Surprising and Delighting Colleagues with #TasteAndTell Christmas Advent

Over the past four months we have been encouraging conversations among our social communities and in particular, with our Food store and depot colleagues through the #TasteAndTell campaign. Since launch, many of our colleagues have embraced social media and have advocated our products publicly, with pride.

As ’tis the season to be jolly, we decided to send an additional surprise Taste And Tell box to colleagues who had really embraced the Taste And Tell campaign over the past four months. We kicked off our Advent Taste and Tell on the 1st December and over the 25 days of advent, sent out 10 festive boxes to 10 different stores each day, that’s 250 Christmas surprises sent out to Food stores!

Advent Boxes

We packed the festive red boxes, each with a gold number on the front for the 25 days of advent, with Loved By Us Chocolate Santas, Loved By Us Chocolate Coins, Loved By Us Fruit Jellies and our Truly Irresistible Chocolate Truffles, (which are definitely my favourite!) To accompany our festive red boxes, we also hand wrote Christmas cards with a little thank you for chatting to us this year on social media, asking colleagues to let us know what they think of their surprise, and to share it amongst the team.

We notified our colleagues on Facebook that 250 surprise Advent boxes would be on their way to 250 lucky stores – which helped spark some excitement and helped contribute to 58% of the overall #tasteandtell campaign conversation for the month of December.

Over advent we’ve saw some fantastic snaps from our colleagues, who definitely got into the festive spirit in-store. It’s important to us to get our store colleagues chatting about the products we sell, as this helps improve our customers’ shopping experience. Our colleagues are able to genuinely recommend products that they’ve tasted, and speak about products with more confidence.

Christmas Advent 1


Scott Bennett – Social Media Community Manager – @Scott_Bennett1

Talking social metrics with MMU Marketing students

This week I was invited to speak to Marketing students at Manchester Metropolitan University as a guest lecturer for their Marketing Metrics course, in final year. I gave the students a whistle-stop tour of key social media marketing metrics and how we apply them here at the Co-op.

But, first thing’s first, I dispelled any misconceptions that ReTweets and Likes were the be all and end all of marketing metrics available to social marketeers. They’re a useful content KPI, yes, and certainly have their place, but there is a wealth of metrics available to us when analysing social as a marketing discipline.

Screen shot 2015-12-08 at 19.24.42

As a means of helping the students understand social marketing for corporate business, I demonstrated a framework those at the Co-op have heard me mention before, the 3 Cs of social media (read about this here), which succinctly outlines the way we segment varying social disciplines and subsequently measure success in those areas.

Screen shot 2015-12-08 at 19.25.01

So, what are these metrics?

  • Conversation volume
  • Conversation sentiment
  • Response rates and times – particularly key with our regulated businesses
  • Demographics analysis – gender, profession and age
  • Location – even when only 2% geo-tag their social, the macro view is still useful
  • Referral and CTR
  • Ad impressions
  • Engagements
  • Engagement rates – as well as industry benchmarks provided by the networks

As well as this, I did still mention social actions like ReTweets and shares. I also touched on Influencers, as a means of assessing the viability and opportunity within a community conversation, but stressed that influencer outreach can include a whole scope of other metrics like influencer score and those outside of social, such as domain authority – I could spend an hour on Influencers alone!

boolean

Before we closed, I introduced two gentlemen by way of their Google Doodle, Mr George Boole and Albert Einstein. Boole because he founded Boolean, a means by which social marketeers can source social intelligence. I urged the students to familiarize themselves with Boolean operators, as it could be their differentiator when applying for roles in social and digital marketing.

einstein

Einstein got the closing line because he (may have, the jury’s out) once said: “not everything that counts can be counted, and not everything that can be counted counts,” reminding us that it’s our job as marketeers to choose the right measurement metrics for our activity to help reiterate the power of social for delivering business benefit.


Find me on Twitter @jordanjmcdowell

Or contact me by email

Our First Ever Social Media Clinic

This week we hosted our first ever Social Media Clinic at our Support Centre, 1 Angel Square, for colleagues in the building to drop-in for a brew and talk social.

As a team, we’ve been hosting The Co-op Social Media Forum three times a year for a while now, where we speak about the latest innovations in social and the work we’ve been doing, but it was brilliant to get some one-on-one time with colleagues interested in social.

Just to have a natter, really.

