social media training · social media training telling your farm’s story online cathy lee...
TRANSCRIPT
![Page 1: Social Media Training · Social Media Training Telling your farm’s story online Cathy Lee Fredrickson Senior Social Media Strategist ... •Comment on videos and socialize with](https://reader034.vdocuments.site/reader034/viewer/2022043008/5f9798ccf81eb672450ce866/html5/thumbnails/1.jpg)
Social Media Training Telling your farm’s story online
Cathy Lee Fredrickson Senior Social Media Strategist
The Integer Group
![Page 2: Social Media Training · Social Media Training Telling your farm’s story online Cathy Lee Fredrickson Senior Social Media Strategist ... •Comment on videos and socialize with](https://reader034.vdocuments.site/reader034/viewer/2022043008/5f9798ccf81eb672450ce866/html5/thumbnails/2.jpg)
Nice to meet you
• Central Iowa Farmgirl
• Greene County 4-H Pig Showmanship Champion – 2 years in a row
• Senior Social Media Strategist
![Page 3: Social Media Training · Social Media Training Telling your farm’s story online Cathy Lee Fredrickson Senior Social Media Strategist ... •Comment on videos and socialize with](https://reader034.vdocuments.site/reader034/viewer/2022043008/5f9798ccf81eb672450ce866/html5/thumbnails/3.jpg)
What we’re going to cover: Why get involved Social Channels and Case Studies How to get your message out How to build relationships
![Page 4: Social Media Training · Social Media Training Telling your farm’s story online Cathy Lee Fredrickson Senior Social Media Strategist ... •Comment on videos and socialize with](https://reader034.vdocuments.site/reader034/viewer/2022043008/5f9798ccf81eb672450ce866/html5/thumbnails/4.jpg)
We’ve always gathered to share our passions
![Page 5: Social Media Training · Social Media Training Telling your farm’s story online Cathy Lee Fredrickson Senior Social Media Strategist ... •Comment on videos and socialize with](https://reader034.vdocuments.site/reader034/viewer/2022043008/5f9798ccf81eb672450ce866/html5/thumbnails/5.jpg)
We’ve evolved the way we share and consume information
![Page 6: Social Media Training · Social Media Training Telling your farm’s story online Cathy Lee Fredrickson Senior Social Media Strategist ... •Comment on videos and socialize with](https://reader034.vdocuments.site/reader034/viewer/2022043008/5f9798ccf81eb672450ce866/html5/thumbnails/6.jpg)
It’s how we communicate
Who uses digital?
• 73% of people 18 +
• 78% of people 30-49
• 65% of people 50-64
• 70% of rural people
Social Impact
• Facebook users are much more politically engaged than most people
• 60 million Americans have used the internet for help with major life decisions
![Page 7: Social Media Training · Social Media Training Telling your farm’s story online Cathy Lee Fredrickson Senior Social Media Strategist ... •Comment on videos and socialize with](https://reader034.vdocuments.site/reader034/viewer/2022043008/5f9798ccf81eb672450ce866/html5/thumbnails/7.jpg)
1B active users
Launched 2005
(8 Years Old)
Monthly Active Users by Channel:
![Page 8: Social Media Training · Social Media Training Telling your farm’s story online Cathy Lee Fredrickson Senior Social Media Strategist ... •Comment on videos and socialize with](https://reader034.vdocuments.site/reader034/viewer/2022043008/5f9798ccf81eb672450ce866/html5/thumbnails/8.jpg)
Don’t just think social, think mobile
![Page 9: Social Media Training · Social Media Training Telling your farm’s story online Cathy Lee Fredrickson Senior Social Media Strategist ... •Comment on videos and socialize with](https://reader034.vdocuments.site/reader034/viewer/2022043008/5f9798ccf81eb672450ce866/html5/thumbnails/9.jpg)
Telling your story
![Page 10: Social Media Training · Social Media Training Telling your farm’s story online Cathy Lee Fredrickson Senior Social Media Strategist ... •Comment on videos and socialize with](https://reader034.vdocuments.site/reader034/viewer/2022043008/5f9798ccf81eb672450ce866/html5/thumbnails/10.jpg)
Agriculture + Advocate = AgVocate
![Page 11: Social Media Training · Social Media Training Telling your farm’s story online Cathy Lee Fredrickson Senior Social Media Strategist ... •Comment on videos and socialize with](https://reader034.vdocuments.site/reader034/viewer/2022043008/5f9798ccf81eb672450ce866/html5/thumbnails/11.jpg)
How you see the world, is not how others see the world.
