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At this panel, we discussed how nonprofits and social entrepreneurs are making access to sustainable food easier with shortcodes, social networks, advocacy tools, and location-based platforms. The founder of FarmsReach shared her vision for this web platform for local, sustainable food. We discussed the evolution of Monterey Bay Aquarium's Seafood Watch to mobile access, and the recent launch of their iPhone app. The advocacy work of the American Farmland Trust was covered, including some surprises about SEM. We shares how the Sierra Club's global warming portal with integrated social network--Climate Crossroads--is using food to engage users in a challenging issue.Rachel Weidinger Mktg Dir & Sr Consultant, Common KnowledgeHumberto Kam Sr Mgr Online Communications, Monterey Bay AquariumAndrew MacRae Get InvolvedMelanie Cheng Founder, FarmsReach.com
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Sustainable Food 2.0#savefood
Rachel WeidingerCommon Knowledgecommonknow.com
@commonknow@rachelannyes
Melanie ChengFounder
FarmsReach@farmsreach@sfmelanie
10% of household income
1,950 lb per person 8.1 metric tons of
greenhouse gas
Food-Miles and the Relative Climate Impacts of Food Choices in the United States Christopher L. Weber, and H. Scott Matthews Environ. Sci. Technol., 2008, 42 (10), 3508-3513• DOI: 10.1021/es702969f • Publication Date (Web): 16 April 2008
USDA/ERS, “Price Spreads from Farm to Consumer,” by Howard Elitzak, at [http://www. ers.usda.gov/Data/FarmToConsumer/Data/marketingbiltable1.htm].
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@farmsreach
Andrew MacRaeIAmAMacRae.com
@IAmAMacRae
Food 2.0? You Mean Food 1.0
Disclaimer: • I am Andrew MacRae, a self employed
consultant, and I do not represent the American Farmland Trust (AFT) in any official or unofficial capacity.
• In 2008, while employed at AFT I designed the “No Farms No Food” online campaign.
4 Fun Facts About “No Farms No Food”
1. Used at American Farmland Trust since it was founded in 1980.
2. Is a registered Trademark.3. The most successful slogan describing the
complex link between farms, farmers, and food – ever.
4. An outstanding integrated marketing campaign ran by AFT in the summer of 2008.
“Farmers Market” Search Volume over 5years
“Farmers Market” Search Volume in a year
Launch of Summer Campaign July 20th - Sept 1st 2008
Goals1. Reach new audience and Grow House File2. Keep AFT awareness high in absence of national
program-based campaigns 3. Test messaging and new outreach tools4. Take advantage of summer interest in farmers
markets5. $DONATIONS!$
Social Value• Word of Mouth is Catching On.
– “Someone posted it on their twitter page.” John, MA– ”[We] put one on our vehicle and one on our stock trailer. We are
proud to be ranchers and want everyone to know that if they don't support local farms, there will be no fresh food!" - Nancy, CO
– “I was very excited to be able to help spread the word and receive the No Farms No Food bag....as I look around I see more and more people with the bags...” Leanne, NC
– “We began distributing the No Farms, No Food bumper stickers at our farmers markets thinking we would just hand out a few here and there but man, are they popular! Our customers love the stickers because they understand the contribution small farms make to the quality of their lives.” (request for additional 500) Nancy, CT
No Farms No Food – the map
No Farms No Food – the map
•Distributed 30,000 bumper stickers to 1,000+ requesters.• Received $16,000 in weekly pledges to buy local food. (A majority described local food as being within 50 miles)• Converted web visitor to subscriber at 20%-40% (depending on the landing page).• Converted 4% of all subscriber to donors before the left the website.•Left with a SEM Riddle
Food 2.0? You mean Food 1.0!
Farm Bill Keywords
Food Prices Keywords
Local Food Keywords
Farmers Market Keywords
Rural Broadband Use
http://www.ers.usda.gov/Publications/EIB47/
Demographic Differences is SEM
Final Thought
• If you are trying to reach the farmers market audience through SEM. You must design your strategy with the Yahoo audience in mind.
• Get a free No Farms No Food bumper sticker at NoFarmsNoFood.org (redirect).
Rachel WeidingerCommon Knowledgecommonknow.com
@commonknow@rachelannyes
climatecrossroads.org
Humberto KamMonterey Bay Aquarium
@montereyaq
SUSTAINABLE SEAFOOD
Destructive Fishing Methods
1 in 4 animals dies as bycatch
90% of wild fish stocks gone by 2050
Is fish farming the answer?
It depends...
• Working with businesses• 11 seafood guides• 22 Million Pocket Guides
Seafood Watch©
• Regional & sushi guides(GPS functionality coming soon)
iPhone App
iPhone App
• Regional & sushi guides(GPS functionality coming soon)
• Alphabetical Listing(sort by ranking coming soon)
• Regional & sushi guides(GPS functionality coming soon)
• Alphabetical Listing(sort by ranking coming soon)
• Detailed Information
iPhone App
iPhone App
• Regional & sushi guides(GPS functionality coming soon)
• Alphabetical Listing(sort by ranking coming soon)
• Detailed Information
• Search
iPhone App - Results
“If you believe in the importance of eating sustainable seafood, it deserves a place on your iPhone or iPod touch.”
Macworld
iPhone App - Results
• 23,000 downloads
• Better user experience
• Reduce print costs
iPhone App - Learnings
• Launch with key features
• Good ideas excuse
much
• Ask for help
• Plan for the real world
• Leverage code
iPhone App - Springboard
What can you do?
Learn more at:
SeafoodWatch.org
Choose wisely.
Use the guides.
Talk to your
waiter & fishmonger.
Sustainable Food 2.0#savefood
savefood.wikispaces.com