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seconds. They also love sharing their food experiences with others. With all this in mind, thanks
to checkoff-funded research, Chou says Texas Beef Council is focus- ing its marketing efforts on these selective consumers and using new methodology to speak their language. “We are committed to being vis-
ible in those places where Millen- nials are looking for information,” Chou says. That means working with bloggers, building communi- ties on Facebook, Twitter, Pinterest, Instagram and YouTube and provid- ing the kind of highly visual and shareable content this group desires. “This audience relies on the vi-
sual experience,” Chou says. “They want to see pictures of everything. When we provide a picture of a de- licious beef meal, that information get shared by our online community more often than a simple recipe. That’s why it’s really important for us to have good-looking photos.” Additionally, creditability is key
to infl uencing this critical audience. Millennials prefer getting their in- formation from someone like them, not someone paid to sell beef. That’s why Texas Beef Council has taken a community-of-peers approach to online marketing. “One of the most effective digital
marketing decisions we’ve made is to create a BEEF Loving Texans
26 The Cattleman May 2014
community,” Chou says. “Online we’re not the Texas Beef Council, we’re BEEF Loving Texans. It’s a place where people can come to be a part of a community of beef lovers who are sharing recipes, cooking tips and videos.” She explains, “Social media at
its core is a community of people sharing experiences. Texas Beef Council sounds very offi cial, but BEEF Loving Texans invites you to be part of a specifi c group. “People tend to think TBC is
a government association or that we’re funded by the state. When we’re online as BEEF Loving Tex- ans, there’s a personal touch to it. I communicate as myself, not coming from an authoritative state, but as a peer sharing my own experiences and inviting other beef lovers to share theirs.” The theory works. Chou says
some of their most popular posts are casual shots of her own dinner experiences with prompts for oth- ers to share what they’re enjoying for dinner. “You’d be surprised how excited
people are to tell me what they’re having for dinner,” she says, laugh- ing. Susie O’Brien, a cattle producer
from Amarillo, had just returned from the National Cattlemen’s Beef Association convention (where there was plenty of talk about Mil- lennials) at press time. She is no stranger to the important role Mil- lennials play in beef demand but also understands them fi rsthand. “One of my sons lives in Austin
and we will occasionally cook when I visit him,” she says. “I’ll be at the grocery store and will call him for a recipe out of a cookbook and he invariably says, ‘I’ll just Google it.’ They are defi nitely the generation of smartphones.”
thecattlemanmagazine.com
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