42
43
Marketing
Bemarking
Marketing (continued)
Bemarking (vervolg)
Activity on
Twitter
was increased, with special initiatives during
the 2014 Congress, NAMPO Harvest Day and Agri Mega Week.
Twitter
is used by the Grain SA economists to distribute the
daily market reports as well as a weekly fuel report. Since the
establishment of the
Twitter
account in June 2014 until the end of
December, the @GrainSA account has grown to 285 followers.
The Grain SA
Facebook
page has increased from
274 followers in January to a total of 1 000 in the second week
of December 2014. This platform is more popular and members
interact with the organisation and fellow community members
on a daily basis. The Grain SA
YouTube
channel was also
established and all video content is shared with the public.
Broadcast media
Radio
The biweekly radio programme on RSG continued until the
agriculture programme was terminated in May. Grain SA
participated in a number of interviews through this medium,
ensuring that producers and the public were kept abreast of
the most important news.
Television
Grain SA produced a brand new television advert, “Farmers
feed life!”, aimed at the general public. This advert was aired
on kykNET as part of the
“Nation in Conversation”
series during
August 2014. The advert was well received and was produced
in such a way that the theme can be expanded in future.
What did we offer?
Grain SA utilised the opportunity to communicate and network
with the media, government representatives, suppliers and the
public at large.
NAMPO Harvest Day
Grain SA members were welcomed by the newly opened
members' hall, which improved the NAMPO experience of
every member, and offered daily access to the live Safex
markets and direct broadcasts of the popular “Nation in
Conversation” series. Members also had an opportunity to
socialise with celebrities. These meetings formed part of the
genial atmosphere of the Harvest Day.
Grain SA’s exhibition theme,
Food security – feeding the next
generation
, focused on demonstrating how the organisation
contributes to household and food security. The Premier of the
Western Cape and Leader of the Democratic Alliance (DA),
Ms Helen Zille, visited the Grain SA exhibition. Discussions with
diplomatic dignitaries and government representatives included
the concept of growing more food with fewer resources.
Nation in Conversation
In accordance with Grain SA’s vision we partnered with the
“Nation in Conversation”
initiative, covering various relevant
topics. It was sponsored by Senwes and presented by the
economist Theo Vorster.
Maclear regional office inauguration
A highlight this year was the inauguration of the third regional
office in Maclear in the Eastern Cape in August 2014. The
event was attended by the Minister of Agriculture, Forestry
and Fisheries, the Eastern Cape MEC for Rural Development
and Agrarian Reform, and the honourable Mayor as well as a
Aktiwiteit op
Twitter
is verhoog, met spesiale inisiatiewe tydens
die 2014 Kongres, NAMPO Oesdag en die Agri Megaweek.
Graan SA se ekonome gebruik
Twitter
omdaagliksemarkverslae
en ’n weeklikse brandstofverslag te versprei. Sedert die vestiging
van die
Twitter
-rekening in Junie 2014 het die @GrainSA-
rekening tot 285 volgelinge teen einde Desember gegroei.
Die Graan SA
Facebook
-blad se volgelinge het vanaf 274
in Januarie tot ’n totaal van 1 000 in die tweede week van
Desember 2014 gegroei. Hierdie platform is meer gewild en
lede bly daagliks met die organisasie en medegemeenskaps-
lede in verbinding. Die Graan SA
YouTube
-kanaal is ook
gevestig en alle video-inhoud word met die publiek gedeel.
Uitsaaimedia
Radio
Die tweeweeklikse radioprogram op RSG het voortgeduur tot die
landbouprogram inMei gestaak is. Op diéwyse het Graan SAaan
’n aantal onderhoude deelgeneem en verseker dat produsente
en die publiek op hoogte bly van die belangrikste nuus.
Televisie
Graan SA het ’n splinternuwe televisie-advertensie, “Farmers
feed life!”, geproduseer wat op die algemene publiek gemik is.
Hierdie advertensie is in Augustus 2014 as deel van die “Nasie
in Gesprek”-reeks op kykNET vertoon. Dit is goed ontvang en so
geproduseer dat die tema in die toekoms uitgebrei kan word.
Wat het ons aangebied?
Graan SA het die geleentheid benut om met die media,
regeringsverteenwoordigers, verskaffers en die algemene
publiek te kommunikeer en netwerke te bou.
NAMPO Oesdag
Graan SA-lede het die nuut-onthulde ledelokaal verwelkom,
wat elke lid se NAMPO-ervaring verbeter het, het daaglikse
toegang tot die lewendige Safex-markte en regstreekse
uitsendings van die gewilde “Nasie in Gesprek” gebied. Lede
het ook die geleentheid gehad om met glanspersoonlikhede
gesellig te verkeer. Hierdie ontmoetings vorm deel van die
Oesdag se gemoedelike atmosfeer.
Graan SA se uitstallingstema,
Voedselsekerheid – voed die
volgende generasie
, het daarop gefokus om uit te beeld hoe
die organisasie tot huishoudelike en voedselsekerheid bydra.
