Fresh Air Media » Andrew Campbell

Socialnomics Update

Andrew Campbell — Sat, 05 Jan 2013 02:31:50 +0000

A video that I like to show in some presentations when talking about the impact social media is updated! Check out Socialnomics version 4…

The Year of Emotional Publicity

Andrew Campbell — Sat, 05 Jan 2013 02:23:58 +0000

It is 2013. Happy New Year! Did you know that this is the Year of Water Cooperation? That’s what the United Nations says. The Daily Telegraph says this is the Year of Sequel’s for Hollywood, Forbes Magazine calls it the Year of Digital Health, and Toy News is excited to announce 2013 will be the Year of the Board Game. There is no shortage of what 2013 will be.

What will it be for agriculture?

My vote is for the ‘Year of Emotional Publicity’. Many say there is no such thing as bad publicity. That may be true from some businesses. It is not for ours. We are connected to every single Canadian, every single day. The publicity of putting safe, nutritious, and affordable food on the tables’ of those Canadians isn’t all that exciting. Until of course, you start to bring people’s emotions into it. All types of emotions can be unleashed when you think about food. Of course comfort and happiness usually are attached to a hot bowl of chili on a cold winter’s day. Or many think pleasure and gratitude when surrounded by a family picnic table covered in summer pot-luck favourites. They bring a smile out in us.

The challenge is when those emotions turn more negative. When someone feels fear for their health, feels sorrow for an animal sacrificed or feels distrust for a corporation with shareholders that are involved in the food chain, it hurts us all. All of the sudden those emotions like fear, sorrow or distrust take over from the comfort, gratitude or joy once felt. This is today’s consumer. Never before has a consumer been so interested in what they eat. Not because they want a new friend on Facebook that owns a farm, but because they are curious, almost out of that fear and guilt.

Facing us in 2013, is what has been facing us the last several years. The fact organizations with agendas know how to play emotions. It is why organizations use cute baby animals and compare them to a pet dog when talking meat production. It is why toxic waste and corporate greed are used when talking genetic modification. It is why children starving in third world countries are used to talk about dairy production. (Groups push the idea that food is taken away from those children to feed cattle) Facts don’t matter. In this game perceptions are all that count. This strategy creates negative ‘emotional publicity’. This will only get stronger and activist groups will add fuel to the fire as the year progresses. If we do nothing, consumer perception turn ugly.

So what do we do?

Luckily that is actually pretty easy. We just need to talk. Think anything from creating your own content to sharing the stories of other farmers with your own networks. We all have great stories to share that carry all kinds of emotions. Emotions of desire, gratitude, hope and wonder are all part of our everyday life in living and working with animals, plants and the land that gives it all. It is time for us to use emotional publicity to our own advantage. It is along the same lines as #FarmerLove and can help us connect with the consumer that bases everyday decisions on their emotions and their perceptions. If we work to build on positive emotional publicity, we will build another generation of trusting relationships.

#FarmerLove

Andrew Campbell — Thu, 18 Oct 2012 19:44:05 +0000

We are in a battle.

It may not seem all that bad right now as our combines roll and livestock gets sold. Sure we hear talk about hormones and GMOs and animal treatment and all of that other stuff. But people keep lining up at the grocery store and buying food. After all they need to.

But there is more at work than a simple transaction at the check-out. Forces continue to fight what agriculture is proud to do everyday, and that is produce safe, nutritious, high-quality food. The same food we eat. That our family eats. That our neighbours eat. Those forces each have different agendas. Some would like us to not eat meat. Some would like us to not even eat dairy or eggs. Others would prefer if new technology didn’t play a role in feeding us more efficiently. Some would prefer we forget about global hunger and instead worry about small vegetable patches off of city high-rises. And all of them think they know what is best for the consumer. Instead of the consumer knowing what is best for the consumer. In fact they like to misconstrue, and sensationalize, and outright lie. They figure that way people will listen.

For a while now we’ve all shaken our heads and said ‘well it isn’t true,’ so no consumer will listen, and no politician will change the rules.

Unfortunately if you say a lot of scary things that people are afraid of, even if they aren’t true, they start believing.

And that belief is starting to get those forces results. Results that are not good for anyone but their own well endowed charity accounts.

I say it is time to act. We may be late to the game, but better late than never.

Our advantage?

People trust farmers. Why wouldn’t they? We are nice. Usually dress a little funny in our overalls. We have happy cows and lush fields of corn. We work hard. We work often. We don’t stop until the bin is full, so their belly can be full.

