ul><li>Run drills </li></ul>
  22. 22. Measurement & metrics <ul><li>Lies, damn lies, & statistics </li></ul>
  23. 24. Google Analytics
  24. 25. Facebook Insights
  25. 26. Twitter Grader
  26. 27. Wordpress
  27. 28. Commercial solutions AND MANY MANY MORE!
  28. 29. Now what? <ul><li>Making your move </li></ul>
  29. 30. Next steps <ul><li>Reserve your organization’s name! </li></ul><ul><li>Start monitoring , commercial options </li></ul><ul><li>Dip your toes in - low risk lurking </li></ul><ul><ul><li>Liberate some content (YouTube?) </li></ul></ul><ul><ul><li>Start a Twitter account </li></ul></ul><ul><li>Create social media guidelines & policy </li></ul><ul><li>Develop a social media strategy that dovetails with your communications, marketing, advertising, and crisis plans </li></ul>
  30. 31. Questions?
  31. 32. Doug Lacombe, MBA [email_address] www .communicatto. com 403.988.0791