COFFEES OF BRAZIL NETWORK: PARTICIPATIVE BUILDING OF KNOWLEDGE WITHIN THEBUILDING OF KNOWLEDGE WITHIN THE

AGROINDUSTRIAL COFFEE SYSTEM

Sérgio Parreiras Pereira - IACCibele Maria Garcia de Aguiar – EMBRAPA CaféCibele Maria Garcia de Aguiar EMBRAPA CaféPaulo Henrique Leme – P&A Marketing International

SOCIAL NETWORKS ANDWEB 2 0 CONCEPTWEB 2.0 CONCEPT

• communication tools in 21st century• internet and web 2.0 concept from:

– spectators to participants– traditional media channels to

collaborative building• popularization of social networks (myspace,

facebook, orkut…)• unimaginable solution for new challenges

– researchers, consultants, professionals, consumers

– sharing and creating knowledge

PLATFORM PEABIRUS

• Brazilian Consortium for Coffee Research and Development and P&A Marketing International

• participating virtual social network:“Rede Cafés do Brasil”

• platform “Peabirus”– added value gains for production chains– agents with common interests– set up in common interest communities– innovation, economic development,

knowledge transfer

INTERACTION IN COFFEES OF BRAZIL NETWORKBRAZIL NETWORK

• members participation is guided and moderated

• Managing Group– facilitates relationships– achieving network goals

• Study objects: 2 communities– Coffee Field Management and Coffee

Marketing• dynamic information exchange

OBJECTIVE

• evaluate the use of the social media Peabirus platform by the user-members of the Coffees of Brazil Network

• participants of the Coffee Field Management and Coffee Marketing communitiesfi di t h i l d i tifi i f ti• finding technical and scientific information related to themes and topics deemed relevant to the coffee-producing and tradingrelevant to the coffee producing and trading sector

• exploratory studyp y y– provide a general view of a certain fact

COFFEES OF BRAZIL NETWORK • gather people in communities with coffee

common interests in their search forcommon interests in their search for innovation and increased competitiveness

• more then 2500 registered membersmore then 2500 registered members• 50 communities:

– coffee production and trade– coffee production and trade– thematic

institutions or companies– institutions or companies• gathering researchers, field technologists,

consultants farmers professionals inconsultants, farmers, professionals in coffee growing and trading

• share information, research demands and ,technology transfer

COFFEES OF BRAZIL NETWORK • network Interconnections:

PARTICIPANTS

COLLABORATORSN COLLABORATORSR

AC

TIO

N

MEDIATORS

INTE

R

MANAGINGGROUP

INTERACTION

COFFEES OF BRAZIL NETWORK • network Interconnections:

PARTICIPANTSINTERACTION

COLLABORATORSTY

MEDIATORS SUPPORT /LINKM

MU

NIT

LINK

CO

M

MANAGINGGROUP STRATEGY

COMMUNITY

COMMUNITIES CONTENTS

CREATING COLLABORATIVE KNOWLEDGE

COFFEE FIELD MANAGEMENT COMMUNITY

• one of the coffee consortium communities• 800 members800 members• 920 posts on different coffee issues• Google analytics:• Google analytics:

• 82.759 visits• 33.000 people• 53 countries53 countries• search engines: 43%• local traffic: 33%local traffic: 33%• referring sites: 24%

COFFEE FIELD MANAGEMENT COMMUNITY

• relevant topic: flowering frustration in 2006• mediator sent message• many replies from different coffee regions• knowledge collective building• 30 comments• 1000 visits• heterogeneous participantsg p p• technical and scientific knowledge

dissemination through technicians and consultants

• media reference

COFFEE FIELD MANAGEMENT COMMUNITY

MARKETING COMMUNITY

• promote interaction between the members on subject matters directly related to the j ymarketing of coffee and consumption

• knowledge and businessg

• 18 326 visits18.326 visits• 10.933 people• 53 countries• 53 countries• search engines: 72% • local traffic: 17%• local traffic: 17%• referring sites: 11%

MARKETING COMMUNITY• most viewed topics: consumer related• coffee shops: news clipping, information

• Brazilian cafes and Starbucks news• search engines resultg

• “Your opinion topics” launched by mediator• calling user’s attentiong• polemic issues

• great interaction in the topic “QUESTION: g p QProduction of special coffees (organic, gourmet, fair trade)”

• major issues involved in the production of specialty coffees: quality, standards,

t i bilit d thsustainability and others

MARKETING COMMUNITY

CONCLUDING REMARKS

• success key: mediator role in promoting interaction and gathering contact

• efficient agent of networking• communication channel• social media tools can be successfully used

to promote interactions among geographically dispersed agents

t ib t t t d di t ib t ll ti• contribute to create and distribute collective knowledge to coffee chain agents

• is it possible to repeat this success?• is it possible to repeat this success?• in a worldwide level?

COFFEE RESEARCHERS’ FORUM- agronomy, technology, science, innovation- a place to exchange ideas and projects and to

promote innovationpromote innovation- permanent discussion forum for ASIC- Shall we take this opportunity?

DO YOU WANT TO MEDIATE THIS COMMUNITY?

COFFEECLUBCOFFEECLUBNETWORK

www.coffeeclubnetwork.com

THANK YOU VERY MUCH!Sérgio Parreiras Pereira - IACCibele Maria Garcia de Aguiar – EMBRAPA CaféPaulo Henrique Leme – P&A Marketing International

bi b

Paulo Henrique Leme P&A Marketing International

www.peabirus.com.br

www.coffeeclubnetwork.com