It is time to take that trust and start talking. Not about our yields or our pick-ups. Even though they are all very nice.

It is time to talk about what we do. How we do it. Why we do it. Because as we know, we do it for them.

It is time to make a video, or send a tweet, or share a great story on Facebook.

It is time to head to a local food show, or wine tasting, or seniors centre, or public school.

It is time to simply talk.

And to take advantage of the #FarmerLove around us.

Please join in for my sake, for your sake, for my daughter’s sake, and most importantly for our consumers’ sake.

Everyone wants to know what they are eating. So let’s tell them.

Tweet Responsibly Or You Hurt Us All

Andrew Campbell — Thu, 14 Jun 2012 17:26:59 +0000

Twitter really is an amazing tool. The ability to share information and have conversations with people around the world is one of my favourite parts. But, like everything, there is always a down side. It is a downside across all social media networks that people can say things that aren’t true and can easily mix up fact from fiction. Case in point was a tweet from the Organic Council of Ontario, actually the same tweet twice in one afternoon.

Whether it was a good idea or not, I posted a reply to that tweet as my mind steamed with anger. “Thanks @orgcouncil. I was having a good day until your last tweet (extremely offensive) now I’m angry. This is exactly what is wrong with ag.” I’ve now waited a few days to cool off, and I’d like to break down both the tweet from the Organic Council, and my response.

First of all, know that I am all for organic. We do not produce organic foods on our farm, but I think those that do are tremendously dedicated to serving their consumers, as am I. Organic food serves an important market, but not the only market.

The quote that was tweeted comes from the movie Food, Inc., a movie that touches on some real issues with the food system, at the same time as building up some misconceptions about agriculture. While a great sound bite for anyone trying to sell movie passes, it is far from responsible. I read it as saying that anything not organic will give you cancer. Those with family members & friends that have been touched with cancer and those that produce non-organic food should all be tremendously offended.

I think when an agriculture organization, filled with fellow farmers as members and directors, shares a message like this it hurts us all. It gives the impression that one group of farmers is better than another, instead of the truth that all farmers wish to produce high quality, safe and nutritious food for their consumers. The consumer that buys my milk is putting their trust in the science behind nutrition, crop development, and animal care that we see as a priority. That consumer’s chance of contracting a disease like cancer is no greater than if they chose milk from an organic farm. The same goes for their purchasing decisions on meats, produce, and processed foods.

Why I believe it hurts all of agriculture, is it takes our mind away from what our target should be. That target is providing stories from each of our farms, not sound bites that promote fear and fiction at the same time. There are far too many half-truths and outright lies floating around social media and the rest of the Internet to think that our biggest battle is amongst ourselves. Instead let’s all work together to promote the great work we do as food producers.

And finally, all of us using social media need to remember that everyone always has something to say, but it doesn’t mean it needs to be quoted.

4 Lessons From Farmers

Andrew Campbell — Fri, 30 Mar 2012 15:18:29 +0000

It is amazing how time can fly, isn’t it? I’ve been fortunate to talk to dozens of groups this winter and hundreds of farmers from all over Canada. It’s an exciting opportunity that I really appreciate. Many of the talks related to social media and emerging technology (like mobile) on the farm, although a handful looked at the bigger picture in agriculture – including one discussion on how we in agriculture need to ‘Unlearn’ in order to lead the country. Here are a few things I’ve picked up along the way.

Sorry BlackBerry BlackBerry was the most common device in a farmers pocket just a year ago. Today, many who have them look longingly at their neighbours with Androids and iPhones. To be clear, it is not their fault. BlackBerry’s owners at RIM thought they had something special until all the apps came out, and intuitive touchscreens took a hold over roller balls, and trackpads. If BlackBerry doesn’t step up, they’ll be out of the game.
Ag Apps Are Coming My frustration to the fact agriculture specific apps have been a bit slow coming to market is no secret, but I am seeing a light at the end of the tunnel. Developers are starting to mark their ground and look to building advanced software that fits on your iPhone or Android (again sorry BlackBerry, many developers are turning you down). Developers say they just need a little bit more time.
Social Media Can Be Cool Selling Twitter to a room full of farmers is not an easy task, but I feel like I’ve gained some ground. The biggest issue farmers have with any social media tool is finding the value. For anyone still unsure about the technology or about the tools, talk to someone already using it. They’ll confirm that there is value, you just have to spend a few minutes finding it.
Weather Still Wins It doesn’t matter whether I’m in Red Deer or Ridgetown, weather still trumps all other subjects. That’s especially true for a year where I didn’t move snow once, and where corn is being planted in the area before the first of April. No matter what fancy tool you work with, the basics in agriculture still trump it all.

