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One step ahead: How Co-op uses Brandwatch to inform their business

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One step ahead: How Co-op uses Brandwatch to inform their business

  1. 1. One step ahead: How Co-op uses Brandwatch to inform their business
  2. 2. Agenda ● Why we use Brandwatch ● How we use Brandwatch ● Accessibility ● Crisis Management ● How we’re using Brandwatch to show perception of our ethics and values on social ● Datahack
  3. 3. Agenda ● Why we use Brandwatch ● How we use Brandwatch ● Accessibility ● Crisis Management ● How we’re using Brandwatch to show perception of our ethics and values on social ● Datahack
  4. 4. Finding something that you didn’t know, but you need to know
  5. 5. We look at patterns and themes in the conversation, not an individual’s opinion.
  6. 6. Agenda ● Why we use Brandwatch ● How we use Brandwatch ● Accessibility ● Working with non-social savvy teams ● Crisis Management ● How we’re using Brandwatch to show perception of our ethics and values on social ● Datahack
  7. 7. How we use Brandwatch ● Brand reputation ● Crisis Management ● Conversation alerts ● Campaign Reporting ● Influencer Engagement ● ‘Data Hack’
  8. 8. Agenda ● Why we use Brandwatch ● How we use Brandwatch ● Accessibility ● Working with non-social savvy teams ● Crisis Management ● How we’re using Brandwatch to show perception of our ethics and values on social ● Datahack
  9. 9. Accessibility within the business
  10. 10. One ‘Co-op’ query, segmented using rules and categories to fit the brief
  11. 11. Agenda ● Why we use Brandwatch ● How we use Brandwatch ● Accessibility ● Crisis Management ● How we’re using Brandwatch to show perception of our ethics and values on social ● Datahack
  12. 12. Crisis Management
  13. 13. 2:15 - Brandwatch Alerted us of the Tweet 2:20 - We flagged this to PR (They weren’t aware) 2:50 - PR had personally spoken to the Area Manager and we had a statement But we want to be quicker!
  14. 14. Brand Reputation
  15. 15. Agenda ● Why we use Brandwatch ● How we use Brandwatch ● Accessibility ● Crisis Management ● How we’re using Brandwatch to show perception of our ethics and values on social ● Datahack
  16. 16. Working with Food Policy
  17. 17. The brief: What are our communities saying about Food Policy?
  18. 18. Sustainability Ethical Trade Legislation Agriculture Diet & Health
  19. 19. ‘Environmental waste’ vs ‘wasted food’ OR ‘food thrown out’ OR ‘orange label’ OR ‘binned food’ OR ‘wonky veg’
  20. 20. Themes across all Co-op conversation
  21. 21. Sentiment across all retail conversation
  22. 22. Themes across all retail conversation (%) Light Pink Dark Pink Purple Light Green Orange Silver (Co-op) Blue
  23. 23. Competitor conversation for Sustainability
  24. 24. Light Pink Dark Pink Purple Light Green Orange Silver Blue Competitor conversation for Sustainability
  25. 25. Competitor conversation for Sustainability
  26. 26. Looking further into Fairtrade conversation
  27. 27. Key learnings
  28. 28. Making business decisions based on what our members want
  29. 29. Creating regular content that people care about
  30. 30. Having the answers before we get the question
  31. 31. Agenda ● Why we use Brandwatch ● How we use Brandwatch ● Accessibility ● Crisis Management ● How we’re using Brandwatch to show perception of our ethics and values on social ● Datahack
  32. 32. Co-op’s first datahack
  33. 33. Questions? @ThatsSoNewt Linkedin.com/newtonsophie

