twitter: who is using it?. what is twitter? social media site where users “tweet” messages in a...
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Twitter: Who is using it?
What is Twitter?
• Social media site where users “tweet” messages in a maximum of 140 characters
• Users “follow” other users of interest, and gain “followers”
• How big is Twitter?
• 100 million active Twitter users
• 50% log in every day
• 40 percent of Twitter users don’t actually tweet; instead, they read news, click links, and follow accounts
• On a busy day, Twitter sees about 175 million tweets
• 64 percent of users access Twitter through Twitter.com; 16 percent access it through a mobile app, and 10 percent through a Twitter client such as Hootsuite or TweetDeck
• 69 percent of Twitter users decide whom to follow via suggestions by friends; 47 percent by searching online; 44 percent by Twitter’s suggested followers; and 31 percent by promotion.
Page 2 • BCS 4:3 Template 2003 • June 2011
Top Agriculture industry accounts*
USDA
EnvAge
ncy
The_E
colo
gist
DEFRAGovUK
John
Dee
re
SoilA
ssoc
iatio
n
AgCha
t
Count
ryFile
Mag
Natur
alEng
land
Mon
sant
oCo
Farm
erHal
ey
Farm
ersW
eekly
0
20,000
40,000
60,000
80,000
100,000
120,00097,052
44,46039,000
26,67726,64925,15124,86921,44020,53519,23017,55316,960
Followers
Page 3 • BCS 4:3 Template 2003 • June 2011
Top Agriculture industry accounts*
USDA
EnvAge
ncy
The_E
colo
gist
DEFRAGovUK
John
Dee
re
SoilA
ssoc
iatio
n
AgCha
t
Count
ryFile
Mag
Natur
alEng
land
Mon
sant
oCo
Farm
erHal
ey
Farm
ersW
eekly
0
4000
8000
12000
16000
20000
5142 45862929
1296 1488
5212
15661
1110 710
5494
18405
9669
Tweets
Page 4 • BCS 4:3 Template 2003 • June 2011
Top UK Agriculture media accounts*
Count
ryFile
Mag
Farm
ersW
eekly
Farm
ingU
K
Farm
ersG
uard
ian
Adam
Vau
ghan
(G)
Loui
se G
ray
(DT)
Carol
ine
Stock
s (F
W)
Joha
nn T
aske
r (FW
)
Poultr
y W
orld
Alista
ir Driv
er (F
G)
AgriC
hatU
K
Emily
Pad
field
(FW
)0
5,000
10,000
15,000
20,000
25,00021,440
16,960
10,146 10,019 9,275
5,9833,957 3,439
2,129 2,093 1,959 1,760
Followers
Page 5 • BCS 4:3 Template 2003 • June 2011
Top UK Agriculture media accounts*
Count
ryFile
Mag
Farm
ersW
eekly
Farm
ingU
K
Farm
ersG
uard
ian
Adam
Vau
ghan
(G)
Loui
se G
ray
(DT)
Carol
ine
Stock
s (F
W)
Joha
nn T
aske
r (FW
)
Poultr
y W
orld
Alista
ir Driv
er (F
G)
AgriC
hatU
K
Emily
Pad
field
(FW
)0
4000
8000
12000
16000
1110
9669
19103323
6100
2856
14419
6552
12452140 1474 2187
Tweets
Page 6 • BCS 4:3 Template 2003 • June 2011
Page 7 • BCS 4:3 Template 2003 • June 2011
#AgriChatUK – Thursday 8-10pm
Weekly web chats
• Based on successful AgChat model in US
• Regularly attracts over 100 participants & over 500 tweets
• Topics debated include: Women in Agriculture, social media use, Badgers, harvest, precision farming & milk crisis
Top UK farmer accounts*
Wig
gled
Peak
Hill Far
m
theb
lack
farm
er
Farm
rPhi
l
No1Far
mer
Jake
Arabl
e_Far
mer
Elvede
n Est
ates
Farm
erkit
Rapes
eedo
il Man