![Page 12: Social Media Training · Social Media Training Telling your farm’s story online Cathy Lee Fredrickson Senior Social Media Strategist ... •Comment on videos and socialize with](https://reader034.vdocuments.site/reader034/viewer/2022043008/5f9798ccf81eb672450ce866/html5/thumbnails/12.jpg)
Farming “Experts” are everywhere
![Page 13: Social Media Training · Social Media Training Telling your farm’s story online Cathy Lee Fredrickson Senior Social Media Strategist ... •Comment on videos and socialize with](https://reader034.vdocuments.site/reader034/viewer/2022043008/5f9798ccf81eb672450ce866/html5/thumbnails/13.jpg)
Becoming an Agvocate:
• YouTube
• Blogs
![Page 14: Social Media Training · Social Media Training Telling your farm’s story online Cathy Lee Fredrickson Senior Social Media Strategist ... •Comment on videos and socialize with](https://reader034.vdocuments.site/reader034/viewer/2022043008/5f9798ccf81eb672450ce866/html5/thumbnails/14.jpg)
![Page 15: Social Media Training · Social Media Training Telling your farm’s story online Cathy Lee Fredrickson Senior Social Media Strategist ... •Comment on videos and socialize with](https://reader034.vdocuments.site/reader034/viewer/2022043008/5f9798ccf81eb672450ce866/html5/thumbnails/15.jpg)
Facebook:
• Average user has 300 friends • 250 billion uploaded photos • Average time per visit, 20
minutes
![Page 16: Social Media Training · Social Media Training Telling your farm’s story online Cathy Lee Fredrickson Senior Social Media Strategist ... •Comment on videos and socialize with](https://reader034.vdocuments.site/reader034/viewer/2022043008/5f9798ccf81eb672450ce866/html5/thumbnails/16.jpg)
Getting Started:
• Locate “Pages” Tab
• Create a Page
• You’re an Artist! (or not)
• Terms
• Image
• Description
• Ads?
• Download APP
• VOILA!
![Page 17: Social Media Training · Social Media Training Telling your farm’s story online Cathy Lee Fredrickson Senior Social Media Strategist ... •Comment on videos and socialize with](https://reader034.vdocuments.site/reader034/viewer/2022043008/5f9798ccf81eb672450ce866/html5/thumbnails/17.jpg)
Monitoring and Publishing:
![Page 18: Social Media Training · Social Media Training Telling your farm’s story online Cathy Lee Fredrickson Senior Social Media Strategist ... •Comment on videos and socialize with](https://reader034.vdocuments.site/reader034/viewer/2022043008/5f9798ccf81eb672450ce866/html5/thumbnails/18.jpg)
Engage • Images
• Short captions (1-2 lines, MAX)
• Ask a simple, one-word-answer question
• Know your personality and let it show through
• More images
• 403X403 or 843X403
• Post Image with Link vs. posting link
![Page 19: Social Media Training · Social Media Training Telling your farm’s story online Cathy Lee Fredrickson Senior Social Media Strategist ... •Comment on videos and socialize with](https://reader034.vdocuments.site/reader034/viewer/2022043008/5f9798ccf81eb672450ce866/html5/thumbnails/19.jpg)
Case Study: Through the Lens of a Farm Girl
• Who: Erin Ehnle , www.facebook.com/lens.of.a.farm.girl
• About: Combine the art of photography with the happenings around her agriculture-based community.
