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GPS Navigation for Starting The Conversation

I’ve talked to a lot of kids. A lot of kids. They are the reason that I first got on Facebook. They are a real inspiration to me. But being a kid these days is a tough deal. Much more difficult than it was when I was young. Any parent who say otherwise is not seeing the whole picture. But that’s not the reason for this blog.
A good friend of mine, Ray Prock, noticed several of my Facebook status and commented that a lot of the similarities exist between what I do with young people and what we do while engaging the public about farming.  It turns out he’s very right. (It pained me to write that down)
So after some though, I’ve narrowed it down to a few points to help start a conversation.

The best opportunities take time.

Rarely do you sit down and have a heart to heart of the first conversation. No one trusts you completely the first time they talk with you. To gain a certain level of trust is something that takes time, it’s something you earn. Relationships are that way, they take time. But you need to really care about the other person, beyond just the conversation.

The best conversations came from a connection that wasn’t forced.

Most of the time we just talk, share some laughs, talk about what is important to them. The very first agricultural conversation I had with a young person was based on some youth ministry stuff that I volunteer for. Really nice young lady who I knew nothing about. For a year all I knew was her first name. She was, might still be, a supporter of PETA. We had some great conversations. It was an easy give and take that lasted for a year.

If they want to talk, and you can make it work, you need to make it work.

Timeliness is important, sometimes immediacy is really important, but when they want to talk, talk. A lost opportunity may be exactly that, lost. Now the things that we discuss with customers of Ag products might not be as urgent as someone struggling with cutting, depression, or suicide, but everyone wants someone to listen. If you can be that, the rewards are amazing.

Never, I repeat, NEVER, lose it. 

When a young person is having a really bad day, possibly because of a bad decision, the last thing they want to hear is someone telling them they are an idiot. They are hoping to hear the voice of reason. Our consumers are wanting the same from us. The comments they make might be made to get a reaction, be careful what that reaction is.

Practice helps.

The more conversations I have, the harder it is to surprise me. It can happen, but repeated conversations lets you anticipate some of what is coming. Knowing what questions to ask and having an informal game plan in place, all make the interaction less stressful for both parties.

Sometimes it won’t be a conversation.

There are times when I just need to shut up. I’m a salesman. It’s my job to get people to talk. But sometimes they don’t want, or don’t know how to express what they are feeling. That’s a reality of life. Not that an attempt shouldn’t be made, but I try not get upset or frustrated if they don’t respond by baring their souls. Ag conversations are the same way. We think we know the answers, or are willing to be a listening ear, but that may not be what is needed at that moment. It’s a reality.Well, that’s all the wisdom I could extract. I hope it makes sense come morning…..
Mike Davelaar has been selling molasses for cattle feed and advocating for agriculture in South Dakota for more 20 years. For the last decade, he’s been mentoring young people offering them someone to talk to and often a shoulder to cry on.
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Directing Your Digital Identity

Admit it, you do it. Your friends do it. Probably most people you know do it.

Google Search for Don Schindler

My Google Search

You google yourself. You know, to see what comes up.

Sometimes when you do this, you find out there are a lot of people with your same name – there’s a “Don Schindler” that coaches women’s basketball in Wisconsin. He pops up in my Google Alerts (if you don’t have these set up, you should. Google simply emails you when they find something new about you on the internet.) a lot during their tournament time.

You might be very happy with what pops up on Google about you. Maybe you have some great photos out there, your facebook profile or twitter. Or maybe you are not so happy. Maybe there’s not much about you at all out there or maybe nothing about you (that would be hard to believe since the internet has been gobbling information about you and everything around you since it came into being). Or maybe it’s worse. Maybe there are things you don’t want people to see at all. That’s not a good thing.

But this is Google, right? You can’t really control what Google does about your online information. Or can you?

Well, I’m a big believer in feeding Google the information that I want Google to have about me. This way if people are searching for me – they find what I would really like them to find.

First, you need to do a good search on yourself or your farm. You’ll need to log out of your browser and you need to clear the browser’s cache because it is tracking your movement on the internet and it will bring up stuff that it thinks you need. Then do a search.

What comes up? Is it your facebook page? A mention in the local newspaper? Your website? Is everything up there what you would want to be seen if someone else was searching for you?

What if nothing was really coming up on you?

Feeding the Google machine about yourself isn’t that hard. You are probably doing it already via Facebook. The only problem is that a lot of what happens in Facebook, stays in Facebook.  The good thing is that Facebook is going to be opening itself up for search with the all new Facebook Graph Search.

