Ag and Social Media Carrie Oliver 01 21 10

A R T I S A N B E E Ft h e

i n s t i t u t e™

• Carrie Oliver– “Robert Parker of Beef”– Beef Geek

© All Rights Reserved The Oliver Ranch Company and The Artisan Beef Institute



• Objective– Reposition beef as like wine– Reward best practices

• Programs– Education

• Artisan steak & burger tastings

– Marketplace • Home artisan tasting kits• Directory to connect buyers to sellers




• Challenges– Low education– Complex– Marbling=quality deeply ingrained– No marketing budget– I'm wordy




• Solutions– Simplify message

• Beef = Wine• Low Stress = More Flavor, Tender• Buy By “The Case”

– Combine social & old-line media





• Blog – think of as a progression– Notes To Yourself– Blowing Off Steam – Education– Community

http://discoverbeef.blogspot.com/

http://discoverbeef.blogspot.com/



• Twitter– Purpose

• Education• Community• Connections• Sales (indirect)




• Twitter - Education


Seattle food lover copies my message to his follower list

CA cattle rancher carries on meat = wine conversation the next day

I write simple post comparing pork to wine



• Twitter - Connections


I'm looking for wine expert, Renee suggests cshack_21, a wine Sommelier

Mary Luz suggests Natalie MacLean

Within 10 min. I've connected with Natalie & @cshack_21



• Twitter – Reach

http://www.cattlenetwork.com/Jolley--Five-Minutes-With-Carrie-Oliver---Artisanal-Beef/2010-01-15/Article.aspx?oid=975746&fid=CN-TOP_STORIES_


Penn State meat scientist sees article about me, sends to his list

Artisan butcher in KY sends it to her list

Simmental breeder in Ohio sees article, sends to his list

Large animal Vet in Florida sends message, article to her list

http://www.cattlenetwork.com/Jolley--Five-Minutes-With-Carrie-Oliver---Artisanal-Beef/2010-01-15/Article.aspx?oid=975746&fid=CN-TOP_STORIES_



• Twitter – Community– People start asking me for advice

– I'd respond & other experts would join, in this case @iTweetMeat, a meat scientist

– Created weekly chats using #meatcamp name– Reach 20-30K people each week

• Topics: steps from farm to plate, how breed influences flavor & texture

http://meatisneat.wordpress.com/2010/01/15/meatcamp-transcript-14-january-2010/


happyblogger I don't understand @CarrieOliver can you help? Brandt Beef says no antibiotics but they feed their cattle corn. How can this be?

http://meatisneat.wordpress.com/2010/01/15/meatcamp-transcript-14-january-2010/



• Twitter & Blog

http://discoverbeef.blogspot.com/2009/06/would-robert-parker-rate-wine-on.html


carrieoliver When we buy fine wine, at min we expect to know grape variety, region & name of winery. Why don’t we expect the same with beef? bit.ly//4G19Xy

I post simple message about how we know so much more re: wine than beef

And link to my blog, which explains how USDA Grade is just a visual rating, it doesn't fully explain texture and flavor

http://discoverbeef.blogspot.com/2009/06/would-robert-parker-rate-wine-on.html



• Twitter – Entertainment


sea1 @sea2

sea1

sea3

@sea1

Oklahoma

Group of Seattle food geeks joking around w/ faux Italian

I join in w/ my own Italianglish

Notice school pictures from long long ago

Food geek in Oklahoma's watching & laughing



• Jump in, the water's warm• Thank you!


Ag and Social Media Carrie Oliver 01 21 10

Technology

Transcript of Ag and Social Media Carrie Oliver 01 21 10