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Social Media and Leadership presentation to the National Potato Council 2012 Leadership Convention. Speakers: Mike Hanbery, MBA, Director of New Media Strategies, Webolutions and Meredith Myers, Public Relations Manager, US Potato Board.
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Social Media and Leadership
National Potato CouncilFebruary 27, 2012
Thank you for being with us today!
Mike Hanbery, MBA
Director of New Media Strategies
Webolutions® Inc
Meredith Myers
Public RelationsManager
United States Potato Board
Leadership Challenge
Develop a Social Media Plan.
“Tribes--not money, not factories--can change our world, change politics, align large numbers of
people. Not because you force them to do something against their will. But because they
want to connect.” - Seth Godin, Tribes
What is Social Media? 1. The use of web-based and mobile technologies to
turn communication into an interactive dialogue.2. A group of Internet-based applications that build on
the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of user-generated content.
- Wikipedia
The New Vocabulary (Just in the past 10 years!) Google Digital CameraText MessagingYouTubeTwitter WiFiFacebookBlogBlackberry BingSocial Media Marketing
Changes in How Businesses Communicate
Target Customers Foster Communities
Monologue Dialogue
Awareness Engagement
Push Pull
Guarded Communities Transparency
Created by Marketers Co-Created w/ Customers
Marketing Budget Shift
Marketing Budget Item Budget Increase Budget Decrease
Website 64% 2%
Search (SEO, PPC) 62% 5%
Social Media 53% 4%
Email 42% 2%
Online Display Ads 41% 14%
Telemarketing 30% 14%
PR 30% 7%
Direct Mail 22% 25%
Broadcast Ads 15% 29%
Print Ads 11% 37%
Source:eMarketer
The Evolution of the Message
Commodity$1.13 / lb
Product$6.00 / lb
Service$125 / lb
Experience$426 / lb
Why do people use Social Media?• Keep in touch with friends & family• Purchase Recommendations• Entertainment• Direct contact with celebrities & thought leaders• Deals & Discounts• Business & Personal Networking• Career Search• Marketing, Advertising & Sales
Why the Buzz about Social Media?
• Social networks and blogs account for 23% of total time Americans spend on the Internet.
• Nearly 4 in 5 active Internet users visit social networks and blogs.
• Social networking is 2nd most commonly used feature on mobile phones (Music is first—49% to 47%).
• YouTube is the 2nd most popular search engine.Source: Nielsen
Why the Buzz about Social Media?
• 51 percent of American consumers use social media to communicate with companies.
• One of every seven minutes spent online is spent on Facebook.
• Americans spend more time on Facebook than any other Website.
• If Facebook were a country, it would be the third largest in the world.
Why the Buzz about Social Media?Facebook845 Million Active UsersOver half log on in any given dayAverage user has over 130 “friends”
Twitter500 Million Users by March, 201211 New Accounts Per Second
Why the Buzz about Social Media?LinkedIn150 Million MembersGaining two new members per second
Google PlusLaunched June 28, 2011Over 90 Million users as of January 24, 2012
What is Social Capital? The network of social connections that exist between people and their shared values and norms of behavior which enable and encourage mutually advantageous social cooperation.
- Dictionary.com
What’s the difference?
?
NPC & USPB Use of Social MediaPromoting a Positive Message•Correcting misinformation•Networking with Peers •Connecting with Consumers•Advocacy Tool•Crisis Communication
Facebook Page vs ProfilePersonal Profile•Designed for personal use•“Friends” - Limit: 5,000 •Two-way Acceptance•No metrics
Facebook Page vs ProfileBusiness Page•Designed for business use•“Likes” – No limit•One-way Acceptance•Metrics•Custom Tabs
Facebook Page vs ProfileSimilar Functionality
“Tag”
Comment on “Wall”
Blogs• On your Website is best (Webolutions.com/blog)• Good free alternative: Blogger.com• 200-500 words per post• Images • Links to blog posts can be used in social media,
emails / enewsletters, comments on other blogs…• Read and comment on other blogs.
BlogsRecommended blogs:Farm Bureau fb.org/blog
Penn State Agricultural Entrepreneurship farmbusiness.blogspot.com
Farmer Bloggers farmerbloggers.com/blog
Small Farm Centrals smallfarmcentral.com/blog
Nutrition Blog Network nutritionblognetwork.com
LinkedInContribute to conversations:
Fresh Produce Industry Discussion GroupPotato PROPotato WorldFruit and Vegetable Business
…or start your own!
Social Media Rules of Engagement• Have clear goals. Measure against them.• Know your audience. Know your message.• Add value. Don’t “sell.”• Engage! • Culture. When in Rome….• Promote a positive message.• Be consistent.• Be brief.• Color images and videos – more “shares”
ResourcesRecommended ReadingTribes by Seth GodinSix Pixels of Separation by Mitch Joel
ResourcesWebolutions.com/blogFacebook.com/WebolutionsTwitter.com/Webolutions
PotatoGoodness.comFacebook.com/[email protected]
Thank You!
Questions?
Download this presentation
To download a recording of this presentation, visit potatogoodness.com/social-media-presentation
Bonus: Free B to B Social Media Case Study