Individuele druk- en uitsaaimediasyfers vir die tydperk
1 Januarie 2015 tot 31 Desember 2015 toon dat advertensie-
waarde-ekwivalensie (AVE) tot R32 424 130 gestyg het,
uitsaai-AVE het tot R22 369 152 gestyg en aanlyn AVE tot
R255 618. Die totale gekombineerde AVE vir 1 Januarie 2015
tot 31 Desember 2015 was R55 048 900 (
Figuur 12
).
Sosiale media
Graan SA het sy sosialemedia-kommunikasievermoë verder
ontwikkel, uitgebrei en verfyn. Die sosialemedia-strategie
beskryf hoe, met wie en wanneer Graan SA aanlyn moet
kommunikeer. Die strategie fokus hoofsaaklik daarop
om blootstelling te verhoog, lojaliteit te ontwikkel en
vennootskappe te verstewig. Die gebruik van sosiale media
vir ‘n organisasie bou gemeenskappe vir groter lojaliteit en
kommunikasie tussen lede. Verskillende studies dui daarop
dat sosiale media die gewildste aktiwiteit aanlyn is.
Sosiale media word in die organisasie gebruik hoofsaaklik
om aan te moedig, openbarebetrekkinge- en bemarkings-
inisiatiewe te optimaliseer en handelsmerk-bewustheid te bou.
Ons sosialemedia-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 aanlyn
teenwoordigheid deur die deel van inligting tussen ons
teikengehoor en hulle netwerke te vereenvoudig.
In die oorsigjaar het aktiwiteit op die @GrainSA
Twitter
-
rekening aansienlik toegeneem vanaf 253 tot 1 682
volgelinge. Benewens twiets tydens alle groot Graan SA-
geleenthede soos die Kongres, NAMPO en Agri Mega,
word die rekening ook gebruik om daaglikse markverslae
en brandstofverslae te versprei.
Die Graan SA Facebook-bladsy se getal volgelinge het in
die oorsigjaar meer as verdubbel, vanaf 1 000 tot 4 828.
Hierdie platform is meer gewild en lede bly op ‘n daaglikse
grondslag met die organisasie en medegemeenskapslede
in verbinding. Met die integrasie van die Graan SA
YouTube-kanaal word die deel van inligting tussen die
sosialemedia-platforms vereenvoudig. Graan SA het ook
‘n Instagram-rekening gestig, wat 942 volgelinge het.
Openbare betrekkinge
Om die beeld van landbou te verbeter en bevorder,
het skakeling met individue en groepe met ‘n belang
by die organisasie se sake ‘n topprioriteit gebly.
Graan SA het reg deur die verslagtydperk gepoog om
hierdie belanghebbendes, veral die ministeries van
Landbou, Bosbou en Visserye, Landelike Ontwikkeling
en Grondhervorming, Wetenskap en Tegnologie en
Handel en Nywerheid, te betrek om die organisasie
se beleid en sienings oor openbare beleidskwessies
te verduidelik. Die Graan SA-hoofbestuur doen dit om
regeringsentiteite te help om beter beleid en wetgewing
te formuleer deur statistiese en feitelike inligting te verskaf
oor kwessies wat ‘n impak kan hê op die vermoë van die
organisasie se lede om suksesvol te boer. Dit, tesame met
die deurlopende samewerking tussen die uitvoerende
hoofbestuurder se kantoor en die ministerie, asook ander
liggame in georganiseerde landbou, gee aan Graan SA
voldoende geleentheid om die belange van ons graan-
produsente en die beeld van die landbousektor verder
te bevorder.
Watter gebeurtenisse het ons aangebied?
Graan SA het verskeie gebeurtenisse aangebied en
die geleentheid gebied om met die media, regerings-
verteenwoordigers, verskaffers en die algemene publiek
te kommunikeer en netwerke te bou.
NAMPO Oesdag
Graan SA-lede, reeds vertroud met die geriewe van die
“nuwe” ledelokaal, het die NAMPO Oesdag besoek te
midde van droë en moeilike toestande op die plaas. Die
nuwe elektroniese kaartjiestelsel is ook tydens die 2015
Oesdag bekend gestel. Die ledelokaal, toegerus met
talle skerms wat die gewilde
Nasie in Gesprek
-dialoog
en die lewendige Safex-uitsending uitsaai, hou lede op
hoogte van wat op die NAMPO-terrein en in die markte
gebeur. Die
Nasie in Gesprek
-platform, wat deur die
ekonoom Theo Vorster aangebied is, het op arbeid,
grondhervorming, hulpbronne en tegnologiese integrasie
in die landbousektor gefokus.
Die Graan SA-uitstalling was weer eens ‘n toonbeeld
van die organisasie se werk en belanghebbendes en
verskeie skoolkinders kon ‘n oorsig kry van die land se
graanproduksie-aktiwiteite asook ‘n visuele voorstelling
van wat ten opsigte van plaaslike verbruik en uitvoere
met ons graan gebeur. Die uitstalling het onder andere
Graan SA se bedryfsdienste, landbou-ontwikkeling en
bemarkingsaktiwiteite ingesluit.
