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SOCIALMEDIA.ORG/SUMMIT2016ORLANDOJANUARY 25–27, 2016
Global thought leadership
on a shoestring
MARIA LETTMAN
CARGILL
© 2014 Cargill, Incorporated. All rights reserved.
CONFIDENTIAL. This document contains trade secret information. Disclosure, use or reproduction outside Cargill or inside
Cargill, to or by those employees who do not have a need to know is prohibited except as authorized by Cargill in writing.
© 2013 Cargill, Incorporated. All rights reserved.
Global
thought leadership
on a shoestring
www.cargill.com
© 2014 Cargill, Incorporated. All rights reserved.2
© 2014 Cargill, Incorporated. All rights reserved.
Section Break—
Full-Bleed Photo
Section Break—
Full-Bleed Photo
How can
the world
feed
9 billion
by 2050?
© 2014 Cargill, Incorporated. All rights reserved.4
© 2014 Cargill, Incorporated. All rights reserved.
Less than
one hectareLess than
one hectare
© 2014 Cargill, Incorporated. All rights reserved.
Section Break—
Full-Bleed Photo
Our social media challenge
• Food security deemed No. 1 company priority
• Promises already made
• NOW
• No staff
• No budget
© 2014 Cargill, Incorporated. All rights reserved.7
Get
good
data
Trade policy Rural
development
SustainabilityHunger
Farm
productivity
Climate change
© 2014 Cargill, Incorporated. All rights reserved.8
Get agreement
APPETITE Pros Cons
A. Lead the
conversation
• Biggest play
• Longer-term impact
• Requires most resources
• Requires most subject expertise
• Requires most social media skill
B. Focus on specific topic,
audience or geography
• May be able to tap into
existing company
knowledge, resources
• Less to do, measure
• Leaves other niches open for the
taking
C.Amplify our events,
content, people
• Easiest to fit into
existing jobs, channels
• Quick wins
• Doesn’t set us apart
© 2014 Cargill, Incorporated. All rights reserved.
Get some more agreement
• Goal: Become a meaningful voice in the online conversation
• Expectations: Social-media efforts must measurably contribute
to company’s overall food-security strategy and be sustainable
• Pace: evolutionary
• Scope: global, with three primary topics
9
© 2014 Cargill, Incorporated. All rights reserved.10
Get strategic
• are we trying to reach?Who
• do we want them to do?What
• is the conversation happening?Where
• do we achieve the goal?
• measure success?How
© 2014 Cargill, Incorporated. All rights reserved.11
How we handled no staff
• Can’t regularly be offline
when audience is online
• Can check social media
at least every 10 minutes
• Able to drop everything when
needed
• Able to work nights and
weekends
• Agile
• Sense of urgency
• Not frustrated by
constant interruptions
• Cool under pressure
• Thick-skinned, polite and
friendly under fire
• Fearless but careful
• Likes to help, contribute
• Provoking conversation
• Talking like a human
• Making split-second decisions
• Writing and writing fast
• Addressing nuanced topics
in a simple way
• Managing difficult
conversations
• Self-editing
• Subject matter expertise
• Broad knowledge of Cargill
and how subject matter
relates to our businesses
• Knowledge of social
media and the web
• Understanding of
online behavior
Knowledge Skills
AvailabilityQualities
© 2014 Cargill, Incorporated. All rights reserved.12
How we handled no budget
(hunger AND (ag OR agriculture OR farm OR farms OR farming OR farmer OR
farmers OR smallholder OR “small holder” OR smallholders OR ”small holders”
OR poverty OR grow OR growing OR planet OR global OR world OR end OR
ending OR agribusiness OR business OR nutrition OR malnutrition OR scarce OR
scarcity OR water OR drought OR sustainable OR sustainability OR climate OR
"climate change" OR seeds)) OR (famine NOT (feast OR Irish OR potato OR Lord
OR God OR Bible OR "good book" OR Christ OR hour)) OR "food security" OR
"food secure" OR "food scarcity" OR "food shortage" OR "food shortages" OR
"food sovereignty" OR "chronic hunger" OR "chronic malnutrition" OR "food
insecure" OR "food insecurity" OR "food deficit" OR "food deficits" OR "grain
deficit" OR "grain deficits" OR "food justice" OR "food crisis" OR
undernourishment OR "under nourishment" OR "under-nourishment" OR
malnutrition OR mal-nutrition OR "global food security program" OR "world food
summit" OR "feed the future" OR "food access"~3 OR "food scarce"~5 OR "food
availability"~3 OR "food security"~3 OR "food secure"~3
© 2014 Cargill, Incorporated. All rights reserved.13
@foodsecureworld
© 2014 Cargill, Incorporated. All rights reserved.14
First to find
and offer
best content
every day
© 2014 Cargill, Incorporated. All rights reserved.15
Highly visible
before,
during and
after events
© 2014 Cargill, Incorporated. All rights reserved.16
No budget: Did it work?
