global thought leadership on a shoestring, presented by maria lettman

SOCIALMEDIA.ORG/SUMMIT2016ORLANDOJANUARY 25–27, 2016

Global thought leadershipon a shoestring

MARIA LETTMANCARGILL

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.

Global thought leadership on a shoestring

www.cargill.com

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How can the world feed 9 billion by 2050?

Less than one hectare

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Less than one hectare

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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

Trade policy Rural development

Sustainability Hunger

Farm productivity

Climate change

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

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

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

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

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

@foodsecureworld

First to find

and offer

best content

every day

Highly visible

before,

during and

after events

No budget: Did it work?

No staff: Did it work?

Holidays

Interactions

by week

If anyone

doubts

the value

of social

Six lessons learned

1. Patience, patience, patience

2. Curation is not just for losers

3. For events, “before” matters more

140 Think tank event

World Food

Interactions

by week

4. The path to influencers may be indirect

5. Stick to prime time

Changing image:

6. Don’t

people

regret

the click!

6. Don’t

people

regret

the click!

Thanks!

maria_lettman@cargill.com

952-742-2385

http://www.linkedin.com/in/

marialettman

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