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.

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

9. C = Core message
PRECISE™ methodology

10. I = Influencers
PRECISE™ methodology

11. S = Speed
PRECISE™ methodology
Jun
Jul
Aug
Sept

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

14. 1. Food safety
2. GMO labeling
3. Food access and scarcity
Top agribusiness issues (March 2013)

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

16. How does your company compare
to its competitors?

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?

25. www.evolve24.com
Learn more about social intelligence

26. Heather Rueschhoff Jay Harrison
@HeatherSTL @GoAntelopes
Heather.Rueschhoff@evolve24.com Jay.Harrison@evolve24.com