Image based information
Positive stories
Promotion
Online interactions
![Page 20: Social Media Training · Social Media Training Telling your farm’s story online Cathy Lee Fredrickson Senior Social Media Strategist ... •Comment on videos and socialize with](https://reader034.vdocuments.site/reader034/viewer/2022043008/5f9798ccf81eb672450ce866/html5/thumbnails/20.jpg)
![Page 21: Social Media Training · Social Media Training Telling your farm’s story online Cathy Lee Fredrickson Senior Social Media Strategist ... •Comment on videos and socialize with](https://reader034.vdocuments.site/reader034/viewer/2022043008/5f9798ccf81eb672450ce866/html5/thumbnails/21.jpg)
Twitter:
• 40% of users don’t tweet, but watch others tweet
• 10,000 tweets happen per minute
• 60% of users access via mobile phone
![Page 22: Social Media Training · Social Media Training Telling your farm’s story online Cathy Lee Fredrickson Senior Social Media Strategist ... •Comment on videos and socialize with](https://reader034.vdocuments.site/reader034/viewer/2022043008/5f9798ccf81eb672450ce866/html5/thumbnails/22.jpg)
Getting Started:
• Find sign up box • Select a username • Confirm via email • Find users to follow
• #AgChat
• Download APP
![Page 23: Social Media Training · Social Media Training Telling your farm’s story online Cathy Lee Fredrickson Senior Social Media Strategist ... •Comment on videos and socialize with](https://reader034.vdocuments.site/reader034/viewer/2022043008/5f9798ccf81eb672450ce866/html5/thumbnails/23.jpg)
Engage
• Home Feed
• @Username
• Direct Messages (DM)
• #Hashtags #Hashtags #Hashtags
• Favorites
• 80/20 rule
![Page 24: Social Media Training · Social Media Training Telling your farm’s story online Cathy Lee Fredrickson Senior Social Media Strategist ... •Comment on videos and socialize with](https://reader034.vdocuments.site/reader034/viewer/2022043008/5f9798ccf81eb672450ce866/html5/thumbnails/24.jpg)
Incorporating Images and Video
• Vine
![Page 25: Social Media Training · Social Media Training Telling your farm’s story online Cathy Lee Fredrickson Senior Social Media Strategist ... •Comment on videos and socialize with](https://reader034.vdocuments.site/reader034/viewer/2022043008/5f9798ccf81eb672450ce866/html5/thumbnails/25.jpg)
Your Twitter audience is different than your Facebook
![Page 26: Social Media Training · Social Media Training Telling your farm’s story online Cathy Lee Fredrickson Senior Social Media Strategist ... •Comment on videos and socialize with](https://reader034.vdocuments.site/reader034/viewer/2022043008/5f9798ccf81eb672450ce866/html5/thumbnails/26.jpg)
Case Study: #AgChat/#FoodChat
• Who: Ag Chat Foundation, www.facebook.com/Kansaspork
• Creating an ongoing, open dialogue among the various players interested in agriculture and how food is produced.
Open communication
Informative
Ongoing
![Page 27: Social Media Training · Social Media Training Telling your farm’s story online Cathy Lee Fredrickson Senior Social Media Strategist ... •Comment on videos and socialize with](https://reader034.vdocuments.site/reader034/viewer/2022043008/5f9798ccf81eb672450ce866/html5/thumbnails/27.jpg)
![Page 28: Social Media Training · Social Media Training Telling your farm’s story online Cathy Lee Fredrickson Senior Social Media Strategist ... •Comment on videos and socialize with](https://reader034.vdocuments.site/reader034/viewer/2022043008/5f9798ccf81eb672450ce866/html5/thumbnails/28.jpg)
• 16 Billion photos shared
• 1.2 Billion daily photos “likes”
• Just launched Direct and Promoted photos
• 70% of users log-in daily
![Page 29: Social Media Training · Social Media Training Telling your farm’s story online Cathy Lee Fredrickson Senior Social Media Strategist ... •Comment on videos and socialize with](https://reader034.vdocuments.site/reader034/viewer/2022043008/5f9798ccf81eb672450ce866/html5/thumbnails/29.jpg)
Getting Started:
• Download APP • Select a username • Select Public • Control Notifications • Link up your accounts • Add photos • Filter • Tag/Caption • Share!
