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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