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Target KPI 2018

- Feature 1 & 2 (identify the key social influencers, Brand/Topic Model)

- RealTime Dashboard for visualise the Influencers impact and how it influence

Budget Estimation

- Total estimated fee is about: 300.000.000 VND

+ Buffer (15%): 345.000.000 VND

Amazon Services ($1,000 USD/month), Testing Environment (Computer, Labeling, Marketing Expert)

Resource Plan

Project Owner & Solution Architect: 1 member

Data Engineer: 2 members

Data Scientist : 1 members

Front End Engineer: 1 members

Total: 5 members * 12 month = 60 MM

Architecture Design

Identifying Key Influencers

Feature 4: Competitive Intelligence

- Identify the competitors

- Track and monitor the competitors behaviors using social listening

- Visualise Activities through Realtime Dashboard

- Provide the attack/defense strategies

Core Features

  • Identify the key social influencers with important messaging about the product

  • Brand & News Sentiment/Topic Model

  • Build the CMR - content marketing resonance

  • Competitive Intelligence

Feature 3: CRM - Content Resonance Marketing

- Measure the effectiveness of marketing strategy by a score

- Provide the marketing strategy for maximum the outreach

- Choose the right people for the right time, right place.

Feature 2: Brand & News Sentiment/Topic Model

Measuring the attitude of social network users towards a brand

Leveraging the insights…

Leveraging the insights with our recipe development strategy, we created recipes that included other popular talked about fruit so it would be more relevant with key influencers.

Feature 1: Detect the key social influencers in your industry

In the new world of digital relationships, word of mouth extends well beyond recommendations from friends and family into the realm of influencer marketing.

We learned we could expand our visibility and awareness by partnering with other fruits entities and expose ourselves to those organizations’ audiences and advocates.

Conversation Insights

Social Listening

  • Nearly one-fourth of all kiwifruit mentions included mention of at least one other fruit – with strawberry being the most mentioned.

What is Social Listening?

  • Social Media Listening, also known as Social Media Monitoring, is the process of identifying and assessing what is being said about a company, individual, product or brand.

  • There are several Social Listening Tools available. The marketing objectives and social media platforms will help determine the right tool to use.

How we used Social Listening?

  • Step 1: Crawling the news, and social network
  • Step 2: Identify the key influence social influencer
  • Step 3: Found opportunities where we could join our key influencers’ conversations organically and educate with specific key messaging
  • Step 4: Leveraged interactions with key social influencers to impact sales with both the trade and consumers
  • Step 5Measured effectiveness of Social Media events and specific activities (including brand sentiment, demographic and geographic relevance)
  • Step 6: Finding the competitors and the strategy to attack/defense from them

Joining the Conversation

Will Davison a popular race car driver tweeted about the smoothie he was drinking. One of the ingredients was kiwifruit. One of his fans mentioned how the smoothie would keep him regular so we joined the conversation.

Leveraging Key Influencers…

Changing the Conversation

A Sports Illustrated article featuring Carlos Gomez, a popular MLB player for the Milwaukee Brewers, started getting traction on twitter. The article talked about how Gomez grew up in poverty in the Dominican Republic and when he came to the US he “googled” what rich people talk about so he could fit in. From that search he learned that kiwifruit had a lot of potassium.

We immediately sent him a package of kiwifruit (with more nutritional information) and reached out to him online.

The day he received the package he posted this amazing tweet to his 84,000 followers and social media began to react immediately.

…to Impact Sales

We sent a report on Carlos Gomez to our customers in the Midwest who had yet to order Zespri. We showed them that just after 17 minutes, people were already re-tweeting and asking where they could buy Zespri®.

We had a prominent regional retailer order Zespri just because of this interaction with Carlos Gomez.

Other ways Social Media can impact Sales

Thank you for Listening.

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