coffees of brazil network - in asic 2008
DESCRIPTION
The speed of communication in the 21st century requires that institutions constantly modernize their relationship with their target audience, since any investments in science and technology will only yield tangible results if and when they actually reach the fields. In response to the new challenges, the Brazilian Consortium for Coffee Research and Development CBP&D/Café in partnership with the private company P&A Marketing International innovated one more time by participating in the Pearibus virtual social network platform: a collaboration, knowledge and business network known as “Rede Cafés do Brasil” (Coffees of Brazil Network). Peabirus (www.peabirus.com.br) is a social media platform designed to produce added value gains for production chains of most varied sectors that have among their members agents with common interests. The platform enables the participating virtual networks to organize themselves and articulate among each other in a way as to allow strategic alignment of the players involved. The networks, the communities and their respective members form a new relationship environment which, through collaboration, knowledge and business understanding, promotes continued innovation and economic development. What differentiates this virtual network is that members participation is guided and moderated. The concept of governance is also applied, with a Managing Group whose mission consists of facilitating the relationships building process, assessing and helping to keep focus on achieving the goals of the network. All actions undertaken within the framework of the Peabirus platform, Coffees of Brazil network, and Coffee Field Management and Coffee Marketing communities - object of the present study - involve the “ social media” concept. The objective of this study is to evaluate the use of the social media Peabirus platform by the user-members of the Coffees of Brazil Network and /or participants of the Coffee Field Management and Coffee Marketing communities in finding technical and scientific information related to themes and topics deemed relevant to the coffee-producing and trading sector. An exploratory research approach was used to conduct this study. The active moderating approach can be regarded as key to the success of each of the communities that are part of the network. Relevant issues to the coffee sector reached an exponential number of readers. This turns Coffees of Brazil Network into a powerful tool to promote sustained and comprehensive interaction between major players in coffee agribusiness.TRANSCRIPT
COFFEES OF BRAZIL NETWORK: PARTICIPATIVE BUILDING OF KNOWLEDGE WITHIN THEBUILDING OF KNOWLEDGE WITHIN THE
AGROINDUSTRIAL COFFEE SYSTEM
Sérgio Parreiras Pereira - IACCibele Maria Garcia de Aguiar – EMBRAPA CaféCibele Maria Garcia de Aguiar EMBRAPA CaféPaulo Henrique Leme – P&A Marketing International
SOCIAL NETWORKS ANDWEB 2 0 CONCEPTWEB 2.0 CONCEPT
• communication tools in 21st century• internet and web 2.0 concept from:
– spectators to participants– traditional media channels to
collaborative building• popularization of social networks (myspace,
facebook, orkut…)• unimaginable solution for new challenges
– researchers, consultants, professionals, consumers
– sharing and creating knowledge
PLATFORM PEABIRUS
• Brazilian Consortium for Coffee Research and Development and P&A Marketing International
• participating virtual social network:“Rede Cafés do Brasil”
• platform “Peabirus”– added value gains for production chains– agents with common interests– set up in common interest communities– innovation, economic development,
knowledge transfer
INTERACTION IN COFFEES OF BRAZIL NETWORKBRAZIL NETWORK
• members participation is guided and moderated
• Managing Group– facilitates relationships– achieving network goals
• Study objects: 2 communities– Coffee Field Management and Coffee
Marketing• dynamic information exchange
OBJECTIVE
• evaluate the use of the social media Peabirus platform by the user-members of the Coffees of Brazil Network
• participants of the Coffee Field Management and Coffee Marketing communitiesfi di t h i l d i tifi i f ti• finding technical and scientific information related to themes and topics deemed relevant to the coffee-producing and tradingrelevant to the coffee producing and trading sector
• exploratory studyp y y– provide a general view of a certain fact
COFFEES OF BRAZIL NETWORK • gather people in communities with coffee
common interests in their search forcommon interests in their search for innovation and increased competitiveness
• more then 2500 registered membersmore then 2500 registered members• 50 communities:
– coffee production and trade– coffee production and trade– thematic
institutions or companies– institutions or companies• gathering researchers, field technologists,
consultants farmers professionals inconsultants, farmers, professionals in coffee growing and trading
• share information, research demands and ,technology transfer
COFFEES OF BRAZIL NETWORK • network Interconnections:
PARTICIPANTS
COLLABORATORSN COLLABORATORSR
AC
TIO
N
MEDIATORS
INTE
R
MANAGINGGROUP
INTERACTION
COFFEES OF BRAZIL NETWORK • network Interconnections:
PARTICIPANTSINTERACTION
COLLABORATORSTY
MEDIATORS SUPPORT /LINKM
MU
NIT
LINK
CO
M
MANAGINGGROUP STRATEGY
COMMUNITY
COMMUNITIES CONTENTS
CREATING COLLABORATIVE KNOWLEDGE
COFFEE FIELD MANAGEMENT COMMUNITY
• one of the coffee consortium communities• 800 members800 members• 920 posts on different coffee issues• Google analytics:• Google analytics:
• 82.759 visits• 33.000 people• 53 countries53 countries• search engines: 43%• local traffic: 33%local traffic: 33%• referring sites: 24%
COFFEE FIELD MANAGEMENT COMMUNITY
• relevant topic: flowering frustration in 2006• mediator sent message• many replies from different coffee regions• knowledge collective building• 30 comments• 1000 visits• heterogeneous participantsg p p• technical and scientific knowledge
dissemination through technicians and consultants
• media reference
COFFEE FIELD MANAGEMENT COMMUNITY
MARKETING COMMUNITY
• promote interaction between the members on subject matters directly related to the j ymarketing of coffee and consumption
• knowledge and businessg
• 18 326 visits18.326 visits• 10.933 people• 53 countries• 53 countries• search engines: 72% • local traffic: 17%• local traffic: 17%• referring sites: 11%
MARKETING COMMUNITY• most viewed topics: consumer related• coffee shops: news clipping, information
• Brazilian cafes and Starbucks news• search engines resultg
• “Your opinion topics” launched by mediator• calling user’s attentiong• polemic issues
• great interaction in the topic “QUESTION: g p QProduction of special coffees (organic, gourmet, fair trade)”
• major issues involved in the production of specialty coffees: quality, standards,
t i bilit d thsustainability and others
MARKETING COMMUNITY
CONCLUDING REMARKS
• success key: mediator role in promoting interaction and gathering contact
• efficient agent of networking• communication channel• social media tools can be successfully used
to promote interactions among geographically dispersed agents
t ib t t t d di t ib t ll ti• contribute to create and distribute collective knowledge to coffee chain agents
• is it possible to repeat this success?• is it possible to repeat this success?• in a worldwide level?
COFFEE RESEARCHERS’ FORUM- agronomy, technology, science, innovation- a place to exchange ideas and projects and to
promote innovationpromote innovation- permanent discussion forum for ASIC- Shall we take this opportunity?
DO YOU WANT TO MEDIATE THIS COMMUNITY?
COFFEECLUBCOFFEECLUBNETWORK
www.coffeeclubnetwork.com
THANK YOU VERY MUCH!Sérgio Parreiras Pereira - IACCibele Maria Garcia de Aguiar – EMBRAPA CaféPaulo Henrique Leme – P&A Marketing International
bi b
Paulo Henrique Leme P&A Marketing International
www.peabirus.com.br
www.coffeeclubnetwork.com