Case Study: Social Studies Group

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

Who am I?

WendyManaging Partner

The Social Studies Group

WendyStrategy & Social Media

Cabot Creamery Cooperative

• 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.

About Reward Volunteers (RV)

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.

Prize Partners

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!

So: How do we use Brandwatch to promote volunteerism?

With Brandwatch, we can:

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

Track Program Conversation & Engage

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.

Why do a large, complex query?

Helps avoid overlap in results, and uses your

account more efficiently!

Broad Query with Tag Rules

Reward Volunteers Tag from Cabot Broad Query

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.

Track & Respond

Dashboard Set Up Tip: Aligned AuthorsWe don’t want to measure our success based on team-member content.

• 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!)

Dashboard Set Up Tip: IrrelevanceHow do you manage irrelevant content? • 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…

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

For ongoing analysis, you should definitely set rules.

It’s worth the prep time!

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.)

REFRAME! VISUALIZE! THINK!

Create Rules—be inclusive

Listen for Hot Topics in Volunteerism• Hone Marketing Messages• Ideation• Category emphasis & uniqueness

Volunteer QueryTrying to keep politics out of it:

Topics starting point

NEWS only: Everything except NEWS:

Hashtags from broad Volunteering query

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.

Understanding DONATE: Time, Items, Money

Volunteer Recognition versus Doing for Volunteers

Families & Children are huge topics:

Not a huge disparity in male/female conversation volume, but…

…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.

WHEN should we talk to people who care about volunteering?

Work day into evenings EST

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

Partnership Possibilities

Looking for Media Opportunities – Monthly Coverage by MozrankWe 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.

But, what if you focus on just the 6-10 ranked sites?Save time by honing in on what matters…

Geography – looking for opportunitiesCreate tab with filter for the area we’re interested in and voila! A microcosm of data:

Geography: look for hotspots

Then, drill down and see what’s going on in these areas.

Topics of InterestDrill down on topic clouds to quickly find subjects within the overall conversation.

We use these to craft outreach messages and for team strategy.

Understand usage of terms“Triple Bottom Line” has become a phrase that is used somewhat differently in different circles. It also risks overuse.

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!

Questions?wscherer@socialstudiesgroup.com

443.535.0643

Case Study: Social Studies Group

Social Media

Transcript of Case Study: Social Studies Group

Work Group D Social Studies TEKS Recommendations Geography … Group D... · 2019. 8. 16. · Work Group D Recommendations . Social Studies, Texas Essential Knowledge and Skills .

Social Studies Technology Project Ohio Social Studies Standards.

AYA Social Studies - Lake Erie College · Web viewAYA Social Studies AYA Social Studies AYA Social Studies AYA Social Studies 8/31/2012 1:12 PMPage 78 9 b.Academic Dishonesty, Plagiarism,

Studies in Group Decision I- Social Space, Patterns of Communication and Gr

Social Studies 7th Grade Social Studies Standard 1coloradoplc.org/files/archives/grade_7_social_studies.pdfSocial Studies 7th Grade Social Studies Standard 1.1 . Montesquieu natural

TapInfluence and The Social Studies Group: "Brands and Women Bloggers Influencer Partnership Study"

Social Studies 8 - - NESD Curriculum Corner Documents/social... · 2015. 7. 22. · Social Studies 8 Social Studies • Grade 8 | 1 Introduction Social studies is a Required Area

STUDIES OF SOCIAL GROUP DYNAMICS UNDER ... Z CONTRACTOR REPORT NASA CR-2496 ¢; STUDIES OF SOCIAL GROUP DYNAMICS UNDER ISOLATED CONDITIONS t're])area I by THE GEORGE WASHINGTON UNIVERSITY

Group 12 Natal - Social Studies 6to 2014

TEACHING SOCIAL STUDIES SOCIAL STUDIES METHODS SPRING, 2012.

Group 3 Recife - Social Studies 6to 2014

Group 11 Porto Alegre - Social Studies 6to 2014

Work Group E Final Recommendations Social Studies, Texas ...

Middle School Social Studies. Social Studies Education What is the result of a quality Social Studies education?

24 Virginia Revelle Social Studies Oda Phillips Social Studies … · 2019-03-23 · 24 Virginia Revelle Social Studies Oda Phillips Social Studies Baron Shield Gerald Swinarski Social

introduction to alberta social studies program of studies · INTRODUCTION TO ALBERTA SOCIAL STUDIES PROGRAM OF STUDIES PROGRAM RATIONALE AND PHILOSOPHY Social studies provides opportunities

Group 7 Sao Pablo - Social Studies 6to 2014

Mr. Tyler's Social Studies Webpage - MR. TYLER SOCIAL STUDIES

myWorld Social Studies © 2013 : Integrating Social Studies ... · Integrating Social Studies across the Curriculum Introduction myWorld Social Studies Reinforces Literacy Instruction

Social Studies - NESDcurriculum.nesd.ca/Curriculum Documents/social-studies-3.pdf · Worldview in Social Studies and Social Sciences Curricula ... upon which social studies curriculum