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TRANSLATING INSIGHT INTO ACTION Applying Cultural Anthropology to Social Data –

An Applegate Farms Case Study

#insights2action

Michael Leifer Cultural Anthropologist & CEO March 19, 2013

Objective:

To help Applegate Farms and their agencies to increase sales of their organic,

nitrate-free, and grass-fed deli meats by identifying gaps in their market.

APPLEGATE FARMS – A CASE STUDY

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Method:

Used Cultural Anthropological practices

Carrying

Capacity

Diffusion

Pathways

& Personas Acculturation

& Exchange

Mapping

Music

Dance,

Language,

Food

Ethnography

Trend

Analysis &

Forecasting

Cultural

Value

Constructs

Beliefs,

Folklore,

Myths

Cultural

Anthro Tools


4

Method:

Used Cultural Anthropological practices with SM2

Topics &

Tag Clouds Influencer

Identification

Stakeholder

Identification

Trend

Indications Meme

Distribution

Media

Channel

Analysis

SM2 Tools Identify

Intersections

Carrying

Capacity

Diffusion

Pathways


& Exchange

Mapping

Music

Dance,

Language,

Food

Ethnography

Trend

Analysis &

Forecasting

Cultural

Value

Constructs

Beliefs,

Folklore,

Myths

Cultural

Anthro Tools

Review

Historical

Discussions

& Posts


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Method:

Used Cultural Anthropological practices with SM2 to solve the Objective.

Carrying

Capacity

Diffusion

Pathways


& Exchange

Mapping

Music

Dance,

Language,

Food

Ethnography

Trend

Analysis &

Forecasting

Cultural

Value

Constructs

Beliefs,

Folklore,

Myths

Cultural

Anthro Tools

Topics &


Identification

Stakeholder

Identification

Trend

Indications Meme

Distribution

Media

Channel

Analysis

SM2 Tools Identify

Intersections

Review

Historical

Discussions

& Posts

Step 1:

Identified the various US-based communities where the consumption of deli meat

is a staple of their diet, nutrition, behavior, rituals and lifestyle = carrying capacity.


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Carrying

Capacity

Diffusion

Pathways


& Exchange

Mapping

Music

Dance,

Language,

Food

Ethnography

Trend

Analysis &

Forecasting

Cultural

Value

Constructs

Beliefs,

Folklore,

Myths

Cultural

Anthro Tools

Step 1:

Identified the various US-based communities where the consumption of deli meat

is a staple of their diet, nutrition, behavior, rituals and lifestyle = carrying capacity.


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Carrying

Capacity

Diffusion

Pathways


& Exchange

Mapping

Music

Dance,

Language,

Food

Ethnography

Trend

Analysis &

Forecasting

Cultural

Value

Constructs

Beliefs,

Folklore,

Myths

Cultural

Anthro Tools

Extreme Urban

Collegiate

Athletes

Western

Religious

Groups Middle

Management

Employees Kids /

Tweens /

Teens

Step 2:

Conducted research on how different US-based cultures (tribes) determine what

types of food labeling will increase purchase-intent based upon their values.


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Carrying

Capacity

Diffusion

Pathways


& Exchange

Mapping

Music

Dance,

Language,

Food

Ethnography

Trend

Analysis &

Forecasting

Cultural

Value

Constructs

Beliefs,

Folklore,

Myths

Cultural

Anthro Tools

Step 2:

Conducted research on how different US-based cultures (tribes) determine what

types of food labeling will increase purchase-intent based upon their values.


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Carrying

Capacity

Diffusion

Pathways


& Exchange

Mapping

Music

Dance,

Language,

Food

Ethnography

Trend

Analysis &

Forecasting

Cultural

Value

Constructs

Beliefs,

Folklore,

Myths

Cultural

Anthro Tools

Organic Fresh

Real

Natural

Nitrate-Free

Grassfed

Whole

Pure

Clean

Step 3:

Examined the largest groups that purchased deli meat based upon their

specific religions certifications that were similar to organic.


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Carrying

Capacity

Diffusion

Pathways


& Exchange

Mapping

Music

Dance,

Language,

Food

Ethnography

Trend

Analysis &

Forecasting

Cultural

Value

Constructs

Beliefs,

Folklore,

Myths

Cultural

Anthro Tools

Step 3:

Examined the largest groups that purchased deli meat based upon their

specific religions certifications that were similar to organic.


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Carrying

Capacity

Diffusion

Pathways


& Exchange

Mapping

Music

Dance,

Language,

Food

Ethnography

Trend

Analysis &

Forecasting

Cultural

Value

Constructs

Beliefs,

Folklore,

Myths

Cultural

Anthro Tools

Hallal (Islamic)

Kosher (Jewish)

Step 4:

Evaluated specific entertainment (music, dance), rites of passage and food-based rituals in the US, where deli meats are consumed (defining what type of role they play and how they are talked about).