Dag van Feesviering en Graanprodusent van die Jaar
Graan SA het die suksesse van sy graanprodusente
tydens twee prestigegeleenthede op 1 Oktober 2015 en
16 Oktober 2015 in Bloemfontein en Midrand onderskeidelik
gevier. Hierdie gebeurtenisse bied aan Graan SA die ge-
leentheid om die ontwikkeling, groei en prestasies van
sy opkomende en kommersiële graanprodusente te
beloon. Die ontwikkeling en prestasies van opkomende
graanprodusente is uiters belangrik vir die organisasie, en
die
Dag van Feesviering
is ‘n geleentheid om landbou-
Marketing division
Afdeling Bemarking
Clip count
Knipseltelling
AVE count
AVE-telling
11
12
Figure
Figuur
Figure
Figuur
Openbare betrekkinge (vervolg)
Individual print and broadcast media for the period
1 January 2015 to 31 December 2015 shows that print
advertising value equivalency (AVE) has increased to
R32 424 130, broadcast AVE has increased to R22 369 152
and online increased to R255 618. The total combined
AVE for 1 January 2015 to 31 December 2015 was
R55 048 900 (
Figure 12
).
Social media
Grain SA further developed, expanded and refined its
social media communication capability. The social media
strategy describes how Grain SA should communicate
online, with whom and when. The strategy mainly focuses
on increasing exposure, developing loyalty and growing
partnerships. Using social media for an organisation builds
communities for greater loyalty and communication
among members. Different studies point to social media
being the most popular online activity.
Social media are used within the organisation mainly to
foster dialogue, optimise public relations and marketing
initiatives, and build brand awareness.
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
– building a far-reaching
online presence by simplifying content sharing between
our target audience and their networks.
During the year under review, activity on the @GrainSA
Twitter
account increased substantially from 253 to 1 682 followers. In
addition to tweeting during all major Grain SA events such as
Congress, NAMPO and Agri Mega, the account is also used to
disseminate daily market reports and fuel reports.
The Grain SA Facebook page’s following has more than
doubled during the year under review, from 1 000 followers
to 4 828. This platform is more popular and members interact
with the organisation and fellow community members on
a daily basis. With the integration of the Grain SA YouTube
channel, cross-sharing between the social media platforms
is simplified. Grain SA also established an Instagram account,
which has 942 followers.
Public relations
In its endeavours to expand and promote the image
of agriculture, liaison with individuals and groups with
an interest in the organisation’s affairs has remained a
top priority. Throughout the reporting period Grain SA
attempted to engage these stakeholders, particularly
the Ministries of Agriculture, Forestry and Fisheries,
Rural Development and Land Reform, Science and
Technology, and Trade and Industry, to explain
organisational policies and views on public policy
issues. This is done by the Grain SA Executive to assist
government entities in formulating better policy
and legislation by providing statistical and factual
information on issues that could impact upon the
organisation’s members’ ability to farm successfully.
Coupled with continuous co-operation between the
chief executive officer’s office and the ministry, as well
as other bodies in organised agriculture, this provides
Grain SA with ample opportunity to further promote the
interests of our grain producers and the image of the
agricultural sector.
Which events did we host?
Grain SA hosted various events and leveraged the
opportunity to communicate and network with the
media, government representatives, suppliers and
the public at large.
NAMPO Harvest Day
Grain SA members, already familiar with the facilities
of the ‘new’ members’ hall, visited the Nampo Harvest
Day amid dry and difficult conditions on the farm. The
2015 Harvest Day also saw the introduction of a new
electronic ticketing system. The members’ hall, equipped
with multiple screens broadcasting the popular
Nation
in Conversation
dialogue as well as the live Safex feed,
kept members up to date on what was happening on
the NAMPO grounds as well as in the markets. The
Nation
in Conversation
platform, hosted by economist Theo
Vorster, focused on labour, land reform, resources and
technological integration in the agricultural sector.
The Grain SA exhibition was once again a showcase of the
work of the organisation and interested parties and several
school children could get an overview of the country’s
grain production activities as well as a visual display of
what is happening with our grain in terms of domestic
consumption and exports. The exhibition encompassed,
among other things, Grain SA’s industry services, farmer
development and marketing activities.
Day of Celebration and Grain Producer of the Year
Grain SA celebrated the successes of its grain produ-
cers during two prestigious events held in Bloemfontein
and Midrand on 1 October 2015 and 16 October 2015
respectively. These events offer Grain SA the opportunity
to honour the development, growth and achievements
of its emerging and commercial grain producers. The
development and accomplishments of upcoming
grain producers are of the utmost importance to
Public relations (continued)
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