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Webinar - Translating Insight Into Action
 

Webinar - Translating Insight Into Action

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Applying Cultural Anthropology to Social Data - An Applegate Farms Case Study with SDL Customer Guerilla PR

Applying Cultural Anthropology to Social Data - An Applegate Farms Case Study with SDL Customer Guerilla PR

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    Webinar - Translating Insight Into Action Webinar - Translating Insight Into Action Presentation Transcript

    • TRANSLATINGINSIGHT INTO ACTIONApplying Cultural Anthropology to Social Data –An Applegate Farms Case Study#insights2actionMichael LeiferCultural Anthropologist & CEOMarch 19, 2013 guerilla PR, Inc. & SDL Proprietary & Confidential SDL Proprietary and Confidential
    • APPLEGATE FARMS – A CASE STUDYObjective: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. 2
    • APPLEGATE FARMS – A CASE STUDYMethod:Used Cultural Anthropological practices Carrying Trend Capacity Cultural Analysis & Value Forecasting Constructs Cultural Beliefs,Ethnography Anthro Tools Folklore, Myths Music Diffusion Dance, Pathways Language, Acculturation & Personas Food & Exchange Mapping3
    • APPLEGATE FARMS – A CASE STUDYMethod:Used Cultural Anthropological practices with SM2 Review Carrying Historical Trend Capacity Cultural Discussions Trend & Posts Meme Analysis & Value Indications Distribution Forecasting Constructs Cultural Beliefs, Media Identify SM2 ToolsEthnography Anthro Tools Folklore, Channel Intersections Myths Analysis Music Diffusion Dance, Topics & Pathways Stakeholder Acculturation Language, Tag Clouds Identification & Personas Influencer & Exchange Food Identification Mapping4
    • APPLEGATE FARMS – A CASE STUDYMethod:Used Cultural Anthropological practices with SM2 to solve the Objective. Review Carrying Historical Trend Capacity Cultural Discussions Trend & Posts Meme Analysis & Value Indications Distribution Forecasting Constructs Cultural Beliefs, Media Identify SM2 ToolsEthnography Anthro Tools Folklore, Channel Intersections Myths Analysis Music Diffusion Dance, Topics & Pathways Stakeholder Acculturation Language, Tag Clouds Identification & Personas Influencer & Exchange Food Identification Mapping5
    • APPLEGATE FARMS – A CASE STUDYStep 1:Identified the various US-based communities where the consumption of deli meatis a staple of their diet, nutrition, behavior, rituals and lifestyle = carrying capacity. Carrying Trend Capacity Cultural Analysis & Value Forecasting Constructs Cultural Beliefs,Ethnography Anthro Tools Folklore, Myths Music Diffusion Dance, Pathways Language, Acculturation & Personas Food & Exchange Mapping6
    • APPLEGATE FARMS – A CASE STUDYStep 1:Identified the various US-based communities where the consumption of deli meatis a staple of their diet, nutrition, behavior, rituals and lifestyle = carrying capacity. Carrying Athletes Trend Capacity Cultural Analysis & Value Urban Extreme Forecasting Constructs Collegiate Western Cultural Beliefs, Middle ReligiousEthnography Anthro Tools Folklore, Myths Management Groups Employees Kids / Music Diffusion Pathways Dance, Language, Tweens / Acculturation & Personas & Exchange Food Teens Mapping7
    • APPLEGATE FARMS – A CASE STUDYStep 2:Conducted research on how different US-based cultures (tribes) determine whattypes of food labeling will increase purchase-intent based upon their values. Carrying Trend Capacity Cultural Analysis & Value Forecasting Constructs Cultural Beliefs,Ethnography Anthro Tools Folklore, Myths Music Diffusion Dance, Pathways Language, Acculturation & Personas Food & Exchange Mapping8
    • APPLEGATE FARMS – A CASE STUDYStep 2:Conducted research on how different US-based cultures (tribes) determine whattypes of food labeling will increase purchase-intent based upon their values. Carrying Natural Trend Capacity Cultural Analysis & Value Fresh Organic Forecasting Constructs Real Nitrate-FreeEthnography Cultural Anthro Tools Beliefs, Folklore, Grassfed Pure Myths Whole Clean Music Diffusion Dance, Pathways Language, Acculturation & Personas Food & Exchange Mapping9
    • APPLEGATE FARMS – A CASE STUDY Step 3: Examined the largest groups that purchased deli meat based upon their specific religions certifications that were similar to organic. Carrying Trend Capacity Cultural Analysis & Value Forecasting Constructs Cultural Beliefs,Ethnography Anthro Tools Folklore, Myths Music Diffusion Dance, Pathways Language, Acculturation & Personas Food & Exchange Mapping10
