neal awards info

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NEAL AWARDS INFO DTN/The Progressive Farmer

2018 Social Media Goals Description

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Acquisition

Retention

Monetization

Support

Drive brand and product awareness in order to be a part of the conversation in our target market.

Build a community of engaged and dedicated social followers. Listen and leverage social conversations in social mediums throughout the organization.

Drive leads and increase product traffic and product adoption (both subscriber and public) through social media tactics and initiatives.

Operationalize social media work streams and integrate communication to drive awareness and support of social activities across the organization.

I will be working to re-align my time allocation

By the end of 2018, continue to drive brand and product awareness initiatives by hosting a fully functional social media system that continually works to service customers and prospects by building a community of engaged and interested followers. Complete this goal by: 1.  Achieving functionality goals for Facebook and Twitter (35,000 fans on Facebook, 5,000 followers on Twitter 1. Facebook: We exceeded the initial goal of 35,000 by Q3 2018 and ended Q4 with near 36,000. This put is in the top three followings of our editorial competitors. 2. Twitter: We reached our goal of 5,000 followers, ending 2018 with 5,027 followers and we continue to grow at a 2.1% average follower growth rate (MoM). 2.  Increasing reach and impressions on social 1. We increased our impressions per post from 14,619 (2017) to 15,160 (2018). There are not accurate metrics to calculate reach, however reach and impressions are parallel in social metrics, so if one increases so does the other. Therefore this KPI was achieved 3.  Increasing interactions on posts 1. On Twitter, we increased our interactions per post from 2.525 (2017) to 2.96 (2018). On Facebook we had a slight decline to 63.5. This was likely due to harvest conditions and running our photo contest in a contest tool vs. purely via FB this year.

#MyPlanting18

#MyPlanting18 •  Goal – engage and inspire producers across the nation with a photo contest of planting pictures •  Channels: Facebook, Twitter, Instagram

Past Photo Contest Success - #MyPlanting18 – 106 Entries

Fall Farm Shows

Fall Farm Shows •  Goal – increase awareness of booth, presentations by some of our analysts and meteorologist, and content •  Channels: Periscope, Facebook, Twitter, Instagram

Social Media – HHDays Husker Harvest: #HHD18, #HuskerHarvestDays, @HHDays Pre-Show: •  Pre-show Geo targeted ad 1 week in advance of show During Show: •  Geo Targeted ad •  “Live Feed” fun things that are happening at the booth/show, seminar reminders, etc. Metrics Paid Ads Impressions: 95,393 Engagement: 2.5% Organic Tweets Impressions: 13,104 Engagement: 1.0%

Daily Average Impressions: 4,368 Engagement: 1.0%

Social Media Total Social Metrics Impressions: 108,497 Engagement: 2.3%

Social Media – Big Iron #2018BigIronFarmShow, @BigIronFarmShow Pre-Show: •  Pre-show Geo targeted ad 1 week in advance of show During Show: •  Geo Targeted ads (FB/TW) •  “Live Feed” fun things that are happening at the booth/show Metrics Paid Ads Impressions: 66,363 Engagement: 2.6% Organic Tweets Impressions: 1,658 Engagement: 0.8%

Daily Average Impressions: 552 Engagement: 0.8%

Social Media Total Social Metrics Impressions: 68,021 Engagement: 2.5%

#MyHarvest18

#MyHarvest18 •  Goal – engage and inspire producers across the nation with a photo contest of harvest pictures •  Channels: Facebook, Twitter, Instagram



What is #MyHarvest18? Integrated digital campaign to inform, inspire and engage corn and soybean growers during their harvest season

•  •  • 

INSPIRE

#MyHarvest17 Photo Contest Throwback Posts Cornerstone Posts

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INFORM

Harvest Safety Tips Live Video Presentations

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ENGAGE

#MyHarvest17 Photo Contest

Background Information #MyHarvest18

Photo Contest Information Entries upload their image to the contest tool via Facebook, Landing page or direct link Winners: •  Most Votes •  1st Place •  2nd Place

•  Editor’s Pick •  1st Place •  2nd Place

Prizes: •  Most Votes •  First place $150 / Canvas print •  Second Place $75 / Canvas print

