John Blue - Farmers, Ranchers, Social Media: Where are they and how do I find them?

Farmers, Ranchers, Social Media: Where are they and how do I find them?3x3 methods to discover, learn, and successfully engage.

1Tuesday, October 9, 12

Truffle Media

Ned Arthur, Director of Sales and Content Development

John Blue, Chief of Community Creation


Thanks to the National Extension Conference organizing committees for the opportunity to provide you

information you can use.


Reminder to use#NeXC2012

hashtag!


1793 The Pennsylvania Evening Post becomes America's first daily newspaper.1851 Selling for a penny a copy, the New York Times debuts.1885 William Dempster Hoard wrote his issue of a "journal devoted to dairy farming.1962 Agri-Marketing magazine started1984 United States newspaper circulation peaks at 63 million people

191 Years5Tuesday, October 9, 12

1995 The American Reporter first daily newspaper on Internet2004 Podcasting started2004 Facebook launched2005 YouTube launched2006 Twitter launched2010 Facebook passed 63 million US people

15 Years6Tuesday, October 9, 12

Landscape


Trends


Pinterest has strong Interest

Data from9Tuesday, October 9, 12

Data from

Over 300 million visits per month to Tumblr based sites


Trends

Feb, 2012, 850,000 Android activations per day!


iPhone 22%

Blackberry 7%

No smartphone

35%Android

31%

2012 Survey of farmer smart phone preference


Older ages


http://royal.pingdom.com/2010/02/16/study-ages-of-social-network-users/

Big kid on the block




Farmers and Ranchers


Number of farms17Tuesday, October 9, 12

http://www.census.gov/compendia/statab/2012/tables/12s0823.pdf

Relative farm population segments

http://agtoday.us/us-farmer-subgroups-info-2011








Relative farm revenue size


http://www.census.gov/compendia/statab/2012/tables/12s0823.pdf19Tuesday, October 9, 12





http://usda01.library.cornell.edu/usda/current/FarmLandIn/FarmLandIn-02-17-2012.pdfFarms, Land in Farms, and Livestock Operations 2011 Summary


http://usda01.library.cornell.edu/usda/current/FarmLandIn/FarmLandIn-02-17-2012.pdf

http://usda01.library.cornell.edu/usda/current/FarmLandIn/FarmLandIn-02-17-2012.pdf

Relative population sizes of social media.

US Farmerpopulation, 4.4 mil


Pictures via Twitter: Lower Dairy Farm, Tracy Zeorian, Ryan froman, Marilena Barbera, Jennifer Dewey, Chad Ingels, Susie J Kirkham, Suderman Bros, sean harmon, McGregor

Farms, Zach Watson, Philip Brigham, John Pawsey, Brenda Kirsch, Tried&True, Bryan Avison, James Lane


Discover

Learn

Engage


Tools

http://hashtagify.me/

Hashtagify

https://gephi.org/Gephi: Open Graph Viz Platform

Look for relationship

SocialBrohttp://www.socialbro.com




https://gephi.org/

https://gephi.org/

http://www.socialbro.com


Tools


Hashtagify







https://gephi.org/

https://gephi.org/



Search networks 30Tuesday, October 9, 12

Find interesting people

Arlan subscribes to these Arlan is on these lists


Discover

Learn

Engage


How?

• Twitter is the base

• Metrics and Analysis: ThinkUp, TwitSprout, Radian6, Wordle, Klout


Why?

• Learn from a slice of the public

• Show the President is social media savvy

• It’s cool


Listen to your existing audience!37Tuesday, October 9, 12

Listen to your existing audience!38Tuesday, October 9, 12

How?

• Utilize services like Google Analytics, your email service provider, or survey service.

• Regularly ask your existing audience questions and see how they respond.

• Use the data to understand actions.


Why?

• Your current audience already believe in you at some level.

• The data is easy to obtain once you have setup the services.