© 2014 Cargill, Incorporated. All rights reserved.17
© 2014 Cargill, Incorporated. All rights reserved.18
No staff: Did it work?
0
20
40
60
80
100
120
140
Holidays
Interactions
by week
© 2014 Cargill, Incorporated. All rights reserved.19
If anyone
doubts
the value
of social
© 2014 Cargill, Incorporated. All rights reserved.
Six
lessons
learned
20
© 2014 Cargill, Incorporated. All rights reserved.
1. Patience,
patience,
patience
21
© 2014 Cargill, Incorporated. All rights reserved.
2. Curation
is not
just for losers
22
© 2014 Cargill, Incorporated. All rights reserved.23
3. For events, “before” matters more
0
20
40
60
80
100
120
140 Think tank event
Davos
World Food
Prize
Interactions
by week
© 2014 Cargill, Incorporated. All rights reserved.
4. The path to influencers may be indirect
24
© 2014 Cargill, Incorporated. All rights reserved.
5. Stick to
prime time
25
© 2014 Cargill, Incorporated. All rights reserved.
Section Break—
Full-Bleed Photo 6. Don’t
make
people
regret
the click!
6. Don’t
make
people
regret
the click!
© 2014 Cargill, Incorporated. All rights reserved.27
Thanks!
maria_lettman@cargill.com
952-742-2385
http://www.linkedin.com/in/
marialettman
Learn more about past and
upcoming events
SOCIALMEDIA.ORG/EVENTS
SOCIALMEDIA.ORG/SUMMIT2016ORLANDOJANUARY 25–27, 2016

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Global thought leadership on a shoestring, presented by Maria Lettman

  • 1. SOCIALMEDIA.ORG/SUMMIT2016ORLANDOJANUARY 25–27, 2016 Global thought leadership on a shoestring MARIA LETTMAN CARGILL
  • 2. © 2014 Cargill, Incorporated. All rights reserved. CONFIDENTIAL. This document contains trade secret information. Disclosure, use or reproduction outside Cargill or inside Cargill, to or by those employees who do not have a need to know is prohibited except as authorized by Cargill in writing. © 2013 Cargill, Incorporated. All rights reserved. Global thought leadership on a shoestring www.cargill.com
  • 3. © 2014 Cargill, Incorporated. All rights reserved.2
  • 4. © 2014 Cargill, Incorporated. All rights reserved. Section Break— Full-Bleed Photo Section Break— Full-Bleed Photo How can the world feed 9 billion by 2050?
