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evolve24's Jay Harrison and Heather Rueschhoff explore how companies can go beyond social media monitoring with social intelligence to help companies get ahead of issues that will affect their business.
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Using Social Data to Identify Consumer-Driven Trends in Agriculture
Heather Rueschhoff & Jay Harrison September 17, 2013
• So many channels • So many “cool, new” tools and
gadgets • So what?
Exciting time for marketers
We can ask consumers what they want … AND listen to the things that they feel compelled to say.
How can we most effectively market our products?
Survey Social Media
Provides insight on…
Known issues Unanticipated and emerging issues
Opinions are … Restricted by a scale and limited in scope
Unfiltered, uncensored, and unrestricted
Provides interpretations of …
The population as a whole
People who are active, passionate, and motivated
People will tell you what they want in social media by discussing the things that matter most to them. In agriculture, companies need to be aware of: • their customers • their competitors • and activists
Listening to the conversations
evolve24 accumulates data from a variety of sources, including:
38 languages 200 countries
Twitter YouTube
Facebook Press releases
Forums Newspapers
Message boards Television
Blogs Professional journals
Listening to the conversations
PRECISE™ is a patent-pending predictive analytics technology derived within evolve24’s Innovation Lab.
What it means to be PRECISE™
PRE = Predictive issue ranking We identify the most common topics of discussion, then rank them by their potential impact on an industry, as indicated by Core message, Influence, Speed, and Emotion.
PRECISE™ methodology
C = Core message
PRECISE™ methodology
I = Influencers
PRECISE™ methodology
S = Speed
PRECISE™ methodology
Jun Jul Aug Sept
E = Emotion
PRECISE™ methodology
Dread
Catastrophic
Communication
Certainty
Fairness
Familiarity
Responsiveness
Trustworthy
Control
Vulnerable
Morality
Involuntary
Understanding
evolve24 researched the agribusiness industry in March 2013. • Over 2.1 million articles from traditional and
social media • Articles covered a six-month span from
September 2012 through February 2013
Applying PRECISE™ in agribusiness
1. Food safety
2. GMO labeling
3. Food access and scarcity
Top agribusiness issues (March 2013)
The analyses were repeated with 2.2 million articles in August 2013.
1. Food safety (stays #1) 2. Food access and scarcity
(previously #3) 3. Farmer Assurance Provision
(previously unranked)
UPDATE: Top agribusiness issues
How does your company compare to its competitors?
evolve24 also researched packaged foods for a one-month period in July 2013. Analyses identified important topics from both communications and marketing perspectives.
Downstream: A look at consumer packaged goods
1. Poor health from processed foods
2. Affordability of healthy foods
3. Perceived dangers of GMOs in foods
Top 3 communications issues Food industry
1. Provide weight loss support with social media
2. Convenient and healthy breakfast options
3. Avoid artificial ingredients
Top 3 marketing opportunities Food Industry
1. Fear of pit bulls
2. Dogfoodadvisor.com ratings
3. Food stamps for pet food
Top 3 communications issues Pet Food
Communications issues (cont) Pet Food
1. Fear of pit bulls 2. Dog Food Advisor Ratings 3. Food Stamps for Pet Food 4. AAFCO Nutrition Standards 5. Dairy Content in Cat Food 6. Pet Food Recalls 7. FDA Pet Food Regulations 8. Corn Content in Pet Food 9. Expense of Healthy Pet Food
1. Litter box training
2. Rescue pet adoptions
3. Asthma symptoms in cats
Top 3 marketing opportunities Pet Food
Understand what your customers are discussing Emphasize your brand’s virtues Gain competitive advantages Be prepared
What could my company gain from this information?
evolve24 is developing the next generation of metrics to quantify the positive feelings that people are expressing in social media.
What’s next?
www.evolve24.com
Learn more about social intelligence
Heather Rueschhoff Jay Harrison @HeatherSTL @GoAntelopes [email protected] [email protected]