Happy Planting!

What Technology is Coming in 2012?

Andrew Campbell — Wed, 11 Jan 2012 01:02:15 +0000

It is amazing to look at technology just 10 years ago, and where we have come today. Computers in our pocket that stream high definition video and new network tools that 800 million people have signed up for. Hard to believe, isn’t it? As the technology advances, here are my thoughts on what we in agriculture might be able to expect.

1. Useful Apps

Farm Credit Canada’s latest look at the world of mobile placed smartphone adoptions among farmers at around 30 percent. I do not think it is out of the question to push that number to 50 percent by the end of 2012. What will help? Simple Apps. Weather apps are very good, and market price apps are a must for farmers, but beyond that good apps are hard to find. Farmers want to run their farm off their phones, and developers will soon move forward. First in the game with a strong app, automatically wins.

2. Micro-blogging

Finding the time to stay up to date is tough on the farm. Part of the reason is because many farmers have to go into the office in the house, and search the Internet. A benefit of smartphone is getting information to your pocket, and the beauty of micro-blogging (like Twitter) is that you can sift through several text message length updates in seconds. By following the right people and right topics, farmers will be able to stay better informed (without even making it to the coffee shop). It’s hear to say – and more farmers will realize the power.

3. Augmented Realities

Now this isn’t likely to take off in 2012 in agriculture, but watch for it to make in move in the general public. An augmented reality allows you to hold up the camera on your smartphone to an object, and it searches through to determine what you are looking at. For example, take a photo of someone giving a speech, and your smartphone will return a business card of the person; hold your camera to a historic structure, and your phone returns an encyclopedia article describing the building. It’s amazing technology that has a pile of potential in agriculture in the long term. Imagine holding up your phone to a weed and it recognizes it – or to a part on a tractor, and your phone returns a message describing how to replace it.

4. NFC

Near-field communication is another one of those ‘coming in the long term’ ideas. You may or may not already use this on your credit card with ‘Pay-Pass’ that allows you to sweep your card over the terminal. That technology is in some of the latest smartphones that can allow you to transfer data by simply having the phones close to each other. Imagine getting rid of all the cables and USB sticks – and just being able to transfer information wirelessly, simply by holding devices close to each other. It has the potential to be a big time and headache saver.

5. The SmartFarm

Finally – what I think to be the most essential for any company developing mobile software for farmers – a whole farm approach. Being able to track harvest data from the combine, commodity prices from a smartphone, production data from the dairy, and financial data from the home office means data everywhere, and none of it speaks to each other. What will come in the future (because farmers are now demanding it) is a whole farm approach to technology and data. Being able to access any information from any phone or any computer is going to be worth a lot of money to a farmer looking to more efficiently manage information.

Farmers Need Mobile Solutions Now!

Andrew Campbell — Thu, 01 Dec 2011 21:21:13 +0000

Audio Comment (If you’d rather listen than read) A couple of years ago was a talk on smart phones to a group of farmers. First question – how many have a smart phone? Out of 100 – maybe three. Fair enough, it was early. Second question – how many people have normal, regular, everyday cell phone? The majority. We told the group that it wouldn’t be long before you’d either get a smartphone because of what you could do with them – or because the normal, regular, everyday cell phone would become obsolete. Here we are with more and more farmers getting smartphones, and before long we’ll all have one. Unfortunately, the agriculture groups and business are falling behind. You can’t blame them. It is tough to know what type of app to build and for what device. Development is far from cheap, plus, the technology is moving so fast it is easy to fall behind. Well today it is time to end the excuses and for groups to get on board so that farmers can actually do something with their phones. I know, there are apps that work to calculate yield estimates and seed populations. I use it once a year. There are apps that convert units for when you mix a tank of herbicide, or ones that tells you the average crop price for your area. All great. But we need more. Why can’t I see a heifer in heat – open my phone and get data on who she is, who she belongs to, and who the top recommendations are for sires. Then, order the call. That is something I do everyday. Why can’t I look at the grain price and then see my marketing plan that includes what I’ve sold, what I’ve got left to sold, all based on that yield estimate.That’s something I do everyday. Why do I have to go to the desktop in the office to add which calf has been vaccinated, which heifer needs to be pregnancy checked, and what cow is giving me the most milk or most fat. That’s something I do everyday. I get it – every company is busy, everyone organization has challenges. But, it is time for ag to stop resisting, and start leading the way in mobile technology because farmers are tired of new rules and regulations that we’re forced to make notes on and not even given the pad and the paper to help us comply. Give us real solutions yesterday.

