Prepared for: The National Agri-Marketing Association NAMA | Trends in Agriculture Conference Kansas City, Missouri | November 11, 2009 Developed by: Leslie Bradshaw Principal | Bradshaw Vineyards (Willamette Valley, OR) Director of Engagement | New Media Strategies 6 Trends in Social Media & Agriculture: Tips, Tricks and Insights from Bradshaw Vineyards
This is a presentation that I prepared for the the National Agri-Marketing Association conference on "Trends in Agriculture" in Kansas City, Missouri on November 11, 2009.
The content is primarily based on a case study surrounding my family's 2009 Harvest of our pinot noir grape crop in Oregon's Willamette Valley (just outside of Junction City).
It has been wonderful to combine my current vocation as a digital / social media strategist with the ability to help my family both on the farm, as well as from a distance.
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Prepared for:The National Agri-Marketing Association NAMA | Trends in Agriculture ConferenceKansas City, Missouri | November 11, 2009
Developed by:Leslie Bradshaw
Principal | Bradshaw Vineyards (Willamette Valley, OR)Director of Engagement | New Media Strategies (Arlington, VA)
6 Trends in Social Media & Agriculture:Tips, Tricks and Insights from Bradshaw Vineyards
Why I am Passionate about Agriculture
My Ancestors:• I am a 5th generation Oregon Trail survivor – Baskett Family, mom’s side,
homesteaded in Idaho and Oregon• My grandfather was an agronomist for the State Department and World
Bank – he was a soil and rice specialist
My Parents:• Managed a walnut ranch in Ione, CA in the 1970s• Have instilled an ethos of hard work, respect for nature and love of
homegrown produce in my sister and me• My dad is a farmer, engineer, mechanic, Ferrier and viticulturist; so is my
mom and, add to that, she’s also an equestrian
Me:• Born in Carson City, NV – not much growing there, save sage brush• Lived in Northern California (Lake Tahoe) – I grew carrots and lettuce in
our backyard• Helped found our family vineyard in Oregon (1987 – present)• Raised sheep for 4H; helped raise Polled Hereford herd with my dad• Attended UC Davis (transferred after 1 year to UChicago)• Pioneer with / for tech and media companies in Washington DC (today)
So, Basically, I’ve Been Traversing the Oregon Trail… in Reverse
Carpe Diem Literally Means “Harvest the Day”
“I don't dwell on Facebook or Twitter at all because I just don't need to get into that area of someone's life. I've got so much going on in my own. ... So I'm looking for weather reports and market reports mostly.”
–Scotty HerrimanCommissioner on the Oklahoma Soybean Board
The Oklahoma City Journal Record | August 21, 2009
! ALERT: YOU ARE LIMITING YOUR
POTENTIAL DIGITAL YIELD!
“I leverage Facebook, Twitter and other social media because the future of my family’s business is tied to the demand for and connection to our [grape] crop. Social media is expediting connections, raising awareness and helping my family tell the Bradshaw Vineyards story.”
“People out in the cities aren't familiar with agriculture like it used to be 100 years ago. They may not have an appreciation or an understanding of what goes on out in the rural side of things…. I just try to be an information source for whoever may be listening.”
–Steve Tucker Twittering farmer from Venango, Nebraska
CNN.com | July 3, 2009
Content Credit: CNN.com; Steve Tucker (@Tykerman1)
FACT: Twitter posts are helping bridge the urban-rural divide.
FACT: Phones and social media are connecting eaters with sources of food.
FACT: Twitter has helped my family connect, as a grower, with the winery that buys our grapes (King Estate).
Strategy and Tactics• What is your objective? Connecting with consumers, media, others in
the industry?• Is it your voice? Your produce’s voice? If multiple contributors, then sign
tweets with a carrot (^leslie)• Mix up content with photos, videos, articles; keep <120 characters to be
re-tweeted (“RT”)• Participate in weekly “ag chats” 8 – 10 PM ET (use hashtag #AgChat;
Users want accurate, trusted and real-time results for their search queries.
That’s why Microsoft bing, Twitter, Facebook, FriendFeed and Google are doing deals.