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Carrying

Capacity

Diffusion

Pathways


& Exchange

Mapping

Music

Dance,

Language,

Food

Ethnography

Trend

Analysis &

Forecasting

Cultural

Value

Constructs

Beliefs,

Folklore,

Myths

Cultural

Anthro Tools

Step 4:

Evaluated specific entertainment (music, dance), rites of passage and food-based rituals in the US, where deli meats are consumed (defining what type of role they play and how they are talked about).


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Carrying

Capacity

Diffusion

Pathways


& Exchange

Mapping

Music

Dance,

Language,

Food

Ethnography

Trend

Analysis &

Forecasting

Cultural

Value

Constructs

Beliefs,

Folklore,

Myths

Cultural

Anthro Tools

Fishing Picnics

Foreign Language Classes

Football

Funerals Births

Board Meetings

Graduations

Beach

Basketball


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Carrying

Capacity

Diffusion

Pathways


& Exchange

Mapping

Music

Dance,

Language,

Food

Ethnography

Trend

Analysis &

Forecasting

Cultural

Value

Constructs

Beliefs,

Folklore,

Myths

Cultural

Anthro Tools

Step 5:

Took all the terms generated from each of the 1st four anthropology-based

methodologies

Step 5:

Took all the terms generated from each of the 1st four anthropology-based methodologies and setup specific search strings using SM2 to gain historical and conversation-based insight.


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Carrying

Capacity

Diffusion

Pathways


& Exchange

Mapping

Music

Dance,

Language,

Food

Ethnography

Trend

Analysis &

Forecasting

Cultural

Value

Constructs

Beliefs,

Folklore,

Myths

Cultural

Anthro Tools

Topics &


Identification

Stakeholder

Identification

Trend

Indications Meme

Distribution

Media

Channel

Analysis

SM2 Tools Identify

Intersections

Review

Historical

Discussions

& Posts

Step 6:

Evaluated, filtered and distilled down the top search results from each of the

4 anthropology-based data sets from 2007 – 2012.


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Topics &


Identification

Stakeholder

Identification

Trend

Indications Meme

Distribution

Media

Channel

Analysis

SM2 Tools Identify

Intersections

Review

Historical

Discussions

& Posts

Step 6:




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Topics &


Identification

Stakeholder

Identification

Trend

Indications Meme

Distribution

Media

Channel

Analysis

SM2 Tools Identify

Intersections

Review

Historical

Discussions

& Posts

Original List of Terms

Organic Fresh

Real

Natural

Nitrate-Free

Grassfed

Whole

Pure

Clean

Step 6:




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Topics &


Identification

Stakeholder

Identification

Trend

Indications Meme

Distribution

Media

Channel

Analysis

SM2 Tools Identify

Intersections

Review

Historical

Discussions

& Posts

Organic Real

Natural

Whole Pure Clean

Updated List of Terms


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Step 7:

Took top 2 terms of “organic” and “natural” foods and ran a Meme Comparison to determine other ways the terms might be discussed and distributed online and by whom.


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Topics &


Identification

Stakeholder

Identification

Trend

Indications Meme

Distribution

Media

Channel

Analysis

SM2 Tools Identify

Intersections

Review

Historical

Discussions

& Posts

Step 7:

Took top 2 terms of “organic” and “natural” foods and ran a Meme Comparison to determine other ways the terms might be discussed and distributed online and by whom.


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Topics &


Identification

Stakeholder

Identification

Trend

Indications Meme

Distribution

Media

Channel

Analysis

SM2 Tools Identify

Intersections

Review

Historical

Discussions

& Posts

1st Big Insight:

Conversational Memes showed that there was major consumer confusion around the terms “organic” vs “natural”.


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2nd Big Insight:

Some brands that had been tried and true “organic” now were further confusing consumers with new category messaging of “natural dairy”.


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3rd Big Insight:

National Surveys had been conducted that showed that more consumers thought “natural” was government regulated and “organic” was not.


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“Many consumers do not understand green terminology,” said Suzanne Shelton, whose firm,

the Shelton Group, conducted the national survey. “They prefer the word ‘natural’ over the term ‘organic,’ thinking organic is more of an

unregulated marketing buzzword that means the product is more expensive. In reality, the opposite is true: ‘Natural’ is the unregulated word. Organic

foods must meet government standards to be certified as such.”

4th Big Insight:

When mapping out the Organic Industry there was not a deli meat category.


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Step 8:

Determine what media channels are being used for the consumer-based “organic” vs “natural” discussion.


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Topics &


Identification

Stakeholder

Identification

Trend

Indications Meme

Distribution

Media

Channel

Analysis

SM2 Tools Identify

Intersections

Review

Historical

Discussions

& Posts

Step 8:

Determine what media channels are being used for the consumer-based “organic” vs “natural” discussion.


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Topics &


Identification

Stakeholder

Identification

Trend

Indications Meme

Distribution

Media

Channel

Analysis

SM2 Tools Identify

Intersections

Review

Historical

Discussions

& Posts


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Step 9:

Identify Stakeholder Targets by Type, Channel and Category and evaluate / define best methods to create mutually-beneficial Exchanges.