Supply Management on ‘The Agenda’

Andrew Campbell — Fri, 25 Nov 2011 20:59:39 +0000

If you are involved in Canadian agriculture, you’ve no doubt heard about the debate on ‘supply management’, a system that I’m involved with as a young dairy farmer. Recently, Ontario’s public station aired a program looking at the strengths and weaknesses of the system. I blogged about it for RealAgriculture.com, where you are also able to watch the episode. Talk about supply management and whether or not it should fit in Canada’s future continues to find a place in our media. To be honest, whenever I see a link for a National Post article relating to the system for dairy, poultry and eggs, I have a hard time clicking since I can usually guess the author and the opinion. But when a tweet came across that TVO was hosting a debate on their evening current affairs show ‘The Agenda’, I couldn’t help but change the channel. (Read the rest here…) If you’d rather listen to it, try out my new audio feature ‘Fresh Perspective’. Fresh Perspective on Supply Management

5 Reasons to Give Twitter A Chance

Andrew Campbell — Mon, 17 Oct 2011 18:26:40 +0000

Thanks to Lilian Schaer (@FoodandFarming) for sharing this.

It never surprises me when I ask a group of farmers (or in last week’s case – insurance brokers) ‘How many don’t understand Twitter or think it’s a waste?’, the majority of hands go up. Why wouldn’t they. The top trending topics in Canada at this moment include ‘Happy Birthday Eminem’ ‘#wheniwas14′ and ‘#DontBeMadAtMeBecause’. For anyone looking for a new source of legitimate information, this can turn you off fast. That and the fact most assume tweets include coffee stop updates, lunch suggestions and other less than educational tweets. However, as I told my insurance friends last week, just give it a chance with a few of these helpful hints. 1. YOU DON’T HAVE TO TWEET! One of the most common misconceptions I hear about Twitter is ‘I don’t have anything interesting to tweet about, so why bother?’ My response – Don’t tweet then! You can still get an amazing about of information just by following subjects and people that you find interesting. 2. FOLLOW A LIST! If you aren’t sure who the best people to follow are, search for a ‘list’. This is collection of interesting people that someone else has come up with – meaning you don’t even have to do the work! For instance, www.twitter.com/shaunhaney/canadian-agriculture-8 is a collection of people involved in agriculture from across Canada. www.twitter.com/foodandfarming/news-media covers some of the top media outlets in Canada or one of my own, www.twitter.com/agrinewshound/ontag which is a look some of the top tweeters in Ontario Agriculture. 3. SEARCH! In the early days of Twitter, one of the most talked about components was the real-time search capabilities. That capability is still one of the great strengths it has. By simply searching for any term, you’ll be amazed at the content you can find. You can search simple words like social media, soybeans, or playoffs; or go further and try searching for a hashtag (which is the word following the number sign ‘#’, like the #postseason you see beyond home plate in the MLB playoffs. Popular hashtags in agriculture include #ontag, #westcdnag, or #harvest11). 4. GET IT TO GO! One of the great reasons I love Twitter is two-fold. Tweets are limited to 140 characters and I can get it on my BlackBerry. (Any smartphone you get has various Twitter apps that are free to download). This means you can scroll through the latest tweets whenever you find yourself with a few spare seconds. I’ll often check my Twitter in meeting breaks, while waiting to load or unload a product at the local co-op, or even when I’m milking cows and in between switching milkers from one set of cows to another. If you only check Twitter on your desktop, you’ll have a harder time realizing the ‘real-time’ value. 5. YOU DON’T HAVE TO TWEET! I can’t say this enough, because it really seems to be one of the big reasons many decide Twitter isn’t for them. I understand that Twitter can look a bit shallow on the surface, but by finding and following great information, it can be a very useful tool. I can keep an eye on growing or harvest conditions in my area and around the country, I can keep up to date on conversations about the dairy industry, and I can get headline news as it happens. If you aren’t using Twitter – what is holding you back? If you are – why do you like it?

More Corn Silage – This Time for the Silo

Andrew Campbell — Tue, 11 Oct 2011 11:35:02 +0000

We’re taking corn silage off again – this time for the silo.