![Page 30: Social Media Training · Social Media Training Telling your farm’s story online Cathy Lee Fredrickson Senior Social Media Strategist ... •Comment on videos and socialize with](https://reader034.vdocuments.site/reader034/viewer/2022043008/5f9798ccf81eb672450ce866/html5/thumbnails/30.jpg)
Engage
• Home Feed
• Explore – Popular
• Find People to Follow – Suggested
• Search #hashtags
![Page 31: Social Media Training · Social Media Training Telling your farm’s story online Cathy Lee Fredrickson Senior Social Media Strategist ... •Comment on videos and socialize with](https://reader034.vdocuments.site/reader034/viewer/2022043008/5f9798ccf81eb672450ce866/html5/thumbnails/31.jpg)
Case Study: #Felfie
#Felfie – Farm Selfie
How: Started in UK as a way to put a face on the farmer that feeds you
Highlighted on Mashable
Easy and engaging
Adorable and informational
Positive
![Page 32: Social Media Training · Social Media Training Telling your farm’s story online Cathy Lee Fredrickson Senior Social Media Strategist ... •Comment on videos and socialize with](https://reader034.vdocuments.site/reader034/viewer/2022043008/5f9798ccf81eb672450ce866/html5/thumbnails/32.jpg)
YOUTUBE
![Page 33: Social Media Training · Social Media Training Telling your farm’s story online Cathy Lee Fredrickson Senior Social Media Strategist ... •Comment on videos and socialize with](https://reader034.vdocuments.site/reader034/viewer/2022043008/5f9798ccf81eb672450ce866/html5/thumbnails/33.jpg)
YouTube:
• 40% watch on mobile devices • Over 6 billion hours of video
are watched each month on YouTube—that's almost an hour for every person on Earth
![Page 34: Social Media Training · Social Media Training Telling your farm’s story online Cathy Lee Fredrickson Senior Social Media Strategist ... •Comment on videos and socialize with](https://reader034.vdocuments.site/reader034/viewer/2022043008/5f9798ccf81eb672450ce866/html5/thumbnails/34.jpg)
According to Nielsen, YouTube reaches more US adults ages 18-34 than ANY cable network
![Page 35: Social Media Training · Social Media Training Telling your farm’s story online Cathy Lee Fredrickson Senior Social Media Strategist ... •Comment on videos and socialize with](https://reader034.vdocuments.site/reader034/viewer/2022043008/5f9798ccf81eb672450ce866/html5/thumbnails/35.jpg)
Getting Started:
• Linked to Google+ • Create a channel for business • Fill out profile • Verify via Text • Add images • You’re Set!
![Page 36: Social Media Training · Social Media Training Telling your farm’s story online Cathy Lee Fredrickson Senior Social Media Strategist ... •Comment on videos and socialize with](https://reader034.vdocuments.site/reader034/viewer/2022043008/5f9798ccf81eb672450ce866/html5/thumbnails/36.jpg)
Engage
• Make and add videos to the YouTube community.
• Track your favorite users by subscribing to their channel.
• Manage your favorite tracks, videos, and online episodes.
• Comment on videos and socialize with other members of the community.
