A Social Experiment

Mark Green, VP Innovation

Social “Smoshal”. Give me my paper!How do we engage them?Social “Smoshal”. Give me my paper!How do we engage them?

The Digital Landscape

Facebook YouTube Ag Related Discussion

LinkedIn Twitter0

10

20

30

40

50

60

Read/Watch

Comment/Retweet

Post

Source: Farm Journal

Social Media Activity

Their Trusted Information Sources

Source: Nielson

Ag Use of Internet

Attend Online Meetings

Join or Participate in Discussions

Communicate with Suppliers

Purchase Products or Services

Learn about Technology Advancements

Read Agricutlural News

Research Products or Services

Check the Markets

Check the Weather

0 10 20 30 40 50 60 70 80 90 100

Source: Successful Farming

So? Where to Begin…

Listen…sentiment, source, volumeListen…sentiment, source, volume

Create Your KPI’S

Begin The Listening Process

www.tweettone.com

Identify Influencers…and impact on conversations.Identify Influencers…and impact on conversations.

Create a Social Graph(The Pattern of Social Relationships Between People)

Create a Home Base…

Home Base

Engage in dialog and become a trusted partner.Engage in dialog and become a trusted partner.

…Then Create Outpost

Home Base

Begin Engagement

• Add Content• Build Relationships• Test Ideas• Grow a Profile• Listen

• Experiment• Make Connections• Be useful• Play

Finally, Create Advocates

Tools of the Trade