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

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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