Post on 17-Feb-2017
transcript
Social media
Rural leader,social media
Dorje McKinnon
Role
Role of social media3
Value
Value of social media4
Risk
Risk of social media
Why I hear you ask ?5
92% of NZ are social media users
92% of adults in NZ use Social media100% of professionals including government officials, business managers and executives and farm owners and managers now have a smartphone86.7% of business proprietors and self-employed have smartphones
6
Social media helps
Social media can be a force for good7
Social media reveals
Social media reveals8
You are social media users
You are social media usersChanelle / Tim / Amanda / Sarah9
Kickstarter.com
Social media is also10
Truffel oak farm
Extra revenue and a way to get free workers, there are side benefits too.11
Tahoma farms $10000
Supported their move from the city to the farm by sharing for cash12
Foodhub.org
USA only as yet13
Buyer direct
Cut out the middle man14
Social media for you
In pairs then in groups use the post it notes to record what you could possibly get out of social media personally.15
Social media for your business
In pairs then in groups use post it notes to record what positive benefits your business or organisation could get out of social media.16
Reflection
Take a look at other groups work. Do you notice any differences ?What broad groups do the notes fall into? any suggestions ?
Key value areas are : networking (farmer to farmer) industry marketing lobbying and knowledge sharingConsumer engagementCrisis communication
AlsoPersonal developmentPeer recognitionCommunicate with other audiencesBuild brand (personal / business)Develop audience (for good times and bad)Build relationshipsShare knowledge
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Social media roles
Farmer to farmer
networking (farmer to farmer) and knowledge sharing
19
Lobbying
2 industry marketing lobbying and knowledge sharing
FamersVsIPL sport vs farmers in drought stricken Mahrastra 20
Capacity building
Audience and skillsets Builds trust that can provide support when disaster strikes.21
Public engagement
Consumer engagement
22
Im farming and I grow it video
Im farming and I grow it parody23
10,000,000 views
This means they arent shouting into the forest. People hear them when they have something to say, and they did just recently post a very interesting long article about the US election24
Crisis comms
You are the product
There is no free lunch with social media the users are the product being sold.26
Facebook analytics
Facebook ad targeting
Facebook ad targeting28
Facebook ad targeting 2
Facebook ad targeting 229
Facebook ad targeting 3
Facebook ad targeting 3 30
LinkedIn ad targeting
LinkedIn ad targeting31
Twitter analytics
Influence analytics
Influence analytics33
Influence is relative
34
Influence is
Influence is what you create and share where you do it (tool)How many others hear you35
Hash tag analytics
Hash tag analytics 2
Hash tag analytics 3
ReflectionPersonal benefitsBusiness benefits
4 roles
User dataInfluence
To take stock of where we are
Weve covered Roles of social media - Can you tell me what they are ? All 4 ?
Key value areas are : networking (farmer to farmer) industry marketing lobbying and knowledge sharingConsumer engagementCrisis communication39
Realising value
40
Social media is a tool
Social media is a tool so assess it like any other investment.There are costs and there are benefits.Weve been over the value proposition and well go over the costs in a moment41
Value = Define your goalUnderstand the audience youre trying to reachChoose the social network the audience usesLurk to learn culture of audience and toolFind your voice, personality and tonePlan content and measuresPost, analyse and test
Ref : https://blog.bufferapp.com/social-media-marketing-plan
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Social media costs
Key are time and wasted effort.43
Cautionary talesTales of loss and understanding
Reflection
Our cautionary tales told us45
ReflectionBe firstExplain whyCare
Respond FAST!
Build audience for the rough times
Our cautionary tales told us46
Future disruption
Robots
Robots48
Artificial intelligence in Aghttp://smartmachines.bluerivert.com/ Video
Solar powered farming
Solar powered farming50
The future is not evenly distributed
The future is not evenly distributed51
Nuts and boltsAgri social media tips and tricks
Tips and how to info52
Social media tips & tricks
PersonasReference : https://blog.bufferapp.com/marketing-personas-beginners-guide
Personal user
are you creating all this good stuff for potential customer ? For a potential boss ? For a potential board to pick you ?
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Professional user
are you doing it for buyers of your services ? To build your professional mana ? Build brand you ? Encourage signup to your newsletter ?
