SOCIAL MEDIA for business and agriculture

WHAT DO YOU GET?

- What is social media

- Social media for business and agriculture

- Content Marketing ‘the principle’

- Facebook and Twitter

WHAT IS SOCIAL MEDIA?

“Internet-based applications that allow the

creation and exchange of user-generated

content. It is the blending of technology and

social interaction that creates value in these

types of media” - PRIA

What social media applications do you use?

CORPORATE COMMUNICATION IS DYING!

“My job is to

make the

important

interesting”

Corporate Creative

Top down Interactive and participatory

Stiff and formal Conversational

Policies and programs People

Old vehicles New vehicles

Safe content Risky Content

SOCIAL MEDIA

• Must take centre stage in marketing strategies

• From a luxury platform to a must have

• Sufficient time and resources must be allocated

• Integrating into project level communications

• Accounts must be run well. No point in having a

poorly run account as it reflects poorly on the

organisation.

FACT: On average social media marketing

budgets will double over the next 5 years.

POWER IS THROUGH MESSAGING

• More and more people are sharing stories and tales about there days

• News stories being shared at rate that would have been unheard of a decade ago

• With the push of a few buttons(I can upload a video interview I’ve done with a farmer, talking about his love of the lifestyle and land. A farmer who is potentially providing the lamb that is on that person’s plate tonight. With in minutes people from all over the world can see their story)

BE AT THE TABLE…

Food is an extremely hot issue – and it’s time for agriculture and science professionals to leverage that through social media leadership to influence public opinion

SOCIAL MEDIA FOR AGRICULTURE

• Social media is the most important tool we have today to tell our story to:

– consumers– animal activists– Those who want to know more about where their food comes from

• If you’re not at the table you can’t be part of the conversation

• Build relationships and to interact with people who might never have otherwise connected with agriculture.

“People are craving more stories on their news

feeds, so give it to them!”

WHAT THIS MEANS FOR AGRICULTURE• 54% of marketers gained new customers

through Facebook this year alone. Businesses should be looking to join this trend.

• Interact with existing and potential customers

• Provide platform for feedback and new ideas

NOT CONVINCED ABOUT SOCIAL MEDIA YET?

CONTENT MARKETING

• What is Content Marketing?

• Has been around for ever!

• Communicating with our audience without selling

• Educating: delivering information that makes your buyer more

intelligent.

• Must be of value to the audience to make them want to then ACT

(share, join, contribute, donate).

• Develop a Content Marketing Strategies

• Deliver consistent, ongoing valuable information to people

• Ultimately they will reward us with their support, business and

loyalty

“Content isn’t just King…

it’s everything.”

FACEBOOK

• 50% of Australians has a Facebook account

• +10 Million active users

• 50% of 18-25 year olds check Facebook when they WAKE UP!

• Largest age group is 25-34 year olds

• 7 million Australians have Facebook on there mobile devices

• 56% of people recommend a brand after becoming a fan on

Facebook

LET’S GET STARTED

1. The Beginning

Go to www.facebook.com.au and click

on ‘Create a Page’ on the footer of the

page.

*Note to begin this process you need to create

your own profile.

LET’S GET STARTED

2. Deciding your Page Type

Choose the type of page your require, depending on your

purpose. Eg. Local business, brand or product.

LET’S GET STARTED

3. Adding Information

After selecting the most relevant

option, enter your business details.

Read and agree to Facebook’s Terms

and Conditions, and click the ‘Get

Started’ button.

LET’S GET STARTED

4. Adding a Description

You are then able to fill in a

description of what is being

promoted, enter any relevant

websites, other social media

links and upload a profile

picture.

LET’S GET STARTED

5. Advertising your Page

If you would like to advertise

your page to attract new users,

you can enable advertisements

by adding a funding source.

LET’S GET STARTED

5. Adding Content

You are then able to write

updates, upload photo’s or

videos, link to websites, create

an offer or an event.

NACC’s FACEBOOK

TWITTER

• 2.5 million Australian Twitterers

• The average user has tweeted 307 times

• 1/5 of Smartphone users are twitter users

• 24% are 25-34 years, 23% are 35-44 years,

23% are 35-44 years

LET’S GET STARTED

1. The Beginning

Visit twitter.com and click on the ‘Sign up’

button. Specify your name, e-mail

address, password and choose a

username. Twitter will then send an e-mail

to your e-mail address. This e-mail will

include a link that verifies your account.

Click on this link to activate the account.

LET’S GET STARTED

2. Add Profile DetailsClick on the settings icon in the top-right hand corner

of the Twitter home page and a drop-down menu

should appear. Click on ‘Settings’ and, amongst other

things, you can customise the way tweets appear to

you and change your username.

To add important personal information, click on the

word ‘Profile’, which is located above all other options.

Firstly, upload an image that is clear and

distinguishable. Secondly, add your location and a

160-character biography or statement.

LET’S GET STARTED

3. Choose a Design

In Settings, click the ‘Design’ tab. You

can either choose one of the 19

designs offered by twitter, or you can

upload your own background image.

Make sure your design is consistent

with your brand.

LET’S GET STARTED

4. Make your first connections

Find some Twitter accounts that

represent your business and follow

them using the interface on the right

side of your home page.

In order to attract a following, promote

your account to your customers

directly via all forms of digital and

offline printed material.

LET’S GET STARTED

5. Send Your First Tweet

Click the ‘Compose new Tweet’ button

and type a message in the blank field.

Select enter or the ‘Tweet’ button to

publish the tweet.

Each tweet can only be 140

characters long (including hashtags

and punctuation), so be succinct.

HOW TO GET MORE FOLLOWERS

• Post frequently

• Tweet positive things that contain quality information

• Use hashtags to be exposed to a larger number of possible

followers (#keywords)

• Look for trending hashtags to join in conversations

• The more your follow the more that will follow you

• Have a complete profile

• Tweet things that are worth reading (e.g. funny, unique,

informational or current)

NACC’s TWITTER

THANK YOUfor your time