Michele Payn-Knoper - Farming Your Online Community: Social Networks and Beyond

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Farming Your Online Community:Farming Your Online Community:Social Networking & Social Networking & BeyondBeyond

Copyright 2010. All Rights Reserved.

Temperament Not TechnologyTemperament Not Technology

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Sign of the Times?Sign of the Times?4 out of 5 online Americans are active in some

form of social content at least once a month

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Why does this matter to agriculture?Why does this matter to agriculture?• Learn from Obama campaign; Facebook co-founder

Chris Hughes ran online operations & created communities of support to drive record voter turnout. 500+ Obama Facebook groups following election.

• Opinions formed daily in communities – 99% without any connection to ag. It’s our chance to be proactive!

• Proliferation of misinformation online multiplying daily as social media use increases. Facebook reached tipping point in Dec. 08 & Twitter in March 09.


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TodayToday’’s Social Media Landscapes Social Media Landscape• Over 350 million people are on Facebook and

66% are beyond college age. 9% are teens.• Twitter grew 1,928% in last year; it is the fastest

growing social media site according to Nielsen Media. Roughly 27 million tweets/day.

• More than 20 hours of video are uploaded every hour of every day on YouTube.

• Use of social networking by people aged 35-54 grew 60% in last year. (Forrester)


A glimpse of 2.0 toolsA glimpse of 2.0 tools……

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What is Web 2.0?What is Web 2.0?• Wikipedia’s : “Web 2.0 encapsulates the idea of the proliferation

of interconnectivity and interactivity of web-delivered content.”• MPK: Web 2.0 is about people utilizing technology in an

interactive way to drive information they want to their desktops, rather than just visiting the internet

• Efficiency is key through RSS feeds, news readers and social media.

• 66% of the world’s Internet population visit social networking or blogging sites, accounting for almost 10% of all internet time, according to Nielsen.


How are our How are our ‘‘friendsfriends’’ using SM?using SM?• HSUS: 21,500 followers on Twitter & growing with celebrity

connection – 36x increase since January 2009. Wayne Pacelle’s blog proliferated by fans.

• PETA: 386,800 Facebook fans (28x increase in 6 months) and 51,500 Twitter followers

• Greenpeace: 28,800 followers on Twitter & 352,000 FB fans (doubled in 6 months)

• Farm Sanctuary: 17,700 Facebook fans (150% increase in 6 month) & 3,300 Twitter followers.

• Sierra Club: 6600 Twitter followers & 41,600 FB FansSource: Cause Matters Corp.

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Facebook: Changing CultureFacebook: Changing Culture• Wikipedia: A social networking website launched on February

2004. Users can join networks, share photos, support causes, fan pages or become group members.

• 350 million users, 2/3 outside U.S. and 2/3 beyond college age• Largest user group is ages 35-54• 922% growth in users over 55, Jan. 09 to Jan. 2010.• Continues as the top U.S. social networking site• Two-thirds of users beyond college age, but remains as #1 site

for ages 17-25.

Source: NielsenComScore & Fortune

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• FB reached 150 million users in 5 years, compared to:– Telephone: 89 years– Television: 38 year– Cell phones: 14 years

• Edges out TV audience for Super Bowl XLIII.• FB now larger than the United States

Facebook: Population FactsFacebook: Population Facts

Source: Fortune


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Food, Inc. on FacebookFood, Inc. on Facebook

http://www.facebook.com/Foodinc

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Twitter: Global Conversation Twitter: Global Conversation • Wikipedia: Twitter is a free networking and microblogging service

based upon tweets, which are text-based posts of up to 140 characters in length. Founded in 2006

• Twitter grew 1,400% in 2009 but slowed in last quarter.• Approximately 27 million tweets sent daily as of Jan. 2010. • Measuring number of tweets is difficult because nearly 2/3 of

tweets are sent through third-party services• Think information snowball where your ideas attract more ideas;

search #agchat for example at http://search.twitter.com.


