John Blue - Digital Impacts on Agri-Marketing

Digital Impacts on Agri-Marketing

1Monday, August 6, 12

Truffle Media

Ned Arthur, Director of Sales and Content Development

John Blue, Chief of Community Creation


Thanks to the Ag Media Summit organizing committees for the

opportunity to provide you information you can use.


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 Years4Monday, August 6, 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 Years5Monday, August 6, 12

Landscape


Write down as many things as you can: What are the things you take for granted about ag media today.


Write down as many things as you can: What are the things your customers take for granted about ag media today.



Who Are We?


78+ Ag agencies70+ Ag associa/ons160+ Ag focused companies232+ Ag focused print media


Print Association

Company Agency12Monday, August 6, 12


Number of farms14Monday, August 6, 12

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

Relative farm population size Relative farm revenue size




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


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

http://storify.com/trufflemedia/harvest12-ups-and-downs18Monday, August 6, 12

http://storify.com/trufflemedia/harvest12-ups-and-downs

http://storify.com/trufflemedia/harvest12-ups-and-downs


Trends


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




Is everyone really doing it?


Is everyone really doing it?

http://pewinternet.org/Reports/2012/Twitter-Use-2012/Findings.aspx26Monday, August 6, 12

http://pewinternet.org/Reports/2012/Twitter-Use-2012/Findings.aspx


http://pewinternet.org/Reports/2012/Twitter-Use-2012/Findings.aspx27Monday, August 6, 12



Relative population sizes of social media.

US Farmerpopulation, 4.4 mil


What about those farmers and ranchers?

http://agtoday.us/usda-ers-labor-age29Monday, August 6, 12

http://www.ers.usda.gov/topics/farm-economy/farm-household-well-being/labor-allocations-age.aspx

http://www.ers.usda.gov/topics/farm-economy/farm-household-well-being/labor-allocations-age.aspx

What about those farmers and ranchers?

Older ages



http://www.agcensus.usda.gov/Publications/2007/Online_Highlights/Fact_Sheets/Demographics/




Media consumption


Media consumption


Look at those charts again.


Media consumption


Media consumption


Media consumptionAccess


High speed access


http://usda01.library.cornell.edu/usda/current/FarmComp/FarmComp-08-12-2011.pdf




Deciding what to do...

Too many places, not enough time.

There will always be more information and tools than you can use. You must limit, cut out, focus on a few to really reach your goals.

Survey data ...


Give info how to get info out there and listen

Develop your listening posts. This will be a continuous activity to identify experts and finding that "bar" that will work for you.

Review your approaches against your goals/objectives. There will be times that you need to drop something to allow you to pick up another.


Survey data

How can you know your audience? You have to ask them.

Surveys help. We at Truffle regularly ask our audience various questions throughout the year.

With respect to new and social media, here are some things we have observed: across beef, dairy, poultry, swine, and crop farmers, 30% spent at least 10% of their week reading watching, or listening to industry information. 50% spent 20% or more of their week reading, watching, or listening to industry information.

Reading was the preferred method of understanding information.


Survey data

In a survey conducted Q2 2011, 87% of Swine producers listed email as their most valuable communications tool today, with newsletters and magazine at 39% and 25%.

When asked what they believed the most valuable communications tool will be in the next several years, email still was at top, but web sites, social media, and smart phones passed newsletters and magazines.


Survey data

In a 2011 ag focused social media survey conducted by Meghan Cline, graduate student at Oklahoma State University, 83% of respondents (farmers and ranchers) sought out people to follow on twitter based mainly on the usefulness of the tweets posted and then on the identity of the tweeter.

65% trusted information from individuals just as much as information from professional organizations.

84% used twitter to mainly find out about news and events.



Setup your goals first.Define a strategy.Find the tools.Go!


Advertising spending 2011, Dollars (US)48Monday, August 6, 12

http://www.emarketer.com/PressRelease.aspx?R=100843249Monday, August 6, 12

http://www.emarketer.com/PressRelease.aspx?R=1008432


US Online Advertising Spending to Surpass Print in 2012




What do people in agriculture media, marketing, and PR

believe?


All the agregated data is available for use http://agtoday.us/about-ag-media-marketing

The following information comes from a survey on professionals in agri-media, marketing, and

companies professionals. Over 600 people participated, with over 50% in management.

The four core industry segments were: agency, media, associations, and agri-businesses


http://agtoday.us/about-ag-media-marketing

http://agtoday.us/about-ag-media-marketing

AgencyMedia

CompanyAssociation


AgencyMedia

CompanyAssociation




There is a belief that digital is a supplemental to traditional media.





Advertising spending 2011, Dollars (US)61Monday, August 6, 12





Media believes digital is important, but not in the near

future (18 months). This means traditional channels are going to continue to be sold.

Is this is a different direct of the general media market?




Note the belief difference. Understand the belief structure of your customers.


There are many new tools, approaches, and distractions.

Pick one or two that meet your objectives and work to understand how it works. Keep your approach simple.


Start to understand the return on investment calculations. What metrics need to be collected. How will you know using a service will pay off?


A great resource on understanding ROI in marketing is in Marketing White Belt by Christopher S. Penn, http://agtoday.us/marketing-white-belt (affiliate link).


http://agtoday.us/marketing-white-belt




Take awaysPrint is not dead but it is not going to stay the same.

Understand your customer’s and audience’s beliefs in how media is used.

Put in place campaign metrics to collect and review them regularly.

Stay connected to and converse with experts in marketing, communication, advertising, and PR. They are part of your early detection system.


Look at the list of things you take for granted about ag media today, cross off the 3rd item. ...



Truffle Media

Questions?


Contact Information

[email protected]@TruffleMediaTruffleMedia.com/Facebook

(877) 558-7833TruffleMedia.com


Truffle Media

Ned Arthur, Director of Sales and Content Development

John Blue, Chief of Community Creation


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John Blue - Digital Impacts on Agri-Marketing

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