DFA Social Media Class at AgConnect 2013

SOCIAL MEDIA 101

Getting Started

Jan 2013

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Don Schindler• Grew up on family farm in southeast Missouri

• Submariner• Mizzou / ND grad

• been working the internets since 1999

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SOCIAL MEDIA

SUCKS!

Ipsum lorem dolor sit ametKids adopted it

first.

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It’s not easy.

http://www.flickr.com/photos/twon/2291999837/sizes/o/in/photostream/

Real-Time Forever• Face-to-Face, instant

message, and cell phone are real time communications but they are also fleeting.

• Social Media is real-time communications that can be permanent and spread virally.

• Should that scare you? Scares me.

• But that doesn’t mean you shouldn’t use it.

Real-Time Forever

YOUR AUDIENCE HAS AN AUDIENCE

AND THEIR AUDIENCE TRUSTS THEM OVER YOU.

HOW MANY PEOPLE KNOW THAT HE REALLY DISLIKES

BEING HERE?

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HOW TO GET STARTEDFirst things first

Who R U?

• To (target audience), (your name) is the (blank provider/service) of (blank) delivered through (blank).

• To the dairy industry, Don Schindler is a thought leader and producer of creative marketing and communications solutions delivered through digital technologies.

Brand Statement• What are you known for?

• What do you want to be known for?

• How will this benefit my farm?

Digital Footprint

What does your digital presence look like?

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• KNOWLEDGE• SPEAKER -OUT OF MY MOUTH

KNOWLEDGEBLOG - OUT OF MY HANDS

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Who do you know and how well?

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Twitter Handshake?

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<A HREF=“DON KNOWS” TARGET=“_BLANK”>DON

KNOWS HOW TO TALK THE TALK”</A>

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Your Website/Blog is Your Planet

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Lead everything back to your website

Blog / Website

Facebook

Twitter

Linkedin

Assoc. Websites

EmailSearch

Google Adwords

Youtube

Photo Sites

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Why blogs?• Search Engines love blogs• Easy to set up• Add photos, videos, text• Comments/Feedback• Easy to share• Easy to be mobile

• Reveal your personality

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Onscreen workshop• How to set up a blog• How to post• How to do a page

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Facebook Profile• This is you.• Stick to what you want to be

but be true to self.• Post, share, like• Videos and photos get the

most “shares” and “likes” (engagement)

• Text reaches farther• More content you produce, the

more chances you have to be noticed.

• Facebook is biased against newcomers.

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Facebook Page• Page is an entity like your

farm or company.• Contains relevant

information• Post videos, photos and

links• Gets “likes” instead of

friends• Tough to be noticed right

now• Search will change this

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Onscreen workshop• How to post• How to create a page• How to use lists

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Twitter Power

• Pros• Power of instant

conversations• Spread the word quickly

(depending on your following)

• Follow experts in many fields

• You can follow and possibly speak with people that wouldn’t normally be in your circle of influence

• Cons• Lots of noise (need

filters)• Lots of spam (careful of

bad stuff)• Lots of robots (machines

that are collecting people)

• Relationships are weak• At the mercy of Twitter

changes

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Third Party Apps• Hootsuite• Tweetdeck• Tweetbot• Twitter Mobile App

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Twitter Workshop• How to post• How to change background• How to use lists• How to search

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YouTube• 2nd largest search engine• More than 4 billion views

per day• 72 hours of video

uploaded every minute• Most younger audiences

prefer to TV• Comments available• You can edit, annotate and

drive traffic to other videos• Remember to drive back

to website

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YouTube Workshop• How to make a channel• How to upload a video• Keywords matter• How to spread the word

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Secrets to Social Media• Listen first• Comment positively (negative comments reflect on you

not the other person)• Share other’s information• Help others• Celebrate with others• Have a personality – be entertaining

• It’s all about building trust – honest, integrity, helpful

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Don Schindler• don.schindler@rosedmi.com

• donschindler.com• @donschindler

• Facebook.com/donschindler• 574-387-1688

Telling Our Story:Social Media

Kristi DaleDirector, Media Relations

and Public Affairs

If we don’t listen and act, someone else is going

to tell our story.

Our approach is twofold:• Expand DFA’s presence• Give members a voice

Developing DFA Channels

• Expanded DFA’s presence – Facebook, Twitter, YouTube – Multiple accounts for diverse audiences

• Emphasis on content– Rule of “three’s”– Personal, approachable

• Also changed approach for our farmer-owned brands

Engaging Members

• Empower farmers – Tell their own stories– Put a personal face on the industry– Lend credibility

• Make connections outside of ag• Educate and inform

Engaging Members

• Resource manual– Overview of channels, tips– When to respond– Security issues

• Delicious account– Online information hub that saves time– Answers “where do I begin?”

Questions?