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Social media in the UK farming industry - NFU conference 2013


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Social media in the UK farming industry - NFU conference 2013

  1. 1. Why you cannot afford to miss using  social media Lynsey Sweales SocialB @socialBuk @lynseyswealesOnline Marketing & Social Media Experts
  2. 2. What you will leave with today?  How Twitter is being used in the farming industry  How Twitter can benefit you  Setting up an account  Twitter Jargon, what you need to know  How to use TwitterOnline Marketing & Social Media Experts
  3. 3. Different types of social mediaAlthough they all enable sharing, there areseveral different types of social media Blogs are online diaries Microblogs (Twitter) is texting online Forums are conversational threads Video sharing (YouTube) is shared video clips Social photo (Flickr/pinterest/intagram) is shared images and photos Social networking (Facebook, LinkedIn, Googleplus) is all of the aboveOnline Marketing & Social Media Experts
  4. 4. How it relates to business  Businesses can – and do – use social media. For every major business function of every organisation, there is an equivalent social media function:  Research=Listening to the conversations people have with each other to understand their wants and needs  Marketing=Talking in the conversations people have with each other to spread messages about your company and products  Sales=Energising customers to sell you by finding your most enthusiastic customers/employees and supercharging them online  Support=Supporting customers to support each other by setting up tools that help them do this  Development=Embracing customers to work with each other by integrating them into the way your business worksOnline Marketing & Social Media Experts
  5. 5. Why the social media explosion?  Free!  Sharing is a deeply ingrained human instinct  Traditional communications were brand led  New communications are word of mouth led  Access to internet!Online Marketing & Social Media Experts
  6. 6. Why the farming sector use Twitter
  7. 7. How can you benefit?  Over the hedge – chat with other farmers about the weather (flooding, snow, etc), slug problems, price of grain, wider issues, best practices  Gives you that contact with others esp. if you are isolated  Use it to promote your business  Keep up to date from organisations like NFU, industry press, etc.  Keep up to date on campaigns – e.g. Buy British  It’s a fun and engaging place – its really simple to useOnline Marketing & Social Media Experts
  8. 8. TwitterOnline Marketing & Social Media Experts
  9. 9. What is Twitter Account settingsAccount photo Username Profile details Twitter stats Following flag Latest tweet Recent tweets
  10. 10. Important Definitions  TWEET  Each comment posted on Twitter is referred to as a tweet, and the act of sending a tweet is referred to as tweeting  RETWEET  A Retweet is a type of message posted on Twitter, that repeats some information previously tweeted by another user, symbolised by RT at beginning of Tweet. E.g. RT @AgriChatUK: tonight 8-10pm @julierobinson_ will be hosting #agrichatuk session on how the wet weather is impacting on farming operations  FOLLOWING  To subscribe to someone’s Twitter updates  FOLLOWERS  To have people subscribing to your Twitter updates  @Reply  Beginning your Tweet or citing @personsname in your Tweet designates that you are referring to @personsname. People tend to monitor their @ mentions so it acts as a convenient, albeit public, way to communicate with people who are not following youOnline Marketing & Social Media Experts
  11. 11. Important Definitions  HASHTAG  a topic with a hash symbol (“#”) at the start to identify it. Twitter hashtags like #norfolk, #food, #sosdairy #buybritishhelp spread information on Twitter while also helping to organise it  Great for using to search and find others  DM  Short for Direct Message, a private Tweet which you can only send to people who are following youOnline Marketing & Social Media Experts
  12. 12. Setting up your accountOnline Marketing & Social Media Experts
  13. 13. Setting up a Twitter Account or if you use a smart phone download the AppOnline Marketing & Social Media Experts
  14. 14. Account name, bio and image  Account name  While your Twitter username is what appears in your address, you can also specify a Twitter Account Name, which is how people find you  As with your username, make sure you choose a suitable account name, one which reflects you – your name is a safe bet  Bio  This is where you tell people about yourself in more depth. Again, make the most of it: put across what you want to say in brief, succinct paragraphs, ideally containing keywords (e.g arable farmer).  Image  This is the small image that appears next to your name. Most people use a photo, and most companies use their logo.Online Marketing & Social Media Experts
  15. 15. Twitter bio examplesOnline Marketing & Social Media Experts