ReRe--framing Twitterframing Twitter• Look at Twitter as a global cocktail party; you get to

decide which conversations are interesting. • It’s as much about listening as it is about talking, just as

you would in any conversation. Twitter is an idea exchange.

• Keywords and hashtags determine which rooms you go to in the party – and who begins following you

• Think of an information snowball where your ideas attract more ideas.

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Question from @rosstucker, Women's Wear DWriter/editor covering denim, textiles and trade

“Why was I under impression pig manure didnbreak down or something? #cityfolk RT @foodprovider Apply organic pig manure to fietoday”


Twitter DemographicsTwitter Demographics• Majority of Twitter

users are >35.• Younger

demographics 12% less likely to tweet.

• Tweeps in the 35-44 age group spend nearly 20 min. per Twitter/visit.

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Twitter TerminologyTwitter Terminology• Tweet: Message• @name: User or tweeter• Tweeps: People in your community• DM: Direct message (like e-mail)• @ reply: Public message to designated user• RT: Re-tweet, similar to a forward• Unfollow: Act of dropping tweeps• Hashtag (#): Defined subject area to collage• Block: Not allowing follower• Tweet-up: Meeting of tweeters (usually live)• Chat: Streaming conversation


1. Sign up and think it’s a stupid fad.2. Find info that piques your interest.3. Build your community.4. Feel obligated to give information back.5. Realize the power of messaging in your community and

their community, harness the power.6. Become addicted.

Twitter PhasesTwitter Phases

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Twitter Management ToolsTwitter Management Tools• Tweetdeck = air traffic control• Hootsuite: scheduling & online management• Mobile applications: UberTwitter for

Blackberry, Tweetdeck or Tweetie on iPhone


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YouTube: Driving a GenerationYouTube: Driving a Generation• Critical tool for gaining attention of Gen Y and younger. 20

hours of video uploaded every minute daily!• Impact of shocking video became apparent when Farm

Sanctuary, PETA and HSUS videos aired on major networks in 2007.

• Food, Inc. further drives home point of video impact.• Nearly 18,000 videos on animal rights and 48,000 on

environmentalism (both up 30% per month).• Channels and subscriptions can help manage your interests.


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Food, Inc. on YouTube


Linkedin: Rolodex OnlineLinkedin: Rolodex Online• Wikipedia: Business-oriented social networking site launched in

May ‘03 used for professional networking with more than 30 million experienced professionals from around the world, representing 150 industries.

• Professional focused with emphasis on jobs, professional development, B2B, robust career search tool.

• Site traffic increased 485% from the end of 2006 to 2007 and 153% 2007 to 2008, about 140% 2009. Average age = 40.

• Moving slower with adding platforms, widgets and interfaces withother programs.

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BloggingBlogging• Wikipedia: Blog (a contraction of the term "Web log") is a

website, usually maintained by an individual with regular entries of commentary, descriptions of events, or other material such as graphics or video.

• “Blogging has moved far beyond a hobbyist phenomenon and proved itself a legitimate news force and shaper of opinion.” ~ Business Week

• Blogs of farmers, activists, and ag organizations with information to help you at http://causematters.wordpress.com

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Experience: BloggingExperience: Blogging• Rather than just writing, I consider the blog a resource or

compilation of information for my community– see http://causematters.wordpress.com

• Regular feeds or messages are critical; I combine the blog updates with my newsletter list & social media updates

• Use RSS or News Readers to manage information from blogs http://www.youtube.com/watch?v=0klgLsSxGsU


WhatWhat’’s Your Roadmap?s Your Roadmap?

Tool:

Timeline:

Goals:

Tool:

Timeline:

Goals:

Tool:

Timeline:

Goals:

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The Power of People!The Power of People!“If you want one year of prosperity, grow grain.If you want ten years of prosperity, grow trees.

If you want 100 years of prosperity, grow people.”~ Chinese Proverb


Corn on Twitter

Michele Payn-Knoper - Farming Your Online Community: Social Networks and Beyond

Business

technology copyright

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fietoday copyright

tools copyright

forrester copyright

twitter followers greenpeace

social networking site

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