I managed to help a colleague from HR understand more about hashtags and Twitter, helping her send her first tweet about a local baking competition she’s entering (good luck Sophie!) and also helped another colleague download WhatsApp onto her phone and send a message to her son who is away serving with the Royal Navy.

We spoke to colleagues about better integrating social intelligence data into the work of our sustainability and policy teams, and even our product development teams. We chatted about Facebook privacy and showcased social intelligence via our Brandwatch Vizia visualisations too.

We’re all looking forward to the next incarnation of the Social Media Clinic, and for the next Social Media Forum on Thursday 26th November!


Find me on Twitter @jordanjmcdowell

Or contact me by email

#TasteAndTell and Colleague Advocacy on Social Media

I’m Scott, a Community Manager at the Co-op, and I’ve been working on #TasteAndTell at The Co-operative Food for the last few months, encouraging conversation among our social communities.

We’ve been encouraging our colleagues to become brand advocates on social and to talk openly on their own social channels about the products we sell in our Food stores. #TasteAndTell is one of the ways we do this. The Food business launched the programme to all stores and depots last September and since then we’ve had conversations with colleagues about four products: Loved By Us Sweet and Salty Popcorn, Loved By Us New York Vanilla Cheesecake, Loved By Us Halloween Pumpkin Cake and Truly Irresistible Fairtrade Chocolate.

Every Food store and depot is sent enough of each product for the whole team to try and are encouraged to review the product by posting #Telfie’s (like a selfie, but better!) to their social networks. We capture feedback via surveys too, to feedback into the product development process.

#tasteandtell conversation volume
Social conversation volume spikes around #TasteAndTell product drops

By encouraging colleagues to get talking on social, we’ve seen colleagues more confident about speaking to customers in the aisles too bolstered with more knowledge about, and more experience of, the products we sell. It’s not just talk either with incremental sales on #TasteAndTell lines increasing for both colleague and non-colleague consumers, the colleague advocacy programme is achieving great results for the business.

 

Hello from the world of Social & Digital Engagement

Gail Lyon (so you know what I look like)

Gail Lyon (so you know what I look like)

My history with the Co-op goes back a long time, a really long time – in fact if it wasn’t for the Co-op I wouldn’t have been born. My Mum and Dad met across a crowded dance floor in the now sadly demolished Helena House in St Helens at a Co-op dance. My Dad’s first job was at the Co-op – he went from wrapping meat in brown paper to having his own store and so it felt like fate when 3 years ago I was approached to join the group.

Helena House - Image courtesy of Geolocation
Helena House – Image courtesy of Geolocation

I am results junkie – I love seeing an instant reaction, that’s why I guess I love social media so much, and why I ultimately ended up making a career out of it. I started my working life at BT, after a couple of years I went to Siemens to set up their telemarketing operation and then moved into marketing, where I did every job under the sun from product management to proposition development – chasing a job where I could see the results of my work immediately. I became impatient with direct mail, advocated the use of email and the wondrous world wide web. Finally I ended up with responsibility globally for their digital and social presence.

And so back to today – I’m the Group Social Media and Digital Engagement Lead for the Co-op – and I can honestly say I LOVE my job – why? Well, I work with the most amazing group of individuals – smart, passionate, kind, caring, co-operative with boundless energy – wanting to make a difference and get stuff done.

I’ve had the opportunity to build a strategy and an approach to social media from the ground up with the aim to turn the Co-op into a social organisation, with social integrated seamlessly throughout. We’ve gone from a team of 3 to a team of 10, covering both internal and external campaigns (paid and organic), content creation and community management. We developed the first UK retail Snapchat campaign which was named by Campaign Magazine as one of the top 10 digital innovations, was short-listed at Cannes Lions plus we were awarded best use of social media at the e-commerce awards for a Twitter campaign for our electrical business.

I love being able to have an idea and do something about it – a perfect example of this is how to connect our store managers quickly, simply with no cost – what was our solution – WhatsApp. Something easy to use, roll out and perfect for our disparate employees. On launch day we saw over 3,000 messages, images and videos, in the trial area we saw double digit sales growth – all because colleagues could connect, talk, bond and share. I’ll save the details for a later blog – but need to credit Jordan our Senior Community Manager for making the idea a reality.

And now it gets even better, what more could a digital professional ask for – we have a leader in Mike Bracken with an exciting vision of how the Co-op can be a pioneer again in a digital age, I feel beyond excited and privileged to be a part of it.

If you want to say hello you can find me on Twitter @gailtwist (Twist’s my married name in case you were wondering)