Social Media - Beyond Facebook and Twitter A U G U S T 2 0 1 2

Beyond Facebook & TwitterTaking your social media program to the next levelN A M A B O O T C A M P | A U G U S T 2 0 1 2

R i c k T h a e m e r t & B i l l Ye

Social Media - Beyond Facebook and Twitter A U G U S T 2 0 1 2

Introductions

Rick Thaemertand

Bill Ye

Social Media - Beyond Facebook and Twitter A U G U S T 2 0 1 2

AboutGlobal Prairie

Social Media - Beyond Facebook and Twitter A U G U S T 2 0 1 2

Our Value Proposition

Insights and ideas at the intersection of marketing and technology

Social Media - Beyond Facebook and Twitter A U G U S T 2 0 1 2

Relevant Experience

Social Media - Beyond Facebook and Twitter A U G U S T 2 0 1 2

Our ApproachOWNED MEDIA

• Website• Blogs• Events• Collateral• Sales tools

OWNEDMEDIA

PAIDMEDIA

EARNED

MEDIA

PAID MEDIA

• Print• Broadcast • Online• SEM

EARNED MEDIA

• Advocacy • Publicity• Social media• Scientific publications• Executive visibility

Social Media - Beyond Facebook and Twitter A U G U S T 2 0 1 2

The Evolution of Social Media

Social Media - Beyond Facebook and Twitter A U G U S T 2 0 1 2

Social Evolution

• From distinct channels• To networks• To total integrated engagement

Social Media - Beyond Facebook and Twitter A U G U S T 2 0 1 2

The Social Network

Social Media - Beyond Facebook and Twitter A U G U S T 2 0 1 2

Age Of Conversation

We’re living in the age of the conversation, where more and more people have…

Social Media - Beyond Facebook and Twitter A U G U S T 2 0 1 2

Creating…

Social Media - Beyond Facebook and Twitter A U G U S T 2 0 1 2

Sharing…

Social Media - Beyond Facebook and Twitter A U G U S T 2 0 1 2

24/7…

Social Media - Beyond Facebook and Twitter A U G U S T 2 0 1 2

At Warp Speed…

Social Media - Beyond Facebook and Twitter A U G U S T 2 0 1 2

Resulting In Data Explosion

In 2011 more data was created than in all previous years of human history combined.

Source: IBM Global Chief Marketing Officer Study

Social Media - Beyond Facebook and Twitter A U G U S T 2 0 1 2

Social Network Examples

Social Media - Beyond Facebook and Twitter A U G U S T 2 0 1 2

Facebook

Social Networks allow users and organizations to strategically engage in a variety of ways:• Community• Advocacy• As Individuals – Influencers, Thought

Leaders

Social Media - Beyond Facebook and Twitter A U G U S T 2 0 1 2

Twitter

Social Media - Beyond Facebook and Twitter A U G U S T 2 0 1 2

LinkedIn

• Recruitment• Thought Leadership• Interaction through status updates• Join Groups – originate and engage in

discussions – exhibit your opinion, exhibit your brand

Social Media - Beyond Facebook and Twitter A U G U S T 2 0 1 2

Social Business Networks

Social Media - Beyond Facebook and Twitter A U G U S T 2 0 1 2

Benefits Of Social

Business

Social Media - Beyond Facebook and Twitter A U G U S T 2 0 1 2

• The largest spike in conversation occurred on July 31th with 310 posts and can be attributed to chatter about the GMO potato field trials in Ireland.

• Conversation on GM potatoes increased on August 8 due to articles by Egypt Independent and The Diet Solution, which reported study findings of intestinal changes in rats caused by eating genetically

modified potatoes.

COVERAGE SOURCES KEY INSIGHTS/DIALOGUE• There were 1,527 posts about genetically modified

potatoes during the past two weeks.• Twitter drove the majority of the conversation with 45% of

coverage, followed by Facebook with 24.5%.• There was a significant increase in the conversation

relating to acrylamide, including:

o Over 60 retweets of a post from @antimcdonalds stating that McDonalds’ food contains acrylamide, causing deadly problems in pregnant women.

o An article about potato chips and acrylamide by Mercola.com, “Are You Eating This All Time Favorite ‘Cancer-in-a-Can’ Snack?”, which generated conversation across social media platforms; the article was viewed 436, 152 times, shared over 60 times and tweeted over 561 times.

• Articles from Grist.org and the BBC continued the social media chatter around GMO potato field trials in Ireland.