Hinweis der Redaktion

  • Since using Brandwatch at Co-op we’ve found that the really interesting conversation about our brand is often social conversation that doesn’t directly mention us. We’re not alone in this either. As social media community managers, we think we know how our community perceive our Co-op, but when we’ve looked at it through the eyes of Brandwatch, we’ve had a few surprises.
  • It’s easy for a business to see one bad tweet and panic. We’ve found colleagues within the business can focus on isolated incidents, but once we’ve compare that to the community conversation as a whole, it puts the isolated issue into perspective.
  • We started using Brandwatch initially to report on marketing campaigns. We retrospectively looked at conversation and compared this to our competitors’. However, in 2018 we’ve focused more on Brandwatch alerting us of trends and themes, to help us when managing social conversation. This helps us inform the business and be proactive with our content.
  • We work with different departments across the whole of our Co-op to see how social intelligence can benefit them and help them to make better informed decisions.
  • Looking at the volume of mentions across our businesses.
  • Social reporting on Stop Funding Hate drove the business to publish 2x public blog posts from senior leaders about our work reviewing our advertising policy and also inspired an open forum held at our AGM for concerned members to discuss this with our Director of Brand and Board Directors. Since then we’ve agreed we’ll work to change the view of these news titles and on 18 October we had a two page spread highlighting how modern slavery still exists in the UK and needs tackling.
  • These were the key themes once we drilled this down.
  • It’s important to know how social communities actually talk about topics when listening in, corporate jargon won’t cut it. For example, the term “orange label” is widely used by our community to denote Food products marked-down/reduced in-store close to expiry date. This is relevant and interesting when considering a conversation about food waste and prevention.
  • When analysing these conversatiosn we noticed a large spike in conversation when a certain retailer made an announcement regarding Fairtrade. It spiked our conversation too, as people wanted an update on our position and future intentions. There’s also a few spikes within Agriculture, this conversation was mainly around our 100% British meat announcement this summer.
  • Within the Diet & Health conversation, we can see that the conversation is predominantly around calories. However, positive mentions speak about of healthy meal deals and negative mentions talk of high calorie sandwiches on offer for lunch. We can see that instead of focusing on fresh vegetables and fruit our community care more about having a ‘healthy ready meal’ option.
  • Now we compare each theme for each retailer. I’ve blocked out names as you can see. Light Green - Ethical trade, Fairtrade announcement. Large blue on the purple retailer is an announcement to support British Farmers. Looking into Co-op (Silver) we can see: Food waste, Fairtrade, 100% British and Halal conversation
  • It’s interesting to see spikes in conversation through the summer. Each retailer has completely different recurring topics. So it shows the community are not actively targeting all retailers with the same message they’re specific issues that they have with the Brand. We can see Fairtrade again, Packaging around fruit and veg, bags for life.
  • As we all know volume doesn’t always mean engagement so it’s good to look at the sentiment. We’d like sentiment to work harder here and have a better representation of the conversation.

    Co-op has 10% of the conversation within sustainability. Comparing this to our NY conversation we had 5% of the retail conversations. We’ve still got a way to go but we’re producing relevant content and participating in hard hitting conversations.
  • I’m a personal fan of word clouds, giving more information on what we noticed in our spikes of conversation earlier. We can zoom further into this to get more information. So zooming into Fairtrade
  • We find a clear link to tea. Because of this information we decided to put together a quick campaign, sending influencers our Fairtrade own brand tea for them to try. As well as influencers we engaged people within this very conversation. So using Brandwatch Analytics and Brandwatch Audiences to find our target audience.
  • The Fairtrade strategy manager is now taken social data to his meetings with Fairtrade organisations. We’re now at a point where he is finding this data himself from our Brandwatch Dashboards, great to see a non-social team using and utilising social data.
  • Our announcements are what we know our members want and will get behind. Fairtrade easter eggs and partnership with OneWater
  • Our blog content now is relevant and engaging. We’re able to use the information in our blog post and repurpose on all our social media channels.
  • Informing our social response teams. If we see a spike in conversation through our signals and alerts we can check in with our PR teams to get all the relevant information and a up to date statement. We then give this to our community managers and customer service teams to use.
  • We had our first ever in house data hack. One task was to use Brandwatch data around #GBBO fortune cookie conversation and compare it to the sale of Almond flavouring. The Data was collected through a query and called through the Brandwatch API. We input that data to Python with sales results to see if we could see any correlation. The chart did show that the sales trend changes after social conversation on the night of the episode. Therefore we could in theory use social media data to predict and alert us to sales about to happen. It’s still very early days but this is something we can definitely look further into in 2018.

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