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Representative user
build brand awareness ? Drive sales ?
Nadine Porter of Young Farmers earlier this year.57
@Nzyoungfarmers analytics
Social media marketing planKnow your target audienceChoose the social media tool that suits your audienceFill out your profile (review it every month and update)Find your voice and tonePersonal / professional voice is your personality, tone is the part of you that delights othersRepresentative if the company were a person what would its personality be?, how would it speak to delight others?Choose a strategyPost, analyze and test
Referencehttps://blog.bufferapp.com/social-media-marketing-plan
10 / 4 / 1 Post framework10 in 15 posts your opinion on industry output
4 in 15 posts original content created by you
1 in 15 posts call to action (sales pitch)
Ref: https://www.google.co.nz/webhp?q=social+media+10:4:1
With this framework you can work up to it or start like this and then back off as you understand your audience.
Tools like 60
How often (for brands)
2-4 per week3 per day1 per day1-4 per month1-5 per weekRef https://mosh.co.nz/how-19-new-zealand-brands-are-performing-on-social-media/
Remember you can reuse things some audience members may overlap but not all.61
Tools
www.hootsuite.com
Multiple social media tools62
Toolswww.socialbearing.com
twitter63
Tools
Help ?
If you need help65
www.grassrootsmedia.co.nz
Chanelle 66
RuralVoice
Chelsea MillarLucy Giffiths67
Tracta
St John Craner68
Dorje McKinnonwww.vajra.co.nz@dorjem
ReferencesPhoto: Social media smart phone buttons https://www.flickr.com/photos/jasonahowie/7910370882 Photo FarmWatch https://vimeo.com/146749967New Zealand social media usage https://www.horizonpoll.co.nz/page/419/look-whos-go Harvester photo : https://www.flickr.com/photos/atgeist/9719172427 Tall to short photo : https://www.flickr.com/photos/karlhorton/17392975671 Reflection photo : https://www.flickr.com/photos/pagedooley/2577006675 Role of social mediahttp://www.iagribusiness.com/general/custom.asp?page=EditSocialMediaGoalshttp://mashable.com/2012/08/31/agriculture-industry-social-media/#MfsLbVsHkkqa http://www.nuffield.org.nz/uploads/media/S_Stanley_2013_Final_Report.pdf https://causematters.com/ag-social-media/ http://www.journalism.org/2016/05/26/news-use-across-social-media-platforms-2016/ KickstarterEmu pin : https://www.kickstarter.com/projects/foxfeather/dancing-emu-enamel-art-pin?ref=discovery Truffel oak farm : https://www.kickstarter.com/projects/631607927/truffle-oaks-and-grapevines-in-provence Tahoma farms : https://www.kickstarter.com/projects/657444935/tahoma-farms-20-this-time-its-for-the-pizza Foodhub : http://food-hub.org/home Agri YouTube : https://agricultureproud.com/2016/11/08/top-5-farmers-to-follow-on-youtube/ Who tweeted it first : http://ctrlq.org/first/Hashtracking : https://www.hashtracking.com Singularity U : http://www.singularityunz.com/ Lunch neon sign : https://www.flickr.com/photos/wwward0/26868875352 Hashtag tags : https://www.flickr.com/photos/mikecogh/5941302441/ Social media influence : https://klout.com/corp/score LinkedIn how to manage bad news : http://www.slideshare.net/linkedin/jeff-at-company-all-hands The full story : http://www.inc.com/minda-zetlin/linkedins-ceo-just-showed-the-world-how-great-leaders-deal-with-bad-news.html Nuts bolts photo : https://www.flickr.com/photos/diveofficer/2556702496 Realise value for your effort : https://blog.bufferapp.com/social-media-marketing-plan http://waitbutwhy.com/2015/01/artificial-intelligence-revolution-1.html Smart farm machines : http://smartmachines.bluerivert.com/
Exponential problems
Artificial Intelligence the problem
Source: http://waitbutwhy.com/2015/01/artificial-intelligence-revolution-1.html
Artificial Intelligence - the problem 2
Source: http://waitbutwhy.com/2015/01/artificial-intelligence-revolution-1.html