Somer
set F
arm
er
BathF
arm
Girl
Farm
erEdd
01,0002,0003,0004,0005,0006,0007,000
5,717
4,704
3,274
2,3121,928 1,833 1,771
1,273 1,280 1,343 1,260 1,236
Followers
Page 8 • BCS 4:3 Template 2003 • June 2011
Top UK farmer accounts*
Wig
gled
Peak
Hill Far
m
theb
lack
farm
er
Farm
rPhi
l
No1Far
mer
Jake
Arabl
e_Far
mer
Elvede
n Est
ates
Farm
erkit
Rapes
eedo
il Man
Somer
set F
arm
er
BathF
arm
Girl
Farm
erEdd
02000400060008000
100001200014000
11554
5910
2986
6780
3488
9790
606
2768
653 275
3259 2962
Tweets
Page 9 • BCS 4:3 Template 2003 • June 2011
Page 10 • BCS 4:3 Template 2003 • June 2011
#Clubhectare
• # Hashtags used to make content easily searchable
• For example, use #blackgrass to search for tweets about …
• Farmers started using #clubhectare as a hashtag to talk to each other
• Founder even selling Polo shirts, and has a black-grass trials site
• Other smaller groups started, but seem to have run out of steam
Top UK agriculture influencers*
SoilA
ssoc
iatio
n
GMW
atch
GMOJo
urna
l
Mar
k Ave
ryNFU
BBSRC
PlanB
ee1
(Co-
Op)
OpenF
arm
Sunda
y
Europ
aBio
Harpe
r Ada
ms
UC
LEAF F
arm
ing
CLA T
weets
0
5,000
10,000
15,000
20,000
25,000
30,00025,151
7,426 6,507 5,898 5,730 5,127 5,118 4,461 3,354 3,072 2,756 2,499
Followers
Page 11 • BCS 4:3 Template 2003 • June 2011
Top UK agriculture influencers*
SoilA
ssoc
iatio
n
GMW
atch
GMOJo
urna
l
Mar
k Ave
ryNFU
BBSRC
PlanB
ee1
(Co-
Op)
OpenF
arm
Sunda
y
Europ
aBio
Harpe
r Ada
ms
UC
LEAF F
arm
ing
CLA T
weets
02000400060008000
10000120001400016000
5212
14669
8001
10098
5396
1901 13532262 1840
3190
1031 638
Tweets
Page 12 • BCS 4:3 Template 2003 • June 2011
Crop Protection Industry accounts
Mon
sant
o
BASFAgro
Synge
nta
DuPon
t Pio
neer
DowAgr
oAg
BASFAgPro
duct
s (U
SA)
Bayer
4Cro
ps (U
SA)
Synge
ntaB
uzzU
K
Bayer
4Cro
ps (G
loba
l)
Bayer
CropS
ciUK
DowAgr
oUK
RAGT (UK)
Lim
agra
in (G
loba
l)
KWS (G
loba
l)0
5,000
10,000
15,000
20,000
25,00019230
9492 9252 9028
39282442 2253 1982 1409 1261 271 204 165 77
Followers
Page 13 • BCS 4:3 Template 2003 • June 2011
Crop Protection Industry accounts
Mon
sant
o
BASFAgro
Synge
nta
DuPon
t Pio
neer
DowAgr
oAg
BASFAgPro
duct
s (U
SA)
Bayer
4Cro
ps (U
SA)
Synge
ntaB
uzzU
K
Bayer
4Cro
ps (G
loba
l)
Bayer
CropS
ciUK
DowAgr
oUK
RAGT (UK)
Lim
agra
in (G
loba
l)
KWS (G
loba
l)0
100020003000400050006000 5494
4628
355
3640
3501004
3007
1093413 501 269 35 68 0
Tweets
Page 14 • BCS 4:3 Template 2003 • June 2011
Page 15 • BCS 4:3 Template 2003 • June 2011
What next for Bayer CropScience?
Social media influence relatively small in agriculture when compare with other influence sources, such as briefings, trials visits, farming press, etc
• But will continue to grow
• Important to have presence
• Valuable vehicle for engagement
• @DrBlackgrass & #ClubHectare
• Useful for spreading messaging & influence
• Reinforces key messaging
• Potentially hits new targets
• Need a more defined strategy & commitment
• Strategy in place for 2013
Thank you!