  • 5. © 2014 Cargill, Incorporated. All rights reserved.4
  • 6. © 2014 Cargill, Incorporated. All rights reserved. Less than one hectareLess than one hectare
  • 7. © 2014 Cargill, Incorporated. All rights reserved. Section Break— Full-Bleed Photo Our social media challenge • Food security deemed No. 1 company priority • Promises already made • NOW • No staff • No budget
  • 8. © 2014 Cargill, Incorporated. All rights reserved.7 Get good data Trade policy Rural development SustainabilityHunger Farm productivity Climate change
  • 9. © 2014 Cargill, Incorporated. All rights reserved.8 Get agreement APPETITE Pros Cons A. Lead the conversation • Biggest play • Longer-term impact • Requires most resources • Requires most subject expertise • Requires most social media skill B. Focus on specific topic, audience or geography • May be able to tap into existing company knowledge, resources • Less to do, measure • Leaves other niches open for the taking C.Amplify our events, content, people • Easiest to fit into existing jobs, channels • Quick wins • Doesn’t set us apart
  • 10. © 2014 Cargill, Incorporated. All rights reserved. Get some more agreement • Goal: Become a meaningful voice in the online conversation • Expectations: Social-media efforts must measurably contribute to company’s overall food-security strategy and be sustainable • Pace: evolutionary • Scope: global, with three primary topics 9
  • 11. © 2014 Cargill, Incorporated. All rights reserved.10 Get strategic • are we trying to reach?Who • do we want them to do?What • is the conversation happening?Where • do we achieve the goal? • measure success?How
  • 12. © 2014 Cargill, Incorporated. All rights reserved.11 How we handled no staff • Can’t regularly be offline when audience is online • Can check social media at least every 10 minutes • Able to drop everything when needed • Able to work nights and weekends • Agile • Sense of urgency • Not frustrated by constant interruptions • Cool under pressure • Thick-skinned, polite and friendly under fire • Fearless but careful • Likes to help, contribute • Provoking conversation • Talking like a human • Making split-second decisions • Writing and writing fast • Addressing nuanced topics in a simple way • Managing difficult conversations • Self-editing • Subject matter expertise • Broad knowledge of Cargill and how subject matter relates to our businesses • Knowledge of social media and the web • Understanding of online behavior Knowledge Skills AvailabilityQualities
  • 13. © 2014 Cargill, Incorporated. All rights reserved.12 How we handled no budget (hunger AND (ag OR agriculture OR farm OR farms OR farming OR farmer OR farmers OR smallholder OR “small holder” OR smallholders OR ”small holders” OR poverty OR grow OR growing OR planet OR global OR world OR end OR ending OR agribusiness OR business OR nutrition OR malnutrition OR scarce OR scarcity OR water OR drought OR sustainable OR sustainability OR climate OR "climate change" OR seeds)) OR (famine NOT (feast OR Irish OR potato OR Lord OR God OR Bible OR "good book" OR Christ OR hour)) OR "food security" OR "food secure" OR "food scarcity" OR "food shortage" OR "food shortages" OR "food sovereignty" OR "chronic hunger" OR "chronic malnutrition" OR "food insecure" OR "food insecurity" OR "food deficit" OR "food deficits" OR "grain deficit" OR "grain deficits" OR "food justice" OR "food crisis" OR undernourishment OR "under nourishment" OR "under-nourishment" OR malnutrition OR mal-nutrition OR "global food security program" OR "world food summit" OR "feed the future" OR "food access"~3 OR "food scarce"~5 OR "food availability"~3 OR "food security"~3 OR "food secure"~3
  • 14. © 2014 Cargill, Incorporated. All rights reserved.13 @foodsecureworld
  • 15. © 2014 Cargill, Incorporated. All rights reserved.14 First to find and offer best content every day
  • 16. © 2014 Cargill, Incorporated. All rights reserved.15 Highly visible before, during and after events
  • 17. © 2014 Cargill, Incorporated. All rights reserved.16 No budget: Did it work?
  • 18. © 2014 Cargill, Incorporated. All rights reserved.17
  • 19. © 2014 Cargill, Incorporated. All rights reserved.18 No staff: Did it work? 0 20 40 60 80 100 120 140 Holidays Interactions by week
  • 20. © 2014 Cargill, Incorporated. All rights reserved.19 If anyone doubts the value of social
  • 21. © 2014 Cargill, Incorporated. All rights reserved. Six lessons learned 20
  • 22. © 2014 Cargill, Incorporated. All rights reserved. 1. Patience, patience, patience 21
  • 23. © 2014 Cargill, Incorporated. All rights reserved. 2. Curation is not just for losers 22
  • 24. © 2014 Cargill, Incorporated. All rights reserved.23 3. For events, “before” matters more 0 20 40 60 80 100 120 140 Think tank event Davos World Food Prize Interactions by week
  • 25. © 2014 Cargill, Incorporated. All rights reserved. 4. The path to influencers may be indirect 24
  • 26. © 2014 Cargill, Incorporated. All rights reserved. 5. Stick to prime time 25
  • 27. © 2014 Cargill, Incorporated. All rights reserved. Section Break— Full-Bleed Photo 6. Don’t make people regret the click! 6. Don’t make people regret the click!
  • 28. © 2014 Cargill, Incorporated. All rights reserved.27 Thanks! maria_lettman@cargill.com 952-742-2385 http://www.linkedin.com/in/ marialettman
  • 29. Learn more about past and upcoming events SOCIALMEDIA.ORG/EVENTS SOCIALMEDIA.ORG/SUMMIT2016ORLANDOJANUARY 25–27, 2016