I recently had the opportunity to speak at the Utah Farm Bureau's Young Farmer & Rancher Leadership Conference in Logan, Utah. It's always a pleasure to be amongst the great people who make it possible for us to eat.
At the request of several people at the conference, here my slides and notes for my keynote and workshop.
Social Media Today
Why do you care about social media? Why is it important enough for us to discuss it today?
There is no such thing as social media. It’s just a term we use to categorize the Internet. So if you hear someone say, “I don't believe in social media, it’s a waste of time. What they’re saying is “I don't believe in the Internet.”
Who remembers Pre-Internet? When AOL would send us CD’s in ’96 to encourage us to use the Internet. Who cannot remember the world Pre-Internet?
How many people said: “I’m not getting a Facebook account. It’s for kids. It's a waste of time.” ? Who’s on Facebook now?
How many of you said 15 years ago: “I’m not getting a cell phone. I don't want people to be able to get ahold of me 24/7.” ? Who still doesn’t have a cell phone?
How many of you had this conversation back in 2005 with your kid: “Listen up little Timmy, you don't text me, you call me. When I call you, you pick up! You don't text me ‘What?’” ? How many of you said texting is too expensive? .15 cents per text. How many of you text now?
We are living through the BIGGEST Culture Shift of our time. So why aren’t you investing in it? Why aren't you making a more concerted effort into understanding it?
It’s all about getting ATTENTION to tell your story about your agribusiness. CONVERT & SELL. That’s it. SUPPLY/DEMAND, ATTENTION, CONVERSION, SELL IT! Then REPEAT.
CULTURE SHIFT: The ATTENTION of the people you are selling to has SHIFTED. Those who don't adapt & innovate will be put out of business – Blockbuster. Circuit City. Borders.
We have to market like it’s 2013, NOT 2007. Who has a Facebook page? Has it been worth it? It's not longer about PUSH…it’s about PULL.
When Blockbuster had the chance to buy Netflix and they passed…they SCREWED UP! Or the guy who bought 400 horses the day before Ford introduced the Model-T – LOST!
I’m not here to convince you to get a Facebook or Twitter. I’m here to tell you that in order to get the ATTENTION of your current and future customers you need to be able to tell your story in a 6-second repeating video on VINE, or in images & 15-second videos on INSTAGRAM, or in images and 1-10 second videos that will disappear forever on SNAPCHAT.
The world is moving into a STREAM ECONOMY. Consumers scan through micro-content on smartphones. Your future customers will consume content this way. NOT in newspapers or on billboards. Look around on the road on your way home. 3/5 people are texting. DVRs have killed commercials. Email has become a spambox.
Push vs. Pull
For the last 150 years it’s been all about PUSH -> right down consumers throats. Commercials, ads, radio, and they couldn’t ignore it. The Internet was used to PUSH when it first came out.
For the first time ever the consumer has a voice! Real-time feedback.
As we go Jetson’s the companies that act like the Flintstones will succeed. You have to listen. You have to PULL people in. Engage and reply to followers.
Don't be like a 19-year old dude trying to close on the first date. Don't try to sell. Serve your clients. You must create CONTEXT – the relationship with your end-user. Share your expertise. You would do things for your parents, brother, sister, best friend that you would not do for a stranger. Because you have CONTEXT with them.
You might have heard CONTENT is king. But you have to create CONTEXT (relationships) so people will care about your CONTENT.
According to Eric Schmidt, CEO of Google: More CONTENT is being produced in 48 hours than was created from the beginning of time until 2003.
How can you breakthrough? What if you really cared about people? You can’t RENT ATTENTION on a billboard anymore. You have to INVEST in BUILDING CONTEXT. Put in the time by caring about your customers interests.
You have to learn your customer’s Interest Graph, demographic profile.
You have to care about who your customers are outside of their purchases. What are their interests? What do they like? Example of Lipton & NFL draft.
Small Town Rules
We are going back to SMALL TOWN RULES. In the 1940’s when you walked into the butcher shop, that man was cutting your meat because he knew things about you.
Fish where the fish are, but respect the fish. You can’t trick people. You have to be AUTHENTIC.
You love your parents because they loved you first. Start thinking about lifetime value.
WORD of MOUTH is on steroids. Word of Mouth is hanging out with Barry Bonds and Roger Clemens. Communication has been DISRUPTED. We are sharing things now that we would have never shared before the Internet.
Stop worrying about hunting & focus on farming.
I know this feels overwhelming but YOU CAN DO IT. Go on the offense
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