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.

Tuesday, October 9, 12 1

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 started
1984 United States newspaper circulation peaks at 63
million people

191 Years

1995 The American Reporter ﬁrst daily newspaper on Internet
2004 Podcasting started
2004 Facebook launched
2005 YouTube launched
2006 Twitter launched
2010 Facebook passed 63 million US people

15 Years

Landscape


Trends


Pinterest has strong Interest

Data from

Over 300 million
visits per month to
Tumblr based sites

Data from

Trends

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


No
smartphone Android iPhone Blackberry
35% 31% 22% 7%

2012 Survey of farmer smart phone preference


Older ages


Big kid
on the
block

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


Farmers and
Ranchers


Number of farms

Relative farm population segments

http://agtoday.us/us-farmer-subgroups-info-2011
http://www.census.gov/compendia/statab/2012/tables/12s0823.pdf

Relative farm revenue size

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

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

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


Relative population sizes of
social media.

US Farmer
population,
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


Look for
relationship

Tools
SocialBro
http://www.socialbro.com

Hashtagify
http://hashtagify.me/
Gephi: Open Graph Viz Platform
https://gephi.org/

Look for
relationship

Tools
SocialBro

Hashtagify
https://gephi.org/

Search networks

Arlan subscribes to these
Arlan is on these lists

Find interesting people

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!

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 Docs
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 see
http://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


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

Tweet
or G+
post

Ads


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 information

#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 conversations

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

TruffleMedia.com
(877) 558-7833
info@TruffleMedia.com
@TruffleMedia
TruffleMedia.com/Facebook

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