John Blue - Digital Impacts on Agri-Marketing

Digital Impacts on
Agri-Marketing

Monday, August 6, 12 1

Truffle Media

Ned Arthur, Director of Sales and
Content Development

John Blue, Chief of
Community Creation


Thanks to the Ag Media Summit
organizing committees for the
opportunity to provide you
information you can use.


1793 The Pennsylvania Evening Post becomes America's
ﬁrst daily newspaper.
1851 Selling for a penny a copy, the New York Times
debuts.
1885 William Dempster Hoard wrote his issue of a "journal
devoted to dairy farming.
1962 Agri-Marketing magazine started
1984 United States newspaper circulation peaks at 63
million people

191 Years

1995 The American Reporter ﬁrst daily newspaper on Internet
2004 Podcasting started
2004 Facebook launched
2005 YouTube launched
2006 Twitter launched
2010 Facebook passed 63 million US people

15 Years

Landscape


Write down as many
things as you can:
What are the things
you take for granted
about ag media today.


Write down as many
things as you can:
What are the things
your customers take
for granted about ag
media today.

Who Are We?


78+
Ag
agencies
70+
Ag
associa/ons
160+
Ag
focused
companies
232+
Ag
focused
print
media


Print Association

Company Agency

Number of farms

Relative farm population size Relative farm revenue size

http://www.census.gov/compendia/statab/2012/tables/12s0823.pdf

Farms, Land in Farms, and Livestock Operations 2011 Summary
http://usda01.library.cornell.edu/usda/current/FarmLandIn/FarmLandIn-02-17-2012.pdf


Pictures via Twitter: Lower Dairy Farm, Tracy Zeorian, Ryan froman, Marilena Barbera,
Jennifer Dewey, Chad Ingels, Susie J Kirkham, Suderman Bros, sean harmon, McGregor
Farms, Zach Watson, Philip Brigham, John Pawsey, Brenda Kirsch, Tried&True, Bryan
Avison, James Lane
http://storify.com/trufﬂemedia/harvest12-ups-and-downs

Trends


Trends

Feb, 2012, 850,000 Android activations per day!


No
smartphone Android iPhone Blackberry
35% 31% 22% 7%

2012 Survey of farmer smart phone preference


Older ages


Big kid
on the
block

http://royal.pingdom.com/2010/02/16/study-ages-of-social-network-users/


Is everyone really doing it?


Is everyone really doing it?

http://pewinternet.org/Reports/2012/Twitter-Use-2012/Findings.aspx

http://pewinternet.org/Reports/2012/Twitter-Use-2012/Findings.aspx

Relative population sizes of
social media.

US Farmer
population,
4.4 mil


What about those farmers and ranchers?

http://agtoday.us/usda-ers-labor-age

What about those farmers and ranchers?

Older ages


http://www.agcensus.usda.gov/Publications/2007/Online_Highlights/Fact_Sheets/Demographics/


Media consumption


Look at those charts again.


Media consumption


Access
Media consumption


High speed access


http://usda01.library.cornell.edu/usda/current/FarmComp/FarmComp-08-12-2011.pdf


Deciding what to do...

Too many places, not enough time.

There will always be more information and tools than you
can use. You must limit, cut out, focus on a few to really
reach your goals.

Survey data ...


Give info how to get info out there and listen

Develop your listening posts. This will be a continuous
activity to identify experts and finding that "bar" that will
work for you.

Review your approaches against your goals/objectives.
There will be times that you need to drop something to
allow you to pick up another.


Survey data

How can you know your audience? You have to ask them.

Surveys help. We at Truffle regularly ask our audience various
questions throughout the year.

With respect to new and social media, here are some things we
have observed: across beef, dairy, poultry, swine, and crop
farmers, 30% spent at least 10% of their week reading watching, or
listening to industry information. 50% spent 20% or more of their
week reading, watching, or listening to industry information.

Reading was the preferred method of understanding
information.


Survey data

In a survey conducted Q2 2011, 87% of Swine producers listed
email as their most valuable communications tool today, with
newsletters and magazine at 39% and 25%.

When asked what they believed the most valuable
communications tool will be in the next several years, email still
was at top, but web sites, social media, and smart phones passed
newsletters and magazines.


Survey data

In a 2011 ag focused social media survey conducted by
Meghan Cline, graduate student at Oklahoma State
University, 83% of respondents (farmers and ranchers)
sought out people to follow on twitter based mainly on
the usefulness of the tweets posted and then on the
identity of the tweeter.

65% trusted information from individuals just as much as
information from professional organizations.

84% used twitter to mainly find out about news and
events.


Setup your goals first.
Define a strategy.
Find the tools.
Go!


Advertising spending 2011, Dollars (US)

http://www.emarketer.com/PressRelease.aspx?R=1008432

US Online Advertising Spending to Surpass Print in 2012


What do people in
agriculture media,
marketing, and PR
believe?


The following information comes from a survey
on professionals in agri-media, marketing, and
companies professionals. Over 600 people
participated, with over 50% in management.

The four core industry segments were: agency,
media, associations, and agri-businesses

All the agregated data is available for use
http://agtoday.us/about-ag-media-marketing


Media Association
Agency Company


There is a belief that digital is a
supplemental to traditional media.


Advertising spending 2011, Dollars (US)

Media believes digital is
important, but not in the near
future (18 months). This
means traditional channels are
going to continue to be sold.

Is this is a different direct of
the general media market?


Note the belief difference. Understand
the belief structure of your customers.


There are many new tools, approaches, and
distractions.

Pick one or two that meet your objectives and work
to understand how it works. Keep your approach
simple.


Start to understand the return on investment
calculations. What metrics need to be collected. How
will you know using a service will pay off?


A great resource on
understanding ROI in
marketing is in
Marketing White Belt by
Christopher S. Penn,
http://agtoday.us/
marketing-white-belt
(affiliate link).


Take aways
Print is not dead but it is not going to stay the same.

Understand your customer’s and audience’s beliefs in how
media is used.

Put in place campaign metrics to collect and review them
regularly.

Stay connected to and converse with experts in marketing,
communication, advertising, and PR. They are part of your
early detection system.


Look at the list of
things you take for
granted about ag
media today, cross off
the 3rd item. ...


Truffle Media

Questions?


Contact Information

TruffleMedia.com
(877) 558-7833
info@TruffleMedia.com
@TruffleMedia
TruffleMedia.com/Facebook

Truffle Media

Ned Arthur, Director of Sales and
Content Development

John Blue, Chief of
Community Creation


John Blue - Digital Impacts on Agri-Marketing

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