The document discusses how Brandwatch can be used to promote volunteerism. Specifically: - Brandwatch allows tracking of conversations about volunteerism online to engage with individuals and organizations, conduct research on hot topics, identify potential partners and events, and understand differences by geography. - Research using Brandwatch can provide insights for honing marketing messages, generating new program and content ideas, and understanding what volunteer-related categories and issues people care most about. - Data from Brandwatch can be used to look for new partnership and media opportunities as well as track existing programs and engage in relevant conversations online.

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Using Brandwatch for:
• Strategic Program Planning
• Partnership Building
• Engagement
• Tracking

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Who am I?
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• Created on behalf of the 1,200 farm families in New England and Upstate NY who own
Cabot Creamery Cooperative, to honor their commitment to volunteerism and doing good
in their communities.
• Partnerships with volunteer matching organizations and platforms including Create the
Good, All for Good, VolunteerMatch, GiveGab, and more.
• Partnerships with non-profits such as Habitat, Give Kids the World, and others.
• Events both on the ground, and online.
• Like-minded prize partners include other co-ops, other B-Corps, farmers, and more.
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About Reward Volunteers (RV)

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Some RV stats:
• Began February 14 2012; now in sixth phase.
• 242,228 hours logged by 3,680 volunteers,
benefitting 3,500+ organizations (so far).
• $51,000 donated to 36 non-profits since the start.
• $235,300 worth of prizes awarded to date.
• 42 Celebrity Cruise Winners use Reward Volunteers.
• 17 Celebrity Cruise Winners have won prizes.
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Prize Partners

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When you log your volunteer time, and share it online, you help:
Briefly… why should you log hours?
• Inspire others to volunteer
• Promote the organization you care so much about
• Support Cabot farmers’ desire to encourage
and reward volunteerism
• Celebrities/Alumni for future cruises will be
chosen from among RV users!
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So: How do we use Brandwatch
to promote volunteerism?
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With Brandwatch, we can:
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Track the conversation—and engage.
Listen for hot topics in
Volunteerism, which helps:
Conduct Research
• Find new events & media opportunities
• Identify partners & like-minded organizations
• Understand geographic differences
• Learning resource
• Hone marketing messages
• Ideation—for content, programs,
promotions, etc.
• Category emphasis & uniqueness

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Track Program Conversation & Engage

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Campaign Monitoring
The results below are part of a huge query about Cabot and Cabot products
that includes the RV program and others.
Shown here are the Reward Volunteers TAG results.
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Why do a large,
complex query?
Helps avoid overlap in
results, and uses your
account more efficiently!

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Broad Query with Tag Rules
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Reward Volunteers Tag from
Cabot Broad Query
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The RV strategy targeting organizations is very strong,
and it pays off. Over half of the RV mentions are from
organizations, many of which are Cabot partners.
Cabot’s RV team engages with both individuals
and organizations who mention the program.

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Track & Respond
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Dashboard Set Up Tip: Aligned Authors
We don’t want to measure our success based on team-member content.
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• Create author list including all team-member
author names on all platforms
• Then, exclude that list from entire dashboard
(you can always change it if you want to see!)

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Dashboard Set Up Tip: Irrelevance
How do you manage irrelevant content?
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• You can only make your queries so long!
Create RULES that push content into “irrelevant” tag,
then exclude that tag from entire dashboard
(you can always change it if you want to see!)
• NOTE: if it’s REALLY spam, report as spam.
We use the term loosely here…

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Create Rules, or Select Content
and Categorize?
• Tags are on-the-fly…
no reason to set rules
• Categories: if you’re not planning
to do ongoing analysis, you can
mark the content straight from the
dashboard for timeframe
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For ongoing analysis, you should
definitely set rules.
It’s worth the prep time!

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Categorization Tips
• I like to tag the heck out of the content – really anything that could possibly
be interesting, any words that repeat, any concepts you brainstorm…
• Set up charts to group tags that might make sense together. See how they
stack up. See what is missing. Tag that, too.
• Group & create categories from the tags… categories are much easier to work
with for charting/ cross-tabulation
• Be organized—it’s easy to lose track. (I’m old school on this and make written
notes; transfer them to Basecamp after I’m sure.)
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REFRAME!VISUALIZE! THINK!

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Create Rules—be inclusive
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Create Rules—be inclusive
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Listen for Hot Topics in Volunteerism
• Hone Marketing Messages
• Ideation
• Category emphasis & uniqueness

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Volunteer Query
Trying to keep politics out of it:
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Topics starting point
NEWS only: Everything except NEWS:
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Hashtags from broad Volunteering query
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General, Medical, Education & Safety
are the biggest categories
• But, content within the
food/hunger, homelessness,
community clean up, etc. are
very telling and very specific.
• Find organizations that are
most discussed and issues that
consumers care deeply about.
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Understanding DONATE: Time, Items, Money

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Volunteer Recognition versus
Doing for Volunteers
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Families & Children are huge topics:
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Not a huge disparity in male/female
conversation volume, but…
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…women are doing more recruiting & organizing.
Remember: you don’t
need to run 100% on
thinking queries—save
your juice for when a
random sample won’t do.

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WHEN should we talk to people who care
about volunteering?
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Work day into evenings EST

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Research
• Find new events & media opportunities
• Find Partners
• Understand Geography
• Learning Resource

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Partnership
Possibilities
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Looking for Media Opportunities –
Monthly Coverage by Mozrank
We all want to report that our efforts and subject matter get amazing media
coverage. But some of this (a lot of this) is really not important.
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But, what if you focus on just the
6-10 ranked sites?
Save time by honing in on what matters…
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Geography – looking for opportunities
Create tab with filter for the area we’re interested in and voila!
A microcosm of data:
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Geography: look for hotspots
Then, drill down and see what’s going on in these areas.
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Topics of Interest
Drill down on topic clouds to quickly find subjects within the
overall conversation.
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We use these to craft outreach
messages and for team strategy.

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Understand usage of terms
“Triple Bottom Line” has become a phrase that is used somewhat differently in
different circles. It also risks overuse.
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Remember: you can’t do ideation
in a vacuum
• Messaging and ideation is part of a larger context; but ideas can come
straight from the data.
• Some findings might seem obvious, but that doesn’t mean anyone has
thought about it.
• Researchers can have great ideas.
• Sometimes, the marketers are doing the research, but sometimes, there
are different teams. Communicate!
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Questions?
wscherer@socialstudiesgroup.com
443.535.0643