We were invited to present at Fresh Event 2010, the annual conference for the fresh produce industry of Australia and New Zealand. We were asked to talk on social media, specifically the ways that fresh produce business could use it as a tool to compete with the best. The audience spanned the full spectrum from 'Farm to Fork' with a corresponding range of social media experience. We structured the content accordingly.

1. How can we use social networking as a marketing tool to compete against the best?

2. Social media is an umbrella term that defines the various activities that integrate technology, social interaction, and the sharing of words, pictures, videos, and audio. It is the term used to describe the type of media that is based on conversation and interaction between people online. http://www.wikipedia.org

3. Social Media Can be broken down into 6 main areas: BLOGS SOCiAL NETWORKS MICRO-BLOGS BOOKMARKING VIDEO SHARING IMAGE SHARING

4. Blogs A blog is a type of website withregular entries or commentaries. Blogs are used primarily for keeping customers up to date with what the brand is doing

5. Micro Blogs Micros blogs are similar to blogs with much smaller entries. The most famous micro-blog is Twitter Twitter adoption is highest in the30+ group It is used to share & promote things.

6. SocIal Networks Social network services allow people online to communicate, share and interact with one another social networks such as Facebookinclude blogging, Instant and internal messaging and discussion boards.

7. SocIal Bookmarking THESEsites allow users to collect links to sites and content which they find useful or entertaining. Also useful for searching & sharing links. The biggest platforms are Digg, Reddit, Deliciousand Stumble Upon.

8. Video Sharing These sites are used for hosting and sharing videos online. They are more of a branding and broadcast tool, also used to increase engagement by asking users to submit videos. The two biggest players are YouTubeand Vimeo

9. IMAGE SHARING These sites allow users to host, share and comment on images & photos. The biggest dedicated photo sharing site iSFlickr. user participation CAN BE ENCOURAGED THROUGH sharing photos of a particular event or activities, such as people using a product.

10. WHY BOTHER?

11. Because time spent on social networks is growing at 3 times the overall internet rate Nielson, Global Faces & Networked places, 2009

12. 93% of social media users believe a company should have a presence in social media Cone, Business in Social Media Study

13. Because the amount of TIMEit took to reach an audience of 50 million:

14. Radio 38 years

15. TV 13 Years

16. Internet 4 years

17. Facebook HAD Over 200 Million users in less than a year

18. Because social media has overtaken pornography as the #1 activity on the web

19. Because facebooktops Google for weekly traffic in the U.S

20. Because if facebook were a country it would be the 3rd largest

21. Because 78% of consumers trust peer recommendations Only 14% trust advertising

22. Because online spend HAS OVERTAKEN TV SPEND IN THE UK. And it is predicted australia will follow this trend.

23. Because we will no longersearch for products & services, they will find us via social media

24. The Australian social media audience is estimated at 9.9 million Neilson Study

25. Where has it come from?

26. Consumer’s trusted information sources have shifted They trust each other more than brands

27. People talk about companies. Now you can get involved in the conversation.

28. Who uses Social Media?

29. PEOPLE WITH A PASSION

30. 10,474 PEOPLE THAT LIKE AUSRTALIAN BANANAS

31. HOW CAN Brands Use Social Media?

32. The first TASK is to identify YOUR audienceand THEN work out why YOU want to connectwith them

33. The Social Hierarchy

34. Source: trendspotting

35. The Social Hierarchy

37. The Social Hierarchy

38. Case Study: Obama/Biden Presidential Campaign OBAMA CASE STUDY Case Studies http://www.youtube.com/watch?v=LOE-jctrk4Y

39. Rules of Engagement Where to start

40. 1. Listen Listen to your consumers and join in the conversation 2. Engage get active in platforms that you identify are active for you 3. Measure measure the effectiveness of loyalty and engagement

41. Using social media is about listening to what people are saying about Your brand and product

42. ‘Measurement’ is the volume of the buzzin the world, where as ‘Monitoring’ is what is being said

43. PAID SOCIAL MEDIA MONITORING TOOLS Neilson Buzz Metricsgives you a picture of your brand’s online health over a specific time period. Nielsen BuzzMetrics score card shows you how your brand stacks up against your competition. Radian6 Radioan6 dashboard enables monitoring all forms of social media with results appearing in real-time, as discovered. It give users the ability to uncover influencers, track and measure engagement and determine which conversations are having an impact online. Buzz NumbersBuzz Numbers is the leading Australian social media intelligence platform enabling brands and businesses to monitor and report word-of-mouth conversations in social media.

44. FREE SOCIAL MEDIA MONITORING TOOLS Social MentionSocial Mention is a social media search platform that aggregates user generated content from across the universe into a single stream of information TechnoratiTechnorati is a Blog and social media search engine Google AlertsGoogle Alerts is a content monitoring service that automatically notifies users when new content from news, web, blogs, video and discussion groups matches a set of search terms selected by the user

45. Define Your Strategy & Choose your platforms

46. Create some excitement to share with the world. SHARE The exciting things your BRAND IS doing.

47. When you participate in social media follow these basic guiding principles: Stick to your area of expertise and provide unique, individual perspectives Respect proprietary information and content, and confidentiality. Talk to your followers like you would talk to real people in real situations; remember it’s a conversation.

48. When you participate in social media follow these basic guiding principles: 4. Post meaningful, respectful commentary—in other words, no spam and no remarks that are off topic or offensive. 5. Always pause and think before posting. That said, reply to comments in a timely manner, when a response is appropriate. 6. If you make a mistake, admit it. Be upfront and be quick with your Correction.

49. Social media isn’t a fad, itS A fundamental shift In the Way we communicate

50. JULES HALL jules@thehallway.com.au Linkedin.com/juleshall