Webinar - Translating Insight Into Action
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Transcript of Webinar - Translating Insight Into Action
SDL Proprietary and Confidential SDL Proprietary and Confidential guerilla PR, Inc. & SDL Proprietary & Confidential
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
2
APPLEGATE FARMS – A CASE STUDY
3
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
APPLEGATE FARMS – A CASE STUDY
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
& Personas Acculturation
& Exchange
Mapping
Music
Dance,
Language,
Food
Ethnography
Trend
Analysis &
Forecasting
Cultural
Value
Constructs
Beliefs,
Folklore,
Myths
Cultural
Anthro Tools
Review
Historical
Discussions
& Posts
APPLEGATE FARMS – A CASE STUDY
5
Method:
Used Cultural Anthropological practices with SM2 to solve the Objective.
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
Topics &
Tag Clouds Influencer
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.
APPLEGATE FARMS – A CASE STUDY
6
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
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.
APPLEGATE FARMS – A CASE STUDY
7
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
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.
APPLEGATE FARMS – A CASE STUDY
8
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
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.
APPLEGATE FARMS – A CASE STUDY
9
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
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.
APPLEGATE FARMS – A CASE STUDY
10
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
Step 3:
Examined the largest groups that purchased deli meat based upon their
specific religions certifications that were similar to organic.
APPLEGATE FARMS – A CASE STUDY
11
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
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).
APPLEGATE FARMS – A CASE STUDY
12
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
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).
APPLEGATE FARMS – A CASE STUDY
13
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
Fishing Picnics
Foreign Language Classes
Football
Funerals Births
Board Meetings
Graduations
Beach
Basketball
APPLEGATE FARMS – A CASE STUDY
14
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
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.
APPLEGATE FARMS – A CASE STUDY
15
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
Topics &
Tag Clouds Influencer
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.
APPLEGATE FARMS – A CASE STUDY
16
Topics &
Tag Clouds Influencer
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.
APPLEGATE FARMS – A CASE STUDY
17
Topics &
Tag Clouds Influencer
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:
Evaluated, filtered and distilled down the top search results from each of the
4 anthropology-based data sets from 2007 – 2012.
APPLEGATE FARMS – A CASE STUDY
18
Topics &
Tag Clouds Influencer
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
APPLEGATE FARMS – A CASE STUDY
19
APPLEGATE FARMS – A CASE STUDY
20
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.
APPLEGATE FARMS – A CASE STUDY
21
Topics &
Tag Clouds Influencer
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.
APPLEGATE FARMS – A CASE STUDY
22
Topics &
Tag Clouds Influencer
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”.
APPLEGATE FARMS – A CASE STUDY
23
2nd Big Insight:
Some brands that had been tried and true “organic” now were further confusing consumers with new category messaging of “natural dairy”.
APPLEGATE FARMS – A CASE STUDY
24
3rd Big Insight:
National Surveys had been conducted that showed that more consumers thought “natural” was government regulated and “organic” was not.
APPLEGATE FARMS – A CASE STUDY
25
“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.
APPLEGATE FARMS – A CASE STUDY
26
Step 8:
Determine what media channels are being used for the consumer-based “organic” vs “natural” discussion.
APPLEGATE FARMS – A CASE STUDY
27
Topics &
Tag Clouds Influencer
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.
APPLEGATE FARMS – A CASE STUDY
28
Topics &
Tag Clouds Influencer
Identification
Stakeholder
Identification
Trend
Indications Meme
Distribution
Media
Channel
Analysis
SM2 Tools Identify
Intersections
Review
Historical
Discussions
& Posts
APPLEGATE FARMS – A CASE STUDY
29
APPLEGATE FARMS – A CASE STUDY
30
Step 9:
Identify Stakeholder Targets by Type, Channel and Category and evaluate / define best methods to create mutually-beneficial Exchanges.
APPLEGATE FARMS – A CASE STUDY
31
Topics &
Tag Clouds Influencer
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.
APPLEGATE FARMS – A CASE STUDY
32
Topics &
Tag Clouds Influencer
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
APPLEGATE FARMS – A CASE STUDY
33
Topics &
Tag Clouds Influencer
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
APPLEGATE FARMS – A CASE STUDY
34
Topics &
Tag Clouds Influencer
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.
APPLEGATE FARMS – A CASE STUDY
35
Topics &
Tag Clouds Influencer
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”.
APPLEGATE FARMS – A CASE STUDY
36
Topics &
Tag Clouds Influencer
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.
APPLEGATE FARMS – A CASE STUDY
37
2nd Key Persona Observation:
Many pregant women started to crave meat, even vegetarian and vegan moms and started discussions on forums about such.
APPLEGATE FARMS – A CASE STUDY
38
APPLEGATE FARMS – A CASE STUDY
39
Topics &
Tag Clouds Influencer
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.
APPLEGATE FARMS – A CASE STUDY
40
Topics &
Tag Clouds Influencer
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.”
APPLEGATE FARMS – A CASE STUDY
41
Topics &
Tag Clouds Influencer
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.”
APPLEGATE FARMS – A CASE STUDY
42
Topics &
Tag Clouds Influencer
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.
APPLEGATE FARMS – A CASE STUDY
43
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.
APPLEGATE FARMS – A CASE STUDY
44
$
APPLEGATE FARMS – A CASE STUDY
45
Thank you.
APPLEGATE FARMS – A CASE STUDY
46
Contacts:
Michael Leifer
415.456.1285
http://www.guerillapr.com
Mallory Lux
253.312.0889
http://www.sdl.com/si