• Based on negative social media commentary around GM foods, “bad” appears as a keyword term within this report’s topic cloud

TOPIC CLOUD

POSTING TRENDS TOP INFLUENCERS

GM Potato SOCIAL MEDIA SnapshotJuly 31, 2012 – August 13, 2012

TWEET SENTIMENT

NEGATIVE

Klout

NEUTRAL

NEUTRAL

0

200

400

600

800 691

374

214125 75

24 21

• Conversation peaked on August 2 and August 8 related to two separate Facebook posts by “Just Label It”, both with a call to action for consumers to submit comments to the USDA opposing the deregulation of Arctic Apples.

• The peak on August 10 reflected the Facebook meme “Trust Me, It’s Safe” by Food and Water Watch.

COVERAGE SOURCES KEY INSIGHTS/DIALOGUE

• There were 917 posts about Arctic Apples over the past two weeks. • Facebook drove the vast majority of conversation with 86.3% of

coverage, followed by Twitter with 9.9% of coverage.• The significant conversation around the Arctic Apple can be

attributed in large part to increased consumer involvement with NGOs during the USDA public comment period.

o A Facebook post by “Just Label It” on August 2 sparked increased conversation across social media regarding the Arctic Apples public comment period and received over 1,700 shares, 270 likes and 53 comments (see following slide).

o A Facebook meme (see following slide) by Food and Water Watch displayed Snow White’s Queen holding an apple with the title, “Trust Me, It’s Safe”; the meme has been shared 562 times and has received more than 30 comments to date.

o Continued circulation of the Facebook meme by Occupy Monsanto showing a green apple carved into the shape of a skeleton with the title, “I’m no ordinary apple”; the meme has now been shared 2,991 times and has received in excess of 1,000 comments.

• Negative keywords, including “avoid” and “unnatural,” appear prominently in the topic cloud, reflecting the tone of overall chatter.

TOPIC CLOUD

POSTING TRENDS TOP INFLUENCERS

Arctic Apples SOCIAL MEDIA Snapshot July 31, 2012 – August 13, 2012

TWEET SENTIMENT

NEGATIVE

NEUTRAL

NEGATIVE

Klout

Face

book

Twitt

er

Aggre

gato

r

Blogs

Other

0100200300400500600700800900 791

9114 13 8

Intel

Social Media - Beyond Facebook and Twitter A U G U S T 2 0 1 2

Just Say “Know” to Genetically Engineered Apples (Facebook)

Social Media - Beyond Facebook and Twitter A U G U S T 2 0 1 2

“Trust Me, It’s Safe” (Facebook)

Social Media - Beyond Facebook and Twitter A U G U S T 2 0 1 2

Advocacy

Smithfield

Social Media - Beyond Facebook and Twitter A U G U S T 2 0 1 2

Advocacy

U.S. Farmers & Ranchers AllianceCenter for Food Integrity

Social Media - Beyond Facebook and Twitter A U G U S T 2 0 1 2

Brand Building

Social Media - Beyond Facebook and Twitter A U G U S T 2 0 1 2

Keys To Success

Social Media - Beyond Facebook and Twitter A U G U S T 2 0 1 2

Keys To Success

Define business objectives and metricsListen, analyze, engageMake content compelling and “fluid”Revisit business objectives and metrics

Social Media - Beyond Facebook and Twitter A U G U S T 2 0 1 2

Listen, Analyze, Engage

Social Media - Beyond Facebook and Twitter A U G U S T 2 0 1 2

Metrics Slide

Facebook InsightsGoogle AnalyticsSocial Media MonitoringKlout

Social Media - Beyond Facebook and Twitter A U G U S T 2 0 1 2

Where Next

Social Media - Beyond Facebook and Twitter A U G U S T 2 0 1 2

Nowcasting

Social Media - Beyond Facebook and Twitter A U G U S T 2 0 1 2

Nowcasting

Social Media - Beyond Facebook and Twitter A U G U S T 2 0 1 2

Summary

• Social Media strategy has evolved from separate channels, varied tactics to an integrated approach

• There is a vast amount of data available and it’s only growing.

• Let your business objectives be your guide but define metrics to keep your tactics in check

• Combined with qualitative research, your engagement strategy can affect conversations in real time and allow you to adjust your business decisions

Social Media - Beyond Facebook and Twitter A U G U S T 2 0 1 2

Thanks & Questions

Rick Thaemertand

Bill Ye