2018 September Board Book

California Dairy Social Media Team Results: 203 posts/163k impressions

CMAB supported farmer team member content development to encourage positive conversations about California dairy in their social communities, which included recommendations around dairy, food and agriculture posts. CMAB amplified posts on its owned channels and conducted a training session with team members to continue to develop their skills. California Dairy Communicators CMAB convened the California Dairy Communicators group for a meeting to discuss individual organization’s updates and upcoming initiatives. CMAB also provided communication updates to the group around various issues activities to align on information and responses. Issues Management/Crisis Preparedness CMAB supported the California dairy industry around various activist activities and demonstrations. Several preparedness activations were conducted in Q2, including: • A workshop for processors on dairy facilities security with the FBI, CDFA, CDQAP and the Western Institute for Food Safety & Security. • A media and message training session for the California Dairies Inc. leadership group. • A dairy producer message training session in anticipation of county/regional fair season. Daily Monitoring & Social Listening CMAB monitored traditional and social media daily, tracking Real California Milk proactive coverage, dairy and food industry trends, and issues (food safety, environmental, animal care, drought, etc.). The team provided an analysis and POV on impacts pertaining to the California dairy industry, in addition to recommendations for amplifying positive stories on Real California Milk owned social channels. Social Media In 2018, we are utilizing both food and farmer content to continue to tell our Return to Real story. When promoting content on our channels, we used the following targeting parameters: • Women 25-54 • Those who show interest in food and farm content • Those who have interests that go along with “parenting” • Optimizing toward video views for video content • Optimizing toward engagements for static content We’ve planned our social content to be in line with what our national partners are messaging. In Q1, we posted food content that highlighted protein for breakfast. In Q2, we focused more on Hispanic dairy and in Q3, we are transitioning toward healthy snacking for back-to-school. Total metrics from Jan-July are outlined below: • 48 pieces of content were promoted across Facebook and Instagram o 19.6M impressions o 7.2M video views (:03 secs) o 3.6M video views (:10 secs) o 194K engagements