If you want Google to find you, then you need to branch out into things google can see like:

  • A blog or website: I know having a website can be burden but you actually own the property compared to just “renting” space on Facebook, Twitter or Linkedin.
  • Linkedin: Linkedin is a powerful connection tool with over 200 million members but it’s benefits are also in search where it almost always displays for people’s names.
  • Twitter: Twitter is an easy way to put out content and have Google index it (it won’t get every tweet but index your name).
  • Instagram, Flickr, YouTube:Photo and video social networks work great for indexing your name to content that you are putting up.NOTE – get good photos of you on the internet associated to your name. It’s as simple as renaming your best photos don-schindler.jpg and putting them up on a website or blog.
  • Use your name with industry specific websites. Stop using thecooldude2012 as a username and just use your name like donschindler. If you are doing bad things and you don’t want people to know it’s you, then stay off the internet. They will find you.
  • Commenting: I like to think of commenting as a way to let people know who you are and to lead them back to where you live on internet (your blog or website or facebook page). The more comments you leave on other websites, the more people will get to know you.


I also have a slideshare deck on personal branding if you care to check it out – it has more insights (for a six hour class) but not a lot of text.

What tips do you have for getting Google to index you correctly?

 

Before recently becoming the SVP of Digital Initiatives for Dairy Management, Inc., Don Schindler was the managing director for University Communications at the University of Notre Dame. He managed the award-winning departments of print, web and multimedia.

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2013 Prediction – The Year Social Media Goes From Walking To Running?

 

My work as a digital strategist involves continually observing trends to make decisions and recommendations benefiting my employer. As such, I cannot help but always be looking ahead.

So when good friend Ray Prock shared an Edelman Digital blog post breaking down conversation flows between brands and users on five of today’s most-used social networks, it caught my attention.

Specifically this portion about Google+:

“Much like Facebook, conversation is typically confined to the brand’s Google+ page, granting brand control of the story. The line is muddled when users incorporate Google+’s core features; Hangouts, Circles and Ripples and their latest dive into Google+ CommunitiesUsers are able to organize their online lives and conversations through these features, controlling how the story approaches them.

Think about that last line for a second…

  • Organizing our online lives.
  • Organizing our online conversations.
  • Controlling how content approaches us.

Gosh…doesn’t that sound NICE?!

Social media was meant to do this to begin with, but many have become overwhelmed, inundated or even feel “controlled” by what has become a very disorganized online “life.”

Bloated streams of information, from years of connecting to everything and everyone we’ve felt compelled to follow, fan and like have many of us now feeling the need to regain control.

The sense of relief we gain from “cleansing” our social profiles and feeds is just what the doctor ordered in many cases. I believe this trend will only increase as the early majority of social media adopters reach their “over-saturation” points.

It’s critically important for organizations/businesses to pay attention to this trend if they wish to remain relevant in the future.

To put this in perspective, I’ve outlined my take on where social media adoption and usage trends have been and are going, in three distinct phases:

Phase One: The Social Media Land Grab (2004-2010)

  • We all scrambled to connect and network through social media platforms, establishing our profiles and pages, filling in the digital representation of our social graph.

Phase Two: Finding Where We Belong (2010 – present)

  • Now that we’ve all established ourselves online and connected to everyone and everything we’ve felt we’ve wanted to connect with, we find out that this social realm has become an extremely noisy place.
  • We de-friend, hide from News Feeds, establish niche groups and communities (public, semi-public and private), gravitate toward our closest relationships and affiliations we’ve developed.
  • We increasingly spend our social media time “where we belong” and “where we need to listen” vs. taking in as much as we can from all we are connected to.

Phase Three: Putting It To Work (2013 – ?)

  • The novelty of the Social Media Land Grab that started nearly a decade ago wears off.
  • Niche communities flourish and grow through enhanced social communications and collaboration tied to real-life action and results.
  • Smart organizations/businesses start meshing “social” into processes, workflows and design, tying it to business goals, rather than treating “social media” as a bullhorn akin to mass media mindset of the 20th century.
  • Those who grasp social in business design and marry it with flourishing niche communities start separating themselves from others as they “empower” community to create, letting happen “what wants to happen” rather than “myopically trying to make things happen” (head nod to Robert S Tipton’s post on Transformational Change Leaders on this last quote)

What this means

It’s becoming clear that when the dust settles in this Wild West social scenario, the organizations emerging most successful will be those which best embrace, integrate, inspire and empower niche communities to convene and make real-world differences based upon shared values.

Social is a mindset…a culture…a behavior; it’s not a media channel. The first organizations to fully grasp this, put it to use in their spheres of influence and truly make a real-world difference will be a refreshing signal to those longing to find it amongst a heap of noise.

Dan Toland

Dan Toland is director of digital strategy for the Ohio Farm Bureau Federation. He is passionate about integrating social technologies with collaborative environments for the betterment of communities they serve.