•  Editor’s Picks •  First place $100 / Canvas print •  Second place $75 / Canvas print Confidential Property of DTN/The Progressive Farmer |

Page 16

#MyHarvest18

#DTNAgSummit – Social Media Review Presented by: Katie Johnson 12/7/18

Confidential Property of DTN

Pre- DTN Ag Summit GOALS:

1.  Increase number of people registered to the DTN Ag Summit event by reaching new audiences through targeting and strategy 2.  Extend awareness of the event across the agricultural industry 3.  Raise excitement and anticipation for the event and its proceedings During-Summit GOALS: 1.  Extend awareness of the event across the agricultural industry 2.  Bring users at the conference together, and establish a relationship to grow outside of DTN Ag Summit Post Show GOALS: 1.  Extend awareness of the event across the agricultural industry 2.  Continue to foster the relationships with attendees – Young Farmer FB Group 3.  Set the base for increasing attendance next year

Twitter – DTN Overall Results

Total # of DTN Tweets During Event: 18 As of Dec 6th: •  49,514 Impressions •  883 engagements •  40 Retweets •  88 likes •  69 Profile clicks •  123 link clicks •  49 hashtag clicks Confidential Property of DTN | Page 20

Twitter – DTN Highest engagement

The DTN tweet with the highest engagement was a post leading up to Secretary of Agriculture Sonny Perdue’s keynote. As of Dec 6th: •  1872 Impressions •  143 engagements •  4 likes •  8 Profile clicks •  3 hashtag clicks Confidential Property of DTN | Page 21

Twitter – DTN Most Impressions

The DTN tweet with the highest impressions was a response to Secretary of Agriculture Sonny Perdue’s tweet following the keynote. As of Dec 6th: •  9,011 Impressions •  28 engagements •  9 likes •  8 Profile clicks •  2 hashtag clicks Confidential Property of DTN | Page 22

Twitter – Non DTN Highest engagement

Total # of Non-DTN Tweets with #DTNAgSummit hashtag: 91 Not surprisingly, the tweet with the highest engagement from the Ag Summit was from Sonny Perdue following his keynote kickoff speech As of Dec 6th: •  481 Engagements •  27 RT’s •  72 likes •  1 comment Confidential Property of DTN | Page 23

Twitter – Non DTN Potential Influencers

Influencers to consider: Marc Arnusch @marcarnusch 558 Followers Glen Birnbaum @glenbirnbaum 506 Followers Confidential Property of DTN | Page 24

Facebook – DTN Overall Results

Total # of DTN Posts During Event: 9 As of Dec 6th: •  79,232 Impressions •  2,575 engagements •  732 likes •  77 shares •  147 comments

Confidential Property of DTN | Page 25

Facebook – DTN Highest Engagement 1

The Facebook post with the most engagement was the DTN/PF article about the keynote speech. As of Dec 6th: •  18,014 Impressions •  718 engagements •  22 likes •  6 shares •  13 comments

Confidential Property of DTN | Page 26

Facebook – DTN Highest Engagement 2

In a close second, with many more ‘likes’ was the FB Live video with Dan Miller interviewing Hayes Kelman, one of America’s Best Young Farmers and Ranchers. As of Dec 6th: •  15,539 Impressions •  572 engagements •  183 likes •  20 shares •  16 comments Confidential Property of DTN | Page 27

Facebook – Non-DTN Influencer

Secretary of Agriculture, Sonny Perdue was a large draw, but the biggest influencer on Facebook was DEKALB Asgrow Seed. •  Followers: 95k •  3 posts using the hashtag •  1 before announcing the keynote speaker •  1 during recognizing the young farmers (pictured) •  1 following also discussing the young farmers This post as of Dec 6th: •  933 views •  9 likes •  1 share

Confidential Property of DTN | Page 28

LinkedIn – DTN Overall Results

Total # of DTN Updates During Event: 2 As of Dec 6th: •  411 Impressions •  9 engagements •  1 share

Confidential Property of DTN | Page 29

LinkedIn – DTN Highest Engagement 1

The LinkedIn update with the most engagement was the DTN/PF article about the keynote speech. As of Dec 6th: •  286 Impressions •  8 likes •  1 share •  6 clicks

Confidential Property of DTN | Page 30