![Page 37: Social Media Training · Social Media Training Telling your farm’s story online Cathy Lee Fredrickson Senior Social Media Strategist ... •Comment on videos and socialize with](https://reader034.vdocuments.site/reader034/viewer/2022043008/5f9798ccf81eb672450ce866/html5/thumbnails/37.jpg)
Case Study: Peterson Brothers
• 49 videos
• 65,000 subscribers
• 29,000,000 + views
• How:
Interesting, fun content
Parody of popular music
Promotion
Online interactions
![Page 38: Social Media Training · Social Media Training Telling your farm’s story online Cathy Lee Fredrickson Senior Social Media Strategist ... •Comment on videos and socialize with](https://reader034.vdocuments.site/reader034/viewer/2022043008/5f9798ccf81eb672450ce866/html5/thumbnails/38.jpg)
BLOGGING
![Page 39: Social Media Training · Social Media Training Telling your farm’s story online Cathy Lee Fredrickson Senior Social Media Strategist ... •Comment on videos and socialize with](https://reader034.vdocuments.site/reader034/viewer/2022043008/5f9798ccf81eb672450ce866/html5/thumbnails/39.jpg)
Blogger:
• Most popular blogging platform
• 54 million site visits through Blogger
• Linked to Google accounts and analytics
• 77% of internet users, read blogs
![Page 40: Social Media Training · Social Media Training Telling your farm’s story online Cathy Lee Fredrickson Senior Social Media Strategist ... •Comment on videos and socialize with](https://reader034.vdocuments.site/reader034/viewer/2022043008/5f9798ccf81eb672450ce866/html5/thumbnails/40.jpg)
61% of us consumers have made a purchase based on a blog post
![Page 41: Social Media Training · Social Media Training Telling your farm’s story online Cathy Lee Fredrickson Senior Social Media Strategist ... •Comment on videos and socialize with](https://reader034.vdocuments.site/reader034/viewer/2022043008/5f9798ccf81eb672450ce866/html5/thumbnails/41.jpg)
81% of US consumers trust advice and information from blogs
![Page 42: Social Media Training · Social Media Training Telling your farm’s story online Cathy Lee Fredrickson Senior Social Media Strategist ... •Comment on videos and socialize with](https://reader034.vdocuments.site/reader034/viewer/2022043008/5f9798ccf81eb672450ce866/html5/thumbnails/42.jpg)
Getting Started:
• Create an account – linked to Google+ • Name your blog • Pick your template • Write!
![Page 43: Social Media Training · Social Media Training Telling your farm’s story online Cathy Lee Fredrickson Senior Social Media Strategist ... •Comment on videos and socialize with](https://reader034.vdocuments.site/reader034/viewer/2022043008/5f9798ccf81eb672450ce866/html5/thumbnails/43.jpg)
Engage
• You don’t have to create a blog to engage
• Follow blogs that interest you
• Answer questions, comment and participate in the communities
• Be positive and informative • Don’t troll – even if you want to!
![Page 44: Social Media Training · Social Media Training Telling your farm’s story online Cathy Lee Fredrickson Senior Social Media Strategist ... •Comment on videos and socialize with](https://reader034.vdocuments.site/reader034/viewer/2022043008/5f9798ccf81eb672450ce866/html5/thumbnails/44.jpg)
Case Study: Dairy Carrie and Panera
• Who: Carrie Mess, www.dairycarrie.com
• Held Panera Break Company responsible for fear based marketing and helped shut down EZ Chicken campaign
Responded with facts
Bold topics
Online interactions
Stayed professional
![Page 45: Social Media Training · Social Media Training Telling your farm’s story online Cathy Lee Fredrickson Senior Social Media Strategist ... •Comment on videos and socialize with](https://reader034.vdocuments.site/reader034/viewer/2022043008/5f9798ccf81eb672450ce866/html5/thumbnails/45.jpg)
What social media is right for you?
![Page 46: Social Media Training · Social Media Training Telling your farm’s story online Cathy Lee Fredrickson Senior Social Media Strategist ... •Comment on videos and socialize with](https://reader034.vdocuments.site/reader034/viewer/2022043008/5f9798ccf81eb672450ce866/html5/thumbnails/46.jpg)
Time
![Page 47: Social Media Training · Social Media Training Telling your farm’s story online Cathy Lee Fredrickson Senior Social Media Strategist ... •Comment on videos and socialize with](https://reader034.vdocuments.site/reader034/viewer/2022043008/5f9798ccf81eb672450ce866/html5/thumbnails/47.jpg)
Connection Connection
![Page 48: Social Media Training · Social Media Training Telling your farm’s story online Cathy Lee Fredrickson Senior Social Media Strategist ... •Comment on videos and socialize with](https://reader034.vdocuments.site/reader034/viewer/2022043008/5f9798ccf81eb672450ce866/html5/thumbnails/48.jpg)
Audience
![Page 49: Social Media Training · Social Media Training Telling your farm’s story online Cathy Lee Fredrickson Senior Social Media Strategist ... •Comment on videos and socialize with](https://reader034.vdocuments.site/reader034/viewer/2022043008/5f9798ccf81eb672450ce866/html5/thumbnails/49.jpg)
What do I post?
