The document outlines a discussion on social media and online strategy led by David Warwick in March 2012, highlighting the importance of engagement and the use of technology in effective communication. It includes a persona study of Steven, a 38-year-old farmer who utilizes online resources primarily for agricultural purposes and has established a routine for internet use. The document also addresses various strategies for content creation and online monitoring tailored to target audiences.

1. Search and Social Media
David Warwick
Social Media and Online Strategy Discussion
March 2012
@drwarwick
Experience. Capability. Technology bwired.com.au

2. DISCOVERY
ENGAGEMENT
INTERACTION
Experience. Capability. Technology bwired.com.au

3. Experience. Capability. Technology bwired.com.au

4. Assets
Structure and History
SEARCH
SOCIAL
Experience. Capability. Technology bwired.com.au

5. Siemens
Structure and History
Experience. Capability. Technology bwired.com.au

6. Pagerank
Structure and History
Experience. Capability. Technology bwired.com.au

7. Search context
Structure and History
Experience. Capability. Technology bwired.com.au

8. Experience. Capability. Technology bwired.com.au

9. TOOLS
&
LANGUAGE OWNERSHIP
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10. Persona
Structure and History
Steven is a 38 year old, third generation farmer in
Geraldton WA. He grows wheat, barley and canola as a break
crop. He has been using a laptop since 2008 and upgraded to
a Smart Phone in 2011.
Managing over 3,000 hectares, studied agricultural science
and then travelled before returning to the family farm. He takes
agronomic advice but likes to back up major decisions with his
own research and often makes suggestions to his agronomist
and farm staff that is well informed and progressive. Steven is
a pragmatic and opportunist user of online services.
Steven only accesses the Internet as required for the farm or
in connection with hobbies, travel and sports. He has however
developed an online routine that includes some combination of
morning (mostly email), evenings (general use and finance)
and wet days (more broadly exploratory).
In an instance where Steven is searching for information, he
Gender = Male immediately defaults to Google as a practical and practical
Age = 38 pathway to crop, product and most other ‘non-routine’ online
Location = Rural content.
Education = Bachelor Degree (40%)
Internet = Broadband
Time Online = 6hrs per week
Experience. Capability. Technology bwired.com.au

11. Lexicon
Structure and History
Experience. Capability. Technology bwired.com.au

12. Listening Post
Structure and History
Experience. Capability. Technology bwired.com.au

13. Protocol
Structure and History
Experience. Capability. Technology bwired.com.au

14. Measure
Structure and History
Experience. Capability. Technology bwired.com.au

15. Experience. Capability. Technology bwired.com.au

16. Facebook
Structure and History
Experience. Capability. Technology bwired.com.au

17. Steps to Control
Structure and History
WORKSHOP Information discovery and object setting
PERSONA(S) Target audience descriptions (key behaviours)
LEXICON Corporate discoverylanguage resource
LISTENING Online monitoring solution (such as Radian 6)
SEARCH SET Volumetric SEO and SEM key phrase set
TEMPLATE Content drafting and editing framework
POLICY Short-form policy statement and/or review
ROADMAP Recommended deployment strategy (channels)
Experience. Capability. Technology bwired.com.au

18. Kick-Off?
Questions / Objectives
davidw@bwired.com.au | 0411 411 555
Experience. Capability. Technology bwired.com.au

19. END
David Warwick
Director of Technology and Services
davidw@bwired.com.au
M: +61 0411 411 555
@drwarwick
Experience. Capability. Technology bwired.com.au