Food news in social media 20.14 Jeannette Warnert Strategic Communications UC ANR
The No. 1 key to social media success Source: Tony Restell
Food is trending
Food is trending
Food is trending
UC president Janet Napolitano is laser-focused on food nutrition food policy global hunger food security all things food She is envisioning a systemwide food initiative soon. Stay tuned.
Source: Newspaperdeathwatch.com
What s a blog? Word coined from Web + log = blog Blogs have come a long way from their inception as a Web diary Blogs are now viable sources for news and information
Traditional journalism Controlled by a select few Limited in broadcast by time, in newspapers by space. Suffered badly at the dawn of the Internet age, but seems to be making a comeback
Blog Anyone can do it Unlimited space Riding a tremendous growth surge Traditional journalism Controlled by a select few Limited in broadcast by time, in newspapers by space. Suffered badly at the dawn of the Internet age, but seems to be making a comeback
Blog benefits Free Provides content for your Web site Permits interaction with your clientele in a controlled environment Creates a searchable archive Allows you to control the message
Blog benefits It s paperless, so it s green It s an outlet for creative expression Bloggers usually take pride in their blog posts Blogs are a way to reflect trends, news, impacts, success stories
Starting your own blog All stories are local to your area You have complete control over content It s easy using the blog system in the UC Portal You can post any and all stories you wish
Starting your own blog All stories are local to your area Joining the UC Food Blog You re a part of a professional writing team You have complete control over content You don t have to feed the monster regularly It s easy using the blog system in the UC Portal All posts are edited for style, grammar and capitalization You can post any and all stories you wish The Food Blog already has a following
It s easy to start a blog
It s easy to start a blog
Joining the Food Blog
Membership has benefits All posts are edited for grammar and style All posts are adapted into Spanish All posts appear on the front page of UCANR.edu All posts are promoted on the UC ANR Twitter and Facebook feeds All posts feed into a variety of SB3 webpages But, there are guidelines
Food Blog guidelines Professional writing style Grammar, capitalization etc. matches the UC ANR writing styleguide, http://ucanr.edu/style All posts contain a story or news you can use Posts do not contain opinion or promotion Each post has at least one photo that is at least 200 pixels wide. (Videos are also welcome, but the story still needs a picture.)
Developing writing ideas How does my story affect the audience? Why should they care? head, heart or pocketbook? Use real life anecdotes or examples Develop descriptive phrases or word pictures
12 hottest food trends for 2014 1. Locally sourced everything 2. Veggies galore 3. Healthier kids meals 4. Gluten free 5. Instant ice cream 6. Nuts 7. Better-quality pizza 8. Chicken wings 9. Upscale comfort food 10.Mashup dishes 11.Umami 12.Biscuits Source: Salon
12 hottest food trends for 2014 1. Locally sourced everything 2. Veggies galore 3. Healthier kids meals 4. Gluten free 5. Instant ice cream 6. Nuts 7. Better-quality pizza 8. Chicken wings 9. Upscale comfort food 10.Mashup dishes 11.Umami 12.Biscuits
12 hottest food trends for 2014 1. Locally sourced everything 2. Veggies galore 3. Healthier kids meals 4. Gluten free 5. Instant ice cream 6. Nuts 7. Better-quality pizza 8. Chicken wings 9. Upscale comfort food 10.Mashup dishes 11.Umami 12.Biscuits
Questions? Contact information Jeannette Warnert jewarnert@ucanr.edu (559) 646-6074
Social Media Stats Source: State of the Media 2014 Report
Social Media Stats Source: State of the Media 2014 Report
Social Media Stats Source: State of the Media 2014 Report
Create a Plan Goals Evaluation Audience Timeline Message
Goals S.M.A.R.T. Simple: Is your goal too complicated? Measurable: Can you measure your success? Achievable: Is your goal realistic? Relevant: Is your goal relevant to your program, and your mission? Time-Bound: Can your goal be met within a realistic timeframe?
Audience Who are you trying to reach? Where are they? What are they talking about online?
Audience Twitter Facebook Instagram Pinterest LinkedIn YouTube
Audience Where s Your Audience? Twitter: Younger adults, non-whites, urban. Also media and public representatives/government officials. Facebook: 71% of adults. Mixed demographics. More engaged, mostly females between 35-54, and ageing. Instagram: Similar to Twitter, but users are more engaged. Pinterest: Mostly female, older crowd. Higher income, more educated. LinkedIn: More college grads. Higher income, more educated. YouTube: Mostly males, age 45-54. Most from US, and Turkey and Pakistan. Source: State of the Media 2013 Report
Message What do you want to tell them? What do they want to know?
Message Create A Content Calendar Source: State of the Media 2013 Report
Timeline How long will your campaign last, before you re-evaluate?
Evaluation How will you measure your success? When will you measure your success?
Evaluation Conduct a social media audit
And then start all over Goals Evaluation Audience Timeline Message
Best Practices Be appropriate Listen Be a resource Be responsive Manage your time
Thank you! Marissa Stein UCCE Centennial Coordinator, Marketing Coordinator mpstein@ucanr.edu www.ucanr.edu/socialmedia