Michele Payn-Knoper - Authentically Agriculture

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Transcript of Michele Payn-Knoper - Authentically Agriculture

  • Authentically Agriculture

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    ___________ is leading the conversation about agriculture.

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    Why should they care?ValuesValidationVoice

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    Why should they care?ValuesValidationVoice

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    Can we connect on values?

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    Who are you?

    Who are you talking to?

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    Whats important to them?

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    Where is your validation of todays farm & food practices in the eyes of the public?

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    Collin: the validation factor

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    Source of Food Info

    People who trust local TV news as the most credible source on food system plummeted 33% in 2010.Newspaper credibility dropped 17%Websites increased in trustworthiness by 52%~Center for Food Integrity

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    Breadcrumbs about farmingHSUS: 112,000 followers on Twitter (144x increase). 1,100,000 FB fans.PETA: 1,363,000 FB fans (20x); 233,000 Twitter followers; 42,000 on YouTube.Greenpeace: 395,000 followers on Twitter (200x increase) 1,019,000 FB fans; 35,000 YouTube.Farm Sanctuary: 59,000 FB fans (10x increase) & 22,000 Twitter followers.Source: Cause Matters Corp. 1/09-1/12

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    How are you giving an authentic voice to agriculture?

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    Poll on our voice

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    Todays Voices840 million people are on Facebook300 million users of Twitter; 200 million tweets sent/day.15,000+ people have connected through AgChat & FoodChat, grew into a Foundation to help agvocate through social media. $8 billion will be spent on social ads in 2012.

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    How can you connect?

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    Your authentic connectionValues: Lead with human.Validation: Serve as a resource of information for your community. Voice: Dont complain if your own skin isnt in the game.

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    Are you sharing your authentic story?

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    If you want one year of prosperity, grow grain. If you want ten years of prosperity, grow trees. If you want 100 years of prosperity, grow people. ~ Chinese Proverb

    What are you growing?

  • Authentically Agriculture

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