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/PotatoesTatersAndSpudsMeredithM@USPotatoes.com

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