    • APPLEGATE FARMS – A CASE STUDY Step 3: Examined the largest groups that purchased deli meat based upon their specific religions certifications that were similar to organic. Carrying Trend Capacity Cultural Analysis & Value Forecasting Constructs Kosher (Jewish) Cultural Beliefs, Hallal (Islamic)Ethnography Anthro Tools Folklore, Myths Music Diffusion Dance, Pathways Language, Acculturation & Personas Food & Exchange Mapping11
    • APPLEGATE FARMS – A CASE STUDY 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). Carrying Trend Capacity Cultural Analysis & Value Forecasting Constructs Cultural Beliefs,Ethnography Anthro Tools Folklore, Myths Music Diffusion Dance, Pathways Language, Acculturation & Personas Food & Exchange Mapping12
    • APPLEGATE FARMS – A CASE STUDY 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). Carrying Football Basketball Trend Capacity Cultural Analysis & Value Picnics Fishing Beach Forecasting Constructs Births Funerals GraduationsEthnography Cultural Anthro Tools Beliefs, Folklore, Foreign Language Classes Myths Board Meetings Music Diffusion Dance, Pathways Language, Acculturation & Personas Food & Exchange Mapping13
    • APPLEGATE FARMS – A CASE STUDY Step 5: Took all the terms generated from each of the 1st four anthropology-based methodologies Carrying Trend Capacity Cultural Analysis & Value Forecasting Constructs Cultural Beliefs,Ethnography Anthro Tools Folklore, Myths Music Diffusion Dance, Pathways Language, Acculturation & Personas Food & Exchange Mapping14
    • APPLEGATE FARMS – A CASE STUDY 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. Review Carrying Historical Trend Capacity Cultural Discussions Trend & Posts Meme Analysis & Value Indications Distribution Forecasting Constructs Cultural Beliefs, Media Identify SM2 ToolsEthnography Anthro Tools Folklore, Channel Intersections Myths Analysis Music Diffusion Dance, Topics & Pathways Stakeholder Acculturation Language, Tag Clouds Identification & Personas Influencer & Exchange Food Identification Mapping15
    • APPLEGATE FARMS – A CASE STUDY Step 6: Evaluated, filtered and distilled down the top search results from each of the 4 anthropology-based data sets from 2007 – 2012. Review Historical Discussions Trend & Posts Meme Indications Distribution Identify Media SM2 Tools Intersections Channel Analysis Topics & Stakeholder Tag Clouds Identification Influencer Identification16
    • APPLEGATE FARMS – A CASE STUDY Step 6: Evaluated, filtered and distilled down the top search results from each of the 4 anthropology-based data sets from 2007 – 2012. Original List of Terms Review Historical Discussions Trend & Posts Meme Natural Indications Distribution Fresh Organic Identify Media SM2 Tools Real Nitrate-Free Intersections Channel Analysis Grassfed Pure Topics & Whole Clean Tag Clouds Stakeholder Identification Influencer Identification17
    • APPLEGATE FARMS – A CASE STUDY Step 6: Evaluated, filtered and distilled down the top search results from each of the 4 anthropology-based data sets from 2007 – 2012. Updated List of Terms Review Historical Discussions Trend & Posts Natural Indications Meme Distribution Real Organic Media Pure Whole Clean Identify Intersections SM2 Tools Channel Analysis Topics & Stakeholder Tag Clouds Identification Influencer Identification18
    • APPLEGATE FARMS – A CASE STUDY19
    • APPLEGATE FARMS – A CASE STUDY20
    • APPLEGATE FARMS – A CASE STUDY 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. Review Historical Discussions Trend & Posts Meme Indications Distribution Identify Media SM2 Tools Intersections Channel Analysis Topics & Stakeholder Tag Clouds Identification Influencer Identification21
    • APPLEGATE FARMS – A CASE STUDY 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. Review Historical Discussions Trend & Posts Meme Indications Distribution Identify Media SM2 Tools Intersections Channel Analysis Topics & Stakeholder Tag Clouds Identification Influencer Identification22
    • APPLEGATE FARMS – A CASE STUDY 1st Big Insight: Conversational Memes showed that there was major consumer confusion around the terms “organic” vs “natural”.23
    • APPLEGATE FARMS – A CASE STUDY 2nd Big Insight: Some brands that had been tried and true “organic” now were further confusing consumers with new category messaging of “natural dairy”.24
    • APPLEGATE FARMS – A CASE STUDY 3rd Big Insight: National Surveys had been conducted that showed that more consumers thought “natural” was government regulated and “organic” was not. “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.”25
    • APPLEGATE FARMS – A CASE STUDY 4th Big Insight: When mapping out the Organic Industry there was not a deli meat category.26
