The art of conversation generation

The art of conversation is a difficult one to master, but as Community Managers at The Co-op, we’re responsible for predicting and evaluating the direction and volume of conversation across social media – in real time. In short, we help turn social conversation around our brand into an asset.

So when it came to Valentine’s Day this year, the objective was clear. Co-op Food were going after breakfast. After all, we are your local convenience store with all you need for the perfect breakfast in bed, from freshly baked croissants to award-winning Prosecco, or even just some (Fairtrade) tea bags for a morning brew! It made sense.

Food Marketing, PR and the commercial teams worked on their above-the-live proposition, looping in the support of Channel 4’s Fred Sirieix from #FirstDates, and we in the Social Media Community Management team set about generating the right conversation, at the right time!

We had two simple objectives: encourage users to share inspiration beforehand and then share in real-time on the big day. We choreographed a strategy in two phases. Firstly we hit key online influencers (who we already know and love) with a surprise through the post – Truly Irresistible croissants, coffee, Valentine’s chocolate and some Hazelnut spread for a truly indulgent breakfast in bed. All this, ahead of the big day, as a taster for them and their audiences. This acted as a catalyst with the influencer community sharing their breakfast ideas in the week running up to Valentine’s Day.

Then we targeted consumers with the next batch ensuring their #LoveAtFirstLight breakfast box arrived on Saturday 13th, just in time for their Sunday morning treat where they gladly shared photos of their breakfast from bed, the beach and with their whole family too!

Co-op's valentine's conversation on 14th February (green) versus the grocery market's campaigns
Co-op’s valentine’s conversation on 14th February (green) versus the grocery market’s campaigns

Together these simple gestures helped Co-op Food become the #1 most talked about Valentine’s campaign within the UK grocery sector on Valentine’s morning. 20% of the day’s conversation was made up of our audiences sharing their breakfast in bed with us too. Our volume peaked at 11am and we then handed over the Valentine’s baton to the likes of Aldi, but our work as your local Co-op was done. We’d served breakfast in bed to the nation and it was delicious.



Find me on Twitter @jordanjmcdowell

Or contact me by email

4 thoughts on “The art of conversation generation

  1. Steve Anderson February 18, 2016 / 10:04 am

    I noticed that #loveatfirstlight is also used for comments about the TV show Take Me Out and that this drove some of the traffic!

    Like

    • jordanjmcdowell February 18, 2016 / 10:09 am

      Hi Steve, our measurement took account of this and so what I’ve blogged is still valid.

      Like

  2. Pete Hill February 18, 2016 / 10:49 am

    when will we see the results in terms of sales figures?

    Like

    • jordanjmcdowell February 18, 2016 / 10:54 am

      Hi Pete, I believe this detail is being collated now and will be circulated via the usual internal routes.

      Like

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s