Authentically Agriculture - Michele Payn-Knoper, Cause Matters Corp., from the 2012 Animal Ag Alliance Stakeholders Summit, Real Farmers Real Food, Celebrating Tradition and Technology, May 2-3, Arlington, VA, USA. More presentations at http://www.trufflemedia.com/agmedia/conference/2012-aaa-real-farmers-real-food

1. Authentically Agriculture

2. QuickTime™ and a
H.264 decompressor
are needed to see this picture.
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3. ___________ is leading the
conversation about
agriculture.
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4. Why should “they” care?
Values
Validation
Voice
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5. #AAA12

6. Why should “they” care?
Values
Validation
Voice
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7. Can we connect on values?
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8. Who are you?
Who are you talking to?
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9. Text
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10. #AAA12

11. What’s important
to them?
to them?
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12. Where is your validation
of today’s farm & food
practices in the eyes of
the public?
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13. Collin: the validation factor
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14. Source of Food Info
People who trust local TV news as the most
credible source on food system plummeted 33% in
2010.
Newspaper credibility dropped 17%
Websites increased in trustworthiness by 52%
~Center for Food Integrity
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15. Breadcrumbs about farming
HSUS: 112,000 followers on Twitter (144x
increase). 1,100,000 FB fans.
PETA: 1,363,000 FB fans (20x); 233,000 Twitter
followers; 42,000 on YouTube.
Greenpeace: 395,000 followers on Twitter (200x
increase) 1,019,000 FB fans; 35,000 YouTube.
Farm Sanctuary: 59,000 FB fans (10x increase) &
22,000 Twitter followers.
Source: Cause Matters Corp. 1/09-1/12
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16. How are you giving an authentic voice
to agriculture?
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17. Poll on our voice
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18. Today’s Voices
840 million people are on Facebook
300 million users of Twitter; 200 million tweets
sent/day.
15,000+ people have connected through
AgChat & FoodChat, grew into a Foundation
to help agvocate through social media.
$8 billion will be spent on social ads in 2012.
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19. #AAA12

20. How can you
connect?
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21. Your authentic connection
Values: Lead with human.
Validation: Serve as a resource of
information for your community.
Voice: Don’t complain if your own skin
isn’t in the game.
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22. Text
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23. Are you
sharing your
authentic
story?
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24. “If you want one year of prosperity, grow grain.
If you want ten years of prosperity, grow trees.
If you want 100 years of prosperity, grow people.”
~ Chinese Proverb
What are you growing?
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25. Authentically Agriculture
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