Search
Social Media Community
Content
SocialSearch
Content Credit: Hill Holiday (www.hhcc.com)
Hunger /or/ Enjoying Produce
Engagement by Producer
Feedback from Friends & Family
Real-Time Produce Details
Decide &
Delight
What this might look like…
Your Website
Social Media Profiles
How Search Engines Rank Content
Determining Factors:• Credibility of site• Longevity of site / profile• Relevancy of content• Frequency of posting• Titling and tagging of content• Inbound links to the site
#3: Blogs, Bloggers, Blogging
Strategy and Tactics• What is your objective? Connecting with
consumers, media, others in the industry?• Do you have time to maintain a blog? What
about starting out as a guest poster on an existing blog?
• If you have a website, then it should have a blog component; great for creating dynamic, relevant content for SEO.
• Link to others, embed photos and videos.• Include links to social media profiles, contact
information.• Promote through tweets, cross-posts and even
Facebook ads.
What You Need (to Consider)
Recommended Platform:WordPress, over Blogger, over Typepad
FACT: A blog can serve as a digital version of your farm journal; publishing your crop data allows you to access and share it for years to come.
FACT: If you are working on building a website, in the meantime, setting up a blog and free social media profiles can help you still make an impact online (trust me, I know).
FACT: I will be launching this site in the coming weeks; let me know if you’d like to be involved.
FACT: I will be opening the site up to small and large farms alike; communicators, producers and policy makers will be included.
http://SocialMediaForAgriculture.com
#4: Opportunity to Engage Women
“There is no gilding of the setting sun or glamour of poetry to light up the ferocious and endless toil of the farmer’s wife.”
–Hamlin GarlandAmerican Novelist
Adapted by Agraria Restaurant | Washington, DC
Most women Most women have increased have increased their use of the their use of the
Internet over the Internet over the last 24 months at last 24 months at
the expense of the expense of traditional traditional
mediamedia
Traditionally, Traditionally, men are the early men are the early adopters of new adopters of new technologies. But technologies. But when it comes to when it comes to
social media, women social media, women are at the are at the
forefrontforefront
Digital women use Digital women use channels such as social channels such as social networks, to connect networks, to connect with their friends at with their friends at
higher rates than with higher rates than with their spouse, children their spouse, children
or colleaguesor colleagues
Social Media Skews Female42 million women 42 million women participate in any participate in any
social media social media activity weekly or activity weekly or
moremore
64% of online 64% of online women post women post
product product recommendationsrecommendations
Content Credit: InformationisBeautiful.net; Media Post; eMarketer
Harvard Says: “Women Are the WORLD’s Largest Opportunity”
$13T2009
$18T2014
$4.4T2009
$6.6T2014
Content Credit: Harvard Business Review, September 2009
$1.2T2009
$1.8T2014
Global Female Income
China’s GDP
India’s GDP
FACT: Women have more purchasing power than combining and doubling the GDPs of China and India.
FACT: Women make over 90% of the household purchasing decisions (especially groceries).
Blog Resources:Blog Search: http://blogsearch.google.com Blog Authority: http://technorati.com/ Blog Directory: http://alltop.com/ Largest Community of Women: http://BlogHer.com Ag Wired: http://agwired.com/ Traveling Wine Maker: http://thetravelingwinemaker.blogspot.com/
Twitterers Mentioned:Bradshaw Pinot: http://twitter.com/BradshawPinot King Estate: http://twitter.com/KingEstate Steve Tucker: http://twitter.com/Tykerman1
Videos Featured:Taking a Tour on the John Deere "Green Hornet”http://www.flickr.com/photos/leslieann44/4015134936/in/set-72157622593291430/
Baby Sister Takes on Bradshaw Binshttp://www.flickr.com/photos/leslieann44/4014387563/in/set-72157622593291430/
Oregon Moss in Actionhttp://www.vimeo.com/751661
Frontline Digital Nation Interviews Leslie Bradshaw (includes Chewbacca sound describing rural Internet dial-up)http://www.youtube.com/watch?v=k2fboBeXwz8
Ag Chat ResourcesOn Twitter: http://twitter.com/AgChat (Tuesdays 8 - 10 PM ET #AgChat)On Facebook: http://www.facebook.com/group.php?gid=67010541510