I am here in Italy with Open Knowledge, a great IBM partner in Milan, London, and US.

italy 1336

So today I thought I would highlight an Italian company that has cross the Social Business mark.

Amadori Group wanted to market its poultry and pork products to evolve with the ever-changing modern lifestyles and dietary needs of young consumers. It sought to create fun ways to engage its target segment by exploiting online marketing and social media. The company sought to use online resources to gain new insights into its target consumer base to help boost brand visibility, encourage customer loyalty and gauge consumers’ reactions to its products and marketing campaigns.

This leading food company in Italy gains an unprecedented ability to track and visualize consumer conversations, transforming speech patterns into marketing insights and identifying those who can drive its business.

Influencing consumers’ culinary choices is not an easy task because taste and preferences vary with each person, lifestyle and dietary needs. This food company listens to and learns about its consumers’ culinary needs and desires in near-real time with a combination of innovative solutions. The company uses a powerful web development platform to quickly create highly interactive websites that are tightly integrated with social networking sites for targeted campaigns. It then exploits sophisticated predictive analytics to track and visualize what is said about its brand and products on social networking sites, blogs and forums—in near-real time. Gathering user data from multiple sources, the predictive analytics capture unstructured text and ingeniously separate consumer sentiments from all the chatter. The solution then analyzes the free text against structured data such as user profile information, revealing hidden attitudes and opinions that the company uses to identify consumer buying propensities, foster those who influence others’ purchasing decisions and refine the company’s digital marketing campaigns to generate more sales.

Real Business Results

•Boosts by 100 percent the company’s ability to monitor and learn about its brand health in near-real time using sentiment analysis
•Improves the company’s social media presence by 100 percent using near-real-time marketing insights, gaining 45,000 Facebook fans in less than one year
•Establishes direct communications with the target segment by 100 percent through web integration with social media