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Sustainable Food 2.0 #savefood

Sustainable Food 2.0 #Savefood at SXSW Interactive 2009

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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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Page 1: Sustainable Food 2.0 #Savefood at SXSW Interactive 2009

Sustainable Food 2.0#savefood

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Rachel WeidingerCommon Knowledgecommonknow.com

@commonknow@rachelannyes

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Melanie ChengFounder

FarmsReach@farmsreach@sfmelanie

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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

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 USDA/ERS, “Price Spreads from Farm to Consumer,” by Howard Elitzak, at [http://www. ers.usda.gov/Data/FarmToConsumer/Data/marketingbiltable1.htm].

Everybodyelse

Everybodyelse

FarmersFarmers

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Everybodyelse

Everybodyelse

FarmersFarmers

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Everybodyelse

Everybodyelse

FarmersFarmers

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+ =

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@farmsreach

[email protected]

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Andrew MacRaeIAmAMacRae.com

@IAmAMacRae

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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.

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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.

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“Farmers Market” Search Volume over 5years

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“Farmers Market” Search Volume in a year

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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. $DONATIONS!$

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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

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No Farms No Food – the map

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No Farms No Food – the map

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•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

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Food 2.0? You mean Food 1.0!

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Farm Bill Keywords

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Food Prices Keywords

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Local Food Keywords

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Farmers Market Keywords

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Rural Broadband Use

http://www.ers.usda.gov/Publications/EIB47/

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Demographic Differences is SEM

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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).

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Rachel WeidingerCommon Knowledgecommonknow.com

@commonknow@rachelannyes

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climatecrossroads.org

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Humberto KamMonterey Bay Aquarium

@montereyaq

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SUSTAINABLE SEAFOOD

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Destructive Fishing Methods

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1 in 4 animals dies as bycatch

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90% of wild fish stocks gone by 2050

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Is fish farming the answer?

It depends...

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• Working with businesses• 11 seafood guides• 22 Million Pocket Guides

Seafood Watch©

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• Regional & sushi guides(GPS functionality coming soon)

iPhone App

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iPhone App

• Regional & sushi guides(GPS functionality coming soon)

• Alphabetical Listing(sort by ranking coming soon)

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• Regional & sushi guides(GPS functionality coming soon)

• Alphabetical Listing(sort by ranking coming soon)

• Detailed Information

iPhone App

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iPhone App

• Regional & sushi guides(GPS functionality coming soon)

• Alphabetical Listing(sort by ranking coming soon)

• Detailed Information

• Search

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iPhone App - Results

“If you believe in the importance of eating sustainable seafood, it deserves a place on your iPhone or iPod touch.”

Macworld

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iPhone App - Results

• 23,000 downloads

• Better user experience

• Reduce print costs

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iPhone App - Learnings

• Launch with key features

• Good ideas excuse

much

• Ask for help

• Plan for the real world

• Leverage code

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iPhone App - Springboard

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What can you do?

Learn more at:

SeafoodWatch.org

Choose wisely.

Use the guides.

Talk to your

waiter & fishmonger.

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Sustainable Food 2.0#savefood

savefood.wikispaces.com