• Videos
• Fashion of the producer
• Current events
• Pictures of your farm or your family working on the farm
• Pictures of your favorite litter
![Page 50: Social Media Training · Social Media Training Telling your farm’s story online Cathy Lee Fredrickson Senior Social Media Strategist ... •Comment on videos and socialize with](https://reader034.vdocuments.site/reader034/viewer/2022043008/5f9798ccf81eb672450ce866/html5/thumbnails/50.jpg)
Seriously, Images.
![Page 51: Social Media Training · Social Media Training Telling your farm’s story online Cathy Lee Fredrickson Senior Social Media Strategist ... •Comment on videos and socialize with](https://reader034.vdocuments.site/reader034/viewer/2022043008/5f9798ccf81eb672450ce866/html5/thumbnails/51.jpg)
How to build Relationships
• It’s just like real life.
• Know what the people you are connecting with want
• Bring value
• Encourage conversation
• Be likeable
• Bloggers are passion, Journalists are credentials
![Page 52: Social Media Training · Social Media Training Telling your farm’s story online Cathy Lee Fredrickson Senior Social Media Strategist ... •Comment on videos and socialize with](https://reader034.vdocuments.site/reader034/viewer/2022043008/5f9798ccf81eb672450ce866/html5/thumbnails/52.jpg)
Dealing with critics
• Everyone has critics, think of them as opportunities
• Be proactive and create some “rules of the road” or a comment policy
• Is it a troll? Or a real question?
• Respond to that person, but also everyone else
• Never be rude or offensive
![Page 53: Social Media Training · Social Media Training Telling your farm’s story online Cathy Lee Fredrickson Senior Social Media Strategist ... •Comment on videos and socialize with](https://reader034.vdocuments.site/reader034/viewer/2022043008/5f9798ccf81eb672450ce866/html5/thumbnails/53.jpg)
Authenticity and transparency rule the day
![Page 54: Social Media Training · Social Media Training Telling your farm’s story online Cathy Lee Fredrickson Senior Social Media Strategist ... •Comment on videos and socialize with](https://reader034.vdocuments.site/reader034/viewer/2022043008/5f9798ccf81eb672450ce866/html5/thumbnails/54.jpg)
You get out what you put in
![Page 55: Social Media Training · Social Media Training Telling your farm’s story online Cathy Lee Fredrickson Senior Social Media Strategist ... •Comment on videos and socialize with](https://reader034.vdocuments.site/reader034/viewer/2022043008/5f9798ccf81eb672450ce866/html5/thumbnails/55.jpg)
It’s a relationship, are you committed?
![Page 56: Social Media Training · Social Media Training Telling your farm’s story online Cathy Lee Fredrickson Senior Social Media Strategist ... •Comment on videos and socialize with](https://reader034.vdocuments.site/reader034/viewer/2022043008/5f9798ccf81eb672450ce866/html5/thumbnails/56.jpg)
How can you tell if you’re successful? Metrics, baby!
• Video views
• Facebook fans – wall posts
• Visitors and link-backs to your blog
• Tonal reaction (positive/negative)
• Benchmark reports (beginning/end; weekly/monthly)
• How engaged, lasting, meaningful was the experience?
![Page 57: Social Media Training · Social Media Training Telling your farm’s story online Cathy Lee Fredrickson Senior Social Media Strategist ... •Comment on videos and socialize with](https://reader034.vdocuments.site/reader034/viewer/2022043008/5f9798ccf81eb672450ce866/html5/thumbnails/57.jpg)
Just Remember:
1. Pick your platform
2. Post content people find helpful, interesting or entertaining
3. Actively seek out and engage with people who are active and engaging
4. Be positive
5. Stay consistent
![Page 58: Social Media Training · Social Media Training Telling your farm’s story online Cathy Lee Fredrickson Senior Social Media Strategist ... •Comment on videos and socialize with](https://reader034.vdocuments.site/reader034/viewer/2022043008/5f9798ccf81eb672450ce866/html5/thumbnails/58.jpg)
Questions?