Global thought leadership on a shoestring, presented by Maria Lettman
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SOCIALMEDIA.ORG/SUMMIT2016ORLANDOJANUARY 25–27, 2016
Global thought leadershipon a shoestring
MARIA LETTMANCARGILL
© 2014 Cargill, Incorporated. All rights reserved.
CONFIDENTIAL. This document contains trade secret information. Disclosure, use or reproduction outside Cargill or inside
Cargill, to or by those employees who do not have a need to know is prohibited except as authorized by Cargill in writing.
© 2013 Cargill, Incorporated. All rights reserved.
Global thought leadership on a shoestring
www.cargill.com
© 2014 Cargill, Incorporated. All rights reserved. 2
© 2014 Cargill, Incorporated. All rights reserved.
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How can the world feed 9 billion by 2050?
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© 2014 Cargill, Incorporated. All rights reserved.
Less than one hectare
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Less than one hectare
© 2014 Cargill, Incorporated. All rights reserved.
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• Double click icon to select new image Our social media challenge • Food security deemed No. 1 company priority
• Promises already made
• NOW
• No staff
• No budget
© 2014 Cargill, Incorporated. All rights reserved. 7
Get
good
data
Trade policy Rural development
Sustainability Hunger
Farm productivity
Climate change
© 2014 Cargill, Incorporated. All rights reserved. 8
Get agreement
APPETITE Pros Cons
A. Lead the
conversation
• Biggest play
• Longer-term impact
• Requires most resources
• Requires most subject expertise
• Requires most social media skill
B. Focus on specific topic,
audience or geography
• May be able to tap into
existing company
knowledge, resources
• Less to do, measure
• Leaves other niches open for the
taking
C. Amplify our events,
content, people
• Easiest to fit into
existing jobs, channels
• Quick wins
• Doesn’t set us apart
© 2014 Cargill, Incorporated. All rights reserved.
Get some more agreement
• Goal: Become a meaningful voice in the online conversation
• Expectations: Social-media efforts must measurably contribute to company’s overall food-security strategy and be sustainable
• Pace: evolutionary
• Scope: global, with three primary topics
9
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Get strategic
• are we trying to reach? Who
• do we want them to do? What
• is the conversation happening? Where • do we achieve the goal?
• measure success? How
© 2014 Cargill, Incorporated. All rights reserved. 11
How we handled no staff
• Can’t regularly be offline when audience is online
• Can check social media at least every 10 minutes
• Able to drop everything when needed
• Able to work nights and weekends
• Agile
• Sense of urgency
• Not frustrated by constant interruptions
• Cool under pressure
• Thick-skinned, polite and friendly under fire
• Fearless but careful • Likes to help, contribute
• Provoking conversation
• Talking like a human
• Making split-second decisions
• Writing and writing fast
• Addressing nuanced topics in a simple way
• Managing difficult conversations
• Self-editing
• Subject matter expertise
• Broad knowledge of Cargill and how subject matter relates to our businesses
• Knowledge of social media and the web
• Understanding of online behavior
Knowledge Skills
Availability Qualities
© 2014 Cargill, Incorporated. All rights reserved. 12
How we handled no budget (hunger AND (ag OR agriculture OR farm OR farms OR farming OR farmer OR
farmers OR smallholder OR “small holder” OR smallholders OR ”small holders”
OR poverty OR grow OR growing OR planet OR global OR world OR end OR
ending OR agribusiness OR business OR nutrition OR malnutrition OR scarce OR
scarcity OR water OR drought OR sustainable OR sustainability OR climate OR
"climate change" OR seeds)) OR (famine NOT (feast OR Irish OR potato OR Lord
OR God OR Bible OR "good book" OR Christ OR hour)) OR "food security" OR
"food secure" OR "food scarcity" OR "food shortage" OR "food shortages" OR
"food sovereignty" OR "chronic hunger" OR "chronic malnutrition" OR "food
insecure" OR "food insecurity" OR "food deficit" OR "food deficits" OR "grain
deficit" OR "grain deficits" OR "food justice" OR "food crisis" OR
undernourishment OR "under nourishment" OR "under-nourishment" OR
malnutrition OR mal-nutrition OR "global food security program" OR "world food
summit" OR "feed the future" OR "food access"~3 OR "food scarce"~5 OR "food
availability"~3 OR "food security"~3 OR "food secure"~3
© 2014 Cargill, Incorporated. All rights reserved. 13
@foodsecureworld
© 2014 Cargill, Incorporated. All rights reserved. 14
First to find
and offer
best content
every day
© 2014 Cargill, Incorporated. All rights reserved. 15
Highly visible
before,
during and
after events
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No budget: Did it work?
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© 2014 Cargill, Incorporated. All rights reserved. 18
No staff: Did it work?
0
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60
80
100
120
140
Holidays
Interactions
by week
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If anyone
doubts
the value
of social
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Six lessons learned
20
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1. Patience, patience, patience
21
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2. Curation is not just for losers
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3. For events, “before” matters more
0
20
40
60
80
100
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140 Think tank event
Davos
World Food
Prize
Interactions
by week
© 2014 Cargill, Incorporated. All rights reserved.
4. The path to influencers may be indirect
24
© 2014 Cargill, Incorporated. All rights reserved.
5. Stick to prime time
25
© 2014 Cargill, Incorporated. All rights reserved.
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6. Don’t
make
people
regret
the click!
6. Don’t
make
people
regret
the click!
© 2014 Cargill, Incorporated. All rights reserved. 27
Thanks!
maria_lettman@cargill.com
952-742-2385
http://www.linkedin.com/in/
marialettman
Learn more about past andupcoming events
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SOCIALMEDIA.ORG/SUMMIT2016ORLANDOJANUARY 25–27, 2016
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