    • APPLEGATE FARMS – A CASE STUDY Step 8: Determine what media channels are being used for the consumer-based “organic” vs “natural” discussion. Review Historical Discussions Trend & Posts Meme Indications Distribution Identify Media SM2 Tools Intersections Channel Analysis Topics & Stakeholder Tag Clouds Identification Influencer Identification27
    • APPLEGATE FARMS – A CASE STUDY Step 8: Determine what media channels are being used for the consumer-based “organic” vs “natural” discussion. Review Historical Discussions Trend & Posts Meme Indications Distribution Identify Media SM2 Tools Intersections Channel Analysis Topics & Stakeholder Tag Clouds Identification Influencer Identification28
    • APPLEGATE FARMS – A CASE STUDY29
    • APPLEGATE FARMS – A CASE STUDY30
    • APPLEGATE FARMS – A CASE STUDY Step 9: Identify Stakeholder Targets by Type, Channel and Category and evaluate / define best methods to create mutually-beneficial Exchanges. Review Historical Discussions Trend & Posts Meme Indications Distribution Identify Media SM2 Tools Intersections Channel Analysis Topics & Stakeholder Tag Clouds Identification Influencer Identification31
    • APPLEGATE FARMS – A CASE STUDY Step 9: Identify Stakeholder Targets by Type, Channel and Category and evaluate / define best methods to create mutually-beneficial Exchanges. Review Historical Discussions Trend & Posts Meme Indications Distribution Identify Media SM2 Tools Intersections Channel Analysis Topics & Stakeholder Tag Clouds Identification Influencer Identification32
    • APPLEGATE FARMS – A CASE STUDY Step 10: Identify and evaluate Influencers and evaluate / define best methods to create mutually-beneficial Exchanges Review Historical Discussions Trend & Posts Meme Indications Distribution Identify Media SM2 Tools Intersections Channel Analysis Topics & Stakeholder Tag Clouds Identification Influencer Identification33
    • APPLEGATE FARMS – A CASE STUDY Step 10: Identify and evaluate Influencers and evaluate / define best methods to create mutually-beneficial Exchanges Influencer Identification Review Historical Discussions Trend & Posts Meme Indications Distribution Identify Media SM2 Tools Intersections Channel Analysis Topics & Stakeholder Tag Clouds Identification Influencer Identification34
    • APPLEGATE FARMS – A CASE STUDY 5th Big Insight: Neither Stakeholders nor Influencers had not yet been invited to the party. Review Historical Discussions Trend & Posts Meme Indications Distribution Identify Media SM2 Tools Intersections Channel Analysis Topics & Stakeholder Tag Clouds Identification Influencer Identification35
    • APPLEGATE FARMS – A CASE STUDY Step 11: Evaluate topic based tag clouds based on “organic” and “natural”. Review Historical Discussions Trend & Posts Meme Indications Distribution Identify Media SM2 Tools Intersections Channel Analysis Topics & Stakeholder Tag Clouds Identification Influencer Identification36
    • APPLEGATE FARMS – A CASE STUDY 1st Key Persona Observation: “parenting” and “organic meat” were a multiple larger than vegetarian.37
    • APPLEGATE FARMS – A CASE STUDY 2nd Key Persona Observation: Many pregant women started to crave meat, even vegetarian and vegan moms and started discussions on forums about such.38
    • APPLEGATE FARMS – A CASE STUDY Step 12: Evaluated Identity Intersections and Relationships. Review Historical Discussions Trend & Posts Meme Indications Distribution Identify Media SM2 Tools Intersections Channel Analysis Topics & Stakeholder Tag Clouds Identification Influencer Identification39
    • APPLEGATE FARMS – A CASE STUDY Step 12: Evaluated Identity Intersections and Relationships. Review Historical Discussions Trend & Posts Meme Indications Distribution Identify Media SM2 Tools Intersections Channel Analysis Topics & Stakeholder Tag Clouds Identification Influencer Identification40
    • APPLEGATE FARMS – A CASE STUDY 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.” Review Historical Discussions Trend & Posts Meme X $ Indications Distribution Identify Media SM2 Tools Intersections Channel Analysis Topics & Stakeholder Tag Clouds Identification Influencer Identification41
    • APPLEGATE FARMS – A CASE STUDY 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.” Review Historical Discussions Trend & Posts Meme Indications Distribution Identify Media SM2 Tools Intersections Channel Analysis Topics & Stakeholder Tag Clouds Identification Influencer Identification42
    • APPLEGATE FARMS – A CASE STUDY 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.43
    • APPLEGATE FARMS – A CASE STUDY 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.44 $
    • APPLEGATE FARMS – A CASE STUDY45
    • APPLEGATE FARMS – A CASE STUDY Thank you. Contacts: Michael Leifer Mallory Lux 415.456.1285 253.312.0889 mleifer@guerillapr.com mlux@sdl.com http://www.guerillapr.com http://www.sdl.com/si46