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2. Learn how to chart & visualise Share-of-Intent OR Share-of-Demand
3. Learn which keywords your competitors rank for
4. Know the price history/fluctuations of products in marketplaces
5. Deep dive your Social Media Competition Analysis
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The content is primarily based on a case study surrounding my family's 2009 Harvest of our pinot noir grape crop in Oregon's Willamette Valley (just outside of Junction City).
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A wonderful presentation showing how Label Insight's API Capabilities partnership with Food Thumb create the most user-friendly allergy app on the market.
Although Pinterest does not list a category for health or health care, there are plenty of users with pinboards and pins attributed to health care. Overall, there are a surprising number of pins associated to a large number of disease states.
This Course from Xaviers Academy will contain the following.
1. How to track demand for a product, topic or trend for any country, state & city around the world.
2. Learn how to chart & visualise Share-of-Intent OR Share-of-Demand
3. Learn which keywords your competitors rank for
4. Know the price history/fluctuations of products in marketplaces
5. Deep dive your Social Media Competition Analysis
An overview of the physiology and neurobiology connected to acute and chronic stress. Intended audience is for those who work with farming families who are dealing with stress and critical decision making. For more information, see: www.agsafety.info
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This is a presentation that I prepared for the the National Agri-Marketing Association conference on "Trends in Agriculture" in Kansas City, Missouri on November 11, 2009.
The content is primarily based on a case study surrounding my family's 2009 Harvest of our pinot noir grape crop in Oregon's Willamette Valley (just outside of Junction City).
It has been wonderful to combine my current vocation as a digital / social media strategist with the ability to help my family both on the farm, as well as from a distance.
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Using Social Data to Identify Consumer-Driven Trends in Agriculture
1. Using Social Data to Identify Consumer-Driven
Trends in Agriculture
Heather Rueschhoff & Jay Harrison
September 17, 2013
2. • So many channels
• So many “cool, new” tools and
gadgets
• So what?
Exciting time for marketers
3. 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?
4. 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
5. 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
6. 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
7. PRECISE™ is a patent-pending predictive
analytics technology derived within evolve24’s
Innovation Lab.
What it means to be PRECISE™
8. 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
12. E = Emotion
PRECISE™ methodology
Dread
Catastrophic
Communication
Certainty
Fairness
Familiarity
Responsiveness
Trustworthy
Control
Vulnerable
Morality
Involuntary
Understanding
13. 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
15. 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
17. 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
18. 1. Poor health from processed foods
2. Affordability of healthy foods
3. Perceived dangers of GMOs in foods
Top 3 communications issues
Food industry
19. 1. Provide weight loss support with
social media
2. Convenient and healthy breakfast
options
3. Avoid artificial ingredients
Top 3 marketing opportunities
Food Industry
20. 1. Fear of pit bulls
2. Dogfoodadvisor.com ratings
3. Food stamps for pet food
Top 3 communications issues
Pet Food
21. 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
22. 1. Litter box training
2. Rescue pet adoptions
3. Asthma symptoms in cats
Top 3 marketing opportunities
Pet Food
23. Understand what your customers are discussing
Emphasize your brand’s virtues
Gain competitive advantages
Be prepared
What could my company gain from this
information?
24. evolve24 is developing the next
generation of metrics to quantify the
positive feelings that people are
expressing in social media.
What’s next?