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One For All, All For One

3 Musketeers (chocolate bar)

Just as many individual ingredients come together to create the 3 Musketeers flavor they still keep their individual characteristics. (Photo credit: Wikipedia)

One of the main points that we in Agriculture have come to convey to our peers is that “agriculture must speak with one voice” and in most cases this seems simple enough. If we are talking about the same things the same way it is easier to gain consensus whether with legislators, regulators or just our customers. However I fear we are losing the individuality that makes Farmers and Ranchers unique. I am not saying we need to move away from the concept of speaking with one voice rather I propose we “speak with many voices aligned together” and highlight the vibrant culture of Agriculture.

For example take a minute and think of what the following statements convey when heard by someone outside of Agriculture “We as Farmers and Ranchers need to speak with a unified voice” & “Farmers and Ranchers have their own individual management styles that work for their individual farms and ranches”.

Is it possible we are confusing those outside Ag because we talk of unity yet multiple management styles?  Are we just reaffirming their fears of the “faceless Big Ag” by speaking as one?  Is there a way to convey a unified message while preserving the individual identity of farmers and ranchers too?

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I WILL BE OUT OF A JOB SOON … AND I COULDN’T BE MORE EXCITED.

My job will be gone in 5 years tops….

…and I’m ok with that. In fact, I’m more than ok with that. I’m looking forward to it.

Here’s why:

Since 2006, I have been working on social media projects at McDonald’s. I was honored to be part of their first forays into social media with blogger relations and early YouTube videos. While I could wistfully reminence and say “those were heady days where we had daily epiphanies that social media would change the world”…I won’t be that guy.

And any folks working on this social stuff back then will recall that we didn’t call it “social” then. It was Web 2.0.

At the time, I was working for an amazing PR firm with a core group of individuals who realized that funky corporate blogs and YouTube videos were great PR tools because we could *gasp* start to build a new channel directly to consumers without the filter of biased reporters and busy editors. Then came HuffPo…but I digress.

Fast forward a few years–social marketing and communications is maturing as a real discipline. Ethical guidelines from industry groups provide a compass for doing what is right—hat tip to WOMMA. Dedicated experts are helping brands find their way—hat tip to socialmedia.org and Andy Sernovitz. The feds have even helped define the landscape in the form of guidelines from the FTC.

Granted, this discipline that is my livelihood is far from perfect…standards of measurement are virtually non-existent, black hat social practices are for too easy to execute and what passes for journalism from even previously well respected institutions varies between blogging vomit and link bait. Yet the move towards legitimacy continues.

Which leads back to my personal evolution.

I’m blessed to have a great job with an amazing company. To be part of an organization that is in the midst of evolving and transforming one of the most well known global brands is in honor. And even though my title puts me in a position of evangelizing for social (which I do on a daily basis) I am very aware that my company’s transformation is only happening because of the collective effort across our organization. From customer service to menu innovation. From front line crew to franchisees to our CMO, the social movement is alive and well at McDonald’s.

Which is why my job will evaporate in the near future.

As an increasing number of people within my company “get” social media the need for me to teach, advocate and evangelize will lessen. Even within my own department, the new team members coming on board are challenging me and wanting to take over social communications. And well they should. I helped hire them with the specific purpose of making my current job less important.

Why?

Because social “media” as defined by social “marketing” is a wonderfully fun and dynamic discipline yet it is but one chord on the organizational piano.

For more than a year, I have been working with our consumer insights and research teams to figure out how (and if) the millions of mentions of McDonald’s through social media each month are more than noise but really a signal for key insights for our food and our brand.

This week, I was invited by our HR team to participate in a few long range planning discussions around our employment brand, recruiting and staffing. I know little about HR beyond their core duties of hiring, firing and making sure that folks toe the line. But after this week, I look at the impact that social can have on recruiting, compliance, ambassadorship, corp-alumni relations and I can’t help but think of myself in 2006 and think again…wow. I’m not sure the exact way forward…but it will be big.

So as social marketing becomes a more structured discipline and more amazing, smart and talented folks join these corporate ranks I welcome them to my team and hope that they do great work that will lessen my role because I while I see my future in marketing and communications I also realize that I should be in HR. Insights. Research. Analytics. Legal. Product Development.

Social is a tool that has only yet begun to redefine big businesses. And as the journey continues, my role in social communications will naturally wane as my ability to bring meaningful collaboration and insight through social tools will define my ability to move my company forward.

So because of that I will be out of my current job in a short matter of time…and I couldn’t be more excited.

Original post

Rick WionBeyond reminding folks how yummy the fries are, Rick’s efforts include social marketing campaigns, long-term branding, issues management, customer service and employee engagement. Using new trends and technologies to enhance digital storytelling around McDonald’s balanced menu options is also a key driver behind the brand’s endeavors.

Prior to McDonald’s, Rick was Vice President of digital and social media for GolinHarris in Chicago where he implemented digital-communications strategies for Fortune 500 companies including Unilever, Johnson & Johnson, and Dow among others.

Rick is also a former lifestyle/travel reporter, proud graduate from the University of Illinois, beer snob, die hard Cub fan and lover of the McRib, husband and father to two boys under the age of 5.

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