Studies in Group Decision I- Social Space, Patterns of Communication and Gr
Case Study: Social Studies Group
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Transcript of Case Study: Social Studies Group
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© 2016 The Social Studies Group @wendyscherer #NYKCONF | May 11, 2016
Using Brandwatch for: • Strategic Program Planning • Partnership Building • Engagement • Tracking
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© 2016 The Social Studies Group @wendyscherer #NYKCONF | May 11, 2016
Who am I?
WendyManaging Partner
The Social Studies Group
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WendyStrategy & Social Media
Cabot Creamery Cooperative
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© 2016 The Social Studies Group @wendyscherer #NYKCONF | May 11, 2016 4
• 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)
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© 2016 The Social Studies Group @wendyscherer #NYKCONF | May 11, 2016
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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© 2016 The Social Studies Group @wendyscherer #NYKCONF | May 11, 2016
Prize Partners
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© 2016 The Social Studies Group @wendyscherer #NYKCONF | May 11, 2016
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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© 2016 The Social Studies Group @wendyscherer #NYKCONF | May 11, 2016
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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© 2016 The Social Studies Group @wendyscherer #NYKCONF | May 11, 2016
Track Program Conversation & Engage
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© 2016 The Social Studies Group @wendyscherer #NYKCONF | May 11, 2016
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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© 2016 The Social Studies Group @wendyscherer #NYKCONF | May 11, 2016
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 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!)
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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…
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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
For ongoing analysis, you should definitely set rules.
It’s worth the prep time!
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© 2016 The Social Studies Group @wendyscherer #NYKCONF | May 11, 2016
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 QueryTrying 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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© 2016 The Social Studies Group @wendyscherer #NYKCONF | May 11, 2016
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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© 2016 The Social Studies Group @wendyscherer #NYKCONF | May 11, 2016
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.
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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 opportunitiesCreate 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 InterestDrill 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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443.535.0643