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Topics &


Identification

Stakeholder

Identification

Trend

Indications Meme

Distribution

Media

Channel

Analysis

SM2 Tools Identify

Intersections

Review

Historical

Discussions

& Posts

Step 9:

Identify Stakeholder Targets by Type, Channel and Category and evaluate / define best methods to create mutually-beneficial Exchanges.


32

Topics &


Identification

Stakeholder

Identification

Trend

Indications Meme

Distribution

Media

Channel

Analysis

SM2 Tools Identify

Intersections

Review

Historical

Discussions

& Posts

Step 10:

Identify and evaluate Influencers and evaluate / define best methods to create mutually-beneficial Exchanges


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Topics &


Identification

Stakeholder

Identification

Trend

Indications Meme

Distribution

Media

Channel

Analysis

SM2 Tools Identify

Intersections

Review

Historical

Discussions

& Posts

Step 10:

Identify and evaluate Influencers and evaluate / define best methods to create mutually-beneficial Exchanges


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Topics &


Identification

Stakeholder

Identification

Trend

Indications Meme

Distribution

Media

Channel

Analysis

SM2 Tools Identify

Intersections

Review

Historical

Discussions

& Posts

Influencer

Identification

5th Big Insight:

Neither Stakeholders nor Influencers had not yet been invited to the party.


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Topics &


Identification

Stakeholder

Identification

Trend

Indications Meme

Distribution

Media

Channel

Analysis

SM2 Tools Identify

Intersections

Review

Historical

Discussions

& Posts

Step 11:

Evaluate topic based tag clouds based on “organic” and “natural”.


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Topics &


Identification

Stakeholder

Identification

Trend

Indications Meme

Distribution

Media

Channel

Analysis

SM2 Tools Identify

Intersections

Review

Historical

Discussions

& Posts

1st Key Persona Observation:

“parenting” and “organic meat” were a multiple larger than vegetarian.


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2nd Key Persona Observation:

Many pregant women started to crave meat, even vegetarian and vegan moms and started discussions on forums about such.


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Topics &


Identification

Stakeholder

Identification

Trend

Indications Meme

Distribution

Media

Channel

Analysis

SM2 Tools Identify

Intersections

Review

Historical

Discussions

& Posts

Step 12:

Evaluated Identity Intersections and Relationships.

Step 12:

Evaluated Identity Intersections and Relationships.


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Topics &


Identification

Stakeholder

Identification

Trend

Indications Meme

Distribution

Media

Channel

Analysis

SM2 Tools Identify

Intersections

Review

Historical

Discussions

& Posts

Substantial Intersection Insight:

Identified tri-mester pregnant women as ideal target because many crave deli meat and had been publically asking their men to get them some via facebook. It’s what is called a “2 fer.”


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Topics &


Identification

Stakeholder

Identification

Trend

Indications Meme

Distribution

Media

Channel

Analysis

SM2 Tools Identify

Intersections

Review

Historical

Discussions

& Posts

X $

Step 12 & 2nd Substantial Insight:

Identified Boar’s Head Trend and had opportunity to steer husband away from Boar’s Head deli meats, (which was growing in popularity amongst men due to the primal association). Was essential to infuse Applegate brand (logo) with more cross-over gender-appeal that would speak to both the husbands and the wives. Original logo was too “country kitchen.”


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Topics &


Identification

Stakeholder

Identification

Trend

Indications Meme

Distribution

Media

Channel

Analysis

SM2 Tools Identify

Intersections

Review

Historical

Discussions

& Posts

Brand & Market Recommendation:

Instead of a “dad to be” or “repeat dad” awakening his inner animal with Boar’s Head, the Applegate brand would let the man step into a different role as the selective discerning hunter and protector. For such a persona, who better than the mythological and folklore hero William Tell, who knew just what he needed to do as a marksman with his arrow in his quiver and done did it.


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Results:

• Identified a new emerging market and recommended to agency that Applegate Farms try to own it.

• In 2012 early 2013, Applegate’s market dramatically increased amongst the new eco-aware fathers who in 2011 spent $1.7 in the US. (Source: 3blmedia)

• Consumers’ feedback associated brand with guilt-free deli meat and loyalty soared.

• Delivered a parental cross-over plug and play strategy that would virally spread through their combined networks to broaden Applegate Farms reach.

• New market of eco-aware parents embody fantastic marketing ambassadors, who would further drive the SROI (social return on investment).

– These parents spend an enourmous amount of time in trusted small circles at parks and other infant and toddler based locations together offline. They also post family photos and share more than any group except tweens / tweens.

• The new William Tell-brand and positioning aligned synergisticaly, with the innovative Applegate Farms CEO’s vision and character as well as Applegate Farms’ Counter-Corp Culture and DNA.


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Thank you.


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Contacts:

Michael Leifer

415.456.1285

[email protected]

http://www.guerillapr.com

Mallory Lux

253.312.0889

[email protected]

http://www.sdl.com/si

mailto:[email protected]

http://www.guerillapr.com

mailto:[email protected]

http://www.sdl.com/si

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