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

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Highlighting the work of their Food Policy teams, learn how Co-op is using Brandwatch to help inform business decisions, spot opportunities and stay one step ahead of the competition.

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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

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