Die Premier van die Wes-Kaap en Leier van die Demokratiese
Alliansie (DA), me. Helen Zille, het die Graan SA-uitstalling
besoek. Gesprekke met diplomatieke hooggeplaastes en
regeringsverteenwoordigers het ingesluit om meer voedsel met
minder hulpbronne te produseer.
Nasie in Gesprek
In ooreenstemming met Graan SA se visie het ons as vennoot
betrokke geraak by die “Nasie in Gesprek”-inisiatief, wat
verskeie relevante onderwerpe gedek, deur Senwes geborg
en deur die ekonoom Theo Vorster aangebied is.
Inhuldiging van die Maclear-streekskantoor
’n Hoogtepunt hierdie jaar was die inhuldiging van die derde
streekskantoor – in Maclear in die Oos-Kaap – in Augustus 2014.
Die geleentheid is deur die Minister van Landbou, Bosbou
en Visserye, die Oos-Kaapse LUR vir Landelike Ontwikkeling
en Landbouhervorming, die burgemeester en talle ander
Public affairs
In our endeavours to expand and promote the image of
agriculture, liaison with our ministry remains a top priority. The
Minister of Agriculture, Forestry and Fisheries attended the
opening of the Maclear office as well as the Grain Producer of
the Year awards. This, together with the cooperation between
the Chief Executive Officer and the Minister's office, provided
Grain SA with adequate opportunity to promote the interests of
grain producers and the image of agriculture.
Social media
Grain SA continued to develop its social media communication
capability. The social media strategy describes how Grain
SA should communicate online, with whom and when. The
use of social media, which is the most popular online activity,
promotes communication between members.
Our social media objectives:
●
Information transfer
– engage with members in a direct,
personal manner to share news and market information.
●
Community building and engagement
– network without
barriers and constraints.
●
Brand awareness and reputation management
– monitor
forums and conversations and measure content exposure.
●
Education
– educate the general public on Grain SA’s
service offerings, mission, vision, values and principles.
●
Search engine optimisation
– build a far-reaching online
presence by simplifying the sharing of information.
Openbare betrekkinge
In ons pogings om landbou se beeld te bevorder, bly skakeling
met ons ministerie ’n topprioriteit. Die Minister van Landbou,
Bosbou en Visserye het die opening van die Maclear-kantoor
sowel as die Graanprodusent van die Jaar-toekennings
bygewoon. Dit, tesame met die samewerking tussen die
Uitvoerende Hoofbestuurder en die Minister se kantoor, gee
aan Graan SA voldoende geleentheid om die belange van
graanprodusente en landbou se beeld te bevorder.
Sosiale media
Graan SA het voortgegaan om sy sosiale media-kommu-
nikasievermoë te ontwikkel. Die sosiale media-strategie beskryf
hoe, met wie en wanneer Graan SA aanlyn moet kommunikeer.
Die gebruik van sosiale media, wat die gewildste aktiwiteit
aanlyn is, bevorder kommunikasie tussen lede.
Ons sosiale media-doelwitte:
●
Inligtingoordrag
– raak op ’n direkte, persoonlike manier by
lede betrokke om nuus en markinligting te deel.
●
Gemeenskapsbou en -betrokkenheid
– vorm netwerke
sonder versperrings en beperkings.
●
Handelsmerkbewustheid en reputasiebestuur
– moniteer
forums en gesprekke en meet inhoudblootstelling.
●
Opvoeding
– voed die algemene publiek op oor Graan SA se
diensaanbiedings, missie, visie, waardes en beginsels.
●
Soekenjinoptimalisering
– bou ’n verreikende aanlynteen-
woordigheid deur die deel van inligting te vereenvoudig.
1st quarter (Jan 2014 - Mar 2014)
1ste kwartaal (Jan 2014 - Mrt 2014)
Afrika
boere
concerns
country delivery farmers
Graan SA
Grain SA land maize mielies percent
prys
rand
South Africa
Suid
white maize Yellow maize
2de kwartaal (Apr 2014 - Junie 2014)
2nd quarter (Apr 2014 - June 2014)
Africa
Afrika
agriculture
boer
Bothaville
Coller
deur
Graan SA
GrainSA
grondhervorming
hoof
landbou
Louw Steytler mielies
NAMPO
oesdag
programme
South Africa
Suid
Figure 4: Grain SA's publication word cloud.
Figuur 4: Graan SA se publikasiewoordwolk.
3rd quarter (Jul 2014 - Sep 2014)
agriculture
boer
China
farm
farmers
foodsecurity
government
Graan SA
Grain SA
Grain SAchief executive Jannie de
grond
hoof
land
landbou
maize
minister
South Africa
Suid
3de kwartaal (Jul 2014 - Sep 2014)
4th quarter (Oct 2014 - Dec 2014)
Afrika
Boer
deur
farmers
finale beraming
Geelmielies vir lewering
Graan SA
Grain SA
hoogste prys
landbou
maize Noordwes
plaaslike
South Africa
Suid
Suid Afrika
witmielies
4de kwartaal (Okt 2014 - Des 2014)