• You get a history of action and re-action.


Twitter Chat Schedule - Google Docshttp://agtoday.us/schedule-twitter-chats


http://agtoday.us/schedule-twitter-chats


Twitter as a discussion place

Twitter chats as a source to listen and connect.

Google “twitter chat schedule” or seehttp://agtoday.us/schedule-twitter-chats

A sample of ag focused hash tags: #agchat #farm #ag #plant12 #harvest12 #nppcwpx #agmedia

More hashtags at http://agtoday.us/ag-hashtag


https://spreadsheets.google.com/ccc?key=0AhisaMy5TGiwcnVhejNHWnZlT3NvWFVPT3Q4NkIzQVE&hl=en%23gid=0

https://spreadsheets.google.com/ccc?key=0AhisaMy5TGiwcnVhejNHWnZlT3NvWFVPT3Q4NkIzQVE&hl=en%23gid=0



http://agtoday.us/ag-hashtag

http://agtoday.us/ag-hashtag

How?

• Twitter as a channel for moderated conversation.

• Time based, dedicated hashtag, topic focused, organized promotion.


Why?

• Learn about issue, topic, or idea.

• Learn more about the people involved.

• Make the connections (find those people that are connectors like Arlan


Discover

Learn

Engage


Original media

Become the place for interesting things


Ads

Tweet or G+ post


How?

• Find interesting stuff via Alltop, SmartBrief, StumbleUpon

•Write blog post, via Posterous

• Auto tweet post, ObjectiveMarketer, posts new tweets once an hour.


Why?• Drive traffic to Alltop because Alltop sells ads.

• Alltop pages are written up by multiple people, and then Tweets are created by multiple people. Twitter is used as a form of mini blog.

• Mental model is PBS: "With PBS they have to have very interesting content so you tolerate the telephone." "For me, for Twitter, I have many interesting links so that I can promote Alltop"


Create helpful information51Tuesday, October 9, 12

#the5: A daily set of reference information aimed to help you improve your life.


How?

• Find interesting stuff via friends (social) and Google alerts.

• Regular, every workday around 8:30am ET

• Info also shared via blog posts are created and the “Out of Date Newsletter”.


Why?

• Build the Chris Penn brand. The brand is about being an expert in digital marketing.

• Drive traffic to Awaken Your Superhero information.

• “I’ll let you know about 5 things that caught my eye in the morning news.”


Create a safe place to have conversations55Tuesday, October 9, 12

How?• Create private Facebook group several

months before the event, adding people as they register.

• Utilize the private group during the event, with team members assigned to help with posts and conversations.

• Continue to seed the group on a regular basis and participate in conversations.


Why?

• Safe.

• Channel easy for all to see and utilize.

• Record of activity over time.

• Creates opportunity to maintain the connection for future event promotion.


Make and capture media, live


How?

• Used Google+ event plus Party Mode for the duration of the event.

• Live event projector showing the event photos as they occur.


Why?

• Creates live photo album during the event for entertainment.

• Created a photo archive of the event for re-use in other channels.


http://www.ilovefarmers.org/about.html




How?

• "Together, our generation can make a difference." through concerts, design, Social Media, Selling T-shirts at events, talking to many people, using social media


Why?

• Many people are not familiar with farming and the work it involves. Young people have energy and a belief they can make a difference.

• To build a team of people that can share and tell the story of agriculture.


Why?

All the prior engagements had a why.

It is important to have a reason why plus a measurable component to understand how that engagement is progressing.

This measurement provides objective information on which to act.

What is your Why? and how are you going to measure it?


Truffle Media

Questions


Contact Information

[email protected]@TruffleMediaTruffleMedia.com/Facebook

(877) 558-7833TruffleMedia.com


John Blue - Farmers, Ranchers, Social Media: Where are they and how do I find them?

Education

Transcript of John Blue - Farmers, Ranchers, Social Media: Where are they and how do I find them?