  16. 16. Finding people on TwitterOnline Marketing & Social Media Experts
  17. 17. Twitter searches Find people/organisations within Twitter – search names, sectors, etc. e.g. Arable farmer Twitter Search can also be used to find information in real time – e.g. hashtags #aggen #nfu13!/search-homeOnline Marketing & Social Media Experts
  18. 18. Twitter engagementOnline Marketing & Social Media Experts
  19. 19. How to send a TweetOnline Marketing & Social Media Experts
  20. 20. Public engagement - Replying  If you see something someone has tweeted, and you’d like to reply to it, you can do this very like replying to an email  To do this, place your cursor anywhere over the tweet. You will see a small link saying ‘reply’. Click that, and type in your response.  Alternatively you can just type that person’s username into the tweet dialogue box with the ‘@’ character in front of it. You can do this if you want to direct a tweet at one person in particular.  Be warned that everyone will be able to see your reply. To send private messages, you need to use direct messaging, which is covered in the next slide.  NOTE – dealing with negative comments, anti activists – BE aware!Online Marketing & Social Media Experts
  21. 21. How to see people who have tweeted you
  22. 22. Private engagement - DMs  If you want to contact someone through Twitter but you don’t want everyone else to see it, use direct messaging.  You can only do this if that person is following you, and you are following them too (that is, you are Twitter ‘friends’).  To do this, in the Twitter dialogue box, type DM with a space, followed by their username.  If using a smartphone click ‘Me’ then click the envelope and select the person you want to send a message toOnline Marketing & Social Media Experts
  23. 23. Retweeting  If you see something someone has tweeted and you think it’s very good, then you can forward that to your followers. This is called ReTweeting. It’s like when you forward an email to people.  To do this, simply click the Retweet button  ReTweeting is a great way to support others and very powerful with campaignsOnline Marketing & Social Media Experts
  24. 24. Participation - HashtagsOnline Marketing & Social Media Experts
  25. 25. Participation - Hashtags  People often use hashtags to find information about specific subjects, so if you use hashtags, they are more likely to find you via that subject. Hashtags are therefore a great way to extend your reach and get more followers in a meaningful way.  There are a wide variety of already established hashtags, and new ones being created daily, that you can join  E.g. #norfolk, #milk #food #slugwatch plus NFU campaigns e.g. #tbfree #sosdairy #buybritishOnline Marketing & Social Media Experts
  26. 26. Relevant hashtags #buybritish #agrichatuk #sosdairy #tbfree #farmwatch Others inc. #clubhectare& #AgGen
  27. 27. #AgrichatUK  #Agrichatuk was set up to share, discuss and debate all things agriculture on Twitter  They have online discussions every Thursday between 8pm and 10pm – community hosted  Social media in ag - 1,191 tweets from 140 people, reaching an audience of 161,005 in the last 24hrs  Rural mental health- 1022 tweets from 130 users - trended in the UK during the 2 hour chat  How can ag attract the brightest minds- 648 tweets from 101 users  What do we want for farming and the countryside in 2013- 468 tweets from 88 usersOnline Marketing & Social Media Experts
  28. 28. #buybritish  #buybritishhashtag was started when the horsemeat scandal hit the press  Used to champion British produce & encourage consumers to show their support in British produce  NFU has other campaigns, #farmingdelivers which incorporates @chickenmeals and #turkey  You can search #hashtags and save these on your phone, computer, etcOnline Marketing & Social Media Experts
  29. 29. How far can a hashtag go? - #buybritish
  30. 30. Farmers feedback on hashtags“AgriChatUK is the perfect way for farmers to share best practice and experiences,while at the same time interact with suppliers and customers.Also, the opportunity to explain farming to a non-farming audience should not be missed,”Charles “If you take the time to get involved, it’s amazing how educational and useful it can be,” Jono “To learn about and engage in farming’s future people, future systems, and future technologies with like-minded people,” Neil
  31. 31. What you will leave with today?  Why social media  How social media (Twitter) is being used in the farming industry  Setting up an account  Twitter Jargon, what you need to know  How to use TwitterOnline Marketing & Social Media Experts
  32. 32. What you need to do now  Set up your Twitter account  Follow @Nfutweets  Search for #buybritish and see what people are saying  Tweet if you have something to say or are passionate about  You will then see how great Twitter can be for you and tell other farmersOnline Marketing & Social Media Experts
  33. 33. Why you cannot afford to miss using  social media Lynsey Sweales SocialB @socialBuk @lynseyswealesOnline Marketing & Social Media Experts